Craft and Design Marketing in Europe

The international marketing survey showed that marketing methods and challenges are similar in different parts of Europe. Operating in electronic networks was considered particularly important in Finland.

The survey clearly demonstrated the need for renewal of the product portfolio. In the international survey, 86% of respondents considered it important, and in the Finnish survey, 67% of buyers and 80% of business advisors agreed while only 33% of entrepreneurs thought so. The renewal of the service portfolio was considered important or very important by 70% of the respondents to the international survey, 66% of Finnish buyers and business advisors and 17% of entrepreneurs.

Respondents to the international survey were asked to assess the product and customer know-how of craft and design entrepreneurs. The strongest know-how was deemed to be in quality of products and services (71%), while the weakest know-how was in development of products and services (7%) and customer orientation and identifying customer groups (8%). Nordic respondents felt that entrepreneurs are fairly strong on quality of products and services while most weaknesses can be found in customer orientation and identifying customer groups and, secondly, in product development. Respondents to the Finnish entrepreneur survey felt that they were fairly strong on these issues, but, according to business advisors, there is need for improvement, particularly in customer orientation, product development and the ability to deliver the goods as agreed.

The Finnish survey showed that craft and design entrepreneurs need education and training in identifying new markets and customer groups and drawing up marketing plans. Improving communications was also felt to be a big challenge. Entrepreneurs felt that their weakest points were online communications and communication to the media.

Improving the marketing capabilities of the entrepreneurs is deemed very important. More than half of the respondents to the international survey responded to nearly all questions related to the development of marketing stating that it is important or very important. Identifying new markets and customer groups was considered the most important issue. Next came developing the image of the enterprise and identifying its strengths, commercialisation and productisation of the products, for instance for tourism needs, communication skills, product packaging and product information, pricing and utilising the web in marketing. Development targets were associated with the development of the company and its products, and marketing and web skills.

The willingness of European craft and design organisations to engage in co-operation was a positive surprise. Thirteen of the organisations that responded to the survey were interested in co-operation. In future, data and
information can be collected and exchanged via the Internet (surveys, newsletters, sharing best practices).

Craft and Design Marketing in Europe report (in English, pdf)

Further information:
Taina Tervonen, The Finnish Crafts Organization
taina.tervonen(at)taito.fi