Marketing: The Magic & Mayhem of Year One

As we round the bend to close out our first year, we’re reflecting on the marketing decision points we’ve had along the way. As expected, some things have gone well, some not-so-much, and a few we’ll just have to wait and see. 

Investing in our website (web lessons here) and a professional photographer (photo lessons here) are two of the best decisions we’ve made.  As an online product company, the web is the first place people come to check things out, and it better look good!

Learning the timeline for advanced planning with a photographer, a full season ahead, took us some time. You need the best marketing photos at the right moment! Initially, we felt like we were always realizing it a season behind (An image of a gerbil wheel comes to my mind.). We had the gift box content, but the photos, and therefore web postings, were not in sync. Planning ahead is a real thing with an online product business. That can’t be emphasized enough. My gut says there’s more for us to fine tune on this front. 

Carrying sample hand-crafted, wood boxes into appointments can be a bit daunting, which means we needed the added marketing tool of sleek over-sized postcards. Approximately eight months in, we finally got them ordered through MOO. In some ways, this was the right time. It gave us time to learn what worked best in the gift boxes, and which boxes to feature. One could argue we should have bit-the-bullet and run with what we had sooner. Either way, we’ll be adding more glossy pieces soon, as the visual aspect is so important in our business. 

In addition to the postcards, we also have stickers that are applied during the wrapping of each gift box. And if you haven’t noticed on the gift boxes themselves, each box has our logo – either fire branded or laser cut - on one side. We keep our logo in front of customers in what we hope are subtle yet fun ways. 

While it’s a nice gesture to participate in Silent Auctions, one needs to understand the audience and come to terms with it being a true donation, not marketing. If the organizations’ clients don’t have an appreciation for artisan, hand-crafted items, odds are good they won’t see the real value in our work. Know thy audience! 

In terms of digital marketing, we are still processing all the options and challenges of the social platforms. We’ve taken to heart some of the best virtual, digital advisers (I.e. James Wedmore, Jenna Kutcher, Amy Porterfield) and engaged on the platforms (Instagram: @red.rugged or pinterest: redandrugged) where we feel most comfortable, and frankly can keep up (mostly…) consistently. Another work-in-progress. 

I’ll just say, it ain’t easy, and this is only one piece of the bigger puzzle of running a business. It’s all a reminder that starting a small business is hard, and time consuming. You better love it and have a real passion for the journey! That’s what makes it all worthwhile.
 

Goodbye to the Troll and Squatter Space!

There are days when the glamour of crafting beautiful gift boxes fades into the background and I feel more like a troll working under a bridge. These are the times when I’m typing away, surrounded by boxes piled high with packing peanuts, tape, and layers of bubble wrap stacked everywhere. If you're cranking out quality work in your own less-than-glamorous space, fear not, you're not alone. Like me, you may reach a point where the troll's time is up and a redesign is in order. 

I joke with my husband that somehow his workshop rivals the Taj Mahal and my office feels more like a squatter place. How did that happen? It seems crafting gift boxes out of a slab of wood takes only the best of tools…followed by good lighting, then jigs, a humidifier, more tools, then…. (read the earlier workshop transition blog). My content work takes a laptop and iPhone mostly, which doesn’t require fancy space to be functional, I must admit, although I did just have to upgrade my iPhone, if that counts?

On the shelves around me, where picture frames and my favorite books were once visible, now rests hardware accessories and ceramics for me to admire and “think about.” Yes, one has to think about ceramics. I like to look at new pieces and mull over the possibilities. Rows of inventory line the shelves too. We had to add another table so I could spread out the gift box line and consider those possibilities. (Some people think gardening is therapeutic, I like fussing with gift boxes and ceramic pieces.)
 
In my need to clear out space and evict clutter from my life recently, my plants took the hit.  I used to have a four-stalk corn plant in front of my office window, until I whacked it down to two stalks for more space and light. It does look better, albeit much smaller.  

