Now you’re clear on your Ideal Customer – you need to decide what sales venue you’re going to focus on in 2024.
This might be a super-easy day for you – you may already be very clear on the sales venues you want to focus on this year.
However, if you’re not… now’s the time to think about where your Ideal Customer is likely to go to find what you make – and try to make sure that your work is there.
I’ll give you an example. My friend Megan Auman – who is a metalsmith – focuses a big chunk of her business on gaining wholesale sales to gallery shops around America.
Why? Because she knows who her ideal customer is, and where they are likely to shell out hundreds of dollars on one of her designs.
She can only do this because she knows her Ideal Customer.
If she was trying to sell her jewellery to boho boutiques, it just wouldn’t work – because that’s not the style of her (very modern) work, or the style of her Ideal Customer.
My Ideal Customer for Epheriell jewellery isn’t the same as hers.
Mine shops online. They don’t necessarily enjoy ‘browsing’ shops (at least half are men) – they have a goal (a wedding ring), an idea of what they want (not traditional) and they value handmade.
So – they go somewhere like Etsy or just Google what they’re after.
When it comes to deciding where you’re going to sell your work, you need to make sure the venue you choose makes sense.
Don’t try to sell somewhere just because ‘that’s what other people are doing’.
Think about your brand, your style, and the lifestyle of your Ideal Customer, and let that guide you.
Why is this important? Because where you choose to sell will effect your marketing efforts – the topic for the rest of this week.
Action Steps
1. Work out your ideal venue/s – whether online, markets, or a segment of retail.
2. Share your thought processes and questions in the FB group if you’re struggling to narrow this down!
