[:en]HobbyCraft
Product – HobbyCraft is a successful craft company on a commercial scale. They aim to inspire families to come together and utilise different craft techniques
Price – Varies, dependant on product
Place – HobbyCraft are a UK based brand with 94 high-street stores nationwide. They also have an online e-commerce for people to shop on
Promotion – Uses social media and Mailing lists to reach out to their audience. As it is a huge company it sometimes features in the news, again, attracting an audience. Sales and promotional codes are used to attract customers with the idea of ‘a bargain purchase’. Blog is filled with useful content that offers it’s readers with fun tutorials to learn from
Process – Product sourced by buyers, product reaches store, shoppers browse, shoppers purchase product to then take home and use within their creative process. Online tutorials and in store help is available for those who want to learn new craft techniques. Online e-commerce allows customers to purchase products from the comfort of their homes. Once product is purchased it leaves the warehouse and arrives at the customers home via postal delivery
Physical Evidence – Visual cohesion between online presence and high-street based stores. Friendly, vibrant visuals resembling family life used to attract their target market of families. Two to three Instagram posts are uploaded a day. The below images show the cohesion between online and high-street presence
People – Founder Warren Haskins, CEO Dominic Jordan. In store staff and craft tutors on hand to help customers learn the different craft disciplines. Charity partner ‘Together for Short Lives’, this shows that they care about important society issues which humanises the brand
Love Knitting
Product – Love knitting is an online based community which offers it’s customers with helpful craft knowledge, a space to swap inspiration from other community members and the opportunity to buy knitting tools (Yarn, patterns and Needles) through their e-commerce
Price – Free to use. Yarn is priced £1.80-£4.99, Patterns are priced free-£9
Place – Love Knitting is an online based community that inspires individuals to make something instead of buying a mass-produced product. Customers are based around 97 countries
Promotion – The use social media, mailing lists and interesting online content is used to attract individuals to use the site. Hashtags are used on Instagram and Twitter so people roaming the internet can find the company. Influencers in the crafting community are used to up-date their followers on the use of the site
Process – Products are bought by customers through the e-commerce system on their website which are then distributed from their warehouses and sent to the customers home via postal delivery. Online content is uploaded by companies organisers and sourced from creatives in the craft community for customers viewing the site can divulge in and be inspired by in their own craft processes
Physical Evidence – Their Instagram and blog is home to fun craft tutorials which ooze warmth and fun in a mature way to suit their 20-30 year old demographic. Visuals are clean and crisp and make the craft look fun. One post is posted onto their Instagram account a day. Below shows images of the strong cohesion between all aspects of their online presence
People – Founder Edward Griffith, co-founders; Cherry and Nigel
Makesmthng
Product – Makesmthng is an online community which inspires individuals to make something as an alternative to purchasing mass-produced products. Online tutorials, events and interesting online content is used to inspire people to get involved with the campaign
Price – Free
Place – Predominately online based. Events are held all around the world and are both, organised by this organisation or by the campaigns followers
Promotion – Teamed up with Artsthread to hold competitions that reach a large audience of creatives. Instagram hashtag #makesmthng which is used on the huge social media platforms, Twitter and Instagram. Teaming up with other organisations, like Fashion Revolution, means for a wider audience from other individuals as promotion of the campaign is seen across more varied corners of the internet. One post is posted to Instagram a day
Process – Members of the organisation team upload insightful content onto their website and social media account that is then digested by readers who can them be inspired to create their own creations. As the organisation is non-profit they rely on the charity and help from Greenpeace (their mother organisation) and others. With this help it gives them further resources to form more online content
Physical Evidence – Again this campaign shows clear cohesion across all aspects of their online presence. Their strong brand aesthetic uses ‘child-like’ illustrations that have that homemade arts and craft feel that appeals the older millennial. Below are reference to their physical evidence
People – Greenpeace founded campaign. Kirsten Brodde runs the project. Teamed up with #Breakfreefromwaste, Fashion Revolution, Sharable, Artsthread, Fab Lab, The Restart Project, Future Fashion Forward, Giacimenti Urbani Association, Zero Waste Italy, The First Lab in Hamberg and the Buy Responsibly Foundation to gain a wider audience. Campaign ambassadors are used to help with event organisation and promote the brand using the influence they have over their followers online[:]