Podcast Summary: Crickets to Cha-Chings - Episode 194: "Steal This Genius Local Business Collab Idea for Etsy from Deanna Seymour"

Introduction

In Episode 194 of Crickets to Cha-Chings, Julie Berninger welcomes Deanna Seymour, the creative mind behind The Playhouse, a business-building collective focused on networking and collaborations for Etsy sellers and online entrepreneurs. The episode delves into Deanna's two-decade-long journey as an Etsy seller, emphasizing the power of seasonal strategies and local business collaborations to amplify visibility and growth.

Deanna Seymour’s Journey: From Crickets to Cha-Chings

Deanna’s entrepreneurial story began in 2004 with the launch of Missing Monsters, her unique Etsy shop concept rooted in creativity and community engagement.

• Origins of Missing Monsters: Inspired by her sister having twins, Deanna crafted custom stuffed monsters for each baby, transforming them into personalized experiences. Customers filled out "mad lib"-style postcards detailing their monster's traits and last known whereabouts. For example, a monster might be "missing" from a tanning salon, where Deanna would photograph it and inform the customer, enhancing the whimsical hunt for their unique creation.

  “They would get a little letter and a photo... a printed photograph of their monster wherever it was in Richmond, and a little note from me saying, hey, I found it.” (00:57)

• Etsy Integration: Initially, Missing Monsters focused on baby monsters created from scrap materials, evolving into custom creations as the business grew. Deanna expanded her reach beyond Richmond by establishing partnerships with local businesses, such as sushi restaurants and video rental stores, serving as "monster shelters" where customers could pick up their personalized plush monsters.

  “I did a lot of craft shows... and sort of spreading the word.” (07:26)

Marketing & Collaboration: Building Authority Through Partnerships

Deanna emphasized the significance of collaborating with established local businesses to build authority and gain social proof. By partnering with popular venues like Sticky Rice Sushi and Video Van, she not only provided unique pickup locations but also leveraged these partnerships to enhance her brand’s credibility.

• Strategic Collaborations: These partnerships acted as endorsements, allowing Deanna to tap into existing customer bases and create mutual benefits. For instance, customers visiting a sushi restaurant to pick up their monster might also dine there, fostering a seamless integration of products and services.

  “Having the monster shelters gave me a little bit of like social clout... they must be cool too, right?” (15:33)

• Proactive Marketing: Deanna’s fearless approach to marketing involved reaching out to local media, participating in craft shows, and utilizing guerrilla marketing tactics like street teams placing postcards in coffee shops. Her willingness to connect and share her unique business model led to features in RVA Magazine and local radio interviews.

  “Don't be afraid to just reach out... the coolest thing that could happen is that the radio calls you and interviews you on air.” (10:04)

Challenges in Scaling: Balancing Passion with Practicality

Despite her innovative approach, Deanna faced challenges in scaling Missing Monsters into a full-time venture. Initially pricing her monsters at $20, she later adjusted to $40, recognizing that the business needed to support her financially alongside her teaching career.

• Pricing and Profitability: Deanna reflected on her pricing strategy, acknowledging that while $40 was still modest for custom plush creations, it was necessary to increase prices to sustain and grow the business.

  “I probably needed to increase the price and sell less... at $40 a pop, I do end up hiring someone to help me.” (16:13)

• Balancing Side Hustle with Day Job: Managing Missing Monsters as a side project limited its growth potential. Deanna’s commitment to maintaining the personalized and experiential aspect of her business made it challenging to scale without compromising the unique customer experience.

  “The experience is what made it special.” (23:09)

Reviving the Monster Magic: Modern Applications and Trends

Julie and Deanna explored how the Missing Monsters concept could be revitalized in today’s market, aligning it with current trends like Halloween craft kits and community gifting traditions.

• Seasonal Opportunities: Deanna’s approach resonates with seasonal marketing strategies, such as creating monster-themed craft kits for Halloween or integrating personalized elements into neighborly gifts like boo baskets.

  “Monsters are huge... make them a Halloween favor or something... craft kits.” (24:09)

• Community Gifting: The idea of using Missing Monsters for community-based gifting, similar to boo baskets, was discussed as a way to foster connections and enhance local engagement.

