Crafting Legacy: How A Single Product Can Appeal Across Generations
You've just received an incredible item in your store, a product destined to be a hit with your loyal members. Yet, what about those potential customers lingering on the brink of checkout?
Don’t limit your products to a one-note experience. They can transcend generations by taking into consideration the preferences and values of each. Successfully marketing handmade items to a diverse audience just requires a versatile approach.
Let’s start with this vase and say it’s handmade in Dallas, TX.
For Gen Z, appeal to the digital canvas and sustainability. Share captivating behind-the-scenes videos of the vase-making process, tagging the talented artist. Highlight any sustainable aspects, such as the use of recycled materials, emphasizing the eco-conscious benefits of shopping local.
For Millennials, focus on craftsmanship and narrative. Highlight the individuality of each handmade vase, explaining how the artisan's experience and passion contribute to their uniqueness. Share the artisan's journey — how long have they been crafting these treasures, and what inspired them to start?
Gen X values nostalgia and quality. Emphasize the timeless design of the vase, delving into whether it draws inspiration from previous generations of artists. Connect the colors and aesthetics to specific time periods, evoking a sense of familiarity and quality craftsmanship.
Appeal to Baby Boomers by emphasizing personal connections and tradition. Explore whether the vase comes from a local family continuing a tradition, and detail any traditional methods employed in its creation. Consider connecting it to methods used in vases on display in your museum, fostering a deeper sense of tradition and legacy.
The key is to tailor the narrative, leveraging the right channels and emphasizing aspects that resonate with each generation. In essence, a handmade vase can find its place in every home, weaving a story that speaks to the heart of each generation in its own distinct way.
