Question

Topic: Strategy

How To Market At Coop Gallery Of Woodworkers?

Posted by Anonymous on 5/24/2005 at 1:30 PM ET 125 Points
Our coop consist of 30 individual woodworkers which I am one of. Our store/gallery has seen many changes and 7 years ago we removed the word 'Gallery' from the name because it was thought we were limiting our customer base. We all make high end custom furniture and have been in business 25 years in the Pacific NW.

In the past 5 years sales have dropped as stores openned around us delivering the same message. But they are really factory stores but people do not know and they are beating us on price. We recently closed a second location to eliminate that cost. They have stolen our identity and sales.

I currently have a show at the store/gallery and am meeting customers there. I have over heard comments 'is this a store or a gallery?'

Many of the members now believe that we should refocus on being a gallery. But how and what type of gallery is the question. Due to cost cutting our ex-director eliminate the promotional budget for 3 years running. We are in the process of searching for a new director, but I want the members to first define what we are and hire someone in line with our goal.

What should be our strategy/branding? Over 50% of our business is repeat customers. We are woodworkers and not marketing people. One part of the misison statement is that the coop is a marketing entity. I know this is a general question but we need help. Thanks -Rich
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RESPONSES

  • Posted by michael on 5/24/2005 at 1:44 PM Accepted
    Rich,

    The question is: Do you need a director? If the one you had actually COST you business, you're better off without one....assuming that person was being paid.

    That said, an agressive director won't mind his pay being based on performance. If you ask prospective directors that question, you'll get some idea as to what their capabilities are.

    Michael

  • Posted on 5/24/2005 at 3:41 PM Author
    About 2 years ago we contracted out the redesign of the website and our out-of-state sales have increased. guess i'll post the site to be critque. The director has also paid Goolge for ad placement once in a while. But I think the problem is that we did not have sustained promotion effort.

    Everyone is correct in that our product is indeed a luxury high end items that can be custom to order. The ads in publications have been limited in number and audience (local magazines). So you feel that a more regional to national advertising program would be better?

    Your repsonses are very enlighting.

    Thanks,
    Rich
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