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Innocrafts EU Conference : 'The Creative island
1. ‘The Creative Island’
A retail trade development programme for
exporting craft enterprises
Brian McGee
Head of Market Development
Crafts Council of Ireland
2. The challenge
• Many ‘Irish’ brand names are now imported
• Retailers and consumers are often confused regarding a
product’s provenance and authenticity
• Irish craft companies are small and do not have the ability
to advertise their story
• Standards of marketing, merchandising and display of
artisan companies require improving
• Artisan companies can have a limited understanding of
what international buyers are looking for
3. About Showcase Ireland
• 38 years old
• Began as an artisan craft fair
• Had become more focused on bigger companies
• No longer gave prominence to quality Irish craft
• Retail buyers found it hard to find quality Irish-
made craft in the midst of lots of imported
products
4. The solution
• CCoI decided that it needed to raise the
profile of Irish craft to international trade
buyers
• A large space was secured at the front
entrance of Showcase Ireland
• An independent panel of retailers was brought
together to consult with CCoI
5. ‘The Creative Island’
• CCoI launched ‘The Creative Island’ (CI) to makers
• A competitive programme that selected the best
clients for internationalisation based on quality of
design, marketability and craftsmanship
• A new brand identity was created to
communicate provenance: “Imagined Designed
and Made in Ireland”
• All products needed to reflect Irish craft positively
6. CI Requirements
• Open to makers in the Republic of Ireland and
Northern Ireland
• Open to CCoI registered craft enterprises
• Must currently sell into retail shops
• Target market: domestic and international
retail buyers
7. Selection Criteria
• Quality of materials and making
• Commercial suitability
• Design and innovation
• % of new product on offer
• Quality of branding, website, point-of-sale
materials and merchandising
8. Mentoring and Marketing
• Makers were mentored for the year in product
development, merchandising and pricing
• Workshops gave makers the opportunity to
share ideas and information
• A catalogue and website was produced to
market the initiative to trade buyers
9. 2013/14 Schedule
• Completed applications 5th April 2013
• Selection 22nd April 2013
• Successful candidates submit plans for their
merchandising stand and display by 8th July 2013
• Final approval 2nd September 2013
• A waiting list of exhibitors will be held until
17thSeptember 2013
10. Partners
• Project funders:
– Showcase Ireland (a private company)
– Crafts Council of Ireland
• Financial support provided to crafts people by:
– Crafts Council of Ireland
– City and County Enterprise Boards
– Craft Northern Ireland
– Local Development Companies
15. Qualitative Impacts
• Increased networking between Irish makers
• Increased learning and “friendly rivalry”
• Improvements in professionalism among craft makers
• Visible improvements in product design, marketing and
display
• 100% of overseas buyers said “Irish crafts really appeal to
me” versus 70% in 2010
• 69% of overseas buyers believe that Irish craft is good value
for money versus 50% in 2010
16. Retailer Impacts
• In 2009 only 20% of orders at the trade fair were for
Irish craft
• In 2013 61% of overseas buyers purchased Irish craft
from the Creative Island
• Irish craft brands are now being stocked in quality
retailers in UK, Japan, USA and other markets
• Sales to domestic buyers have also grown and several
Irish flagship shops now stock significant quantities of
Irish craft products
17. Financial Cost and Impacts
Financials (Euro)
Spend in 2013 (86 Makers):
Website, Catalogue 15,000
Mentoring costs 10,000
Stand build costs 30,000
Showcase subsidy 30,000
Display features 5,000
Total spend 50,000
Maker’s contribution (86 makers) 82,000
Orders placed 985,000
Annual sales contributions 2,150,000
18. Conclusion
• The creation of a strong trade marketing
platform has been an effective way to improve
the competitive position of Irish craft
• This has enabled effective consumer
marketing by CCoI, retailers and craft makers
