1 / 41

Helping Artisan Reach Global Markets

Pamela J. Brown, Ph.D. Associate Professor & Extension Entrepreneurship Specialist (Retired) Texas Cooperative Extension Texas A&M University System Funded through a grant from the Southern Regional Development Center, Mississippi State University. Helping Artisan Reach Global Markets.

hidi
Download Presentation

Helping Artisan Reach Global Markets

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Pamela J. Brown, Ph.D.Associate Professor & Extension Entrepreneurship Specialist (Retired)Texas Cooperative ExtensionTexas A&M University SystemFunded through a grant from the Southern Regional Development Center, Mississippi State University

  2. Helping Artisan Reach Global Markets Tools, Techniques, and Special Considerations for Artisan E-Commerce Business Sites

  3. Objectives Best practices to plan a web page Importance of metatags Selecting web designer Web site management Adding value to artisan websites

  4. Web Page Design This lesson is not intended to make you a Web page designer, rather to equip you with knowledge and skills to make decisions in working with a skilled Web page designer. Don’t know a term: Google search Type: Define: “word”, i.e., ”frame”

  5. Knowledge = Better Results Why have understanding of Web design? Conveying your design ideas Understanding limitations Knowing limits Preparing content (text and pictures) Monitoring results Making adjustments

  6. PLAN What Goes on the Web Page? • Have a plan • List ideas • Select graphics/pictures • Be selective • Write simply • Communicate accurately • Get help if you are not skilled in web design

  7. Testimonials Pictures Demonstration Location Main Message ? Artisan Story Ordering Products Contact Prices Title ? ? ? The boxes should be in order of their relationship to the previous box. Rearrange boxes to create effective and efficient web site. More pages = higher cost Story Board Example

  8. Web Site Title Each box = page with info Each box should have a relationship to the whole site. Purpose statement Product info Artisan Price Story Contact info Pic Assortment

  9. Process for Developing 1st Page • Market research • Domain name, registration • Logo • Content outline or site map, story board • Initial text • Images • Page layout • Edit • Finish text/images • Final page layout • Version 1.0 • Revise, version 2.0 • Test with customers • Launch • Revise regularly

  10. Finding Craft Sites • http://google.com • Search box: Craft (note number) • Search box: “Craft Metal” (note number) • Search box: “Craft Metal [your state]” • Note how the number decreases as keywords become more specific

  11. Search Engines • www.searchengines.com • Note number of search engines • Do a search with word “handcraft”, then craft. • How many appear? Try other search engines.

  12. View: Source: Metatags html> <head> <title>Welcome to Ken Carpenter Jewelry</title> <meta http-equiv="content-type" content="text/html; charset=ISO-8859-1"> <meta http-equiv="content-language" content="en"> <meta name="author" content="Ken Carpenter"> <meta name="cache-control" content="cache"> <meta name="description" content="Our primary product is hand crafted sterling silver and gold jewelry such as necklaces, earrings, bracelets, rings, bolos and buckles."> <meta name="distribution" content="Global"> <meta name="document-distribution" content="Global"> <meta name="document-rating" content="General"> <meta name="document-rights" content="Copywritten work"> <meta name="document-state" content="static"> <meta name="keywords" content="fine jewelry, jewelry, necklaces, pendants, rings, earrings, bracelets, bolos, buckles, hand crafted, hand crafted jewelry, hand crafted necklaces, hand crafted pendants, hand crafted rings, hand crafted earrings, hand crafted bracelets, hand crafted bolos, hand crafted buckles, sterling silver, gold, 14k gold, hand crafted sterling silver, hand crafted gold, hand crafted 14k gold, overlay, texture, textured, stamped, beads, cabochon, faceted, turquoise, onyx, pearl, aventurine, amethyst, rose quartz, traditional, traditions, classic, silversmithing, silversmith, Ken, Carpenter, Ken Carpenter, Edom, Texas"> <meta name="mssmarttagspreventparsing" content="true"> <meta name="publisher" content="Ken Carpenter Jewelry"> <meta name="rating" content="General"> <meta name="resource-type" content="document"> <meta name="revisit-after" content="15 days"> <meta name="robots" content="INDEX,FOLLOW">

  13. Exercise in Metatags • By the Bay Treasures</title> • <meta name="description" content="Genuine beach sea glass, artisan jewelry and unique gifts. Suncatchers, driftwood, diamond drill bits, antique bottle stoppers are just a few of the treasures found at By the Bay Treasures."> • <meta name="keywords" content="online, resource, genuine, beach sea glass, jewelry, unique, gifts, mosaic, supplies, by the bay treasures, ornaments, seaglass, mermaid, tears, pure, drill, bits, diamond, tiny, bottles, suncatchers, seaglass, gems, jewels, abalone, driftwood, shipwreck, ship wreck, artifact, antique, vintage, bottle, rocks, minerals, books, pure, pendants, necklaces, bracelets, earrings, ocean, bythebaytreasures, real, beachglass, stoppers, top, shelf, gifts, petrified wood, bulk, wholesale, pottery, china, fragments, sherds, shards, pieces, customers, events, media, custom, drilling"> • <style>

  14. Impression in THREE seconds

  15. Art of Ohio – http://artofohio.com Tamarack – www.tamarackwv.com

  16. Calendar of Shows: Message to Future Customers?

  17. Inaccurate or Incomplete Information

  18. Key Factors in Securing Online Purchase • Ease of navigation • Easy checkout • Good product description • Ease of finding products • Accurate information • Trust and security of site Product description?

  19. http://www.theglassden.com

  20. Artisan Web Sites http://www.sivertson.com http://www.columbiafallspottery.com http://www.wesstartisans.com http://www.missoulaartistsshop.com

  21. Dos and Don’ts • Graphics • Professionalism • Focus • Contact • Relationships

  22. Special Considerations for Artisan Pages • Photography • Word tags • Best photos carefully planned • Load quickly • Be selective • Limit number

  23. Special Considerations: Internet Marketing • Television • Packing and shipping • Tax ID • Customer service • Responsiveness

  24. www.clvquilts.com

  25. Problems with photos: Can you identify if there is something wrong here?

  26. Go to www.mbaer.com What options for sorting products are there? Is this a good or bad example of product sorting?

  27. Make Words Count!

  28. http://www.threadpit.com

  29. How to Guide the Craft Customer Trigger words to hyperlinks Site map Simple formatting Scanable Logical Contextual

  30. National Craft Association http://www.craftassoc.com http://www.naia-artists.org http://www.masterartisan.com http://www.acaa.com

  31. Site Visits www.michaelallison.us www.gourdmasque.com www.swschool.org/gallery_shop.php

  32. Logical & Contextual? www.wgw.com

  33. Accessibility http://accessible.org

  34. Summary • Breadth & depth of artisan work • Online business skills • Research and trends • Tools and techniques • Marketing • Evaluating progress Plan, Plan, Plan

More Related