I would like to be making $100, 000 in 3-4 years from now (right
now my jewelry pulls in about $12,000 - $13,000 a year). I've never
advertised before so I am keen to give it a try. How much did you
spend on your campaign?
[I'm going to try to answer questions here quickly as I'm zooming
out the door but want to get this done, so I apologize for any
Wow, that's quite a goal! There have been some excellent posts on
the right percentage to spend on your advertising given your goals,
but I think given the economy and the risk, I'd start small unless
you have considerable cash to burn. Ads run from $400-800 for a small
local one to thousands and thousands for national placement. You must
be in a magazine consistently (3-6 times/year) before people start
responding. That's a big chunk of change - a big risk. They want cash
up front usually, so are you prepared for that? I spent 20% of my
gross annual income, which I plowed right back into the business, so
I'm still not "making a living."
I'm really interested in how you get a free editorial. Do you
type the story yourself and just send it to the editors? Do you
send photos? Or actual samples (base metal)? Is it best to call the
editor before sending materials?
It's EARNED media, not FREE. You have to work at it, it's a
partnership between you and a publication. You never write an article
about yourself - that's seen as rather cheesy.
In your marketing plan, which takes a long time to write and polish,
you have researched WHO you want to reach. Then you find the VEHICLE
(magazines, websites, art shows, whatever). Then you research how to
best get into those vehicles - do you buy ads? Find out when they
have jewelry shoots? I targeted high-end Western/cowboy/resort
markets. I chose Cowboys and Indians Magazine, bought some ads ($800
ads - very small, but consistent). Then I found out when they have
fashion shoots, called my AD rep and asked her to get me an
invitation. Then I sent in my jewelry according to their guidelines.
You have to send in your stuff and you risk damage. I had one piece
get scratched on the way back. No one's fault. It's cost of doing
business! Pieces you send should be considered advertising expense.
I have been consistently featured in the magazine, to great results.
But there are no guarantees! You can see some of the results on my
I can't stress enough that you need to work as a partner, be
professional, not act like a prima donna artist or complain about
photography or scratches or whatever.
I hope this helps, I'll post more soon if I can.
Desert Rose Design Studio
866-421-1813 toll-free fax