£250k Pottery Brand Needs Real Ad Help!

Last updated: October 23, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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We help a pottery brand with no ads! where should they start?

Aaron spoke with Charlotte Manser, founder of Charlotte Manser Ceramics, about growing her pottery business. With current revenue around £250,000 annually, we dive into what she should be doing to take it to the next level!

The business overview

Charlotte has achieved impressive growth since launching in 2019:

  • Revenue approaching £250,000 annually
  • Team of four staff members
  • 3,000 sq ft studio space
  • Multiple revenue streams including retail, wholesale, and workshops
  • Sales across 20 different countries

The business operates through multiple channels:

  • Etsy (approximately £100,000 annual revenue)
  • Wholesale (about £70,000-£80,000)
  • Own website (roughly £40,000-£50,000)
  • Direct sales from studio events

Current marketing gaps and opportunities

Despite this success, several key marketing opportunities remain untapped:

Email marketing

The business has:

  • 2,300 existing customers
  • 500 email subscribers
  • No regular email marketing activity

This represents a significant missed opportunity. Regular email communication could help:

  • Fill workshop spaces more consistently
  • Keep the brand top of mind
  • Drive repeat purchases
  • Build stronger customer relationships

Paid advertising

The business hasn’t yet ventured into paid advertising. For their stage of growth, two specific approaches could be valuable:

Localised Google Ads

  • Target within one hour radius of the studio
  • Focus on workshop and course-related searches
  • Start with small daily budgets (£10-15)
  • Include location extensions to highlight the physical studio

Meta retargeting

  • Target existing customers and website visitors
  • Focus on upcoming workshops and courses
  • Keep budgets modest (approximately £300 monthly)
  • Use creative showcasing workshop experiences

Implementation priorities

For immediate growth, the following steps are recommended:

Launch email marketing

  • Set up MailChimp or similar platform
  • Create a branded newsletter (e.g., “The Potter’s Post”)
  • Develop welcome sequence for new subscribers
  • Schedule regular communications about workshops and products

Optimise Google Business Profile

  • Ensure all business information is up to date
  • Encourage customer reviews
  • Add photos of workshops and products
  • Keep opening hours current

Set up Google Search Console

  • Monitor search performance
  • Understand how customers find the business
  • Identify keyword opportunities
  • Track website visibility

Implement data capture

  • Create in-store email signup process
  • Offer incentive for joining mailing list
  • Capture workshop attendee details
  • Build customer database systematically

Common mindset blocks to overcome

  • Fear of unsubscribes Remember: Not everyone needs to be your customer. Focus on engaging those who want to hear from you rather than worrying about those who don’t.
  • Analysis paralysis Start small but start somewhere. Perfect execution isn’t necessary for initial implementation.
  • Budget concerns Begin with modest budgets and scale based on results. Initial marketing investments can be as low as £500-600 monthly combined across channels.

Looking ahead

The business aims to grow to £300,000-£350,000 in the next year. This goal appears achievable through:

  • Increased workshop capacity
  • Better utilisation of existing customer data
  • Strategic use of paid advertising
  • Consistent email marketing
  • Improved local visibility

Key takeaways

For craft businesses looking to grow:

  • Focus on building and nurturing your email list
  • Start small with targeted paid advertising
  • Optimise for local visibility
  • Capture customer data at every opportunity
  • Use retargeting to stay top of mind

Remember, sustainable growth often comes from better utilisation of existing assets (like customer lists and website visitors) rather than constantly seeking new customers.

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