Niche Market and Lack of Venues/Sales

by DreamSteam
(Macon, GA)

Butterfly Pocket Watch Pendant

I make steampunk jewelry, by choice. It is a fairly niche market, so I try to run ads on a tiny handful of affordable (Project Wonderful) enabled steampunk interest websites.

Otherwise, I have not been able to afford the *two* whole local craft shows! Per year.

I cannot see spending $1000 for a table to sell $20 jewelry (though I think my prices should be higher).

Which brings me to the current economy; I think that hurts all handmade artists who sell their work.

Even in a good economy, most people are not willing to pay for the love, time, effort and materials that go into handmade items.

Frustrating! =(

DreamSteam
Steampunk by DreamSteam Blog
DreamSteam Etsy Shop

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Niche Market and Lack of Venues/Sales

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Finding Your Niche Customers
by: Rena

Hi DreamSteam,

My first thought for you is about your lack of success at local craft shows. My best guess is that the Macon, Georgia area is probably NOT a hotbed of steampunk fans. :o)

If the jewelry your heart loves to make isn't a good match with the jewelry your local audience likes to buy, then I wouldn't waste any more of your time and funds on local craft shows.

Instead, focus on other venues where steampunk lovers can be found.

Here's one example:

Just up the road from you in Atlanta is the DragonCon festival - an enormous annual gathering of rabid fans of fantasy and science fiction that's held over Labor Day weekend in September.

It's too late to get a booth there this year - BUT if at all possible, why not go as a visitor for at least one day? Check out the steampunk possibilities there, and do as much networking as possible with the steampunk community there.

That's just one idea.

Next, online, have you tried zooming out one step from "steampunk" for your promotions and networking?

I'd recommend trying the slightly more general (and much larger) audience of "science fiction". Many of these fans either know and love steampunk, or would be very open to it.

If you haven't already, I'd highly recommend that you find and join some sci-fi oriented social networking communities online, and become a very active participant.

If you've already tried all these things, let me know and I'll see what else I can come up with for you!

Your work is very intriguing, and I know there's an audience for it - so don't get discouraged.

A suggestion from Twitter
by: Rena

From the Tweet about this page posted in my Twitter stream, @MattPlatts (who I think is located in the UK) Tweeted this suggestion:

"I would suggest you acquire a reseller. Here Alchemy Gothic is the big distributor. Maybe look for ads in alternative mags?"

The Way We Look At Things
by: Rita

Attitude is everything! There are many venues listed in Rena’s website right at your finger tips and only a click away. The problem many of us have is attitude. If you don’t think it will work for you it won’t.

I’ve spent the last 6 years getting rid of some anger that built up, after a couple BIG ruts got in my way, through evaluating my abilities, assets and talents. I forgot about all the great things I’ve accomplished in my life and how good I felt about my hard earned successes.

I forgot that believing in myself was a key to successes I’ve had as well as thinking bigger, getting over myself, never attending a pity party, and challenging myself EVERYDAY to try something new.

The road to success can be a long one but with a “dig in a do something” attitude you will overcome all obstacles. You see, my mother told me I could do anything and I can’t make a liar out of my mother!

My best to you

www.homebasedjewelers.blogspot.com
www.websiteswork.blogspot.com
www.privatestockjewelry.com
www.privatestockblogspot.com

Thanks
by: DreamSteam

Thanks for the input. I actually have not gone to ANY local craft shows due to the prohibitive costs involved (upwards of $500 to $1200 for a small table). I will look into other genres of fans, though, thanks!

Find better shows
by: LauraM

Boy, I have been selling my handmade jewelry for about 3 years, and I have never done a $1000 show. Just find some less expensive Art shows/craft shows, etc.

I do 2 larger shows a year that cost $425 (for a 3 day show) and that is about as high as I will go. Otherwise it is just not profitable for me.

Suggest you go online and search for festivals and art shows that have a lower booth fee. Find local show promoters that don't charge as much. And just because it's a smaller show, doesn't mean you won't do well. Some of my better shows are smaller shows or artwalks.

As a note, I've found that outside venues seem to be cheaper than inside. So if you haven't already tried that, you might want to invest in a tent and try it.

