Category Archives: Marketing

Stickiness: The Spaghetti Test


Our family of seven had, predictably, diverse tastes for food and drink. One of the few choices that we all could agree on was pasta and so it was made a lot in our family home when I was growing up. I asked my Mom one day how she knew when the pasta was ready. “Ah, the pasta test,” Mom exclaimed. She quickly liberated a strand of noodle with a fork and with a deft flick of the wrist sent it flying across the kitchen hitting the fridge and landing on the floor. “Not ready yet,” she declared. A few minutes later the same activity rendered a strand that stuck quite firmly to the fridge. “Good to go,” announced my mother. I have since learned more refined methods of testing pasta for firmness and stickiness, but the lesson stayed with me.

various products
A broad line of products

“Stickiness” is also a term in vogue in modern marketing, describing the ability of a product, service or message to stay with people – to stick or make a lasting impression that will bring them back to the product, service, website, etc. As we elevate our attention to ChezCraft as a full-time endeavour, the question of finding the right mix of products and services to hold consumer attention has become a more frequent discussion. For the past few years we have experimented with numerous product lines and services ranging from production crafts to fine art to commission work. While this has in part paralleled our continuing development of artisan skills, it has also included a little of “throwing stuff” at the market to see what sticks.

The questions around the right product line are perplexing: is it better to hit the market with a small set of high-quality, high value offerings or will a wide range of products with attendant scope of prices present the reach to attract a market large enough to sustain sales and profits? What is the most efficient way to use the limited resources of a small artisan company like ours? And, how does the choice of broad versus narrow product lines impact the reputation of the company? To pursue another food-based analogy, the question is often whether you would rather have a large slice of a small pie or a small piece of a large pie.

My partner and I believe that the long-term objective would be to establish a strong enough reputation to maintain a fairly tight set of signature products and services. The strategy at that point would be to effectively reach enough people with that particular palate to make it profitable – to own a larger slice of a smaller pie. In many ways this aligns well to our values of minimizing waste, by giving people a more specific thing that we believe they want, rather than just pushing out a plethora of products and hoping someone will want them.

Finding the right level of “stickiness” may continue to be a bit of a hit-or-miss effort for another while. Thankfully, we don’t believe it will risk the danger of hot flying pasta.

The Four C’s

We were delighted to be part of the first ever Surfside Studio Tour this past weekend – an event highlighting the artists and artisans of Highway 207 from Lawrencetown to Chezzetcook along Nova Scotia’s Eastern Shore. With the prospect of a new studio event we decided to innovate on our approach to this year’s tour. Reflecting on our values led to our choice this year to focus on four C’s – customization, collections, collaboration, and classes. The results have been very positive.

Customization: Art, for the sake of art, has its place and we love to be innovative and to use various media to express our creative energies on a unique artistic project. But we sometimes, necessarily, forsake our love for true art in favour of production volumes to sustain the ongoing costs and effort of being an artist – and preferably not a starving one.

OK – so if I make an interesting doodad that a hundred people would like to have, then maybe I should make a hundred of them and sell to those who wish to have it. Moreover, I guess there is nothing wrong with a customer coming in and picking up one of a dozen similar turned pens or identical cutting boards if they really like them. What we were trying to get folks to consider this week is the notion of intentionality and personalization in buying items for themselves and others. We are always happy to have the challenge of a client saying “Well my friend, Jane, is such a fanatic about xxx – can you put something together for her?” and then working with that client to come up with the perfect item that may be a one-of-a-kind product specially made for that recipient. In many ways it just feels right in terms of our philosophy of sustainability, to make things that are purposefully made to support the interests or needs of a person rather than trying to convince them why they need this knick-knack that probably isn’t all that relevant.

Collections: Our ability to create mixed media and diverse items allows us to deliver a multi-faceted gift or multi-use package of items that serve a similar purpose or can celebrate a special event.  A visitor to our open studio event has friends about to have their first baby. Seeking to find a great gift for their friend we suggested things like a custom baby quilt, a monogrammed baby bib, a hand-turned rattle, and a custom wooden mobile with various unique and colorful natural woods.

