In our recent focus group with real automotive DIYers, self-proclaimed gearhead David Kidd confirmed our suspicions about DIYers and the internet when he declared, "How we buy and how we find information has totally, completely changed." While there are plenty of places for DIYers to research and buy products online, the most important is your brand's website, the central hub that connects all of your brand's touch points. What you might not know is that your website speaks for your brand, and the things it says make a big impact on today's DIYers.
For many makers, their craft is a way to escape the technology and screens that are constantly competing for our attention by creating something physical with their hands. However, plenty of makers (including those we just mentioned) also use technology to fuel or supplement their craft. No maker is less valid by using technology as part of their process. On the contrary, technology opens up the doors to new creative avenues for all types of makers.
As a marketer, it's important to know not only what and why your potential customers buy but also how they buy. Whether you're new to the cosplay market or not, understanding the steps cosplay makers take during their purchasing process can help you prepare to offer them the right information at the right time. The Buyer's Journey is a framework that outlines the way customers in our digital age research and make buying decisions using the internet (along with other personal social connections). The framework is made of three stages: Awareness, Consideration, and Decision.
With the expansion of so many craft segments through classes, online resources, and materials available today, even those art forms that used to be considered advanced and expensive are much more accessible than ever before. At least partially thanks to the Maker Movement, perhaps one of the most booming craft segments is made up of pottery and ceramics.
Woodworking is both a profession and a beloved hobby for many. For those crafting at home or in a workshop in their spare time, finding the right place to buy tools and supplies can be a struggle. Professional distributors don't necessarily cater to their needs, but some woodcrafters are looking for more personalization and expertise than the local big box home improvement store can provide. They need brands who understand and cater to them as makers. So how do they discover these brands? It depends on what kind of outreach woodworking brands are putting out there.