Speakers

EMERGE Session 4 - Charlotte Clark Designer

For our foray into marketing we focused specifically on speakers who had found a way or growing their business or changing their practice by finding their "tribe" - people who are fans, people who love what you do and will come and find you and your work out.

 

One speaker we heard from Charlotte Clark of Charlotte Clark Designer Maker 

A selection of Charlotte's work

A selection of Charlotte's work

 

Charlotte worked on identifying her business values - and in particular her core value of happiness.  "Happiness is at the core of what I do.  I look at every piece I make and ask "Does this make me happy", because if it doesn't I don't make it."

 

 Charlotte doesn't' just sell home wear - mugs, crockery and cushions - she also aims to tell a story and make people think about things differently.  And her work is strong - with anatomical images, sweary slogans and a strong aesthetic.

Ceramic work by Charlotte Clark Designer Maker

Ceramic work by Charlotte Clark Designer Maker

 

In recognition of the niche appeal of her products, she made "Not my cup of tea" - but on the upside she has discovered that if you find people who love what you do  then" the stuff sells itself".

 

In order to engage more people and get a bigger following she chose key events - Comicon, tattoo conventions, Goth fair  - her best one was Bart's hospital in London. While it was a huge stress to get there,  it was full of science minded people who really got the context.  Success there made her focus more on the right shows and try out what works - being more selective about shows.

Teapot by Charlotte Clark Designer Maker

Teapot by Charlotte Clark Designer Maker

 

"Find your people and find where they are and get them to tell their friends."

 

On pricing - Charlotte advocates  looking at all the elements that you will have to cover - "Price confidently and you will eliminate some people but you'll get the people who really want your product.  With selling online I need to factor things in like replacing items that get damaged in the post."  A slightly higher price therefore means that she can offer a greater level of customer service and build reputation.

 

Charlotte also brought along her wonderful stacking tea set for us to look at.  She is a wonderful illustration of how to develop an authentic voice in the marketplace that people can respond to.

 

 

 

 

 

Emerge Session 2 - Planning For Business

The second session for the EMERGE cohort took place a few weeks ago - and here's some of the key points that came up with our speakers.

Having considered the need for a business vision and for a support structure to empower you to achieve that vision, week 2 saw an emphasis on planning.

There were two main areas of focus:  planning your time day to day in order to be effective and balancing those day to day concerns with planning the activity that will bring you closer to your ultimate vision.

ASTONish Emerge group, week 2. Image by Inès Elsa Dalal

ASTONish Emerge group, week 2. Image by Inès Elsa Dalal

Nadia Wood and family

Nadia Wood and family

 

Both great fans of planning   - they spoke of different approaches to building and starting their business.  Nadia was made redundant from her role while on maternity leave.  "I got the letter and I started my business that afternoon."  Jon wanted to move away from his enjoyable role as a trainer in a large retail company.  He liked his job but ultimately knew he wanted something else.  "I decided that I would be in my new business by the time I was 40 -which was 6 1/2 years away!

Jon Sanderson. Image by Inès Elsa Dalal

Jon Sanderson. Image by Inès Elsa Dalal

 

The two approaches also meant that the businesses were grown in different ways:  Nadia built her own website and invested the profits from her initial sales in further marketing initiatives.  She had premises and ran workshops.  Jon continued to earn a wage - decreasing his hours from 5 days a week, to 4 and then 3.  But in this time he was able to fund the extensive training  that he needed in upholstery skills, he paid a designer to build his branding and website, he had time to grow his client base before "taking the leap" to full time freelance work.

 

Then in the afternoon - we looked at approaches to planning:  including the SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) and PESTLE.

 

 

PESTLE is simply a mnemonic for areas of life that may have a bearing on your business, or the products or services you might offer and stands for the following words:

P = Political (the obvious things like general elections, but also laws, regulations and local government)

E = Economic (obvious things like how the cuts might affect arts organisations (and their supply chains) to what people spend disposable income on and exchange rates) 

S = Social (the trends in behaviour, buying patterns and interests) 
T = Technological (advances in technology – who knew, when we first got mobile phones, that we needed a camera in it, let alone that we now want one with at least 2 million pixels)

L = Legal (changes to the law or regulation that might open up new markets or close other ones)

E = Environmental (not just global warming – though that’s a part of it – but also the trading environment or competitive environment) 

How might that work? For example – take the change in legislation that banned smoking in shops, restaurants in bars… what were the markets that were created by that change? Well, sign makers and writers had a big surge of income as part of the legislation was the mandatory display of “No Smoking” signs in a specific format. The makers of cigarette machines had to think about alternative income generation opportunities as pubs moved them out of their premises. Makers of bus shelters spotted a new opportunity to create “smoking shelters” for a variety of buildings.

When you take each letter and speculate as to how the area it represents may create an opportunity for your business, or provide a threat or challenge that you need to anticipate, you have a powerful framework for planning.