Jeff Longtin on sun 3 aug 03
I'd like to take a moment to comment on the marketing slogans and their
effectiveness, and those who find them ineffectual.
I think it's great that Kelly and Holly don't like them and have voiced their
opinions. I, however, would like to challenge them to think about their
opposition and I would like to ask them to offer up an opposing phrase. Not in a
"well if you think you can do better kind of way", no, but rather, in a "your
resistance is worth looking at and could you try to sum up your resistance in a
short phrase" kind of way. (Does that thought make sense?)
Here's the thought: We know we are a big community, some of us wheel throw,
some of us slip-cast, some use stoneware, some use porcelain (and yes some use
earthenware). A single phrase, in and of itself, will not specifically raise
public awareness for ALL of us, per se. However, a single phrase might, just
might raise awareness for some of us, i.e. functional potters, and then, by
extension, raise awareness for all of us.
Maybe there might even be grant money out there for us to develop an ad
campaign?
The first step, however, is to come up with something, SOMETHING, a starting
point that we can present in physical form.
Don't know how many of you have ever written a business plan but I know from
experience that the hardest part was starting the thing. Actually taking the
time to write "This is how I will begin my business...", took forever, but once
I did, once I had something down on paper, only then were folks willing to
talk to me and offer me advice. (When I wrote my business plan I had been a
potter about 15 years and found the whole business plan idea very insulting, "I
know how to make pots, just give me the money" was my initial reaction. But I
realized by writing it all down I could show others that yes, I actually know
what I'm talking about.) That business plan opened the doors to bankers,
lawyers, venture capitalists, the works. It was because I had A PLAN that folks were
willing to talk to me. (I didn't have an "internet strategy" so they all said
no, but that's another story.)
I also want to challenge Kelly and Holly for this reason, presuming we're all
fairly intelligent folks we all probably have a fairly suspect response when
it comes to "marketing campaigns/catchy slogans". We don't think they work and
find the whole concept fairly insulting. And most of them are to be sure. On
the other hand there are some phrases/campaigns that are intelligent and
interesting and I'm sure we all have our favorite commercials/jingles. If we could
pool our "doubtful intelligence" and come up with a really interesting, really
inteligent phrase that DOES speak about clay, speak about function, speak
about non-function, then maybe we would have something ALL of US could be proud
to use and maybe it COULD raise awareness in the publics mind/pocketbook?
Maybe we could produce a brochure that highlights all the forms clay takes
and maybe provides resources for folks who want to know more? Maybe we could
call ourselves the Clay Producers Association (of America, perhaps?)
CPA (or CPAA) for short. Maybe we could have a website that would catalog all
members, hell maybe have links for all kinds of clay producers?
Maybe we could have a CPA program to verify the safety of a persons glazes, a
CPA certificate of approval if you will? Or maybe have a list of member
traits that could be sononymous with the CPA, i.e. I guaranetee my work is this, or
I guarentee that my work is that?
As I write I realize...isn't it about time we clay producers have a
Professional association commited to our COMMERCIAL interests for a change?
Just a few thoughts to start the day. Take care gang.
Jeff Longtin
ps not trying to single out Kelly or Holly per se, just curious to push them
to go farther. I, for one, think constructive criticism makes one a better
artist/person!
psci_kw on sun 3 aug 03
Jeff:
Not to pick nits (which is akin to picking gravel out of clay (ARRRRGGGHH!)
Why not call it World Earth Clay Art Producers. The acronym would then be
WECAP
and be inclusive of ALL the world's potters. I can think of a logo even. A
small planet, sitting in a bowl.
"We build the earth"
Just my $0.03
Wayne in Key West
who lost his studio last night to a drunk driver. Smashed it all. Right
through the wall. No one hurt, thanks to airbags, and concrete house walls.
(sigh)
----- Original Message -----
From: "Jeff Longtin"
To:
Sent: Sunday, August 03, 2003 1:41 PM
Subject: Marketing Slogans (waste of time or not?)
snip
If we could
> pool our "doubtful intelligence" and come up with a really interesting,
really
> inteligent phrase that DOES speak about clay, speak about function, speak
> about non-function, then maybe we would have something ALL of US could be
proud
> to use and maybe it COULD raise awareness in the publics mind/pocketbook?
>
> Maybe we could produce a brochure that highlights all the forms clay takes
> and maybe provides resources for folks who want to know more? Maybe we
could
> call ourselves the Clay Producers Association (of America, perhaps?)
> CPA (or CPAA) for short. Maybe we could have a website that would catalog
all
> members, hell maybe have links for all kinds of clay producers?
