psci_kw on fri 1 aug 03
I just had what might be a potent visual image scream into my brain. If
this project ever gets the attention it deserves, perhaps there is a place
for it in the marketing scheme:
Print ad, perhaps half or full page in (any of) the high readership glossy
magazines (target females, as they control the market demographic, and gays,
with high disposable incomes.)
Ad shows a dirt floor, maybe in a cave(?), lower level lighting. To the
left, a decorated, glazed (some type of) ceramic bowl sticking half in and
half out of the dirt, on an angle, but easily recognizable for what it is.
To the right of it, sitting ON the dirt, a plastic bowl, nondescript
manufacture, with a crack in it, filthy.
Underneath, in bold lettering: "Which would YOU rather see in three thousand
years?"
That will certainly get the point across :>)
Wayne in KW
----- Original Message -----
From: "Linda Christen"
To:
Sent: Friday, August 01, 2003 8:50 AM
Subject: Marketing Slogans, Kelly and Holly are on to something here!
> Hi All,
>
> I don't think that building an awareness of clay and why one should
> spend quadruple for hand crafted vs. slave labor produced can be
> accomplished via a catchy slogan. Although the exercise certainly was
> fun!
snip
> Isn't this what we are discussing for clay, the need to develop a way to
> build awareness of the beauty, the essence, of why a uniquely crafted
> dish is an asset to ones life and the import of preserving this art?
snip
> Holly is right; this would be a good project for the Potters Council.
Linda Christen on fri 1 aug 03
Hi All,
I don't think that building an awareness of clay and why one should
spend quadruple for hand crafted vs. slave labor produced can be
accomplished via a catchy slogan. Although the exercise certainly was
fun!
Kelly's post and the following post by Holly struck a cord with me. I
agree that building a wider audience for quality clay products is
necessary.
What comes to mind is the slow food movement, begun in Italy in 1986 by
Carlo Petrini. Slow Food was in response to the increasingly Borg like
expansion of McDonaldsesk food establishments and the resulting loss of
traditional techniques of food production. Slow Food honors the
regional delicacies, tastes and preparation of foods as well as
sustainable farming techniques.
Isn't this what we are discussing for clay, the need to develop a way to
build awareness of the beauty, the essence, of why a uniquely crafted
dish is an asset to ones life and the import of preserving this art?
Carl Petrini has published a book, "Slow Food, The Case for Taste".
Maybe by learning more about how he built awareness of the effects of
Globalization and McDonaldization on the food industry we can better
understand how to do likewise for clay?
Holly is right; this would be a good project for the Potters Council.
Fondly,
Linda in cool and rainy Massachusetts...getting ready to descend to my
basement for a day of glazing
------------------------------------------------------------------------
The first chapter of Henry Varnum Poor's Book of Pottery is "From Mud
into
Immortality."
I agree with Kelly, none of the slogans really seemed to hit the spot
for
me. Maybe because there are so many various types of claywork - many of
the
slogans seemed geared to one type, such as functional.
It's a very difficult challenge to envision coming up with one unified
approach to marketing clay in general, the generic appreciation of clay
work, which would benefit all flavors and varieties of clay
artisans/artists. That could be a good mission for the Potter's
Council, in
the US at least.
Holly
E. Bangor, PA
Bob Nicholson on sat 2 aug 03
>Hi All,
>
>I don't think that building an awareness of clay and why one should
>spend quadruple for hand crafted vs. slave labor produced can be
>accomplished via a catchy slogan. Although the exercise certainly was
>fun!
Hi Linda,
I hope you read my reply to Holly. The slogan is just a vehicle to
express one part of the overall message. If you refer back to the poll
(http://www.artchain.com/POLLS/gotclay.html), the very first
question tries to draw out the values that we are trying to capture...
and I hope that the polling exercise helps people to think in those terms!
I don't think that "marketing" has to be in conflict with creating a
quality product. Marketing is just a way to educate the public
about the product.
The slow food movement that you mention is a good case in point.
Although many of us would support the values of the slow food
movement (as opposed to McDonalds-like franchises), most people
will never even HEAR of the ideas withoutsome marketing. And
since the slow food people don't have the enormous marketing
resources of a McDonalds, they need to work through other channels.
That's really all I'm talking about - a grass roots effort to educate
the public, with a common set of themes and messages, and perhaps
an overall slogan to tie it all together.
Some of the ideas that have been suggested for getting the ideas out
include press releases and conversations with local media. A couple
of suggestions that came up in the "other" category, and have since
been added to the poll, include local newspapers, and websites.
Anyway, I think that the ongoing conversation here is part of what I
had hoped to accomplish - getting people thinking about the values
embodied in our craft, and ways to communicate those values.
Regards,
- Bob
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