{"id":18151,"date":"2014-10-02T19:48:59","date_gmt":"2014-10-02T19:48:59","guid":{"rendered":"http:\/\/www.shapeways.com\/blog\/?p=18151"},"modified":"2017-04-17T12:09:28","modified_gmt":"2017-04-17T16:09:28","slug":"shop-owner-bootcamp-building-your-3d-printing-brand-collection-through-market-research","status":"publish","type":"post","link":"https:\/\/www.shapeways.com\/blog\/shop-owner-bootcamp-building-your-3d-printing-brand-collection-through-market-research","title":{"rendered":"Shop Owner Bootcamp: Building Your 3D Printing Brand &#038; Collection Through Market Research"},"content":{"rendered":"<p><em>This is the third in a 10 part Shop Owner Bootcamp series counting down to Black Friday. We&#8217;ve covered <a href=\"https:\/\/www.shapeways.com\/blog\/archives\/17900-shop-owner-bootcamp-build-your-3d-printing-reputation.html\" target=\"_blank\">reputation<\/a> and <a href=\"https:\/\/www.shapeways.com\/blog\/archives\/18005-shop-owner-bootcamp-the-importance-of-taking-photos-of-3d-printed-products.html\" target=\"_blank\">photography<\/a> in our last two posts and are looking at branding and collection building today. This is last post in the polishing your shop for holiday phase, next week we&#8217;ll begin talking about building the relationships necessary to optimize your sales over holiday.<\/em><\/p>\n<p><a href=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/14011176668_d1b1091337_z.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-18168\" alt=\"14011176668_d1b1091337_z\" src=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/14011176668_d1b1091337_z-625x468.jpg\" width=\"625\" height=\"468\" data-wp-pid=\"18168\" srcset=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/14011176668_d1b1091337_z-625x468.jpg 625w, https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/14011176668_d1b1091337_z-360x270.jpg 360w, https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/14011176668_d1b1091337_z.jpg 640w\" sizes=\"auto, (max-width: 625px) 100vw, 625px\" \/><\/a><\/p>\n<p>Do you ever wonder what to design next? Or what makes a product sell? Do you have a product in your shop that outsells all the others and wish that you could get more products on that level? This week we&#8217;re focused on building your brand story and developing your collection through market research. I know that &#8220;market research&#8221; sounds boring and stale to the creative mind, but it doesn&#8217;t have to be! Shapeways Shop Owner mentor <a href=\"https:\/\/www.shapeways.com\/designer\/Dotsan?li=pb\" target=\"_blank\">Vijay Paul<\/a> is back this week to discuss how he became <a href=\"https:\/\/www.shapeways.com\/shops\/dotsan\" target=\"_blank\">Dotsan<\/a>, and how walking around Scotland inspired his stag and the &#8220;wired life collection&#8221; that followed.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/lvECfwGwwXQ?list=UUjq8uE1Ca4q0JDIfZB6VHSA\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<p><strong>Building Your Brand: Why it&#8217;s Personal (and Should Be)<\/strong><\/p>\n<p>Vijay highlights in this video how going from <a href=\"http:\/\/www.dotsan.com\/\" target=\"_blank\">VDesign to Dotsan<\/a> was a big turning point for his business. It was when he realized that this was going to be more than a hobby, and a place that people could come for products and art that he created for them. Many of you have developed your brands and logos, but are you giving your shoppers all of the story?<\/p>\n<p><strong><span style=\"text-decoration: underline;\">Every time someone buys something from your shop you have the opportunity to create a new brand evangelist.<\/span><\/strong> If they love your work, they&#8217;re going to come back to your shop time and time again, likely referring others who are interested in your products. They will expose your products, and in turn your brand, to their in-real-life communities. <em>Ask yourself, have I highlighted my design process and inspiration in my shop? Have I armed consumers with a story they can tell about the creation of this product and increase the likelihood they&#8217;ll send others to my shop?<\/em> If you have to hesitate, take this opportunity to refresh your shop and product descriptions. Your brand should tell your story.<\/p>\n<p>Many of you have already developed great brands, so I challenge you to think about how that can be illustrated through out your shop. Perhaps watermarking your photos or integrating your brand into your avatar. People see your designer cards on every product page now, use that opportunity to remind them how awesome it is to buy from you.<\/p>\n<p><a href=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/Screen-Shot-2014-10-02-at-3.11.19-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-18157\" alt=\"Screen Shot 2014-10-02 at 3.11.19 PM\" src=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/Screen-Shot-2014-10-02-at-3.11.19-PM.png\" width=\"350\" height=\"326\" data-wp-pid=\"18157\" \/><\/a><\/p>\n<p><strong>Market Research: It&#8217;s as Easy as Going to Look at Beautiful Things<\/strong><\/p>\n<p>Every successful business has conducted market research at some point in their growth; and if they&#8217;re smart, likely multiple times at regular intervals. Vijay knew he wanted to design something that would appeal to a lot of people, and wandering around Scotland he noticed there were Stags <em>everywhere<\/em>. He saw them in museums, on signs, buildings and iconic Scottish settings. This observation drove his design decisions and gave birth to the Stag, which originally was a 3D render meant to live in 2D. After creating the render he was curious to see if it could work as a wireframe 3D print, I think it&#8217;s very clear that it did :).