Talking Marketing: Planting the Seed

adam

Story by adam

Published on July 23, 2009 in Etsy News

Photo by Groundwork

Hello Etsy,

My name is Nizzi Renaud, a.k.a. missniz, and I recently joined the Etsy team as the new director of marketing.* There are some new faces and some familiar ones who currently make up our marketing team. Together, we wanted to say hello and share with you some of the marketing activities underway at Etsy.

(*Former marketing lead, Matt Stinchcomb, has passed on several of the hats he had been wearing to focus on his role as vice president of community.)

Research and Analysis
This past May we launched the 2009 Etsy Shopper’s Survey, which helped us to get to know our heaviest shoppers a bit better. We want to thank all who responded. You confirmed many of our thoughts about Etsy’s most engaged users.

With more than 4,200 total responses from people who identified themselves as “shoppers only” or “both shoppers and sellers,” we were able to gather interesting information on your shopping habits (both online and offline) as well as your media habits (blogs and magazines many of you enjoy reading).  This data is extremely helpful as we work to expand marketing programs designed to bring relevant shoppers to Etsy.com, get them buying and keep them coming back. The Etsian leading our research and analytics  activities is Neelam Hasni, a.k.a. Neelam12, our new web analytics manager.

Press/PR Outreach/Media Relations
Our 2009 holiday press outreach is already well underway. We’re taking care to present Etsy in a unique, personal and playful manner that truly reflects the people and products found here. Our approach to each media channel is tailored to suit the interests of its readership and to get those audiences excited about shopping on Etsy.

This process started with print magazines, which have a long lead time. Another important aspect is our blogger outreach. At Etsy we read many great blogs, and we know you do too. So we have put an added emphasis on connecting with bloggers we love and bloggers who are increasingly important tastemakers. In addition, we continuously respond to product and story requests in press outlets, with Etsy’s PR coordinator Adam Brown, a.k.a. adam, leading the charge. As the holiday season approaches, we hope that you will notice more and more mentions of Etsy in the media. 

To view the results of our past efforts, please visit our press page, and check out our monthly Etsy in the Press report.

Partnerships
In June, we kicked off a number of exciting content partnerships. Etsy invited a select group of editors and publications to share their unique perspectives on all the amazing discoveries Etsy has to offer. You may have noticed Lucky Magazine’s Edits, a collection of fashion must-haves, and the summer party planning series with Food & Wine Magazine. (Off Etsy, you can see the results of these pairings too! Check out Lucky’s new blog, eBay, Etsy, et al. by Jennifer Romolini, Food & Wine’s party photo galleries, and Frisky’s “Etsy Find of the Week.”)

We’ve recently launched the DIY Weddings Craft Contest in partnership with Martha Stewart Weddings to show off the bounty of all things wedding available on Etsy — a marriage made in craft heaven! Read here to learn more.

These efforts are led by Christina Batch-Lee, a.k.a. missbatch, and marketing consultant, Leora Schachter.

Advertising and Emails
Keep an eye out this month for Etsy advertisements on some of your favorite blogs! We’re running online ads throughout the month on some very popular design, crafting and parenting blogs like Dooce, Design*Sponge and Apartment Therapy. These online ads complement our existing search engine ad-word advertising program currently running on Google and Yahoo.

Starting in June, we made updates to the layout of our daily Etsy Finds email (not getting Etsy Finds? Click here to sign up!). You’ll now find more items featured in each email along with links to great selections available on our site. Coming up in July, every Monday we’ll be sending out a special Shopping Guide edition of Etsy Finds featuring the hottest trends for the month. We’ll also be expanding our Weekend Deals to feature even more sellers offering savings for a limited time. And if you didn’t catch his Etsy Finds, Mike Becak, a.k.a. mikeynice, is in charge of our email marketing efforts.

A quick note for Etsy sellers: You may have noticed “etsy_finds” tags showing up in your Google Analytics dashboard. What these tags tell you is that someone clicked through an Etsy Finds email and then stopped by your shop or saw one of your items while they were on the site having come through that email.

The marketing team, along with our colleagues in product and engineering, is actively working on Etsy’s SEO strategy and implementation plan. If you’ve read Rand Fishkin from SEOmoz’s Storque post, then you know that we will soon be offering an “Etsy Guide to SEO”. We also will be hosting Virtual Lab workshops with Rand and his team to walk Etsy members through the guide and answer questions. The first SEO Virtual Lab will be scheduled for the week of August 3. Check the Virtual Labs calendar for updates.

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Social Marketing
Last month, we launched our first video contest, A Handmade Moment. What’s the contest about? We’re looking for 15 and 30 second videos promoting Etsy with the theme “A Handmade Moment.” We’re offering $10,000 in cash prizes to the creators of the best videos. If you’re reading this, then you’re already a creative person — why not create a video and take a chance at winning some cash and our undying admiration? We hope to use the videos in our promotional efforts.

