marketing-related activities in 2005
commentary
2005 was again a year of development in the area of Marketing – foundations established in 2004 were built on and developed, particularly in the areas of market research, profile raising and access to markets. Information on the French Market led to the development of ‘Ecology, Mythology, Technology’, an exhibition which will take place in VIA, a key Parisian exhibition venue in 2007. 22 companies have been planning and developing product for this event during 2005 and will continue to do so during 2006. In addition key market information was provided to any craftspeople considering breaking into the French market. The Portfolio project developed and evolved into a vehicle through which the 38 selected craftspeople could be marketed to the very specific collectors market at home and abroad. And indeed initiatives like these help to significantly raise the profile of Irish craft – which is of course the main aim of the Media Relations Programme. Through greater and more timely access to key information and the development of strong links with key members of the media, 2005 saw a greater level of media exposure for Irish craft, craftspeople and CCoI exhibitions and initiatives. Practical research missions enabled craftspeople to identify markets they would like to know more about and then visit. The added benefit for all those involved was greater exposure to international trends in design, insight into the standards of design and production in these markets and inspiration (not only from the craft events / outlets but also from the cities and locations visited). Improvements at Showcase, with initiatives such as the SOURCE aisle, resulted in more focused marketing to buyers. And the on-line PR and image facilities ensured greater services to media – resulting in increased coverage for both the show and individual participants. The combination of services providing information on and access to specific markets has enabled craftspeople to take a more informed approach to marketing themselves to potential buyers. This coupled with the structured media campaign to raise the profile of craft, craftspeople and the craft sector ensures a constant focus on the objectives outlined in the Marketing goal. Edmund McNulty – Showcase
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