<\/p>\n<p><a href=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/8043420882_2d27018d18_z.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-18169\" alt=\"8043420882_2d27018d18_z\" src=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/8043420882_2d27018d18_z-353x500.jpg\" width=\"353\" height=\"500\" data-wp-pid=\"18169\" srcset=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/8043420882_2d27018d18_z-353x500.jpg 353w, https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/8043420882_2d27018d18_z.jpg 453w\" sizes=\"auto, (max-width: 353px) 100vw, 353px\" \/><\/a><\/p>\n<p>Think about your audience: are you trying to sell to people in your region\/country or are you trying to sell to people who like a specific category of things? <strong><span style=\"text-decoration: underline;\">What is popular in the culture your products speak to?<\/span><\/strong> For example, if you are making masks, you should always be up on the latest cosplay fashions. If you&#8217;re doing household products, keeping up with industrial design trends can be clutch. If you&#8217;re modeling drone accessories, you should pay attention to what drones people are buying. I don&#8217;t believe Vijay ever expected to sell as many stags across as many countries as he has, but he went into designing it with the confidence that at least locally, he would receive some interest.<\/p>\n<p><strong>Build Your Collection: Your Best Customer is One Who Buys Again<\/strong><\/p>\n<p><a href=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/wired-life-collection.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-18167\" alt=\"wired-life-collection\" src=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/wired-life-collection-353x500.jpg\" width=\"353\" height=\"500\" data-wp-pid=\"18167\" srcset=\"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/wired-life-collection-353x500.jpg 353w, https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/wired-life-collection.jpg 362w\" sizes=\"auto, (max-width: 353px) 100vw, 353px\" \/><\/a><\/p>\n<p>There&#8217;s a famous marketing stat that <em>20% of your customers will be responsible for 80% of your future business<\/em>; and Shapeways is no exception. Our marketplace is full of passion, and folks who have a great buying experience from you once are likely to brag about it. How can you keep them coming back? Ask yourself, what other types of things to people interested in your subject matter like? <strong><span style=\"text-decoration: underline;\">Have you ever asked your customers what other products they think would compliment the one they already purchased from you?<\/span><\/strong> Think about ways you can expand the collection and have multiple top-selling products. Our <a href=\"https:\/\/www.shapeways.com\/forum\/index.php?t=thread&amp;frm_id=108&amp;\">Interest Group forums<\/a> are a great place to get the conversation going.<\/p>\n<p>Sets are very appealing during the holiday season. Think about which of your products could go together and that could expand the story of your work\/brand.<\/p>\n<p>Alright everyone, we&#8217;re now just 7 weeks from Black Friday- we&#8217;ll be focused on building digital and physical relationships that will help your holiday sales in the coming weeks, so take advantage of the opportunity now to &#8216;dust the shelves&#8217; and put a fresh coat of paint on your &#8216;open&#8217; sign.<\/p>\n<p>What brands and designers on Shapeways do you look up to?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the third in a 10 part Shop Owner Bootcamp series counting down to Black Friday. We&#8217;ve covered reputation&#8230;<\/p>\n","protected":false},"author":39,"featured_media":18168,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[489,478],"tags":[866,480,867,869,526,814,667,482,512,868,870,1644,1637,487,811,479,813,944],"class_list":["post-18151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-products-and-design","category-community","tag-3d-printing-business","tag-4-art","tag-brand","tag-collection","tag-52-designer-for-hire","tag-dotsan","tag-holiday-2014","tag-6-inspiration","tag-38-interview","tag-market-research","tag-merchandise","tag-44-product","tag-5-shapeways","tag-11-shop-owner","tag-shop-owner-bootcamp","tag-3-tutorials","tag-vijay-paul","tag-whats-hot"],"thumbnail":"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2014\/10\/14011176668_d1b1091337_z-625x468.jpg","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.9 (Yoast SEO v23.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shop Owner Bootcamp: Building Your 3D Printing Brand &amp; Collection Through Market Research - Shapeways Blog<\/title>\n<meta name=\"description\" content=\"This is the third in a 10 part Shop Owner Bootcamp series counting down to Black Friday. 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