The mix of media skills we offer creates a one-stop shopping experience for that person and we anticipate her return to put together a package of gift items in a single purchase. Once again, we feel that this speaks to efficiency and sustainability and it feels good to present this idea as both an economical and environmentally responsible option.

Collaboration: ChezCraft, Gary Dumas, Brad Holley

Collaboration: We have many friends and colleagues with similar skills (and their own unique styles) in fabric and wood, but also others who work in different aspects of art & craft such as potters, jewellers, blacksmiths/ goldsmiths, photographers, stone carvers, to name a few.

This year we were able to match some of our own products with the work of Gary Dumas and Brad Holley in a special Asian-inspired collaboration. While our colleagues got additional exposure to a market they would not otherwise have been able to  access, we were able to present the talents of two exceptional artisans to extend our  collection and build our reputation for delivering high quality artisan creations.

Classes: The production of art and craft items is our primary line of business right now. But on its own it will not pay the bills of even a moderate shop like ours. Diversification of products and services is critical to our long-term survival. Although I feel the artisan and woodworker when I put on my apron, you just cannot take the educator out of someone who has been a teacher for any length of time, as Mary Elizabeth and I both have. This year we will leverage our educational background to offer one-on-one and small group training in the skills we have come to master. We are also hoping to launch a new YouTube channel with some short teaching pieces for specific projects and techniques. Based on our own custom patterns and plans, we think we can monetize the digital assets while offering some online instruction for free.

These four C’s really speak to a fifth one which is a favorite of ours – commissions. This is valuable as a revenue generation approach, but more importantly speaks to both our philosophy of sustainability, as well as our desire to get to know our clients more intimately – to develop deep relationships with Customers who are the most important “C” of all.

Random Thoughts: The Satisfied Customer


This post was written by Stephen Parsons.

Why do we do it? Why do art and craft entrepreneurs put their products and reputation out there in the marketplace? Business objectives are different for each business owner, I guess, but some  would seem more important than others. But how important is profit as an objective compared to other – perhaps more altruistic – objectives?

Piper – apparent satisfied customer

While profit and the need to express one’s artistic creativity and passion are goals we might think at the top of the list, Continue reading Random Thoughts: The Satisfied Customer

Tech Tuesday: Selling Art & Crafts Online

Today’s post is written by Stephen Parsons.

Gartner Hype Cycle of Technology Adoption

As a web application developer around the start of the 21st century, I recall the beginning of the e-commerce era as being one of extremely complex and technical development. I developed and taught e-commerce/ e-marketing programs at Holland College and Nova Scotia Community College from about 1998 through 2003 when the depth of technical knowledge that both developers and business owners needed to implement e-commerce was substantial, often prohibitively so for small craft businesses like ours. Continue reading Tech Tuesday: Selling Art & Crafts Online

Tech Tuesday: That Internet Thing

Today’s post is written by Stephen Parsons

The staff at my office think that either I am becoming totally antisocial or have a secret affair going on. While they are gathering in the lunch room to share their sandwiches and a little office gossip, I heat up my bit of soup or leftover chili and biscuits, then skulk off to my office Continue reading Tech Tuesday: That Internet Thing

If you are a textile artist, you might appreciate these tips for getting dynamic images of your work.  This is crucial if you want to sell, submit for a show or otherwise share your work with strong visuals.

How to photograph textile art – also offers articles on a variety of other useful information – everything from choosing a camera for shooting artwork to finding an audience for your work or making submissions for a show or contest.


Blog revisited

I started this blog with big intentions to post everyday and then read some advice that might be unrealistic and I should start more slowly and ramp-up to daily over time, if at all.  I fell into the mire of over-thinking and over planning and, after falling behind in posting, over-analysing how to get back on track.   Should I scrap this blog and start fresh with a new, clean slate?  Give up on the project and move to other things?  Go backwards and try to create additional posts to fill up for lost gaps? Set a schedule of regular posts to move forward with great leaps? Continue reading Blog revisited