The magic of Crary Shoes might not be apparent right away, with its location in a nondescript business park in outer Northeast Portland, but just a few minutes with founder Bill Crary will have you believing. 

Crary founded the company in 1978 after working at Danner Boots (his father’s company), with the goal of serving those who might not be able to find shoes in a standard store—people who have had to compromise on comfort (and therefore function) for the sake of style. And he does this with the help of his daughter Meredith, a certified pedorthist, and a willingness to listen to his customers. “I have two ears, but only one mouth,” he says.

Bill Crary, Crary Shoes
crary shoes, maker business classes

Bill and Meredith hosted February’s Maker Meetup on the topic of social media, which featured Mikee Shattuck, who designed Crary Shoes’s website and owns and operates an internet marketing agency. Shattuck didn’t waste any time getting into his topic: Generating internet sales. He laid out a simplified version of a marketing funnel, distilled to traffic yielding leads, which in turn yield sales. People often think about the traffic and the sales, Shattuck said, but they don’t consider leads as much as they should.

maker business classes

So how do you get those leads? Through communication.

Just as was stressed at last month’s meetup, Shattuck emphasized how vital an email list is, primarily because it’s a mode of connection that a business owner can’t have taken away from them. In addition, Shattuck noted that Facebook Messenger and personalized responses to comments on social media can nurture connections and build sales.

maker business classes
maker business classes

Shattuck spent a significant portion of his talk explaining targeted advertising, and evergreen campaigns in particular. The term “evergreen” is a reference to the long-lasting nature of these campaigns, and for maker purposes, they involve a call to action and an incentive. For example, Shattuck showed us an evergreen Facebook contest that he created for a sandwich shop, where fans were asked to do three things—like the post, share the post, and comment on the post. In exchange, they were entered to win a free sandwich, with winners selected on a weekly basis. This approach expands the market reach of a Facebook post (every time a fan engages, it increases the probability of it being shown in their friends’ feeds) at relatively little cost to a maker.

maker business classes

Overall, Shattuck’s presentation expanded on themes Maker Meetups have had of late—generating sales through all available channels. After wrapping up the talk with a few fun Crary giveaways, the audience was treated to an extensive tour by Crary himself. With so much history so evident in the shop, plus Crary’s personal stories and the unique equipment, questions were flowing and makers seemed to walk away inspired. Forty years in business and still going strong—not a bad business to learn from.

Don’t miss our next meetup on March 21st at New Deal Distillery, where we’ll be discussing the wholesale sales process.

Written by: Katey Trnka  //  Photography: Sarah Toor



Host: Crary Shoes

Speaker: Mikee Shattuck
Sponsor: MadeHere PDX

Portland Made Branding

More and more consumers are valuing independently made, locally sourced goods. Let customers know you are Portland Made by branding your website and product packaging.


Portland brands


Designed for more established businesses who want their products seen and their story told, our Growth Membership offers the greatest online exposure, including products, related content, and links directing consumers back to your website. Showcase your products in our online Shop, include your photo in our Featured Maker Gallery, and add your logo to our Brand Gallery. Your Featured Bio tells your story, has a slider of your brand images, and highlights any related blog posts and products you may have on Share your news, events, and product releases in our blog, newsletter and social media channels.


Our Startup Membership includes a one on one session to check in about your business and get some free feedback to remove obstacles and/or develop your business. It includes your logo in our Brand Gallery, as well as your brand’s Bio Page, where others can see a brief overview of your business, and a link to your website, Etsy shop or Instagram account. Looking to show off your products or for added services? See our Growth Membership, and/or optional add-on services.


It all starts with an idea. This stage of membership is designed for those who have an inkling for what they want to do, but may be hazy on the details. Maybe you want to connect with other makers, or you need product photos or a business consultation to help get you to the next level.

Brand Bio

When visitors click on your logo in the Brand Gallery they are taken to your Brand Bio page. This page includes your logo, a product photo, brand story, and link back to your website or shop page.

Portland maker Membership

Maker Meetup

This monthly, one-of-a kind networking event is FREE for members; $15 for non-members. Crafted to be the most useful hour and half a maker can spend on their business each month, this event aims to: expose makers to new workshops, connect makers with each other, and learn from experts.

portland maker events


Access to Vetted Resources

Connect with talented professional service providers and subcontractors, offering the range of services small businesses need to thrive. Our online Resources page highlights those we recommend and trust.

Portland Made service providers and vendors

Inclusion in Brand Gallery

Add your logo to the collective’s Brand Gallery. Visitors can peruse brands by category, and click to see your Brand Bio page (for Startup tier), or Featured Bio page (Growth tier).

Portland Brands

Featured Brand Bio

For makers looking for greater exposure, your Featured Brand Bio includes your logo, a slider of images, your brand story, and link back to your website or online shop. As well, this featured page showcases products you have in Portland Made’s online Shop and any related Journal posts you may have on our site.

Visitors can navigate to your Featured Bio from the Brand Gallery and, for those with a professional photo included in Featured Makers, from this gallery as well.

Maker Membership

Your News & Events shared in our Blog,
Newsletter, and Social Media

Broadcast your news, product releases, upcoming events, job openings and more, across Portland Made’s website and social media outlets. Share news content with Portland Made’s consumer audience and maker communities.

Portland maker news

Your Products in our online Shop

Showcase your goods in Portland Made’s online Shop. Visitors can see your product/s and description on the Shop page, and are directed to your personal website. Your product detail page is great for added SEO and as well directs visitors to your personal site.

Inclusion in Featured Makers

Add your maker photo to our Featured Makers gallery. The most prominent page in the Discovery menu, this gallery highlights you as a Portland maker, shows your business name when hovering on your photo, and clicks through to your Featured Bio page where visitors can get an in depth look at your business and visit your personal website.

Portland Made membership perks

Complimentary Business Consultation

Meet for a one on one business consultation to assess the health of your business and identify areas for improvement. 

Jim Hassert, Portland

Preferred Creator Market Vendor

We’ve teamed up with WeWork to produce Creator Market, a semi-annual event hosted in their beautiful westside location. All Growth members can apply first (no application fee), and if you get accepted you vend for free as well.

Portland Made market


Product Detail page

Show off your goods! This page is where consumers can see your goods in more detail. It includes a photo, description, and prominent link to your site where they can buy directly from you.

Portland Made goods