Resources for the Jewelry Artisan

 

Do-it-Yourself Marketing Audit Excerpted from an eBook by Louise Coulson This checklist is a chance for you to go over your marketing business plan and be sure it is "up to snuff".   You might find this a useful tool to use every few months to track your progress.  The Marketing Plan Worksheet will help guide you to your marketing goals and can work with this page to solidify your ideas. QuickStart Market Positioning 1.    Do your business name, by-line, logo, business colors and typeface identify your company? 2.    Who are your clients and what are they looking for in your product or service? 3.    Do your marketing materials represent your company, services, capabilities and image. 4.    Do you have planned publicity and public relations programs? 5.    How are you using the power of the Internet to market your business? 6.    Is your direct mail effective and how do you track this information? 7.    Which of your marketing tools is the best producer? 8.    How much does each customer cost you? Your Jewelry Business Your Company What Business are you in?  (designing, fabrication, selling?)   What is your product?    Your Target Market Who are they?   What are they looking for?   What motivates them?   Your Competition Who is your competition?   What makes them different from you?   How do they market?   What is the most challenging part of marketing your business?   Your Current Marketing What are you doing now in terms of.....? Advertising   Print Material   Packaging   Direct mail   Craft Shows   Galleries   Trade shows   Newsletters   website   Public Relations   Public Speaking   Customer Feedback   Presenting Classes or Demonstrations   Determining Effectiveness of current marketing How do they get to your site or find your product jewelry?   Which pages of your site do they use?   Which marketing tools are working?   How can you tell which marketing tools work best?   Your Marketing Objectives and Strategy List your objectives Image   Introduce new pieces   Introduce new lines   Overcome competition   Strategy How can you reach your customer?   How can you set your self apart?   What is your niche?   Future use of Marketing Tools How do you plan to use......? Advertising   Print Material   Packaging   Direct Mail   Craft Shows   Galleries   Trade Shows   Newsletter   website   Public Relations   Publicity   Customer Feedback   Sample Marketing Action Plan Item Budget Personnel Initiation Date Due Date Test for Effectiveness                                                                                                                                                                         Louise Coulson © 2007 Used with permission of the author Back to The Business Side of Jewelry

 

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