Intocraft live

THE FUTURE

HOLDS GREAT OPPORTUNITY

FOR THOSE

WHO DARE

TO CHANGE

OVERVIEW Expertise Events is embarking on a major relaunch of its craft portfolio including a new name and positioning of the Stitches & Craft Show.

The show direction has been redefined and strategically repositioned for even greater success.

This change recognises the significance and need for powerful branding in today’s new craft markets.

It’s about positioning to stand out from the crowd and connect uniquely with a dedicated audience.

□ Review □ Rethink □ Redesign □ Redefine □ Relaunch

REVIEW In 1987 the Stitches & Craft show changed the craft retail market. In the early 90s it had a mainstream competitor with the launch of the Craft & Quilt Fair.

In 2000, it changed hands with a new owner, until 2013 when Expertise Events took over the brand.

During a major brand audit it was revealed Stitches & Craft had lost its identity and had numerous legacy issues from past years.

Our audit has reviewed the history, strengths, competitors, and the buyers' changes and importantly clearly defined the need to change.

Consultation and testing of where we need to move to was undertaken through the advisory group and both the need to implement our vision and name change was overwhelmingly supported.

RETHINK It is now more important than ever, for us to develop a competitive and innovative show strategy.

Trends show media is becoming more fragmented and significantly ‘word of mouth’ is emerging as the most important promotional tool.

Whilst there is less competition in the craft sector from traditional media, it’s important that the new brand of Stitches & Craft reflects differently to other shows in the market.

Globalisation is transforming the world into a ‘trading village’ or marketplace.

In this context, the exhibition needs to strengthen and expand our position through the offering, standards, education and entertainment in order to maintain value for exhibitors and in turn the visitors.

REDESIGN To stand out in the marketplace, the show’s core attributes, positioning, theme and logo need to present strong differentiations that reflect the values of what makes up the promise of the event.

Our focus has been a finely balanced approach, firstly exhibitors and shareholders and a focus on the visitor. We have gone out of our way to extend that relationship.

Our new name and logo needs to convey a personal style, whilst encapsulating a feeling and convey an energy that excites people.

REDEFINE We need to evolve with the market demands as we have limited chances to ensure success.

Expertise Events’ focus for the future is now even more firmly based around its most important assets its customers (exhibitors and visitors).

Several key themes have been defined as show touchstones, which will be continually revisited and promoted in all future marketing to reinforce our positioning.

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Personal Experimental Innovative On trend Inclusive

RELAUNCH We see great opportunities for us and the industry.

Armed with this re-branding, name change and positioning, we are clear on our direction.

Building on this, the new contemporary name, logo and positioning is Intocraft Handmade Expo This positioning underpins the personal relationship that has already been established with both exhibitors and visitors.

HANDMADE EXPO

EXPERTISE EVENTS Our overall philosophy is to build the face-to-face contact through education and inspiration.

Our ultimate goal is to deliver your success.

OUR AIM To position Intocraft Handmade Expo and deliver a different experience through format, execution and content.

OUR VISION To deliver unique experiences through telling a story that attracts a new audience and also services and excites the existing one.

OUR WAY Be bold, unique, deliver and love it!

OUR PRINCIPLES We have passion for what we do We learn and create We act boldly We embrace change We take responsibility We commit to being the best We value people working together We have fun

events

COMMITTED TO THE CRAFT

INDUSTRY'S

FUTURE WHERE ACTION MEANS

SO MUCH MORE THAN TALK

P: 02 9452 7575

E: craft@expertiseevents.com.au

W: www.craftevents.com.au