Marketing
I adopted an organic marketing strategy for Smithmade Essentials, focusing on social media presence, customer retention, and a rotating collection of products to keep my audience engaged and interested in every new launch.
Social Media
Instagram is my primary social media channel, with content reposted to YouTube, Facebook, and TikTok. Product photography does much of the heavy lifting, attracting attention to the brand from the product designs alone. I also create work-in-progress and behind-the-scenes photo and video content to emphasize the handmade and small business aspects of Smithmade Essentials.
Retail Space Design
I designed the visual merchandising for tradeshows, product displays, and temporary shopping spaces of varying sizes.
I used a color scheme of white and wood textures, incorporated greenery, and used lightweight furniture that could be disassembled into smaller pieces for transport.
E-commerce
The Smithmade Essentials website is designed and hosted on Shopify. This is the primary hub for sales and lead generation for partnerships, wholesale interest, and product requests. I create and manage all the content and product listings.
I created templates for my email campaigns and collected emails both in person and online to grow my customer list. The goal of my email marketing is to keep my customers engaged with my brand by being informative, announcing new products, and re-engaging long-time customers with automated outreach.
Copywriting
The brand voice is often informative and positioned to educate the audience about the nature of handmade goods and product features. I also work to describe the artistic inspiration behind the product design.
When a scent can’t be experienced through a screen, it’s important to describe it in a way that evokes a feeling or ambiance for the customer. This is my approach to writing the product and collection descriptions.
