innocrafts eu conference : 'the creative island
TRANSCRIPT
‘The Creative Island’A retail trade development programme for exporting craft enterprises
Brian McGeeHead of Market Development
Crafts Council of Ireland
The challenge
• Many ‘Irish’ brand names are now imported• Retailers and consumers are often confused regarding a product’s
provenance and authenticity• Irish craft companies are small and do not have the ability to
advertise their story• Standards of marketing, merchandising and display of artisan
companies require improving• Artisan companies can have a limited understanding of what
international buyers are looking for
About Showcase Ireland
• 38 years old• Began as an artisan craft fair• Had become more focused on bigger companies• No longer gave prominence to quality Irish craft• Retail buyers found it hard to find quality Irish-
made craft in the midst of lots of imported products
The solution
• CCoI decided that it needed to raise the profile of Irish craft to international trade buyers
• A large space was secured at the front entrance of Showcase Ireland
• An independent panel of retailers was brought together to consult with CCoI
‘The Creative Island’
• CCoI launched ‘The Creative Island’ (CI) to makers• A competitive programme that selected the best
clients for internationalisation based on quality of design, marketability and craftsmanship
• A new brand identity was created to communicate provenance: “Imagined Designed and Made in Ireland”
• All products needed to reflect Irish craft positively
CI Requirements
• Open to makers in the Republic of Ireland and Northern Ireland
• Open to CCoI registered craft enterprises • Must currently sell into retail shops • Target market: domestic and international
retail buyers
Selection Criteria
• Quality of materials and making• Commercial suitability• Design and innovation• % of new product on offer• Quality of branding, website, point-of-sale
materials and merchandising
Mentoring and Marketing
• Makers were mentored for the year in product development, merchandising and pricing
• Workshops gave makers the opportunity to share ideas and information
• A catalogue and website was produced to market the initiative to trade buyers
2013/14 Schedule
• Completed applications 5th April 2013• Selection 22nd April 2013• Successful candidates submit plans for their
merchandising stand and display by 8th July 2013 • Final approval 2nd September 2013• A waiting list of exhibitors will be held until 17th
September 2013
Partners
• Project funders:– Showcase Ireland (a private company) – Crafts Council of Ireland
• Financial support provided to crafts people by:– Crafts Council of Ireland– City and County Enterprise Boards– Craft Northern Ireland– Local Development Companies
Website
Display
Retailer inspiration
Qualitative Impacts
• Increased networking between Irish makers • Increased learning and “friendly rivalry”• Improvements in professionalism among craft makers• Visible improvements in product design, marketing and display• 100% of overseas buyers said “Irish crafts really appeal to me”
versus 70% in 2010• 69% of overseas buyers believe that Irish craft is good value for
money versus 50% in 2010
Retailer Impacts• In 2009 only 20% of orders at the trade fair were for Irish craft• In 2013 61% of overseas buyers purchased Irish craft from the
Creative Island• Irish craft brands are now being stocked in quality retailers in
UK, Japan, USA and other markets• Sales to domestic buyers have also grown and several Irish
flagship shops now stock significant quantities of Irish craft products
Financial Cost and ImpactsFinancials (Euro) Spend in 2013 (86 Makers): Website, Catalogue 15,000Mentoring costs 10,000Stand build costs 30,000Showcase subsidy 30,000Display features 5,000Total spend 50,000 Maker’s contribution (86 makers) 82,000Orders placed 985,000Annual sales contributions 2,150,000
Conclusion
• The creation of a strong trade marketing platform has been an effective way to improve the competitive position of Irish craft
• This has enabled effective consumer marketing by CCoI, retailers and craft makers
