MARKETING PLAN

PRODUCTS

Queer Abstraction makes and sells handmade polymer clay and brass items. This includes earrings, necklace pendants, wall hangings, and custom work. Packaging is simple yet protects the product well. Earrings and pendants are transported in small paper boxes with padding, and every delivery includes a business card. See page iii of the appendix for an in-depth product list with example images.

LOCATION

Products are made in a home studio. The primary location of sales is online through Etsy. However, products are also available for wholesale to be sold in independent shops across the country. Lastly, craft fair and event appearences allow Queer Abstraction products to be sold in person at a variety of pop up locations.

INDUSTRY ANALYSIS

In the last five years, rising unemployment has led to a decline in the jewelry industry. High end jewelry stores are suffering due to this. However, rising disposable income is expected to bring this market back 1 .

Jewelry sellers/makers must be able to adapt as the jewelry market comes back. Branded jewelry is very popular and young customers turn to them for a means of self-expression. This trend of big branded jewelry will make the job of small businesses harder and they will have to create more unique designs. Online shops are also rising in popularity and many shoppers do research on the brand’s social media before buying. Unconventional ways of selling are also popular, such as pop up store fronts, mobile selling, and more 5 . The line between high-end jewelry and “fashion jewelry” is starting to blend and customers buy nice pieces for themselves instead of waiting for it as a gift. Affordable prices are important to young consumers 2 .

In the craft industry, gender-neutral language and searches are up. Work is now all-inclusive and breaks the boundaries of color coding genders and gendering items. Gender itself is becoming less important as designs and products go beyond gender. Inclusive design is also trending, including designs that accomodate and respect diverse cultures 6 .

Conscious consumption is becoming more important to customers as effects of global warming become more of an issue. Many consumers look for products and packaging made of recycled materials 7 .

1 IBIS World. “Industry Market Research, Reports, and Statistics.” IBISWorld, Oct. 2019 2 Dauriz, Linda, et al. “A Multifaceted Future: The Jewelry Industry in 2020.” McKinsey & Company, Feb. 2014 5 Short, Annabelle. “Craft (Handmade) Industry Stats and Trends [Infographic].” Wunderlabel, 31 May 2019 6 MadeUrban. “Craft Trends for 2020.” Made Urban, 16 Jan. 2020 7 Dollar, Erin. “Craft Industry Trends for 2020.” Craft Industry Alliance, 7 Jan. 2020

Queer Abstraction is ready to face these challenges head on. As an online retailer, we increase our chances of making sales, especially to younger consumers. Our ability to do pop-up location sales is an added bonus. Our brand is centralized around the idea of gender neutral expression and the inclusion of minorities. We also use recyclable packaging and produce little waste while manufacturing. These aspects, combined with our affordable prices, make our business ready to thrive in the industry.

TARGET MARKET

Queer Abstraction’s target market consists of open-minded, liberal-leaning individuals looking for a means to express themselves. They are either queer, or an LGBTQ+ ally. They are younger, ranging from their mid teens to late thirties, and have an eye for style and trends. Their gender is irrelevant, however they are not afraid of expressing themselves through more traditionally feminine means. They live in a city where they can show their true style without being judged, such as San Francisco or New York. They are also users of social media, primarily Instagram. Due to their younger age, they are not very wealthy, however they still look for jewelry to express themselves. Queer Abstraction’s pricing offers them a way to do this without breaking the bank. See page iv of the appendix for consumer profile and statistics.

COMPETITIVE ANALYSIS

The polymer clay jewelry industry has become more popular in the past year, which means there are more people selling their work. However, due to the medium being easily accessible, many people begin selling before their work is ready. A large majority of polymer clay makers produce unfinished work that does not reflect quality practices. That said, there are some businesses that produce high quality work and are our competition. There are three things that set Queer Abstraction apart from them. First, our prices are lower. This opens our customer base to a younger demographic and those with less income. This is important because we aim to be all inclusive. Second, our brand is based on equality and representation. We have a clear political and social stance and that encourages those aligned with us to purchase our products. Lastly, our designs are unique and different from the typical shapes many polymer clay makers use. We have unique sources of inspiration that other businesses have not yet tapped into. With theses elements combined, Queer Abstraction becomes a large competitor in the market. See page v of the appendix for competitor breakdown.

PRICING STRATEGIES

Product prices vary depending on the type of product and scale of work. Earrings, from small studs to elaborate pieces, range from $15 to $50. Custom work ranges from $20 to $80 depending on the clients vision and the scale and amount of detail they require. Competitors price their goods on the more expensive side, a pair of earrings ranging from $30 to $60. Queer Abstraction’s lower prices are competitive and encourage shoppers to choose us over the competitor. We also offer free shipping within the United States, a key factor when competing with larger companies. See page iii of the appendix for our pricing list.

PROMOTIONS

Queer Abstraction primarily uses Etsy and Instagram to advertise work. Careful use of Etsy tagging and well thought out product descriptions allow our products a better chance of finding themselves on the first page of a search. Instagram hashtags offer a way to increase our audience without any costs. Through hashtag research, we have found a collection of tags that bring in the most views. Giveaways are also used to increase our audience, as well as the mutual support between our brand and others. Through this, other brands in our industry mention us in their stories, exposing Queer Abstraction to their clients. As far as in person advertising goes, we rely on word-of-mouth marketing and exposure from craft fairs and other events. Business cards allow customers to find us after a purchase and come back for more.

MARKETING ACTIVITY

CUSTOMER RESPONSE

Queer Abstraction customers are most interested in purchasing when special promotions are held, including sales and the release of coupon codes. Purchases also rise during the holidays, specifically in November and December. The demand for jewelry during this time is higher as people go gift shopping. Lastly, customers are more likely to purchase during fairs and pop-ups where they are able to see the piece in person and try them on. Seeing the piece on them often seals the deal.

COMPETITOR RESPONSE

Many competitors follow similar marketing activities in terms of running sales and appearing at fairs. Some competitors are beginning to express their political and social views on social media, but it is not immediately apparent in their brand.

EXPANSION

Our customer base is constantly expanding as we receive orders from new states and even other countries. Orders have come from the United States, Canada, and France, though the majority of sales come from California.

SALESPEOPLE

We have found that customers following along on Instagram are aware of sales, listing dates, and other shop news. Those that do not use Instagram are less likely to stay updated. Customers seem fairly willing to reach out with any questions, whether through Etsy or Instagram.