> Maybe we could have a CPA program to verify the safety of a persons
glazes, a
> CPA certificate of approval if you will? Or maybe have a list of member
> traits that could be sononymous with the CPA, i.e. I guaranetee my work is
this, or
> I guarentee that my work is that?
>
> As I write I realize...isn't it about time we clay producers have a
> Professional association commited to our COMMERCIAL interests for a
change?
>
> Just a few thoughts to start the day. Take care gang.
> Jeff Longtin
Mert & Holly Kilpatrick on sun 3 aug 03
Jeff, and others reading the marketing thread,
For some reason I keep thinking over this marketing concept, I don't know
why because I don't think I have a marketing bone in my body. So my
contributions are probably very questionable!
But just as you say below, I keep thinking of the versatility of clay, and
of all the different types of clay work, from wood fired functional to
sculptural to funky earthenware to architectural tiles from kitchen
backsplashes to outdoor fountains and subway art, from wall installations
for upscale Aspen ski lodges and corporate lobbies to batter bowls at the
summer craft fair.
A picture keeps floating through my mind, sort of shaped like a wheel with
spokes. In the center is a slogan, The Clay Experience, or Experience Clay.
In each of the spokes is a picture, each one showing people experiencing
clay "products" in a different way. And the experiences in each one of the
spokes could be developed further, expanding on the experience of the
"experiencers" of that particular type or aspect. More targeted submessages
of the central message.
There is a great photo in the back of Karen Ann Wood's Tableware in Clay
(wonderful book, by the way) of John Leach and his wife Lizze, at a heavy
wooden table with someone stoking a wood kiln in the background, and on the
table are some wood fired plates, a casserole with a thick stew being dipped
out, and a huge pottery platter of big red strawberries, and John Leach with
a big grin pouring (beer?) from a pottery jug into a woodfired mug. The
whole impression is of hearty enjoyment, all's right with the world. The
picture doesn't show pottery, it shows people experiencing pottery.
We look at endless photos of ceramics, but seldom being "experienced".
Mostly they are disembodied, on Varitone graduated backgrounds. I don't
know much about advertising because we don't have television, but I think
one of the concepts is to sell a lifestyle, rather than a product. A family
group cuddled up in a fireplace nook with carved tilework, reading the kids
a fairytale with snow out the window. Young professionals drinking some
very special coffee from some wonderful stoneware mugs on a city balcony.
Or whatever, I don't know what the experiences are.
But I do know that we want people to want clay work. And for them to want
it, we need to show them how it makes their lives richer, more satisfying,
etc. We need to suggest and portray what it means to EXPERIENCE pottery and
clay work, and what it brings to their lives.
Also, Jeff, you talked about an organization in your email -- I would
suggest again that we have an appropriate organization in the US, the
Potter's Council, which is affiliated with the primary ceramics trade
organization in the US, ACerS.
Just a few more thoughts to mix up in the pot.
Holly
East Bangor, PA, US
----- Original Message -----
From: "Jeff Longtin"
To:
Sent: Sunday, August 03, 2003 1:41 PM
Subject: Marketing Slogans (waste of time or not?)
> I'd like to take a moment to comment on the marketing slogans and their
> effectiveness, and those who find them ineffectual.
> I think it's great that Kelly and Holly don't like them and have voiced
their
> opinions. I, however, would like to challenge them to think about their
> opposition and I would like to ask them to offer up an opposing phrase.
Not in a
> "well if you think you can do better kind of way", no, but rather, in a
"your
> resistance is worth looking at and could you try to sum up your resistance
in a
> short phrase" kind of way. (Does that thought make sense?)
> Here's the thought: We know we are a big community, some of us wheel
throw,
> some of us slip-cast, some use stoneware, some use porcelain (and yes some
use
> earthenware). A single phrase, in and of itself, will not specifically
raise
> public awareness for ALL of us, per se. However, a single phrase might,
just
> might raise awareness for some of us, i.e. functional potters, and then,
by
> extension, raise awareness for all of us.
> Maybe there might even be grant money out there for us to develop an ad
> campaign?
Milla Miller on sun 3 aug 03
In a message dated 8/3/2003 6:17:39 PM Eastern Daylight Time,
psci_kw@BELLSOUTH.NET writes:
Oh Wayne,I am so sorry to hear that as I do know what it is like to loose
one's studio.I hope your drunk driver is liscensed and insured.It really sucks
to personally take all the loss and have no bucks to hire help to clean and
rebuild and replace stuff.Get the camera and note pad and document fast before
cleanup or anything destroys the proof.I was a bit slow getting that camera
and am just now using it as I meant to.
I might also suggest you get a current catalog from your supplier [s] and
check postage and shipping to determine replacement as that driver is certainly
liable. and should have to make you whole.I am sure you also called your
homeowners insurance carrier to see how they are to help.
