I posted earlier on our “Getting Your Craft Product to Market” Programme, which we are co-sponsoring with the Crafts Council of Ireland (CCOI). We had a very good attendance (some 18 craft workers in all) at our information seminar to outline the programme on Wednesday 5th September last in the Newpark Hotel, Kilkenny.

We have selected Helen Kenneavy of ‘Celtic Roots’ http://www.celtic-roots.com/ to deliver the programme. Helen has been in business in her own craft company for almost 20 years, and she will be sharing some of her valuable experience gained during that time with the participants on the programme.

Helen presented at the information seminar and she stated that “there has been more change in the marketplace for craft in the last 5 years than there has been in the previous 15 years.” And she said that perhaps the biggest change of all is the fact that consumers are more discerning now - that they are very clear about what they want and where they can get it, and this has significant implications for craft producers, the quality of their product and in particular their marketing, branding and packaging. Helen emphasised that it will be these areas in particular that she will be addressing in the “Getting Your Craft Product to Market” Programme.

Helen went on to give some extremely helpful ’nuggets’ of advice including:

• the importance of telling the story behind the craft product (i.e. the making process, the materials, the colours, the location, the history - basically the importance of creating your signature);
• craft producers will typically need at least 20% of sales Turnover each year derived from new products;
• depending on the sector - craft producers should be introducing new product lines at least every 2-3 years;
• it is easier to find sales for new products in existing markets than to find sales for old products in new markets;
• approximately 10% of Turnover of the craft business each year should be reinvested in marketing (e.g. attending trade fairs, exhibitions, website, brochures, etc.)

Helen also emphasised that one of the major benefits of participating in the programme will be the opportunity to access the comprehensive market information that the CCOI have collated over the past 2 years, especially their detailed profiling of the consumers.

A stimulating discussion followed Helen’s presentation and the evening also proved to be an excellent opportunity for the craft makers to meet and network. The majority of those in attendance have now regsitered to take part in the Programme. I shall keep you posted of their progress on the programme.

Sean.

www.kceb.ie