Finally, social media channels such as Twitter and Facebook are drivers of traffic and an important way for Etsy to stay connected with users. Earlier this month, Etsy launched Facebook Connect for sharing Etsy activity with your Facebook friends. If this is the first you’re hearing about Facebook Connect, be sure to check out this Storque post. In addition, with over 550,000 people following us on Twitter, Etsy is one of the world’s most popular Twitter feeds. Etsy admin Anda Corrie is our chief Twitter-er, but we just call her Anda.

We’re excited about our marketing programs, and we hope you are too. For now, it’s back to work, and we’ll talk to you soon.


You may notice a few new names on the Marketing Team. Stay tuned to the About Us series for full introductions in the coming months. 

Talking Shop Posts | Etsy in the Press

Discuss: 94 comments

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  • secretlives

    secretlives says:

    thank you. I am rotten at marketing.. I prefer the creative process!.. but I'm inspired to try!

    2 years ago

  • ParadiseBodyShop

    ParadiseBodyShop says:

    I'm super excited about these steps towards getting more Etsy exposure. Thanks for the effort!

    2 years ago

  • VintageinBohemia

    VintageinBohemia says:

    I've been working harder on these things. I think its working, more great ideas, thank you!

    2 years ago

  • AlchemicMuse

    AlchemicMuse says:

    Thank you! Great article and information!

    2 years ago

  • AnniesWearableArt

    AnniesWearableArt says:

    Thanks so much for this information! I always struggle with marketing aspect of my etsy shop-it's so intimidating...so I need all the help I can get! Also love facebook but really have to pull myself away or I never get anything done! :-))

    2 years ago

  • jenniferlynnstudio

    jenniferlynnstudio says:

    Thanks for putting in the extra effort in getting Etsy the exposure it deserves. I will continue to do my part also!...thanks for the update!

    2 years ago

  • VixVintage

    VixVintage says:

    Thanks for the info, green bag is out of this world!

    2 years ago

  • simplyshay

    simplyshay says:

    Great article. Thank you for the information.

    2 years ago

  • 1AEON

    1AEON says:

    nice! yup, this is the way to do it!

    2 years ago

  • jewelrybyjackie

    jewelrybyjackie says:

    I am excited to be seeing Etsy more and more in the press! Very cool.

    2 years ago

  • madebysam

    madebysam says:

    thank you for update

    2 years ago

  • CarryTheWord

    CarryTheWord says:

    Thanks, that's great!

    2 years ago

  • breadandroses2

    breadandroses2 says:

    Thanks so much for this timely news & updates! It's definitely fall-like here and I'm thinking 'holidays' very seriously. This post is a huge help.

    2 years ago

  • itsalljustmenagerie

    itsalljustmenagerie says:

    Thanks for the update and taking the time to let us know what's going on!

    2 years ago

  • JoannasPhotography

    JoannasPhotography says:

    thank you for all these great updates! :)

    2 years ago

  • holoholo

    holoholo says:

    Great info - thanks! I love learning about all that marketing stuff!

    2 years ago

  • BululuStudio

    BululuStudio says:

    Thank you Etsy for keeping us in the loop.

    2 years ago

  • odiliafu

    odiliafu says:

    Great info!Thanks for all the updates!!

    2 years ago

  • MoonLightSally

    MoonLightSally says:

    Always looking to learn how to market...

    2 years ago

  • girltuesdayjewelry

    girltuesdayjewelry says:

    sending you virtual hugs and kisses!!! XXXOOO

    2 years ago

  • lovelygifts

    lovelygifts says:

    Great!

    2 years ago

  • Waterrose

    Waterrose says:

    I look forward to all of the new marketing promotions! Thanks for keeping us informed and it's good to see you here!

    2 years ago

  • mybirch

    mybirch says:

    Sounds awesome! Thank you Etsy for spreading the word about how awesome you are!!

    2 years ago

  • good4you

    good4you says:

    Buddha Blossom tea was definitely an idea that helped my tea business bring in more interested tea lovers.

    2 years ago

  • 4TheSparrowsNest

    4TheSparrowsNest says:

    Totally exciting!! I am confidently expecting good things for Etsy both now and in the future. Thanks Etsy admin for your continued hard work!

    2 years ago

  • ElegantSnobbery

    ElegantSnobbery says:

    Thanks bunches, for all your hard work!

    2 years ago

  • puppywillow

    puppywillow says:

    Its so hard to get your shop "out there". Thanks for doing your part to help Etsy sellers be seen!

    2 years ago

  • thestapeliacompany

    thestapeliacompany says:

    Thank you Etsy for always finding new ways to get the word out about this wonderful world we all love so much. :)

    2 years ago

  • PookieandPierre

    PookieandPierre says:

    Fantastic!!! Appreciate the updates and all of the great things planned. Very very exciting.

