Background Matt Jones is an award winning art school trained wood turner who makes and designs a small range of beautifully functional items from his workshop in the wilds of County Sligo. He is inspired by nature and his rugged surroundings. He is ethically minded and environmentally conscious. After five years in business and successfully building a strong and loyal customer base Matt was at the stage where he had outgrown his ‘start up’ identity. He needed a new fresh approach, which strongly communicated his credentials, awards, and new products but that it also communicated his ethical stance, his story and personality in such a way that it attracted new customers and strengthened the relationship with his existing customers.
Approach We carried out desk research focusing on the wood turning market and giftware market. We undertook a SWOT analysis of Matt’s business, analysed his product portfolio, reviewed his routes to market, positioning in the craft market and the giftware market, his customer type and how he communicated with these customers. A marketing plan was developed which acted as the blue print for subsequent marketing and design activities. This plan gave direction, insight, clarity and set measurable targets for new products, pricing, design, look and feel, market positioning, tone of voice and visual imagery.
Actions Customer personas developed to focus all marketing and design work. New identity created which supported Matt’s work, personality and business direction. New products added to the range to give existing customer, more opportunity to buy in to the range and more choice for new customers. Defined sales and communication channels including social media channels, customer database, press and PR. New brand identity, tagline and branded marketing materials. Redesigned website keeping his Etsy sales channel. mattjoneswoodturner.com
Results Won Etsy Irish retailer of the year. Won Craft Council of Ireland award for his work. Significant uplift in sales. Coverage in Image Interiors, Cara Magazine and Irish Times.
Testimonial Penny and May recently helped me conceive a new business plan. Included in this was a marketing strategy, a new website and help with drafting press releases. I’m very happy with all the work Trumpet did for me. Penny and May are very thorough, committed and easy to work with.
Matt Jones, wood turner
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