Here we are, the end of October and Etsy has finally released the details of their holiday marketing plan...which should be in motion already...too late for their customers (who rely on it) to comment on it.
We've been spitting and sputtering behind the scenes wondering why Etsy is still so ignorant about their own potential audience.
In case you missed it, the full-page ads feature a single seller. That's right...ONE SELLER OUT OF THE MORE THAN 100,000 ACTIVE SHOPS.
They don't even touch on the full spectrum of items available on Etsy. No mention of supplies and vintage. If anything they should have featured an item from the 'majority', which would be jewelry, the most saturated category. How was the one seller picked? If anyone knows we'd love to be enlightened. (And no, we're not commenting on the seller or their items, just on the completely biased exposure of the ads)
For the sake of our sanity, I'll bullet point what is constantly being ignored:
- There is more than one type of item on Etsy
- There is more than one type of seller on Etsy
- There is more than handmade on Etsy
- The admin favorites and NYC/admin style is not the only thing on Etsy
"I think etsy marketed that ad to new sellers. SHE is the biggest part-"meet unique" people think I'm like her, I can make those. I can sell there!
There's no holiday frills, there's no marketing of items with broad appeal, altho cute, no mention of all buying needs being met"
"This whole thing has made me realize that, actually, Etsy has begun to put forth a pretty consistent message. I think that ad represents exactly how they see themselves. I think they're pretty strongly opposed to work that looks too shiny; it's the hip indie shabby thing, exemplified in that horrendous craft show table and their kiddie playland offices.
They want to be cutesy. Look at the way they act and the crap they do in the Labs.
I'm realizing that they're branding themselves this way, and that's fine, but it's not what I want for my work. And not, I suspect, what the great majority of their sellers want. The admins and their advertising "plan" are pigeonholing the site into a pretty limited demographic. "
"Gotta hand it to 70 people who, after 4 years, have no imagination at all.
The hell with the ads, they started too late and they are ho-hum, old school. For an online store destination, they don't even scratch the online ad potential. Or reach out to the audience they love so much."
What happened to the poster sketch contest winners that highlighted at least a few items or categories? Those could have been turned into ads. Some sampling that doesn't give all the traffic to a particular shop.
Here is the accompanying forum thread