Planning Your Marketing

Planning your designs (early enough) to allow for marketing, and what types and timelines of marketing work for you can be a daunting task!

I absolutely love making new earring and clay pieces to share with my clients. However, since I started running my small business, I have learned how important it is to plan ahead. Planning your designs with marketing in mind is crucial for success in the competitive world of artisanal jewelry. Whether it’s planning ahead for a new collection in time for seasonal themes or prepping for a Pop-up market, there are some things to keep in mind when planning your new collection.

Planning ahead: When planning your clay earring designs, it's essential to consider the lead times required for production, marketing, and sales. Aim to design your collections at least a few months in advance to allow ample time for prototyping, production, photography, and marketing preparations. This timeline ensures that your creations are ready to hit the market when the timing is right, such as during seasonal trends or holiday shopping periods.

Knowing your audience: While it's essential to stay true to your artistic vision, designing versatile clay earrings that appeal to a broad audience can significantly enhance your marketing potential. Consider creating pieces that can transition seamlessly from day to night, or designs that complement a variety of outfits and styles. While it's essential to stay current with trends, it's equally important to balance them with your creative process and production timelines. Keep an eye on emerging trends, but don't feel pressured to chase every fleeting fad.

Rep your brand: Incorporate your branding into your clay earring designs from the outset. Whether it's through signature motifs, colors, or materials, consistency in your branding will help your creations stand out in a crowded marketplace. Additionally, invest in high-quality packaging that not only protects your earrings but also enhances the overall presentation, reinforcing your brand's value and aesthetic.

Visuals and Photography: Stunning visuals are essential for effective marketing, particularly in the realm of e-commerce. Invest in high-quality photography that showcases your clay earrings in their best light. Experiment with different angles, lighting, and backgrounds to create visually appealing images that capture the attention of potential customers.

As a creator and small business owner, the key to success lies in planning and thoughtful consideration of marketing timelines. By looking for inspiration in seasonal themes, starting preparations well ahead of events, and balancing trends with your own tested creation times, you can position your business for growth and success. Remember, there's no one-size-fits-all approach to marketing, so experiment with different strategies and timelines to find what works best for you.

Written by Erica Gamboa – Wild Encanto

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