Even the revered Garth Brooks’ shelf now shares the stage! My cherished 8 x 10 close-up concert photo, with his arms spread above as he’s rising from the stage (in the Garthzilla 90’s) now looks like he’s open armed and embracing several new artist ceramic pieces! (I can hear him singing, “Standing Outside the Fire?!...life is not tried, it is merely survived, if you’re standing outside the fire!”) I like to think Garth would approve of this entrepreneurial effort and the cool selection in front of him.  

I hear experts call this the “messy” stuff. Heck, I call it the messy stuff! But alas, enough is enough. We’ll start the transition from squatter office to professional space here soon. As we close out our first year, the time has arrived for an upgrade; carpet out, hardwood in, fresh paint, and some over sized rough cut lumber for shelving. Stay tuned, pics and such coming here and in the newsletter (follow us on Instagram to watch the progress more closely @red.rugged.). 
 

even Garth brooks now shares the stage with new ceramic pieces

When Small Details Make a Big Impression

Creating a special gift box doesn't have to be complicated, however, it does need to be thoughtful. It's all about attention to detail, and taking advantage of the opportunity to weave in a story. Are the gifts for those who love to cook? Is the event at a vineyard? Do they love a special activity or place (mountains, lake, beach, city)? Is it to promote a favorite beverage or new bar opening (spoiler alert: alcohol not included)? Are the gifts to celebrate a new home? 

The ceramic styles, colors, gift tag design, artisan additions and finishing touches can all paint a picture and set the right mood for a gift box. Simple things like using leather ties instead of ribbon, unique wrapping paper, or changing the hardware to whimsical vs. sturdy. These are the details that go a long way in creating a special moment for each gift box unveiling....  

Now Boarding...How Cutting Boards Serve Up a First-Class Gift

Updated April 6, 2022

If you’re tired, dare we say “bored,” of traditional gifts, welcome a new friend to the neighborhood with a new look, and make it a block party! A chopping block kind of occasion.

The standard cutting board has a fresh, new gifting style, thanks to the finishes, wood, and tools now available. Even color combinations can vary depending on the wood, adding a deep, rich appearance that highlights the artisan appeal. Red oak, mahogany, and maple are a few of the woods we use but take your pick. 

If you want to add a personal touch, pair your cutting board with a unique accessory that matches a specific style or passion. 

If cooking is a favorite pastime, a veggie chopper (or cheese cutter), matched with a cutting board is a thoughtful option for crunch time decisions. 

For folks who love the taste of limes, we pair our handcrafted boards with an iron-forged slicing knife to keep it dicey. (Given our #ruggedstyle we like to use a strip of leather to tie pieces together.)

Small is mighty, despite what some may say. Having a compact cutting board handy for quick jobs like slicing lemons, onions or cherry tomatoes is perfect. It’s still big enough to be useful, yet small enough to tuck away. Custom edging can make a big difference too, creating a sleeker look.

In terms of maintenance, a splash of Howard Cutting Board Oil will do the trick every three to four months to keep it looking spectacular. Beautiful and easy! (Any of the cutting boards shown above can be added to our gift boxes using the Custom page form.) 

The good news is that custom tools and wood options have elevated the old idea of a cutting board. There’s no need to be a chip off the old block anymore.

My Brain is Full! And Other Issues to Consider When Launching Your Website

I’m no stranger to adding content to the back end of a website, and I consider myself fairly technically astute in this effort. When I launched my first start up years ago, the outsourced web team I hired handed over content management to me on Dreamweaver. At that time, my only connection to Dreamweaver was a song from the 70’s! I had no idea what I was getting into (sometimes it’s better not to know.)  Now, with all the new widgets and plug-ins, I was more optimistic about launching our site in this new age where content and design were said to be so much easier. 

Before I share our pain points, I will say that the best decision we’ve made was to invest time and money into our website. It has paid off in spades, especially since we’re an online business, no physical store front. The first place our customers and artists look is here, on our site, to see how “real” we are. And the results have been solid!

