As a maker in business, creativity is already at the heart of what you do. Marketing should be no different.
Sticking to the same familiar tactics, posting product photos, sharing the occasional market stall update can keep you in a safe but sometimes also a stagnant space.
Experimenting with fresh approaches, whether it’s teaming up with a fellow maker on a limited‑edition collab or hosting a behind‑the‑scenes livestream, can help you reach new audiences, find untapped markets and create a stronger emotional connection with customers.
Just like your making process, your marketing benefits from curiosity, playfulness and a willingness to try something new.
The beauty of trying fresh marketing ideas is that you never quite know where the spark will come from.
A collaboration might bring your work into a completely different customer circle. A playful stunt might earn you local media coverage. An experimental video format could help customers fall in love with your process, not just your product.
Every small trial is an opportunity to learn what resonates and sometimes the ideas you think are long shots become the ones people remember and share.
By diversifying your approach, you create multiple pathways for people to discover your work, instead of relying on just one channel to carry your business forward.
Most importantly, experimenting keeps your business feeling alive, not just for your customers, but for you.
Creative marketing challenges you to step outside the day‑to‑day of making and selling, and to look at your business from a fresh perspective. It’s a reminder that your brand is more than your products; it’s a story, an experience and a relationship with your audience.
By trying new things, you can re‑energise your brand, invite fresh engagement from loyal customers, and show potential customers that you’re dynamic, innovative and worth keeping an eye on.
How to Start Experimenting
Start small and scale fast
You don’t have to reinvent your whole marketing plan overnight. Pick one idea such as trialling a short‑form video series, running a collaborative giveaway with another maker, or holding a virtual “meet the maker” Q&A, and test it. Use customer feedback and your analytics to see how it lands, then decide whether it’s worth repeating or expanding.
Collaborate with purpose
Team up with another business that complements yours, maybe a ceramicist pairing with a tea producer, or a jeweller teaming up with a textile artist. This allows you to share audiences, cross‑promote each other’s work and offer something unusual and limited‑edition that interests customers.
Don’t be afraid of playful risks
Sometimes the boldest ideas cut through the noise. Whether it’s a quirky in‑person activation, a tongue‑in‑cheek marketing stunt, or an unusually themed pop‑up, a little daring can generate attention far beyond your usual reach.
Real‑Life Examples
Crumpler (Melbourne)
This bag brand built a cult following through playful irreverence and unexpected stunts. From “Beer for Bags” sales to giant stencil street art and fruit stickers, Crumpler’s marketing was bold, memorable, and word‑of‑mouth gold.
New Realm Clo (Adelaide)
This streetwear label grabbed attention by leaving faux parking fines on cars, accusing people of breaching a “Fashion Code” and directing them to their website via QR code. It sparked conversation, some controversy, and plenty of online chatter.
Squishface Studio (Melbourne)
A shared comics studio that regularly hosts off‑beat events like drawing nights and their own comic festival to build community, create stories around their space, and keep people engaged between product launches.
Like you and your business strategy, your marketing doesn’t need to follow a formula. Marketing should feel as creative and personal as the products and pieces you make.
Start small, keep it authentic, and be prepared to learn from each attempt. Some ideas will take off, others won’t, but each one will teach you something new about your audience and help shape a marketing approach that truly reflects your maker brand.
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