Technology gives us the “space” to lay out our inventory at a very low cost, and with an ever growing plethora of tools and media that help us better communicate value. Creative businesses do the same thing online as they do offline, Including make the same mistakes. This is an actual display from a designer at a show and sell. Can you tell what they’re selling. As I’m collecting and prepping artisans for DeMarketplace I am moved to address myths and fears. It was no surprise that she sold little or made any contacts. Privacy fears affecting the viral impact of campaigns or image distribution.
If the container for your product images is locked down , their visibility is also locked down. Decide are you on social networks for personal convenience or as a Business.
I’m on Etsy or Facebook or (insert social media) so I do not need to market (I got this) .
These are social networks they work on the concept of sharing and viral effect. Most images have no attribution marking, so while shared you can seldom find the source or lead to a transaction. When taking a closer look at businesses saying they’re doing well, most are not meeting their survival threshold. In fact many are unaware of that baseline target Their product is under priced, so while they are selling they are operating at severe loss, Even when properly distributed, there is no means of conversion- so despite resources spent marketing fails
I do not show my work because they will steal my work….
The reality is that is a risk often many people who BUY your work may in fact copy or “rub it off”- It’s actually a technique taught in design school.
Protecting your work is a serious challenge, but your efforts to prevent this is only as strong as your willingness No one is Buying… so why bother.
Often higher priced items are “show-roomed” In that people often see an item of label 6-8 times before investing. Al the more reason to show what’s in your inventory.
If a celebrity (or major press), wears my stuff it will get sold… (So I do not need you)
You can only sell what you have in stock, and what is easy to “find” Celebrity endorsements work if your product is fully developed, well branded, competitively priced, well branded and extremely well distributed.
So I do not need you…
Ultimately at the core of this type of strategy is that unsaid “I do not need you”. A brand has a right to chart its course , often though this closed approach is based on “biases” and is in fact disrespectful to those you encounter. If reserving an item for a special audience e-mail them directly. You never know who is connected to the press or the “right eyes”
Why are you showing your images…
Are your seeking exposure, to build influence or Sales, The fact is Press contacts whether traditional or new media want fresh images not shared elsewhere. Who you need to see your work should guide your distribution strategy. I see designers/artisans sharing in closed groups with colleagues. Sponsors & investors Colleagues Hobbyist and enthusiast Consumers Press- (Traditional, Niche and New Media)Email This Post Print This Post