If you’re struggling with decisions around a new business website, here are four points to consider:

First, the question you have to ask yourself, even if you can figure out the technical piece, is how long will it take you and where else should you be applying your true talents – assuming you’re not a coder? For us, I choose to contact a former colleague and have him lead the effort to integrate the technical elements, such as Stripe and Mailchimp, with our website platform, Squarespace. I only have so much patience for the technical details, and then I’m done. Although I was actively involved, he researched and helped implement all of the technical elements – from financial processes to product pages. This allowed us internally to work on gift box designs, identify artists, plan content, marketing outreach. Remember, once the site is up, you have to be consistently adding content, this is just the beginning. When this stage was completed, the content management was handed back over to me to fully manage.

Next, let me just say that the idea of “plug-ins” is quite the misnomer. Don’t buy into that myth if web content isn’t a world you’ve lived in before. For example, Mailchimp is more complicated than it might first appear. It always seemed like the marketing pop-ups that started on Squarespace administrative pages, somehow mysteriously ended up over in Mailchimp for editing. It was a game of hide-and-go-seek for a while. And newsletters are a whole other topic. 

As user friendly as Squarespace is, product pages have several parts to them in terms of details, pricing, forms. Figuring out the content for each takes thoughtful persistence (the nicest way I can say it). I lost track of the number of calls I had with our very patient tech guy, when I blurted out, “my brain is full!” I just couldn’t absorb anymore information that evening. Knowing your limits is important. And because we had allowed enough planning time, I really did hang up the phone and try again another day.

It is true that the financial processes, including customer orders and transferring funds, is much easier and less expensive than the old days of renting machines and uploading daily sales (am I dating myself here?). That said, you still need to understand how invoicing, third party apps like PayPal, Square, and an online payment system (Stripe, for us) all connect into your bank account. It’s not rocket science; however, it takes time to figure it out.

You see the trend I hope, that "time" is mentioned in multiple places here. My best advice is to allow at least a month of consistent planning around how the site will work: What are the main navigation headers? Where do they link? What’s the flow of the site? What content will be where? Then allow 3+ months to roll up your sleeves, get the pages up and running, content added and tested, (prior to going live) - and then another month to find and fix bugs, post launch. Yes, this is in addition to all the other tasks on your plate. (I talk about other pre-launch challenges here. And specifically about prep for photo shoots here.) Persist, friend, and give your website priority attention! In the end, it will be an incredibly valuable tool when customers come calling.

Three Questions to Consider When Engaging with Artists

Working with artists can be inspirational, however, as a business owner it’s important to understand the questions to ask this creative group as you commence business activities. In building our relationships with artists across the country, we’ve come to learn a few key questions to explore in the beginning to manage expectations on both sides and avoid unpleasant consequences on the back end.

Understanding the motivation behind each artist, and their personal preferences and timelines, is key. For example, in ceramics, some may consistently be creating new pieces, however, the kiln size and how often they fill and fire a kiln may vary. Some fire monthly, others only a few times each year. This may impact their ability to deliver pieces on a shorter turnaround. There is a definite timeline from shaping clay on a pottery wheel, to kiln, to delivery to your door. This question is the same for other artisan areas too, like custom woodworking and forged metal pieces. If you work with artists, make sure you know their timeline, and that your business model is in sync with it - and your customer delivery commitments.

A second question is, can the artist duplicate a piece close enough to the original you already have on hand?  Consider that glazes and finish processes change, so ask about those things every time you order. Yes, the whole idea of an artistic piece is that there isn’t an exact duplicate of it - even when it’s fired in the same kiln, at the same time. That’s what makes each one beautiful.  On the flip side, the pieces need to be close enough to the original, in your opinion as the business owner, so that what a customer sees on your website or social postings matches what they receive in their gifts. It’s a delicate balance that requires attention.  

The third key question you should not assume you know the answer to is, does the artist even want to duplicate the piece?  And if so, how many times? Some artists don’t want to work on multiple pieces in what feels like a production line. They find inspiration staying in the new creative mode and will limit reproduction intentionally. That’s important to know up front. Their pieces may be special edition or limited quantity, which is fine, as long as that’s clear from the start.