-- Laura

try farmer's markets
by: richard

i am the director of the artisan/craft aspect of our local farmer's market, here o the gulf coast. i get requests for applications, quite a bit. our overhead is very small and our booth fee is $5.00 !
we only set up on saturday mornings till noon[but a few of us want to try a longer day].

if your local farmer's market doesn't exist or doesn't allow crafted items, then offer to direct it for them. we had a little broohaha. we were 'dismissed' last fall, saying we wouldn't be allowed to set up during the winter{there won't be enough space" imagine that, at a city park]. no real reason given. i started a ball rolling to get artisan work back into the market by forming a guild and approaching the city about it. they liked my ideas and we are now there on our own dime, as it were.
HTH,
richard
richardsan@mac.com

Selling to a captive audience
by: Sue

Try selling at your local gym. I sell at a high end gym and my split is 80% to me and 20% to them. if I don't sell anything, I'm out zero!
They also ring my sales thru their money system and that allows me to take credit card and house account offered thru the gym. i get paid once a month by check from the gym.

I make sure to get e-mails of all of my customers, so that I can e-mail them when I will be there next. Since I'm the only vendor, I always sell. I also shorten items on the spot and make custom items for the people requesting them. The gym employees are my best customers.

Other places to sell:
Hospitals
Schools
Home jewelry parties

Now get out there and do it!!

Get Steamy!
by: Brenda Braun

First off, you HAVE to lose this attitude. <<>> I know it's frustrating to have an excellent product but not see the sales coming in but negative breeds negative and it WILL show in how you act around potential customers.

You have already stated that you're in a niche market so you already know you will have to put forth more effort to both find the right customer and to distinguish yourself from the hordes of steampunk sellers out there.

You need to not worry about the ones who aren't your buyers and go above and beyond to the ones who are. (without dismissing the ones who aren't...you never know when they'll switch sides..lol).

I know you have said that the smaller, less expensive craft shows aren't resulting in huge sales but I encourage you to keep on with them, all it can take is ONE person attending that show that sees you, realizes your jewelry is whats missing from THEIR show which could turn it around for you.

I attend our farmers market each Saturday morning, its held in a 4H livestock building and Im the only jewellery seller nestled in beside produce sellers.
Even though Im in a farmers market,I decorate my table as though Im in the finest art show in a glamorous city.
When I started 2 months ago, I had no shows lined up for the rest of the year, now, through contacts made at the market, I have
4 shows in other cities in November/December, 2 home parties in Sept/Oct and picked up a wholesale account!

Have you attended the larger shows as a customer? If its a show that you would like to attend in the future (I know Rena has good articles here on what to look for in a show) , perhaps you could set aside a monthly 'show fund' that would enable you to attend next year? If you're set up as a business, show fees are an expense that you can use for tax purposes etc.

Check the details of your business, does your packaging, tablescaping, yourself, literature all reflect the steampunk look and feel? Does it educate the people who stop at your table?
Do you have a friend who can critique all that for you?

I'm going to stop now cause I've written a book. :-) You have lovely jewelry and I wish you all the best!

http://decadence2.com
http://brendabraun.blogspot.com

Why not try these suggestions?
by: Urban Woodswalker

Why not look into etsy.com?

Steampunk is very big on Etsy, and you can sell from the comfort of home. Its free to join, they only charge a 20 cent listing fee, and then the commision taken for a sold item is only 3%.

Also, There are many more avenues then $1,000 dollar a booth shows. There are boutiques and shops that might take your jewelry on consignment. There are smaller shows...holiday shows, farmers markets, chruch sales...as well as craft fairs and art fairs.

Try networking for craft groups that may have members in your area. I know on etsy, and flickr, I have found many local likewise crafty friends and mentors to learn from and socialize with.

Marketing Your Steampunk
by: Sharon Fullen

My jewelry designs are much more traditional; however, I am a steampunk fan and love your designs on Etsy. You've already received some excellent ideas here. Yeah!

