Craft Focus - Feb/Mar 2020 (Issue 77)

PRESENTATION THEATRE HIGHLIGHTS Each day’s content will be tailored to a different section of the crafting community, including independents, multiples and designers. SUNDAY - INDEPENDENTS HIGH STREET VS ONLINE With high street shops closing and consumers choosing to buy online, how can shop-owners keep their customers? Steffi Stern, co-founder of The Makerrs will discuss strategies for small business owners, from getting the local community involved to offering products or services that can’t be bought online. The talk will look at personal service, the value of local products and the initiatives individuals and groups can employ to maintain and attract footfall. HOW TO CREATE EXHIBITION STANDS THAT WILL WOW YOUR CUSTOMERS AND BECOME YOUR BIGGEST SELLING TOOL Exhibitions and shows represent a large financial outlay for small businesses. Hosted by Liz Rivers and Nicola Lugard-Davies, this informative session will demonstrate how to make the most of this valuable advertising space, from showcasing products to sharing social media content. Visitors will learn how to create an eye-catching stand that will help increase brand awareness and stand out among a sea of competitors. MONDAY – MULTIPLES HOW TO BUILD A SUCCESSFUL CRAFT BUSINESS IN THE AGE OF NEW COMMUNICATIONS TECHNOLOGY Paul Wright, co-founder of Hochanda, will give a personal review of the social changes that have impacted on our lives, focusing on the crafts and skills that are passed down through each generation and the subsequent effect on the modern industry. Recognising the challenges this has presented, Paul will explain how to build a successful craft business by harnessing new and emerging communications technologies. HOW TO TURN YOUR WINDOWS INTO YOUR BIGGEST SALES TOOL With so much competition from online competitors and budget retailers, today’s high street stores need to work twice as hard to stand out from the crowd. Asserting that first impressions really do matter, Liz Rivers and Nicola Lugard-Davies will explain how to use everyday tools, simple techniques and cost-effective decorations to maximise the impact of this valuable marketing asset, creating seasonal window displays that will get the tills ringing. THE BENEFITS OF RUNNING WORKSHOPS AND CRAFT CLASSES Steffi Stern will return to the stage to reveal the benefits of onsite workshops, giving retailers an insight into the preparation, promotion, execution and follow-up processes involved. The talk will also look at pricing structures and the benefits to both businesses and the crafting public. TUESDAY – DESIGNERS SOCIAL MEDIA: FACEBOOK, TWITTER, INSTAGRAM AND YOUTUBE Steffi Stern’s informative talk will look at the benefits and differences of each major social media network. This educational session will also provide a discussion platform for participants to share their views and experiences. INTELLECTUAL PROPERTY: PROTECTING YOUR BUSINESS Meg Pascoe from the Intellectual Property Office will help designers understand how their IP can be protected effectively, looking at areas such as trading names, promotional brochures and the appearance and function of products that are made and used. 44