We enjoy our artist interactions, and the beauty of their work is central to our business. That said, understanding the nuances of our network is not trivial and it ties directly into who our own best customers are. For us, it’s those who appreciate a gorgeous piece of artisan work (meaning: no two will be identical), and that hand-crafted takes time (meaning: order in advance to be sure). If both of those elements work for our customer, then they are sure to give gift boxes that are personal, hand-crafted, and beautiful.      

When the Unexpected Happens Look for Cracks in the Sidewalk

This year did not kick off quite as planned. We had a schedule, a lineup, and a detailed plan. We were ready to rock it. Then the unexpected happened (family emergency) and we had to shift to Plan B. Despite this abrupt schedule change, including unexpected travel, two business opportunities appeared in our midst that otherwise may never have happened. 

Before I get to those two items, it’s important to note that a real focus of mine has been to get better at learning to breathe and look at the unforeseen as a positive adventure. (To be real, this is long overdue, and I’m not suggesting I’m an expert at it, but progress is definitely being made.)

Okay, back to this year… In January, a serious illness occurred in the family that called for travel to Colorado - which meant ten days away from the business. Now, this is a good news, bad news story because if you have to fly off for an emergency, Durango, Colorado is a pretty spectacular destination, especially if you’re in a business that connects with artistic creativity. That said, it was ten days largely out of pocket, with my time committed to working together to support family.

Two things happened during this trip that reinforced my effort to be open to adventure. (As James Wedmore shares on his Mind Your Business podcast, “allow opportunities to come to you.”) Before I departed for Durango, I searched on a whim for ‘ceramic artists’ to see if any of potential interest were located in Durango. What I found was Lorna Meaden Pottery. If you’re into quality craftsmanship, as we are at Red & Rugged, this was a blessing. I reached out, we exchanged several messages, and in the end, I was able to swing by and visit her in studio, in person. What a joy! This led to finding a little gallery on Main Street in town, (Called “&”) to purchase more beautiful pottery.  Beyond the new purchases, I learned of prominent websites and organizations we should be aware of, and the name of a ceramics industry event Lorna suggested we attend. The chance to find beautiful new items potentially for placement in our custom gift boxes, and add to our list of networking events with influential artists, is at the core of our business. Jackpot!

Lorna meaden at her studio in durango

Meeting the artists is so important to us, and on the flip side, having us be more than a name on an email to artists, is also key. Business is still all about relationships.

The second opportunity that presented itself during my two mile “commute” was the discovery of an amazing photo shoot location. Fort Lewis College is perched high above the town of Durango and offers a spectacular 360 view. I drove past the College every day. And as luck would have it, we had access to a cool Willys Jeep truck that was perfect for the backdrop. (Side note: family was able to join us for this blast of fresh air and enjoy the scenery with us!) We did not hire a photographer, we used my cell phone and went to work. As you can see from the photo examples in this blog, we now have unique profile photos to use as content across our web site.

photo shoot at fort lewis college, with a few of Lorna's ceramics

"red" and the willys truck

Being out-of-pocket was not ideal, and yes, I missed a few self-imposed content deadlines as a result. However, as Jenna Kutcher says in her Goaldiggerpodcast, I had to give myself some grace and let it go.  Ironically, I'm typing this blog from the hotel, at the NCECA conference, which Lorna brought to my attention during this trip. (And you know I now have even more beautiful ceramic pieces in hand!)

As you deal with the unexpected in building your business, look for cracks in the sidewalks where the flowers bloom. You might just spot a surprise for your business that otherwise never would have appeared.

View From the Rail - How the Host Keeps it Stylish on Race Day

Updated September 2020

For those who've enjoyed tailgating along the rail at national horse races or local ones like the My Lady's Manor here in Maryland, the spreads are known as much for their attention to style details as for the racing itself. When the day begins with mimosas, salmon, and home-made blueberry scones, you know there’s a fun day ahead!

Whether it's My Lady's Manor, Preakness Stakes, or the Kentucky Derby, the challenge is how to create a unique and enjoyable setting for guests, with all the beautiful spreads on display? Here are a few simple ideas that can go a long way, based on our two decades of race outings. It's about how to add a creative flair that makes it fun for everyone. We’ve spent many years taking in race days, since our kids were young, and we started by trekking our food and drinks around in backpacks and coolers from the muddy parking areas, all the way up to the grassy hillsides to watch the finish. It didn’t matter if it was the full picnic blanket action, or the big tailgate, the style was part of the planning.

