About 15 years ago, I was interviewed by the editors of Arts & Crafts Magazine, a leading ceramic publication at that time. During the interview, I was asked what I saw for the future of ceramics. I prophesied that in order to survive, Ceramic Shops/studios would need to turn to the internet in order to compete and succeed.
Today, I repeat the mantra. It is imperative that you utilize the internet in promoting your business and your product. Everyone, whether you are a fully functioning store, a home studio, a hobbyist wanting to sell some wares, or someone making and selling finished items on any scale, the web can make the difference of coasting along or really succeeding. Buyers are loving the ability to search the net and find new products and ideas, they are loving the convenience. Don’t you want to receive part of the millions of dollars being spent daily on the internet?
It does not have to be fancy, but an internet presence with your own website is crucial. It is no longer the matter of saying, 'maybe one of these days' - it is NOW. The future is here. Face it, you are using the internet-you’re here, so why limit yourself to only doing the surfing and buying?
Websites do not have to be expensive. A domain name .. YOUR name can be obtained for about $10 a year. There are free hosting sites available and some of them will provide assistance and templates so that you can build your own website. For nominal fees, you can find hosts with servers who will help you advertise and promote your website business, it only takes some research (on the internet of course) and via word–of- mouth to find something that will fit your budget.
So you have a good customer base already and you think nah, I don't need it. But you do. Imagine walking into your studio in the morning and finding orders from your customers who were at home browsing through the internet (surfing) and on impulse were tempted to check your site out and found something that they just could not live without, or maybe they were in the middle of a project and realized they needed some supply or other and found out you had it so ordered it. If they waited until you were open, the urge may pass and they to will say, ‘one of these days, I’ll go check out that ceramic shop.’ then forget or get busy doing something else. Many businesses go out of business because customers, get distracted or keep putting off their visit.
Having a website does not mean that you have to sell out of your area, it does not mean you have to ship. It does mean that you will be able to service your customers better and faster. It gives you the opportunity to promote specials and sales without having to mail circulars or place advertising which can be costly. Do you rely on signs in your studio announcing an upcoming event or a sale? Do only the regular customers take advantage? With a website, even those who do not visit your shop on a regular basis will be able to click on your site and see, at a glance upcoming sales, classes, new products, new molds/bisque/greenware and they will be able to interface with you with questions,