  “Maybe instead of parents buying it for their own kids, could be part of the neighborly gifting... community gifting thing.” (25:20)

The Playhouse: Fostering a Collaborative Entrepreneurial Community

Transitioning from her Etsy experience, Deanna introduced The Playhouse, a collective aimed at empowering creators through collaboration and networking, moving away from the conventional social media-centric growth models.

• Mission of The Playhouse: The collective seeks to create a supportive environment where entrepreneurs can collaborate, share resources, and engage in experiential events without the pressure of constant hustle and competition.

  “I want a space where we can all come together... it's our community, all the people together have a voice in what we're doing.” (33:57)

• Diverse Offerings: The Playhouse encompasses various aspects of entrepreneurial life, including wellness activities like meditation and movement events, alongside practical support for business functions such as bookkeeping and content planning.

  “It's all about the whole person entrepreneur... like movement events where you can remember to stand up.” (35:02)

Anti Hustle Holiday Series: Embracing Seasonal Joy

Deanna shared her innovative Anti Hustle Holiday Series, designed to offer a respite from the relentless pursuit of business growth by celebrating holiday traditions and fostering genuine connections.

• Concept and Execution: The series featured relaxed, non-tactical discussions about holiday traditions, allowing participants to connect on a personal level. This approach not only provided a much-needed break but also organically expanded her email list through authentic engagement.

  “The Anti Hustle Holiday series just was born out of me starting a business... let’s just talk about the holidays.” (29:13)

• Impact: Hosting the series helped Deanna double her email list from 100 to 200 subscribers, demonstrating the effectiveness of creating enjoyable, experience-based marketing initiatives.

  “This episode was just like her talking about her mom making these cakeys... super fun.” (31:45)

Conclusion: Embracing Collaboration and Courage in Entrepreneurship

As the episode drew to a close, Julie encouraged listeners to harness the power of local collaborations and embrace courage in their entrepreneurial endeavors. Deanna’s story exemplifies how creative marketing, strategic partnerships, and a willingness to take risks can significantly impact business growth.

• Call to Action: Listeners are inspired to implement local business collaborations, much like Deanna did with her monster shelters, to enhance their own Etsy shops and entrepreneurial ventures.

  “If you take away one thing, can you do something with local businesses in your town?” (36:53)

• Final Thoughts: Deanna expressed her excitement for The Playhouse and its potential to revolutionize how entrepreneurs collaborate and support each other beyond traditional online interactions.

  “It’s a really collaborative, fun, experiential place.” (34:52)

Key Takeaways

1. Innovative Marketing: Deanna’s Missing Monsters showcased the importance of creating unique, experiential marketing strategies that engage customers on a personal level.

2. Strategic Collaborations: Partnering with local businesses can enhance credibility, expand reach, and create mutually beneficial relationships that drive growth.

3. Courage and Proactivity: Being proactive in marketing efforts, such as reaching out to media and participating in community events, can significantly boost visibility and authority.

4. Balancing Passion and Practicality: While creative ventures are fulfilling, it’s essential to balance passion with practical business strategies, such as appropriate pricing and scalability considerations.

5. Community and Support: Building or joining collective communities like The Playhouse can provide invaluable support, resources, and collaborative opportunities for sustained entrepreneurial success.

Notable Quotes

• “Don't be afraid to just, like, reach out to people who you think, little old me, you know, like, you can get stuck in a bubble where you're like, nobody cares what I'm doing.” (10:04)

• “You have to force yourself to do what feels uncomfortable. Because I've noticed people, they like to say, well, I'm an introvert. I don't want to do this.” (11:45)

• “Building authority... when you’re a friend of [local businesses], then you must be cool too, right?” (15:33)

• “The whole idea was, over the holidays, just listen to these episodes, take a break from your business, just have fun.” (29:13)

Final Thoughts

Episode 194 of Crickets to Cha-Chings offers a compelling narrative of creativity, collaboration, and courage in the Etsy marketplace. Deanna Seymour’s journey with Missing Monsters and her current endeavors with The Playhouse provide invaluable insights for handmade and digital entrepreneurs seeking to elevate their businesses through strategic partnerships and innovative marketing approaches. Listeners are encouraged to embrace these strategies, fostering a culture of collaboration and experiential engagement to drive their entrepreneurial success.