Talbott on tue 29 apr 97
I am curious to know what the "average" advertisement budget is for someone
who successfully runs a one or two person pottery operation on a full time
basis and whose primary source of income is from retail sales from their
own shop...
If you are interested there has been some activity on WBS on Saturday
nights... I think a few of us are getting some worthwhile information
exchanges during that time...
Also make sure you see Marcia Selsor's superlative article in the May issue
of Ceramics Monthly... Thanks ... Marshall
1ST ANNUAL CLAYARTERS' GALLERY - NAPLES, MAINE (Summer 1997)
http://fmc.utm.edu/~dmcbeth/cag/naples.htm
Celia & Marshall Talbott, Pottery By Celia, Route 114, P O Box 4116,
Naples, Maine 04055-4116,(207)693-6100 voice and fax,(call first)
WBS Live Chat Room, Sat Nites 10 PM EDT, Private Room: Clayarters
Robert Compton on wed 30 apr 97
Talbott wrote:
>
> ----------------------------Original message----------------------------
> I am curious to know what the "average" advertisement budget is for someone
> who successfully runs a one or two person pottery operation on a full time
> basis and whose primary source of income is from retail sales from their
> own shop...
> ................................................................
>Good Question, including P.R. and printing costs,as well as paid distribution
of tourist rack cards (we will send out 100,000 cards this year) we
average between 5-15% of our gross on this variety of types of
advertizing. I will note that we live in a State (Vermont) with good
tourism but not in a good region within that state, we are not in a Ski
Area Valley. So we advertize to have tourists travel to our studio.
In the years 1972-1990 when our business was primarily wholesale
doing craft & trade shows and catalogue work we often would spend 40%
of our gross on advertizing. We grossed alot more then but are netting
more since we reverted to a retail showroom at our studio.
I think these figures need to be taken in the context of were
you retail. If you spend alot on a great Cape Cod Location or other high
traffic area you will spend more on rent and need pay less on
advertizing. The advertizing in those situations are the places
themselves.
--
Robert Compton Phone: 802-453-3778
3600 Rt 116 http://homepages.together.net/~rcompton
Bristol, Vermont 05443 rcompton@together.net
Dave and Pat Eitel on wed 30 apr 97
>----------------------------Original message----------------------------
>I am curious to know what the "average" advertisement budget is for someone
>who successfully runs a one or two person pottery operation on a full time
>basis and whose primary source of income is from retail sales from their
>own shop...
We're in a kind of unusual situation where about 30 shops are in a
merchants association. We each pay $85/month dues, which gives us an
annual budget of about $30,000. That goes for hiring a permanent part-time
executive director, much of whose job is to help us get publicity. We
produce events have memberships in various organizations which help promote
us and our town. Our budget for "hard" advertising, such as print, TV, etc
is very small, but we have a couple of assessments each year to promote
things like our Christmas activities. Combined, these probably cost
$300-$400 per shop.
In addition to our membership in the merchants association, we spend maybe
$1,000 a year on advertising, which is considerably less than 1% of our
gross. I've heard from knowledgeable sources that 4% of gross is a good
amount to spend on advertising .
Later...Dave
Dave Eitel
Cedar Creek Pottery
Cedarburg, WI
pots@cedarcreekpottery.com
http://www.cedarcreekpottery.com
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