If you sell your work then your stock lost had value and not having the
studio available to create work to sell for the season upcoming should be
compensated like enough to rent space elsewhere to work until the lost studio can
function again..
It sounds fortunate noone was injured.Did you infer that the home was also
breached? My home sits less than 50' from the road and when I hear or see
speeders I fear I may have te same thing as we are at an intersection where
several have forgotten to stop coming up the hill and the other direction has the
rightaway and never slows.
I hope what was lost can be replaced but if it cant hopefully you are covered
to be compensated.Also keep good records as you might be able to claim on
taxes what wasn't repaid.Unfortunately, if your spouse makes more in thaie line
of work the loss will be calvulated on a % OF YOUR JOINT INCOME IF YOU ARE
MARRIED FILING JOINTLY,so it could get wiped out or diminished for the purposes
mentioned..
Anyhow, my sincerest wishes for your loss and remember like I am having to
that we only lost our stuff and life has worse surprises to dish out.So we must
count our blessigs even when things are not going our way.
Best wishes,
Margaret in SC
> Just my $0.03
> Wayne in Key West
> who lost his studio last night to a drunk driver. Smashed it all. Right
> through the wall. No one hurt, thanks to airbags, and concrete house walls.
> (sigh)
>
>
pdp1@EARTHLINK.NET on mon 4 aug 03
Hi Cindy and all...
> Definitely, advertising is about selling an image, a
benefit (basically how
> they will save money or experience joy.) The key will be
getting people to
> "remember a simpler time" or "slow down and enoy life" or
something
> similar.
What good will that do them?
They sold those things to buy what they now have.
All of which maybe rapidly departs from the ingenue and the
mood
internal, from which any Craft worth doing or worth having
might arise.
Why not just make-things, if you have it in you to do so?
Enough interested people will find you if you do not hide
too far in
obscurity.
Why not go one's own way?
As may be wholesome and real?
Forget selling an 'image'...or a mirage...
Moreso, forget being influenced by those as will or wish to
buy them.
Phil
Las Vegas
----- Original Message -----
From: "Cindi Anderson"
> Definitely, advertising is about selling an image, a
benefit (basically how
> they will save money or experience joy.) The key will be
getting people to
> "remember a simpler time" or "slow down and enoy life" or
something
> similar.
>
> Just bought a plastic item (room air conditioner) and the
outgassing was so
> horrible it made me sick within 30 seconds of opening the
box. So maybe one
> of the "benefits" we sell to people is the environmental
angle. (While clay
> is not
> perfect, there are chemicals in some glazes that aren't
wonderful, and clay
> takes
> thousands of years to break down, at least it doesn't use
petrochemicals.)
>
> Cindi
John Baymore on mon 4 aug 03
Holly,
In each of the spokes is a picture, each one showing people
experiencingclay "products" in a different way. =
The whole impression is of hearty enjoyment, all's right with the world. =
The picture doesn't show pottery, it shows people experiencing pottery.
We look at endless photos of ceramics, but seldom being "experienced".
Mostly they are disembodied, on Varitone graduated backgrounds. I don't
know much about advertising because we don't have television, but I think=
one of the concepts is to sell a lifestyle, rather than a product.
Holly....... oh you are so, So, SO wise. Not a marketing bone in your
body, you say? You have a FAR better grasp than you think you do. You hi=
t
the nail squarely on the head.
And for them to want it, we need to show them how it makes their lives
richer, more satisfying, etc. We need to suggest and portray what it mea=
ns
to EXPERIENCE pottery and clay work, and what it brings to their lives.
Absolutely. =
And now,.......... to also tie this whole concept above to the image idea=
that Wayne has of the archeological dig with the clay and the plastic wou=
ld
be a great combination. I loved that image idea. The tag line for i=
t
is the difficult part on that one. Because for many of the "general
public"........ they would see the plastic piece as superior and the
natural eveolution from that "old" clay stuff.... to the modern "new"
lightweight, colorful, and unbreakable stuff.
I see adding a couple of archeologists into Wayne's image having a little=
two scentence discussion. One says something about how it is clear that
one of these is clearly the precursor in terms of sophistication of cultu=
re
and awareness. The viewer is initially lead to believe that they are
indicating the plastic one......... until the other archeologist picks up=
the clay one and says "yes" this is clearly so much superior. Not work=
ed
out yet.... just came to me. But you probably get the gist of it .
Now we just need Harrison Ford to play the one archeologist and Angelin=
a
Jolie to play the other . (And James Earl Jones to do the voice over=
the ACERS credits at the end.)
