Having researched promotional methods and consumer traits throughout the duration of my dissertation, specialising in the ways that benefit indie craft businesses in particular, this combined with my own understanding and personal use of promotional tools such as social media and online apps I feel that I am in a good good position to promote my brand effectively.
So how to engage an audience? Strong, consistent content is the key as well as communication and being a real person behind the keyboard. I use Instagram to follow a bunch of fellow creatives from all over the world, I gain most of my inspiration for future products or ideas from photography accounts in particular. Using Instagram for much more than just a means of uploading photos to show off your creations means that you'll stick with it, it'll become a part of your daily routine and not feel like a chore and although a little ashamed to say it...the more recognition you get and the higher you see your followers count get, the more addicted you become.
I N S T A G R A M
Visuals are the strongest, most engaging way to promote a product so I personally opt for visual based content above anything else and so the best app for this is Instagram. Upload photos or videos along with a caption to your following viewers, the best thing about it is that you aren't forcing it in the faces or people that don't want to be exposed to it, anybody that follows you have chosen to do just that. So......I best mention the 'bulk follow' bugs that are now floating around, they're purchasable bugs that basically buy followers for you to essentially fake that you have grown a substantial following and are popular in the land of Instagram. In my opinion, why would you want to pretend to yourself above anybody else that you have established a following? Gather attention organically and it feels far more satisfying to know that the people following you are genuinely interested in what you have to offer and not that you've taken the easy way and bought the recognition.
C O M P E T I T I O N S & E V E N T S.
Also (this is new to me), keep an eye out for competitions that could potentially give you some exposure. Etsy have recently just launched their first ever Etsy Awards. Despite feeling confident in my brand and pleased with what I have accomplished over the past few years I have never entered competitions in fear that I wouldn't meet standards or expectations a.k.a I don't want to feel disheartened. Pushing my pride to one side I went for it, although I did wait until the very last day to enter because I was umming and arring for weeks. Not only do they have category winners but there is also a prize voted for by the public as well as a collaboration with John Lewis and then the opportunity to exhibit at an upcoming event. All of which could push Darwin & Gray a little further in the right direction.
Another Etsy supported venture....but when contacted about opportunities, TAKE THEM! I have been incredibly fortunate to have been featured or even asked to be featured at certain events including ITV's 60 Minute Makeover last year and then this past Christmas I was included in Etsy's 'Win The Wall' campaign (spot one of our personalised baubles that we sell just at Christmas dangling from the small box). Opportunities like this are beyond valuable to a brand, it is the equivalent to when designers are asked to do free projects to get their name out there and expose their work, hoping to gain further recognition and work from it. As well as this, I have gained contacts that could benefit Darwin & Gray later down the line as well as making genuine friends.
P H Y S I C A L.
Business cards are the basic, most simplistic way to get your name out there. They're small, can be packed with information and are easily picked up and saved without taking up too much room. as supportive as I seem to be of business cards, I have never actually made any as such - I've created small tags for my products before but never a card. I've created sample after sample over the years but simply because I never really knew where I'd give them out I've always avoided them until now. I'm attempting to create not only business cards but also postcards that feature a design or quote on the back so that they double up as not only promotion for Darwin & Gray but also a piece to be kept held of whether it is to frame or stand on somebody's desk as a mini print. Blurring the lines between promotional content and a keepsake.