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Helping Artisan Reach Global Markets

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Suncatchers, driftwood, diamond drill bits, antique bottle stoppers are just a ... artifact, antique, vintage, bottle, rocks, minerals, books, pure, pendants, ... – PowerPoint PPT presentation

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Title: Helping Artisan Reach Global Markets


1
Helping Artisan Reach Global Markets
  • Tools, Techniques, and Special Considerations for
    Artisan E-Commerce Business Sites

2
Objectives
  • Best practices to plan a web page
  • Importance of metatags
  • Selecting web designer
  • Web site management
  • Adding value to artisan websites

3
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5
Keep it simple
6
Web Page Design
  • This lesson is not intended to make you a Web
    page designer, rather to equip you with knowledge
    and skills to make decisions in working with a
    skilled Web page designer.
  • Dont know a term Google search
  • Type Define word, i.e., frame

7
Knowledge Better Results
  • Why have understanding of Web design?
  • Conveying your design ideas
  • Understanding limitations
  • Knowing limits
  • Preparing content (text and pictures)
  • Monitoring results
  • Making adjustments

8
PLAN What Goes on the Web Page?
  • Have a plan
  • List ideas
  • Select graphics/pictures
  • Be selective
  • Write simply
  • Communicate accurately
  • Get help if you are not skilled in web design

9
Storyboard
Pictures
Location
Demonstration
Testimonials
Main Message
Products
Artisan Story
Contact
Ordering
?
Title
Prices
?
?
?
The boxes should be in order of their
relationship to the previous box. Rearrange boxes
to create effective and efficient web site.
More pages higher cost
10
Web Site Tree Diagram
Web Site Title
Each box page with info Each box should have a
relationship to the whole site.
Purpose statement
Product info
Artisan
Price
Story
Contact info
Pic
Assortment
11
Process for Developing 1st Page
  • Market research
  • Domain name, registration
  • Logo
  • Content outline or site map, story board
  • Initial text
  • Images
  • Page layout
  • Edit
  • Finish text/images
  • Final page layout
  • Version 1.0
  • Revise, version 2.0
  • Test with customers
  • Launch
  • Revise regularly

12
Finding Craft Sites
  • http//google.com
  • Search box Craft (note number)
  • Search box Craft Metal (note number)
  • Search box Craft Metal your state
  • Note how the number decreases as keywords become
    more specific

13
Search Engines
  • www.searchengines.com
  • Note number of search engines
  • Do a search with word handcraft, then craft.
  • How many appear? Try other search engines.

14
View Source Metatags
  • lthtmlgt
  • ltheadgt
  • lttitlegtWelcome to Ken Carpenter Jewelrylt/titlegt
  • ltmeta http-equiv"content-type"
    content"text/html charsetISO-8859-1"gt
  • ltmeta http-equiv"content-language" content"en"gt
  • ltmeta name"author" content"Ken Carpenter"gt
  • ltmeta name"cache-control" content"cache"gt
  • ltmeta name"description" content"Our primary
    product is hand crafted sterling silver and gold
    jewelry such as necklaces, earrings, bracelets,
    rings, bolos and buckles."gt
  • ltmeta name"distribution" content"Global"gt
  • ltmeta name"document-distribution"
    content"Global"gt
  • ltmeta name"document-rating" content"General"gt
  • ltmeta name"document-rights" content"Copywritten
    work"gt
  • ltmeta name"document-state" content"static"gt
  • ltmeta name"keywords" content"fine jewelry,
    jewelry, necklaces, pendants, rings, earrings,
    bracelets, bolos, buckles, hand crafted, hand
    crafted jewelry,
  • hand crafted necklaces, hand crafted pendants,
    hand crafted rings, hand crafted earrings, hand
    crafted bracelets, hand crafted bolos, hand
    crafted buckles,
  • sterling silver, gold, 14k gold, hand crafted
    sterling silver, hand crafted gold, hand crafted
    14k gold, overlay, texture, textured, stamped,
    beads,

15
Exercise in Metatags
  • By the Bay Treasureslt/titlegt
  • ltmeta name"description" content"Genuine beach
    sea glass, artisan jewelry and unique gifts.
    Suncatchers, driftwood, diamond drill bits,
    antique bottle stoppers are just a few of the
    treasures found at By the Bay Treasures."gt
  • ltmeta name"keywords" content"online, resource,
    genuine, beach sea glass, jewelry, unique, gifts,
    mosaic, supplies, by the bay treasures,
    ornaments, seaglass, mermaid, tears, pure, drill,
    bits, diamond, tiny, bottles, suncatchers,
    seaglass, gems, jewels, abalone, driftwood,
    shipwreck, ship wreck, artifact, antique,
    vintage, bottle, rocks, minerals, books, pure,
    pendants, necklaces, bracelets, earrings, ocean,
    bythebaytreasures, real, beachglass, stoppers,
    top, shelf, gifts, petrified wood, bulk,
    wholesale, pottery, china, fragments, sherds,
    shards, pieces, customers, events, media, custom,
    drilling"gt
  • ltstylegt

16
Impression in THREE seconds
17
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19
  • www.fisterrastudio.com

20
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21
  • Art of Ohio http//artofohio.com
  • Tamarack www.tamarackwv.com

22
Calendar of Shows Message to Future Customers?
23
Inaccurate or Incomplete Information
24
Key Factors in Securing Online Purchase
  • Ease of navigation
  • Easy checkout
  • Good product description
  • Ease of finding products
  • Accurate information
  • Trust and security of site

Product description?
25
http//www.theglassden.com
26
Artisan Web Sites
  • http//www.sivertson.com
  • http//www.columbiafallspottery.com
  • http//www.wesstartisans.com
  • http//www.missoulaartistsshop.com

27
Dos and Donts
  • Graphics
  • Professionalism
  • Focus
  • Contact
  • Relationships

28
Special Considerations for Artisan Pages
  • Photography
  • Word tags
  • Best photos carefully planned
  • Load quickly
  • Be selective
  • Limit number

29
Special ConsiderationsInternet Marketing
  • Television
  • Packing and shipping
  • Tax ID
  • Customer service
  • Responsiveness

30
www.clvquilts.com
31
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32
Problem with photo Can you identify if there is
something wrong here??
33
  • Go to www.mbaer.com
  • What options for sorting products are there?
  • Is this a good or bad example of product
    sorting?

34
Make Words Count!
35
  • http//www.threadpit.com

36
Guide the Craft Customer
  • Trigger words to hyperlinks
  • Site map
  • Simple formatting
  • Scanable
  • Logical
  • Contextual

37
National Craft Association
  • http//www.craftassoc.com
  • http//www.naia-artists.org
  • http//www.masterartisan.com
  • http//www.acaa.com

38
Site Visits
  • www.michaelallison.us
  • www.gourdmasque.com
  • www.swschool.org/gallery_shop.php

39
Logical Contextual?
  • www.wgw.com

40
Accessibility
  • http//accessible.org

41
Summary
  • Breadth depth of artisan work
  • Online business skills
  • Research and trends
  • Tools and techniques
  • Marketing
  • Evaluating progress
  • Plan, Plan, Plan
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