Craft Scotland and Applied Arts Scotland are working in partnership to deliver two training events provided specifically for the craft sector. These events will inspire makers to make the most of their brand and support the successful online selling of their work and use of social media. The events are aimed at Scottish based makers who want to create or refresh their brand, showcase and improve their presence online, whether increasing online sales or enhancing their social media presence.
Your Brand and Online Selling - Edinburgh
Date: Thursday 27 February 2014
Time: 10am – 4pm
Location: Gayfield Creative Spaces, 11 Gayfield Square, Edinburgh, EH1 3NT
Tickets: £25 (lunch included)
Host: Will Levi Marshall, Holm Studio - Artist / Designer / Collaborator and AAS Board Member www.holmstudio.com
Your Brand and Online Selling is the first of two training events that considers the relevance of brand to contemporary craft businesses and the importance of brand to creating an online presence. This event has two distinct parts;
The morning session will explore the fundamentals of branding and how this can be scaled and applied to a contemporary craft business. Presentations from branding experts will be complemented by a maker’s insight into their practice and brand.
Giles Etherington, Owner and Creative Director of Brand Satellite, a branding consultancy and integrated design and marketing agency will provide some useful starting points for makers who are thinking about creating their own brand. He will demonstrate how the branding principles used by the big multi-national companies can be adapted to small companies and individuals, explaining what is involved in creating a brand and the importance of keeping the brand consistent across all communications.
How do you connect to customers who don't know you? How can you express the sensory qualities of your work on the web? How can stories help create customer relationships and sales? Jules Horne, a copywriter at Texthouse and award-winning playwright with first-hand experience of how words can stir an audience offers practical ways to use words to boost the impact of your work, create an emotional connection and engage your customers.
Jewellery maker Alison Macleod will talk about her work, developing her website and trying to sound interesting in 140 characters.
The afternoon session will consider how your brand translates online, specifically when selling work online.
A practical exploration of what you need to consider when selling contemporary craft online including the options available to do so direct via integration into your own website or via market places will be provided by experienced marketer and web developer Marcus J Wilson from Pooka.
An insight into why, how and the effectiveness of selling contemporary craft online will be provided by a maker and online retailer who will respectively share their experiences of selling their own and other people's work online. Mark McConnell, Creative Director and owner of home and gift label YOKE will talk about his brand and will share his experiences of selling online, provide hints and tips to get the best out of your online shop and help customers make the step to purchase.
Your Brand and Online Selling is delivered with our local partner Gayfield Creative Spaces who have provided the venue, Whitespace. Whitespace is for general hire and is open throughout the year. Gayfield Creative Spaces' ambition for Whitespace is that it will bloom into a hub of creativity.
Your Brand and Social Media - Inverness
Date: Thursday 13 March 2014
Time: 1pm – 3.45pm
Location: Highlands and Islands Enterprise, Cowan House, Inverness Retail and Business Park, Inverness, IV2 7GF
Tickets: £15 (refreshments included)
Host: Patti Niemann, Goldsmith / Designer and AAS Board Member www.patbat.com
Your Brand and Social Media is the second of two training events that considers brand and the importance of this when creating an online presence. The event will inspire makers to make the most of their brand and support the successful use of social media.
Exclusive access to pre-recorded presentations exploring the fundamentals of branding and how this can be scaled and applied to a contemporary craft business from the Your Brand and Online Selling event will be made available to attendees to watch prior to their attendance of the event.
Arriving fueled with branding know-how and inspired with ideas about applying this to your practice, Your Brand and Social Media will focus on how your brand translates online, specifically on social media platforms.
Maker and marketing and PR specialist Melanie Muir will share her extensive experience of making, business and using the new marketing tools available.
Julia Ossenbruegge, Online Marketing Manager at Craft Scotland will look at how makers and craft organisations from Scotland and beyond are using social media effectively to grow and engage their audiences. Looking at successful campaigns from across the social media landscape, Julia's presentation aims to inspire makers to think about new ways of reaching out to buyers online.
Hilary Grant is a knitwear designer based in Orkney. She designs knitted accessories, produced entirely in Scotland and uses social media to promote her brand, keep in touch with customers and network.
Hilary will talk about the different ways she has used social media for her own business, and will also look at some interesting case studies where creative businesses have used social media in more unusual and inventive ways to connect with their audience.
Your Brand and Social Media is delivered with our local partner Emergents who support and nurture professional craft makers and fashion designers, from emerging to well established.
About Applied Arts Scotland
Applied Arts Scotland is run by makers for makers and was set up as a charity in 1994. Applied Arts Scotland aims to provide a platform for professional development activities and networking and provides makers with a conduit for information by and for makers, in close collaboration with partnership organisations in the sector. Find out more at http://appliedartsscotland.blogspot.co.uk