Taito Marketing survey

The most important areas for development for craft and design entrepreneurs in Finland and Europe are identifying new markets and customer groups and drawing up marketing plans. The biggest challenge in marketing is communication, both on the web and in other media.

In June and July 2007, the Finnish Crafts Organization conducted online surveys on the marketing of products and services targeting craft and design entrepreneurs, consumers, buyers, and management consultants. The surveys were intended to chart the craft and design marketing situation in Finland and the need for entrepreneurs to improve their marketing skills. In addition to the surveys, there were two group interviews with craft and design entrepreneurs. The surveys were administered by Net Effect Oy in cooperation with the Finnish Association of Designers Ornamo, which helped with planning. In October 2007, the Finnish Crafts Organization also ran a survey on European crafts organizations.

Confidence and need for improvement

The surveys revealed that craft and design entrepreneurs have confidence in their own skills and the customer-oriented nature of their products. Customers and buyers, on the other hand, felt that products could be more customer-oriented.

The customers who bought the most believed that craft and design products are of high quality. The most important factors influencing the decision to buy included compatibility with one’s own style, quality, and practicality. The main places to buy craft products were craft speciality shops and shops and workshops run by the entrepreneurs. Online shopping received a mixed response. As many as 13 per cent of the respondents thought that online shopping is very important and 40 per cent said that it is very important or important. Consumer respondents encouraged entrepreneurs to have confidence in their skills and to communicate more.

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

Responses from the entrepreneurs themselves indicated that in the next two years they would focus their marketing efforts on exhibitions, improving their corporate image, and updating websites. Consumer respondents expected entrepreneurs to focus on improving their websites, participating in trade fairs and sales events, and communicating with the media.  

The Taito Marketing project was supported by the Ministry of Trade and Industry and the European Social Fund.


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