Even in those early years, we were fortunate to be connected with friends who always included special ceramic pieces as part of our decor. (A precursor to the launch of Red & Rugged perhaps?!) There’s no need for formal glassware that all looks the same, and the standard red solo cup won't fly here!  You can serve up your best sparkling or Cabernet in a hand-crafted ceramic tumbler that adds a personal touch.  One of the best things about ceramics is that no two pieces are alike, each one has a texture and finish to call their own.

Preparing a stylish race day celebration:

If you’re attending the live event, include a basket of binoculars as a thoughtful touch, so all your guests get a close-up view of the finish line. 

Offer a variety of ceramic cups, let each person select one at the start of the day. What a fun way to treat your guests and give them a personal gift that lasts. It’s something we look forward to, and you can bet we have all our ceramic cups from years gone by.

The younger generations know cool when they see it… Whether you're 25 years old or 55 years young, cool ceramic tumblers make the selfie.

Small cutting boards are easy to pack, great for serving small bites, and to use for slicing. Perfect for adding to your backpack or the picnic basket, a small cutting board is a handy option to have on race day as different food options are served throughout the day. Slice the bacon and veggies for Bloody Mary’s, followed by the cheese when crackers and breadsticks are served. (Engrave an initial on the boards for a surprise take-home gift to commemorate the day.)

As far as centerpieces go, a ceramic vase filled with a fresh flower bouquet is all you need. Gorgeous! And easy!

As you gear up to enjoy the time-honored traditions of horse race season and the parties that follow, there's no need to be overly formal to host a classy event. Be original, and surprise your guests with things they’ll hold on to, and remember, for years to come.

How to Nail the Transition From Hobby to Business Workshop

When the saw is buzzing and the dust is flying, life is good for the tool man in his workshop. The adrenaline is high and there’s a great sense of satisfaction. But things change, and your perspective is different when you make the decision to move from casual hobby to the deliverable of a quality business product.

In our workshop, I watched the progression first hand, as my “rugged” half, Kevin, began to notice the need to alter his work space. He moved from streamlining the process, to ergonomic safety, to improved organization. Once he started making hand-crafted gift boxes on a weekly basis, it became clear how important it is to have an efficient workflow. At one point, he had set up the tools and process on one side of the work space, only to realize the layout really lent itself to increased efficiency on the other side. So, guess what? He had to unplug and move all the tools to the other side, and set everything back up again to make it work.

Seasonal changes also brought shifts in workspace lighting. As winter approached, darkness came earlier and we lost the natural daylight effect which meant more lights had to be added. Then heating the work space also became a priority.

Next, ergonomics entered the scene. Standing for hours meant the need for floor pads to help cushion the impact on the lower back and knees. Off we went to the internet to place another order!

Finally, once the tools and processes were in place, then organization of parts was necessary to stay on top of inventory and remain efficient.

Remember, all this planning and organizing is time away from making a product, an important lesson to hammer home. Careful thought to the layout of your workshop, and a little extra planning upfront on your punch list, will go a long way in saving your business time and money, and improving the health of those building it. 

Clink Outside the Box

Updated April 30, 2024

Centerpieces and seasonings, treats and treasures, and an elegant serving tray are a few of the ways your gift box recipients keep their favorite items organized and on beautiful display. Between sipping, toasting, and pouring, artisan gifts are meant to be enjoyed.

Handwoven towels and textured ceramic tumblers make a stylish addition to the kitchen or bar. What about handcrafted mugs, porcelain cups, or espresso cups for breakfast in bed? A custom box makes a special place to keep your favorite recipe books. As a beautiful centerpiece, your handcrafted box will spark fresh conversation around the table with friends and family. Whether you work from home or at the office, a custom gift box adds style to your writing papers and pens.

These artisan gifts are here to elevate and celebrate your lifestyle.