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Elaine Bellezza
Design, Build Capacity, & Link
Tourism
Local Markets
Though tourism can be very fruitful, diversifying one's client base can offer security during off seasons or international unrest.
Local markets can be highly profitable especially if the client base is diversified.
Often local producers view tourism as the most profitable market, and this can be true because tourists will pay more than a local would for the same product. But I usually try to find other market streams for producers because tourism is not only seasonal, but fickle. Political, weather, or economic instability can impact tourism for years at a time.
Creative marketing strategies can positively impact local sales. These include linking with interior designers when decorating hotels, restaurants, offices, and homes. We had a contract with a major hotel to produce custom framed artwork and mirrors for every guest room, though they shipped the major furniture from Europe. This led to other contracts for specialized items. Corporate or government gifts is often an unseen but profitable market that can move a small scale producer into wholesale production.
Local and regional crafts or art fairs are good market opportunities, and so are music festivals and international conferences. Trunk shows and promotional events are another opportunity where the producer, with relatively minimal expense, can boost sales and reputation.
One challenge often facing local producers is merchandising. The concept of less is more is key, and local producers and vendors often present their merchandise in piles on crowded tables, diminishing the perceived value.
Promotional materials are necessary, preferably with hang-tags giving information on the product, any local significance, and/or a brief note on the producers, always with contact information.
Corporate
Corporate gifts and linking with designers & decorators is a good way to increase local sales and grow recognition
Local fairs are good marketing opportunities
Local shops should be well merchandised to increase sales
Retail
Web Markets
International Markets