Collaboration – Why Connecting Broadens Your Audience

Corinna, from Etsy’s Piddix and website, sent HandmadeMarketing.org a link to a blog post she wrote about collaborating with other craft sellers to make a larger impact on the community.

“Collaborating with a fellow Etsy seller can be a very effective way to diversify your market and product line,” she wrote.  “I’ve had a full range of partnerships including one very effective scrabble tile tutorial with Etsy seller littleputbooks.”  This partnership increased Corinna’s sales by 30% last summer!

Another partnership that Corinna hopes to be successful is a glass pendant tutorial launched in June 2009 with Etsy seller AnnieHowes.  To learn more about this tutorial, visit Corinna’s blog.

However, even Corinna admits that not all partnerships are successful.  She writes on her blog that a collage sheet with beautiful photos partnership with Etsy seller doubleyouEm that “sadly went nowhere,” she wrote.

Wondering how to collaborate with other handmade sellers?  “Some of the most natural combinations involve shops with similar styles but different handmade products,” Corinna writes in her blog article.  “This could be licensing an artist’s image to make into mousepads or pendants, or commissioning embroidered custom bags for your dog treats.”  Corinna also suggests one Etsy, ArtFire, or 1,000 Markets artisan makes scarves to match another seller’s earrings.

“What makes these stand out as collaborations is, first, there was an intentional discussion between two makers of how to create the final product,” she writes.  “Second, each handmade shop promotes the other through the item description.”

Corinna says that when looking for someone to partner with online, try considering how  what you make would go well with another item.  “Like Chocolate and Peanut Butter, as Etsy seller AnnieHowes says,” Corrina writes.

However, Corinna cautions that sellers should avoid a shop with items that are too similar.  ”Two journal makers, for example, would simply be promoting to the same audience,” she writes.  ”But one person who makes handmade paper and another who fashions journals might be perfect together.”

She tells sellers to look for another Etsy, ArtFire, or 1,000 Markets shop with a similar theme or style to make sure the customers of one shop will be interested in the items of the other.  ”Also, since your reputation will in some ways be tied together, check out their feedback and number of items sold before contacting them,” she says.

Corinna writes there are some Etsy shops, such as TinyMeat, that have an entire process for how to submit your custom images. This is a great idea for making the process streamlined and easy to manage.  As the TinyMeat website reads, “We love us some collaboration! Tinymeat is fortunate to work with some of the most talented artists and illustrators on the plane and you could be one of them!”  What better way to expand your audience than to collaborate with others?

“Once you’ve come up with some ideas,” Corinna writes, “make a prioritized list of potential collaborators. Starting at the top, send an Etsy convo which lays out your idea, how it might work, and links to your blog, shop, or articles. The more detailed your proposal, the more seriously the person may take you.”

At the same time, Corinna suggest sellers be sure to allow or flexibility. “After all, this is a partnership, and some of the best ideas may come down the road as you plan together.”

“If you haven’t heard back in a week, send a polite “just checking in,” then move on to number two a few days later,” she writes.

“Now that you’ve started a dialogue, the fun part starts,” she writes.  “Open communication is key to your success, so be sure to discuss all of the details and specifics up-front.”  She thinks sellers should discuss payment, link trading and other cross-promotions, setting a time limit, and exclusivity in detail to be sure both parties understand the arrangement.

Now that you have your details worked out, Corinna suggests getting the agreement in writing.  “It’s best to confirm them all in writing via Etsy convo or email. Then, if something comes up later you’ll have a record of what you’ve agreed upon,” she writes.

“Cross promotion can include links or mentions in item listings, item names, shop announcements, newsletters, blogs, tags on the item itself, and so on,” Corinna explains.  “It’s best to be as specific as possible about what each person expects.”

“For me,” she writes, “I’ve found I get the best exposure from being in another person’s shop announcement. Something simple like “check out my new collaboration with piddix here….” can send hundreds of views to my shop. I ask for a minimum of two months where we both link back to each others shops.”  Corinna leaves open the possibility for an extension if all goes well. She tells sellers to consider asking for your shop name to be in the item title and a link to your shop in the description.

Below are other issues that may come up with collaboration with other handmade sellers:

• Time Limit.  Do you want to set a time limit on your collaboration?  Corinna suggest that, at minimum, sellers should consider establishing a set time down the road where you officially reevaluate the relationship to make sure it’s working for both of you.
• Time Spent.  “Also think about how hands-on you want to be,” Corinna writes.  “Do you want to evaluate every posted item that you collaborate on before it goes live?”  Some sellers may want to have a hand in all parts of the collaboration, others may find certain collaborations require less time.
• Exclusivity.  “If you hand dye slips that another artist then silkscreens, do you want them to work with other clothing sellers as well? What about other fabric collaborations? Would you work with other silk screeners?” she writes.  “It’s helpful to be as upfront as possible to avoid bruised feelings down the road.”

Corinna writes that, above all, handmade sellers should remember that collaboration is not just a way to increase sales.  ”It should also be creative and fun as you bounce ideas and techniques off of other crafters and come up with something that neither of you could have created on your own,” she writes.

What do others think of collaboration?  Annie, from Etsy’s AnnieHowes, comments, “Corinna, you a are a wealth of knowledge and have a gorgeous blog. Collaborating with you is a joy. May both of our endeavors continue to blossom!”

Etsy seller RunAliceRun commented, “I love your article, Corinna! Thanks so much for the feature! I love both artists with whom I’m collaborating in both my Etsy shops!”

Have you collaborated with other handmade sellers?  How did it turn out?  Do you have any suggestions for those interested in partnering with other sellers?

Tell us how you collaborate with other online handmade sellers!  Comment on this post to share your tips.  Or, for more exposure, submit your handmade seller collaboration ideas to HandmadeMarketing.org by clicking on our “Join” tab.  If we publish your ideas, we will link to your website, shop, or blog.