    2 years ago

  • BabbidgePatch

    BabbidgePatch says:

    thank you for the marketing update! it's nice to meet you nizzi

    2 years ago

  • LazyTcrochet

    LazyTcrochet says:

    Thanks for the info. Welcome missniz!

    2 years ago

  • KOALACaddie

    KOALACaddie says:

    I LOVE that you are doing all this for us. I'm so proud to be an Etsy seller. (I also love all the items in allisajacobs's Etsy shop.) Kudos and thank you very much for this business update!

    2 years ago

  • Tors

    Tors says:

    Thank you for the marketing tips. Great ideas.

    2 years ago

  • aBreathofFrenchair

    aBreathofFrenchair says:

    Thank you!

    2 years ago

  • eyeful

    eyeful says:

    Yay! Thank you! I am so happy to have a shop on etsy! :)

    2 years ago

  • BlackStar

    BlackStar says:

    Welcome Nizzi. Thanks for the updates.

    2 years ago

  • BetaBoutique

    BetaBoutique says:

    thanks for sharing this!

    2 years ago

  • thebrickkiln

    thebrickkiln says:

    Wonderful article with excellent information. Really looking forward to all new things to come! Also, thank you for including our Wall Vase here, we are so honored!

    2 years ago

  • ME2Designs

    ME2Designs says:

    This is wonderful information - thank you!!!

    2 years ago

  • MinceCo

    MinceCo says:

    they say you don't need to be told when your doing well... I disagree, well done on your efforts and thanks for all the hard yards!

    2 years ago

  • GatskiFarmhouse

    GatskiFarmhouse says:

    Thanks for the info!

    2 years ago

  • patspottery

    patspottery says:

    Looks like your marketing is "Planting the Seed", in many places. Thank you for doing that!

    2 years ago

  • MelroseFields

    MelroseFields says:

    Sounds really good.

    2 years ago

  • Mymothersgarden

    Mymothersgarden says:

    Awesome! I love seeing these positive changes that will both help me as a seller and Etsy as a business. Thanks for keeping us in the loop and giving us the tools we need to succeed. ~Karrita

    2 years ago

  • PawPawsWorkshop

    PawPawsWorkshop says:

    great article

    2 years ago

  • littlepumpkincrafts

    littlepumpkincrafts says:

    thank you!thank you!

    2 years ago

  • klacustomcreations

    klacustomcreations says:

    Etsy is still new to a lot of people in Michigan but I am doing my part in spreading the word, it is catching on though!

    2 years ago

  • MyJunkyTrunk

    MyJunkyTrunk says:

    Awesome article and really helpful in a time that is challenging for many in their businesses. Thanks!

    2 years ago

  • FlanneryCrane

    FlanneryCrane says:

    Thank you for all your efforts for promoting etsy! I was just telling someone today how much I love the site, and how you really seem to jump on ideas to improve the site, and how you listen to the members. We greatly appreciate it! Thanks for helping make this a great place to work!

    2 years ago

  • nickandnessies

    nickandnessies says:

    Aw... no vintage moments or contests?

    2 years ago

  • sherrytruitt

    sherrytruitt says:

    Welcome, Nizzi, and thanks to the whole team.

    2 years ago

  • StudioCherie

    StudioCherie says:

    Great article. Thanks for creating all of the opportunities for us.

    2 years ago

  • Chaiwat15

    Chaiwat15 says:

    Cute products! Please visit "www.chaiwat15.etsy.com" that have cute products for everyone. Thank you!

    2 years ago

  • bylynnkrestel

    bylynnkrestel says:

    lots of great info! thank you! looking forward to a busy fall on etsy!!

    2 years ago

  • buttercupsroad

    buttercupsroad says:

    I was going through a stack of magazine back issues in the library yesterday for ideas and LOOK WHAT I FOUND: Home Magazine, The Remodeling and Design Resource, pointclickhome.com, October 2008, p. 28. Headline: Your Home green house Smart ways to make your home a more earth-friendly haven. by Meredith Gordon and William Weathersby, Jr. [Center column, bottom of the page, in an illustrated box]: SUPPORT LOCAL ARTISTS At Etsy, artisans from all over the world display their handmade wares online and sell directly to interested buyers. From covered jars and clutches to watches and wind chimes, if someone makes it, you can find it. Now the company is buying in to buying local-which reduces shipping costs, fuel usage, and your carbon footprint-by allowing you to search for products and designers by city or zip code. Go to etsy.com and click Shop Local to connect with the diverse artisans working in your community. I think that's great! I think what y'all are doing for us right now is brilliant!

    2 years ago

  • 10eisha

    10eisha says:

    oooh I'm excited that there will be etsy ads on Dooce...I love her!

