Marketing your Product PDF Print E-mail

Targeting the correct market for your product

The CCDI can assist you in targeting the specific segment of the market you are making your product for – homeware, décor, fashion accessories, jewellery, gifts and novelties, craft-art, corporate gifts, outdoor, the Christmas market, etc.

It is better to aim for one market segment than to make many different products and not be sure whom you are making them for.  Keeping your eye on only one market segment helps you research that market – looking at the right magazines, such as home and décor or fashion; walking through those specific kinds of shops and seeing what is on offer; and generally keeping an eye on what the tastes, colours, and trends are in the market segment that you are producing for.

Our Creativity, Design and Innovation programme runs workshops that target the different market segments.  In addition, a resource library is available, where you can browse through books, magazines and the Internet to get ideas and inspiration.

To be part of the Market Access programme, you need to be prepared to work hard, be very flexible, and be committed.

One opportunity that is being developed is to attend craft markets with a group of crafters, which strengthens everyone's participation.   Another opportunity to test your product on both the local and national level is to participate in shows and events.   The CCDI is often requested to set up a Cape Craft shop at events such as the CT International Jazz Festival, Decorex or the national SA Handmade Collection.   Your product must go through a selection process, but taking part does grow you in all the requirements of running an effective business.

Exporting?  Export ready?

Our Market Access service will assist you to provide products to retail chain stores around the country, as well as to participate in the challenging export market.  This would be through national and international retail buyer linkages and/or through international trade shows. The CCDI engages in these opportunities through collaborative programmes which crafters need to join.

Craft Exhibitions – encouraging new designs and innovations

During the past few years the CCDI’s Sector Promotion programme has held a number of craft competitions and exhibitions to encourage innovation among crafters and to promote the Western Cape craft sector.  

Taking part in such exhibitions has assisted crafters to establish their reputation as a craft designer, artist and innovator.  We have watched crafters grow in confidence and originality as they took part in the various competitions and exhibitions – world [piece] 2003, FREEDOM [ten years] 2004, Afro-Deco Master Crafters 2005, Picasso and Africa in craft 2006, wire+plus [this is my Cape Town] 2007, ICONIC [craft] 2007, and various lighting, décor and textile competitions.

Inspiration workshops linked to the various competitions have made a valuable contribution to encourage the latent creativity and innovation within crafters.

Annual Exhibition Collection

The CCDI will in the future invite crafters to submit exhibition items for selection to form part of an annual Exhibition Collection, which will be showcased in its entirety during the year, while parts of it will be exhibited at key shows and by invitation at select venues.

To receive these invitations, be sure that the CCDI has your email, or call in at their offices to collect your copy of the monthly newsletter in which announcements will be made.