Thread: How do we market our crafts?

Originally Posted by LiliB

I would expect something like the Duesenberg to sell for $350. However, if galleries charge high commissions and put substantial mark ups on, the product will become quite unaffordable to many.

LiliB ...... I think you are undervaluing your target market. I think everybody here would agree that David's models are sensational and for my mind even $350 is selling short. Don't get me wrong, as much as I admire David's work I would not be forking out $350 but then again I am not your target market.

Take the Jaguar from the other thread that David is working on. A quick search on the web reveals:
Make: Jaguar
Model: SS100 3 1/2 Litre
Year: 1937
Price: £235,000

Yep ..... £235,000. If I can splash out £235,000 on a car that will not be by primary drive, or be used for work then $350 is hardly going to bother me. If you think about charge out rates these days an electrician is getting $80 per hour .... there is much more than 4 hours work in those models (possibly 4hrs per wheel). Depending on your market sometimes if you under price your work you are going to loose your market. If you can match a model with a keen collector, or better still as mentioned earlier a model of the persons actual car you will be starting at $500+ in my opinion.

The guy I share an office with has a Ferrari. Whilst he is not the kind of guy going around advertising the fact I know that in his house he has models of his current Ferrari and the older models he has owned in his pool room (not kidding!). People with high priced cars are passionate about them and I can imagine most of them would fall over backwards to have a hand crafted model of their car to sit on their desk or boardroom table as it is an excellent talking point.

As for your sales tactics I think you are best off with a web site with plenty of high quality photos of past models. Use this as your advertising in collectible car magazines, classic car club newsletters or websites etc. The purchaser can look at your site, decide if they are happy with the quality / detail and then place an order.

To really bump the orders I would try and get an article published in one of the magazines or club newsletters. I would think one or two doses of quality exposure like that would keep David in work for years to come.

I would think making models and trying to take them to car shows would be a costly waste of time. Get the word out and people will come to you.

All that being said the most important thing is that David needs to maintain the enjoyment of making the models. Whilst it is great to be able to sell something we enjoy making it doesn't take much to tip the balance before it becomes work!

Originally Posted by Sir Stinkalot

All that being said the most important thing is that David needs to maintain the enjoyment of making the models. Whilst it is great to be able to sell something we enjoy making it doesn't take much to tip the balance before it becomes work!

All great suggestions Sir Stink but the last paragraph is the most important...
there is an invisible line between a passion/hobby/therapy and just plain work...and when you step over it, the enjoyment can be lost from the process..
As Stinky said, the people that will buy these pieces will mostly have a large enough disposable income to be able to pay what they are worth (and to recognise their value)...IMO, for a custom build start at $1000+

Originally Posted by underfoot

there is an invisible line between a passion/hobby/therapy and just plain work...and when you step over it, the enjoyment can be lost from the process..

I think this is c%#$! I take alot of pleasure in doing what I love as "work". There is an extra challenge in doing something well enough and efficiently. Its a myth promalgated by those who wish to keep us in "real" jobs! And who don't want to pay us properly for doing something we actually like!

Originally Posted by tea lady

I think this is c%#$! I take alot of pleasure in doing what I love as "work". There is an extra challenge in doing something well enough and efficiently. Its a myth promalgated by those who wish to keep us in "real" jobs! And who don't want to pay us properly for doing something we actually like!

I hear you TL..but what I was alluding to in LiliB's hubby's case would be if he got an order for 25 Duesenburgs...Yes there is an extra challenge in efficient production..but I believe that the enjoyment had from the initial making would be diminished somewhat...
Then maybe Mr LiliB gets another order for 50..this then stops him from making the Bugatti that he was enjoying making..etc etc ..at some point it becomes "just a job"..
I get the feeling that Mr LiliB enjoys process more than production..

(and I'm not altogether convinced that there are "myth promulgating thems")

Totally agree with your line of thinking underfoot.....and sometimes it is fairly easy to cross that fine line. Some great contributions to the discussion along the way

Originally Posted by tea lady

I take alot of pleasure in doing what I love as "work".

Originally Posted by kcam

Totally agree with your line of thinking underfoot....

I should say that I fully understand where TL is coming from..I love those times when I can settle into production mode..that meditative state of making multiples, the rythym and repetition where the body can run on idle ..while the brain invents/creates the next masterpiece...
However...I wrote the last response while having a break from restoring a 1948 Malvern star 'autobyke'...this project is an absolute delight...if I were to do it twice ..it would be an absolute nightmare..

Getting an order for 50 is somewhat remote isn't it? And he does have the right to refuse!

LiliB, Here's an Aussie online market site that may be able to help you sell David's top quality Wooden Models,- www.ThisIsAustralia.com.au The site owner lives near Geelong, Vic., and prefers genuine Aussie Designed, & Made Cottage Craft Products. He sells a few of my Wooden Toys, & some of my Toy Plans on his site under the name of, " Aussie toys.net. " You can either set your own RRP, with him and he subtracts a percentage, or simply set Your RRP, ( recommended retail price ), and he ADDS his mark-up on top. Also it pays to include Aust-wide postage rates, and despatch info, as there's always someone who expects, " instant service,"

Also, to assist you, IF you consider it a good idea, I have a nice helpful lady in Alelaide who is Sales Agent for me, ( on 25% commission per sale ), and she takes some of my Wooden Toys, etc., every month to various better-known Adelaide Craft Markets, and I know she is always seeking to expand the range of genuine Aussie made Wood Crafts she has available to sell. Same deal applies to the Port Vincent Newsagency, therefore if any Toy-maker would like to add some of their products to my range, on consignment for sale either here at Port Vincent, or in Adelaide, they are quite welcome to contact me, as I find it impossible at times to make everything that people ask for.
Roger

Why not put a few into the Sydney motor show auction in October, they auctiOn car related items to get the Crowd going before the cars start.

I would GO for a muscle car and maybe an old school that would give you a shot at getting some big dollars plus lots of publicity, ensure that you have a web page up with misc photos on it prior to auction to capture attention of the crowd that may google you during auction or after seeing the model

Originally Posted by Gaza

Why not put a few into the Sydney motor show auction in October, they auctiOn car related items to get the Crowd going before the cars start.

I would GO for a muscle car and maybe an old school that would give you a shot at getting some big dollars plus lots of publicity, ensure that you have a web page up with misc photos on it prior to auction to capture attention of the crowd that may google you during auction or after seeing the model

I think Gaza's given a good lead above, Lili.

But remember, it is all about publicity and building David's public reputation. Perhaps the models should sit on an handcrafted stand or a professional quality sign saying
"Bespoke Auto-Craftsmanship by David of Deniliquin" or something similar.

Now you need to build some excitement and let people now they might be fortunate enough to buy a piece of David's craft at the AutoShow. One line in the news or features part of a magazine/newspaper is worth at least ten lines of advertising, and you don't pay for it.

You could make a series of press releases - half to one A4 page plus a professional quality photo - written like you see articles in the papers. Send slightly different releases/photos to journos who might be interested and care of their magazine/newspaper. Journalists are always pressed for time, and if they can publish you release with minimum alteration (takes time and effort) then you have a good chance of being published. Ideally, they just add their bye-line and publish what you wrote.

But if your draft reads like an advertisement, then it will be binned. Its a fine line; it must read like news.

Cheers

Graeme