Target Market

[Former_Member]

I've been reading a lot on tips on how to sell on Etsy. I understand the jewelry market is very saturated and the more products I have, my chances of being found increases.
I have a facebook page, pinterest, and google+, yet I can't figure out how to determine my "target market"

I don't want to spend too much time and money promoting in places where my "target market" is not located.

I focus mainly on bracelets, chandelier earrings, and drops/dangle earrings. I like to make delicate, modern pieces with a classic touch.

Any help/advice will be appreciated! Thanks! :)

[Former_Member]

I'm also interested in these answers. Bumping.

[Former_Member]

I think that there are some niches where it's easy to find a target market. For instance, if I sold yarn, it would be pretty easy to find knitters and crocheters to market to. It's much more difficult when you are trying to target 'women who wear jewelry'. Or for me, 'women who wear scarves'. I think the key for us is to find something different that sets us apart. For me, I use linen because it's more ecological sound than cotton or synthetic materials. So, if I was going to be doing targeted marketing (which I haven't done yet, but plan to do), I'd market to yoga studios, groups who want natural products & are interested in eco-friendly options. Not something I've done yet, but plan to when I have more time (right!). It's even more difficult with jewelry. But try to find something about your pieces that sets your work apart from the rest, and try to find that customer. It's hard, and not really my thing, but that would be what I would do.

[Former_Member]

Sorry, just spent 8 hours mulching my beds with compost, and then drank a glass of wine. Too much sun & a little too much wine. I re-read my post and realized I probably wasn't much help at all. Sorry!

[Former_Member]

Define the person most likely to buy your products.

male/female?

What age?

What likes and dislikes?

What is their income?

Once you can describe this person you have your target market pretty much nailed down.

For example my target market for my shawls is men, usually between 35 & 50 with above average income. They enjoy the finer things in life and have a lady friend with similar interests.

Why men? Simply because my research over the past 10 years has shown that although the lady may like the item, its the man who purchases them as gifts for their lady.

[Former_Member]

That's really interesting, Crochetgal! So, then what's the next step. You've discovered your target market it 35-50 yo money making men. How do you figure out where to find these guys?

[Former_Member]

Are you selling these shawls off etsy? Tried to find them in your sold section (thought I'd show my 35-50 yo money making hubs, lol). Stopped after the first 10 pages. 300 pages! wow!

[Former_Member]

Pam I've been selling for over 10 years both at the various art shows and online.

Most of my shawls sold online are sold through my own website although I do have a few sales of them on Etsy every now and then.

[Former_Member]

Ahh. So how do you target these men?

[Former_Member]

Alejandra, I think that something that we can learn from crochetgal is that it's not always obvious in the beginning who our best customers will be. For instance, in my pocket squares shop, I really thought that it would mostly be women buying pocket squares for their SO's or for bridesgroom gifts for a wedding. I designed the packaging and logo, etc with that in mind. But so far I've had more men order from me in that shop than women. So I might masculine up my packaging and brand a bit more if that continues. It's only been a few weeks for me in that shop, but I'll re-evaluate after a few months. Wish I had 10 years of data like crochetgal has<<---so valuable.

[Former_Member]

CrochetGal, I have a new idea for you. Write a book: "How to Find 35-50 yo Men who Like to Buy Fine Things for the Women in their Life". Best seller for sure :)

[Former_Member]

Pam I don't have time for that at all.

I'm a member of the local woodworking association (I enjoy wood turning as a hobby) and in a craft where its 95% male its not hard to find customers.

I'm also involved with a local and national collector car association and again, its a male dominated field.

I have my own collection of pieces that I've made for myself over the years and whenever I leave the house I always have one with me. That in itself will bring a lot of interest and a simple business card with my contact information doesn't hurt either.

[Former_Member]

Wow, interesting marketing strategy.

I learn something new every day here.

[Former_Member]

I've found that the best place to market the Etsy part of your business is pretty much the same places you marketed before you started on Etsy.

Etsy is simply another selling platform for you to use to grow your business.

[Former_Member]

Thank you Pam and Crochetgal for the very interactive conversation and insight.
I also get sells outside of Etsy because people compliment my jewelry and I mention that I made it and I sell it.

So in other words, I have to "hit the pavement" and go out to where my target market is and let them know my jewelry is available for them to purchase.

This year I started to take the jewelry business more seriously, so it is hard to identify my "true" target market compare to my "imaginary" target market until I have some data to refer back to.

Here on Etsy, you only get the gender and demographics from your buyers, but nothing else. So it is difficult to know exactly who is buying from you. However, I noticed on my Facebook page I can see the age range of the people who liked my page... I guess that's a start :)


Thank you so much for the advice and confirmation!