Know Who Buys Jewelry at Art and Craft Shows

by Shasta McLaughlin
copyright 2008

What would be easier trying to make everyone aware of and want your product OR trying to sell your product to people who already want it?

A key building block to a successful business is knowing who your target audience is.  Without knowing your target audience it’s likely you will spend your money trying to make everyone aware of and want your product instead of trying to sell your product to those people who already want the product you are offering.

Demographics is the word used to describe the characteristics a group of people have in common.  For instance the people who most often buy jewelry have many things in common that will help you know exactly how to market your product to them.

I’ve found that getting the demographics for any particular group of people could be especially cost prohibitive for artists and craft persons.  Most of us can’t afford the $2500 it costs us to get a professional report on who our target audience is.  I was thrilled when I found so much free information about the demographics of jewelry buyers on Google Answers http://answers.google.com/answers/threadview?id=339097.

Of course you might find that your exact customer doesn’t fit the mould of most jewelry buyers.

The best way to obtain exact information about your target customer is to survey the people who buy from you.  Ask questions like age, average income, amount spent on jewelry a year, who they usually buy for, how much they are willing to spend on one piece, time of year they spend the most on jewelry, if they usually buy one piece or multiple pieces, etc.  Asking this many personal questions will probably require an incentive so you might consider offering a coupon for a free or discounted piece of jewelry to respondents.

One thing is certain your business will be more successful if you gather the demographics of your customers and then market specifically to that group of people.

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