| First Published, May 2009, Craft Revival Trust Promotion is one of the key aspects of the Marketing Mix. It is used in the many stages of the product life cycle depending upon the objective at each stage. For example when a new product is introduced the objective is usually disseminating information about the new product and its arrival in the market. There are two types of promotion above the line (ATL) and below the line (BTL). The latter is more subtle in nature and is suitable for hand crafted products. It is becoming increasingly important in all industries and can be found in various sectors. BTL activity is the best way to achieve communication objectives more efficiently in a limited budget and is a good cost efficient way to communicate with the target market. The following BTL activities can be carried out effectively in the craft sector that can enhance the sale and also bring out the value of the workshop Craft Workshops Educational workshops that clearly highlight product details and the craft activity behind the production of the craft. The skills specific to the region and the specialty of the product can be effectively communicated via these workshops These workshops not only bring awareness but also help increase sale of the product. Craft Exhibitions This is the best way to assimilate different regional products under one roof. Diversity of craft techniques under one roof reach different kind of cu... |
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