Know the Craft Customer

1. Who are potential customers?
2. Where do they live, what will they buy?
3. What are their favorite activities?
4. Are your artisans offering what they want at the right price?
5. What can be done to “target” these folks?

Knowing who your product or products are designed for is absolutely essential to marketing.

Think about:

• Demographics – What you would expect to be asked in a survey or the census.
   (Age, income, education, race, gender, education, number of children, income, etc.) 
• Psychographics - How people use and spend their time.
   (Where they travel; what they read; attendance at festivals and fairs; how they prefer to spend their leisure time.)
• Values – What people consider with respect to worth, excellence, usefulness, or importance. (family, tradition, beliefs)

NOTE: Studies of consumers who do purchase online reveal that the price of product, selection, and the consumer’s satisfaction with the after-delivery experience influences their intent to return and buy again. So customer service and how the customer perceives the value of the product is most important.