What I'd like to offer is my assistance in promoting online. I have an active blog, a Facebook page and Rose of Sharon Jewelry FB Fan page, a busy Twitter channel and more. I would love to do a blog feature of you and your products. No catch, just want to spend a couple of hours promoting you as part of my regular columnn: Great handmande jewelry finds. To take me up on this, just convo me via Etsy. My Etsy store is http://www.roseofsharonjewelry.etsy.com.

Anyone else interested in some promotion should also do the same as I keep a list of people to promote. You can check out my blog at http://www.roseofsharonjewelry.com to see examples.

You have a good base - Etsy and your blog - from which to work from. The key is to market, market, market via all the social networking channels that already exist. Social networking is 90% being a valued friend and building trust and 10% self-promotion.

Install Google analytics for your Etsy store and watch it carefully to see what increases your traffic. The key to Etsy is traffic, traffic, traffic. It is a process of increasing your numbers and sales will come! For example, StumbleUpon (a referral/bookmarketing site) brings me 60% of all my traffic to my 3 online venues. I never would have understood this without Google Analytics (set up for your blog too.)

There are also plenty of handmade forums to join for ideas, cross-promotional opportunities, etc. All of this costs nothing but your time.

Rena has also written about social networking ideas so read up on those here, too.

Look forward to helping any way I can.

Sharon Fullen of Rose of Sharon Jewelry
http://www.roseofsharonjewelry.com

Niche Market and Lack of Venues/Sales
by: Urban Woodswalker

Selling online takes a tremendous amount of time sitting in front of computer. Since summer, I have not devoted hardly anyt time to the computer, and sales have slowed down noticeable for me.

However, since it is summer, I have done shows, and made new contacts. I have handed out lots of business cards, and been in a gallery show. Making these contacts I have made many sales person to person.

I have also spent online time applying to holiday shows in my locale. So, its not all about selling in the here and now...its a constant juggling act.

Sometimes you need to just take a break, and get a new perspective on things.

http://urbanwoodswalker.etsy.com
http://www.flickr.com/urbanwoodswalker/

A Few More Suggestions...
by: Rachel

Hi DreamSteam! As a member of your target audience (I LOVE steampunk), I can tell you that, while Rena already hit on the BIG ones with sci-fi and fantasy, your style also appeals to the gamer and horror crowds too.

Above all, don't give up! I know it can be SO frustrating and discouraging sometimes...especially while the economy is in shambles (trust me - I've been there too), but you are very talented and your work is simply stunning. Just keep at it and never lose faith in yourself or your talent - you WILL come into your own.

Rachel

I like steampunk too!
by: pdr

I have just made a BUNCH of steampunk jewelry! As I am from tampabay, it will be interesting to to see how it sells! I have been introducing the idea at past shows. Got alot of positive feedback! Have a show next sat. so I'm hoping to sell, sell, sell! Your sites are great! Purchased all my supplies from etsy! Hope to also put this "new line" on etsy!

Thanks -- And what I do
by: DreamSteam

Many very good ideas were posted in response to my post. That post did result from temporary frustration, and I saw this as a safe place to vent a little bit; I am actually optimistic about selling. I have had more redirects from this site than many of my paid sites, lol.

What I have been doing since 2008:
~I sell on Etsy, ArtFire, and NativeMosaic. I use Facebook, Twitter, run my own steampunk blog on BlogSpot, and have made local contacts with people who purchased from me because they just happened to like my work.
~All of my pieces are 'registered' with at least Google and Bing search engines.
~I run web ads on sci-fi, steampunk, and many more web sites through Project Wonderful. (Yes, they *are* wonderful!)
~I also have reciprocating ads on the web sites of many other steampunk artists.

So in other words, doing what I can to get the word out, as it were.

I still have not done any local craft shows, but may try to soon.

As our economy recovers, may we all see an upturn in sales!

DreamSteam

Sold at show!
by: pdr

I was at a small show in a park overlooking the water in a small town near me last sat. Sold a necklace and a bracelet! So things are looking up for steampunk!! Have 3 somewhat bigger shows in may, so I'm hopeful I'll do even better! Have gotten such good feedback. Need to start finding other places for parts-spent way too much on eBay!

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