    2 years ago

  • That70sShoppe

    That70sShoppe says:

    Sounds like some great things ahead to get the word out about Etsy and that it is a great place to shop.

    2 years ago

  • ArtDecoDame

    ArtDecoDame says:

    I love that purse!

    2 years ago

  • marysgranddaughter

    marysgranddaughter says:

    Great post! Your hard work is appreciated!

    2 years ago

  • lazydayz

    lazydayz says:

    Thank you so much for the info! Family are continually telling me they heard something about etsy, word is spreading!

    2 years ago

  • steinschmuckdesign

    steinschmuckdesign says:

    That was very interesting, Thank you all so much for your work!

    2 years ago

  • amoronia

    amoronia says:

    Thanks for the info!

    2 years ago

  • tikikiki

    tikikiki says:

    Thanks for the updates, these are all great ideas and I appreciate the hard work!

    2 years ago

  • alexkeller

    alexkeller says:

    thanks guys - great post! i'm working on my marketing as well (new avatar, banner, logo), and recently am heading up the Etsy Trashion Team marketing. let me know if ya need any help! (and vice versa, of course)

    2 years ago

  • EnchantedlyYours

    EnchantedlyYours says:

    Yeah! Thank you!

    2 years ago

  • evihan

    evihan says:

    great article..thanx for sharing:-)

    2 years ago

  • raghousenternational

    raghousenternational says:

    really awesome. I love the library find from above. This is great grass roots efforts on the part of etsy and it's important for shops to position themselves and be ready for the the holidays!

    2 years ago

  • SimpleJoysPaperie

    SimpleJoysPaperie says:

    Keep up the great work ~ thanks so much!

    2 years ago

  • DAINTYCROCHETBYALY

    DAINTYCROCHETBYALY says:

    We all need to keep the spirit up keep the voice running :-)

    2 years ago

  • KendraRenee

    KendraRenee says:

    Etsy Marketing Team- you rock! All your efforts are greatly appreciated. It sounds like you have figured out many brilliant ways to get the word out! THANK YOU!

    2 years ago

  • spacejam

    spacejam says:

    great article!

    2 years ago

  • riorita

    riorita says:

    Thanks to this article, I signed up for Frisky. Thank you for all the most valuable information!

    2 years ago

  • baconsquarefarm

    baconsquarefarm says:

    welcome nizzi, thanks you all for keeping us updated on what's happening with the marketing team....yea etsy admin you all rock~!

    2 years ago

  • MagicMarkingsArt

    MagicMarkingsArt says:

    great comprehensive advice - especially for those of us who are passionate about what we do, but lack the marketing knowledge to get our product "out there"

    2 years ago

  • scenicnewyork

    scenicnewyork says:

    Thanks for the update!

    2 years ago

  • CecilandCo

    CecilandCo says:

    Thanks for the great info!

    2 years ago

  • tldgrainwear

    tldgrainwear says:

    Thanks for all the useful tips! I'll try them, cheers!

    2 years ago

  • Iammie

    Iammie says:

    thank you for info

    2 years ago

  • auryndesign

    auryndesign says:

    Thanks for the update - and welcome new folks.

    2 years ago

  • GreenTease

    GreenTease says:

    Thanks for the info. Marketing is a necessary evil to me but ya gotta do it....

    2 years ago

  • paramountvintage

    paramountvintage says:

    etsy + marketing = great sales for everyone! thanks etsy!

    2 years ago

  • amber84

    amber84 says:

    I need more marketing ideas. :)

    2 years ago

  • joannafrombama

    joannafrombama says:

    Thanks...seems I finally need to figure out that "Twitter Thing"...lots of good advice to keep us feeling part of the family! Thanks etsy -

    2 years ago

  • lizjewelry

    lizjewelry says:

    Great article!

    2 years ago

  • voleurdebijoux

    voleurdebijoux says:

    Thank you, Etsy!

    2 years ago

  • evihan

    evihan says:

    wow very useful article:-)

    2 years ago

  • Radness

    Radness says:

    awesome picks :)

    2 years ago

  • doto1931

    doto1931 says:

    I am so excited to being part of the Etsy family. I have so much to learn about marketing. It is a little hard to produce the product from the ground up, take care of the busines and market. I plan to work very hard at being a good part of this family. Dot

    2 years ago

  • doto1931

    doto1931 says:

    I am so excited to be part of the Etsy family. I have so much to learn about marketing. It is a little hard to produce the product from the ground up, take care of the busines and market. I plan to work very hard at being a good part of this family. Dot

    2 years ago

  • ZerbenaBoutique

    ZerbenaBoutique says:

    Thanks so much for the help~

    2 years ago

  • tldgrainwear

    tldgrainwear says:

    Thanks for sharing all of these useful marketing tools, cheers!

    2 years ago

  • tinycharm

    tinycharm says:

    beautiful!

    2 years ago