This article will review five lessons I wrote about in previous issues of Craft Brand and Marketing Magazine that helped address the journey Calagione and Johnson suggest is ahead for craftmakers. This journey entails figuring out things about your customers that leads to a strategy where you succeed with them. The lessons are these:
Effective strategy determines exactly what, where, and how you drive growth.
Better customer experience is more important than a better product
Understand the day-in-the-life of current and prospective customers
Know which customers you intend to catch and why
Don’t lose-sight of what’s meaningful and important to customers
To read more in the last issue of 2018 of Craft Brand and Marketing, please click here: https://issuu.com/bocdesigninc/docs/cbam_nd18/10