I would suggest again that we have an appropriate organization in the US,=
the Potter's Council, which is affiliated with the primary ceramics trade=
organization in the US, ACerS.
You beat me to saying this by a day. Thanks. Why reinvent the wheel? A=
nd
at the moment........ taking on this message in one country alone is more=
than enough....let alone taking it on for the whole world. My apologies =
to
those who are in other countries here on the CLAYART list. =
If you have an equivalent organization to ACERS with a potter's
subgroup......... "have at it" there too. Eventually we can hook the
already established efforts up into an international campaign.
But here's the rub. I would GLADLY propose that the Potter's Council due=
s
be raised to at least $135 per year to help to fund such an initiative. =
It
would be interesting to see if many others here would be willing to pay
that kind of dues (or more) to a professional association.
I still come back to the fact that this kind of effort will not be
effective unless there is money behind it. And before someone says it
...... I don't think that the $100 more in dues is enough to accomplis=
h
the goals....... of COURSE not. "Got Milk" is in the millions and
millions. But it would help to just get the ball really rolling as to th=
e
PLANNING stages of a more grass roots type campaign.
best,
......................john
John Baymore
River Bend Pottery
22 Riverbend Way
Wilton, NH 03086-5812 USA
JBaymore@compuserve.com
http://www.JohnBaymore.com
603-654-2752 (studio)
800-900-1110 (studio)
"Earth, Water, and Fire Noborigama Woodfiring Workshop: August 15-24,
2003"
Elca Branman on mon 4 aug 03
I've been away and just got back on Clayart...here's what appeared in
my brain this pm....
Clay..the Start of Creation
In the Beginning, there was Clay
Universal Clay
Uncommon Clay
Clayseed
Elca Branman
http://www.elcabranman.com
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Longtin, Jeff on mon 4 aug 03
Wayne,
Like others I wish you well with your situation. Man-o-man that sounds
complicated!
The issue of inclusiveness is a toughy. Do we include everyone and diffuse
the message, or do we get a little specific and exclude a few? We'll see?
Good luck to ya anyway!
Jeff Longtin
-----Original Message-----
From: psci_kw [mailto:psci_kw@BELLSOUTH.NET]
Sent: Sunday, August 03, 2003 4:32 PM
To: CLAYART@LSV.CERAMICS.ORG
Subject: Re: Marketing Slogans (waste of time or not?)
Jeff:
Not to pick nits (which is akin to picking gravel out of clay (ARRRRGGGHH!)
Why not call it World Earth Clay Art Producers. The acronym would then be
WECAP
and be inclusive of ALL the world's potters. I can think of a logo even. A
small planet, sitting in a bowl.
"We build the earth"
Just my $0.03
Wayne in Key West
who lost his studio last night to a drunk driver. Smashed it all. Right
through the wall. No one hurt, thanks to airbags, and concrete house walls.
(sigh)
----- Original Message -----
From: "Jeff Longtin"
To:
Sent: Sunday, August 03, 2003 1:41 PM
Subject: Marketing Slogans (waste of time or not?)
snip
If we could
> pool our "doubtful intelligence" and come up with a really interesting,
really
> inteligent phrase that DOES speak about clay, speak about function, speak
> about non-function, then maybe we would have something ALL of US could be
proud
> to use and maybe it COULD raise awareness in the publics mind/pocketbook?
>
> Maybe we could produce a brochure that highlights all the forms clay takes
> and maybe provides resources for folks who want to know more? Maybe we
could
> call ourselves the Clay Producers Association (of America, perhaps?)
> CPA (or CPAA) for short. Maybe we could have a website that would catalog
all
> members, hell maybe have links for all kinds of clay producers?
> Maybe we could have a CPA program to verify the safety of a persons
glazes, a
> CPA certificate of approval if you will? Or maybe have a list of member
> traits that could be sononymous with the CPA, i.e. I guaranetee my work is
this, or
> I guarentee that my work is that?
>
> As I write I realize...isn't it about time we clay producers have a
> Professional association commited to our COMMERCIAL interests for a
change?
>
> Just a few thoughts to start the day. Take care gang.
> Jeff Longtin
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Cindi Anderson on mon 4 aug 03
Definitely, advertising is about selling an image, a benefit (basically how
they will save money or experience joy.) The key will be getting people to
"remember a simpler time" or "slow down and enoy life" or something
similar.
Just bought a plastic item (room air conditioner) and the outgassing was so
horrible it made me sick within 30 seconds of opening the box. So maybe one
of the "benefits" we sell to people is the environmental angle. (While clay
is not
perfect, there are chemicals in some glazes that aren't wonderful, and clay
takes
thousands of years to break down, at least it doesn't use petrochemicals.)
Cindi
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