Strategies for the Online Marketing of Cultural Products

1. Strategies for the Online Marketing of Cultural Products Presented by Cheryl Robbins Founder and Owner of Tribe-Asia M.A. in Cultural Management April 2008

2. Topics • Introduction—Niche marketing and convergence marketing • Methodology—global survey of cultural product Websites • Important Results --pricing, content and its organization, product selection, payment methods • Conclusion

3. Introduction • According to the database of artisanal products maintained by the World Trade Organization (WTO) and the United Nations Commission on Trade and Development (UNCTAD), in 2003, the global export of wooden furniture generated US$16.6 billion; ceramics, US$1.4 billion; candles, US$1.4 billion.

4. Introduction • Handicraft artisans constitute a significant segment of the world economy. • It is essential that artisans be able to access markets for their handicrafts outside of their local communities to keep them out of poverty. • Electronic commerce can use the Internet as a tool to link crafts products to global markets.

5. Methodology • I looked through more than 300 Websites selling cultural products and from these randomly selected 10 for an in-depth study of their prices, products and promotional and marketing methods.

6. Important Results • 80% of the surveyed Websites followed a bricks n’ clicks business model, meaning that a physical presence is of importance. • Most, 60%, offered at least 100 products. • In addition to physical description of products, cultural background to the products was available in most (90%) of the cases. And, artisan background information was available in 80% of the cases.

7. Important Results • Most popular products were those to decorate the home and accessories. • Most popular craft media were wood (80%) and ceramic/pottery (80%).

8. Important Results • High prices (up to US$6,000) can be tolerated for cultural products. Value trumps price. Value was raised by offering limited edition and exclusive products, rich content, etc. • Credibility was strengthened via authenticity guarantees, professional association logos.

9. Important Results • Most common promotional methods were e-newsletter and auction site on e-Bay. • Many sites had an opt-in during check-out to collect customer information. • Gift vouchers and gift certificates were offered by 30% of Websites pointing to the potential gift market.

10. Conclusion • The timing is right for handicrafts producers/retailers to seek markets outside of their local communities, as consumers are looking for a reconnection to earlier and earthier forms and designs to offset the fragmented, fractured and technological world that they live in. • The Internet and digital technologies offer cost-effective ways of reaching a world of potential customers.

11. What to Do? • Those without a physical presence should find offline selling points. • Prices should reflect value. • Increase quantity and quality of content. • Encourage buyers to buy more than one product at a time to reduce shipping costs. • Organize products (clever positioning of products) and suggest similar products. • Provide certificates of authenticity. • Promote Website through use of digital technologies and networking.

12. The End • Thank you for your attention!