Craft, Inc.: Turn Your Creative Hobby Into a Business. Meg Mateo Ilasco. Chronicle Books LLC: 2007. pg. 86-101
Chapter 5: "Marketing and Publicity Strategies"
I’ve been reading Craft, Inc. but I skipped ahead to chapter 5 for this assigned reading. Everything in this chapter is exactly what we’re doing right now. It was a great read.
As far as printed material, brand should be stressed, but overall, everything should project professionalism. I liked this statement about catalogs of work. “What you lack in resources, you can make up for with ingenuity and simplicity, so focus on making an uncomplicated, businesslike catalog that retains your style and displays some creativity.” I think that can apply to almost everything that is a part of your brand/business/marketing items.
There was a whole section on getting professional-looking photographs. I liked that it was “professional-looking” rather than “professional.” After reading the first few chapters of this book, it’s clear that she is writing this to a range of individuals pursuing crafts. Including the stay-at-home mom who decided to knit scarves (sorry, Grandma). I’d like to think that whatever I pursue after graduation will be self-made but at a higher-skill, more professional level. If that makes any sense.
In the section about photos she said to find a photography student that may be willing to photograph your work as a cheaper option. Last weekend, Lizzy, Jo, and I met with
Cole, a graduate student in the photography department here at Towson. He took some amazing photos, I’ll have to post some to my
honors thesis blog when I get a chance. Her advice to learn photoshop is so true. I’m taking the intro to computer media class this semester (I know, talk about last minute), and I love it. I am learning so much, and it could not have come at a better time. I’ve already photoshopped all the images Cole took for me, so now I have at least two or three options per shot he took. So great.
Online presence, the next section in this chapter. So excited when I read about it because I recently purchased a domain name. karenkerno.com. It’s not really in existence yet, but I own it, which is super exciting. I’ll keep you posted. My sister and her husband have their own
website and they recommended namecheap.com. So great. It’s only $9.96 a year. I bought one year and you just renew each year if you want. I can’t wait to start.
She then went on to talk about blogs, which I obviously already have experience with. This blog definitely acts just as my “digital sketchbook” for the studio class I take each semester. But I intend to include a link to my honors thesis blog on my new website. Blogs are great. I don’t think I even realize how much I check people’s blogs each day. And it’s true what she said in this chapter, you really have to update it each week if not each day. As this chapter says, “your blog can help keep your audience interested in you and returning to you on a daily basis.”
I liked the quote from Port2Port Press about how their blog turned into a successful way to generate business, “I never intended to use the blog to sell things, but it has become my vehicle for showing my latest inspirations and my latest work, and announcing some business news.”
There was a part about “being your own publicist,” which I’d like to think is the way I would go if I were to start my own business. Seemed like the idea of going to a bookstore and making a list of newspapers and magazines that fit your brand or might be interested in your product was perfect for the mailing list we are compiling this semester for senior project. Could be a fun way to spend a Saturday or Sunday afternoon.
Final advice I got from reading this chapter:
“be comfortable, concise, and interesting.”
“Dare to be imaginative, so that your press kit stands out rather than gets tossed out.”
“An interplay between creativity and simplicity is always good.”
“In order to be effective, your advertisements need to be well-designed with an emphasis on your brand.”
Awesome.