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Clinton Moyo, Business Reporter
ZIMTRADE has urged players in the arts and crafts sector to embrace the use of digital and online platforms to effectively market their products.
Speaking at a digital and online marketing seminar held in Bulawayo recently, ZimTrade associate trainer Mr Stephen Mudawarima encouraged participants to increase their visibility on online platforms so as to ensure that their products generate interest and awareness to potential clients.
He added that artistes can write stories about their challenges, successes and also their society on their blogs.
“It is the stories that sell the art, so it is important to write blogs, so that when viewing the art, the buyers can easily connect to the meaning of a portrait,” said Mr Mudawarima.
The Information and Technology expert also imparted requisite skills to the participants on how to fully utilise social media platforms, websites and e-mails to effectively market their art.
Twenty-seven participants attended the seminar and these included Lupane Women Development Trust (LWDT), Self Help Development Project, Bulawayo Home Industries, Zubo Trust as well as other individual artistes.
Mr Mudawarima highlighted that online tools can lead to an increase in sales as satisfied customers can refer other potential buyers to the artists’ page.
He also emphasised that online presence increases competition as other sellers will also be registered on those pages giving the buyer an opportunity to compare products.
Zuri Collection managing director Ms Anne Bonnett gave a testimonial where she encouraged the arts and craft sector to be consistent in advertising online, sharing her experiences on how she grew her sales through paid advertisements on Facebook and posting on arts groups.
Furthermore, she enlightened artistes on the benefits of online marketing which is cost effective: “I initially paid $25 a month on paid ads and this resulted in a 75 percent increase in sales.”
Ms Bonnett encouraged artistes to invest in a good photographer as it is the visuals that capture the eye of the buyer when marketing products online.
Speaking at the same seminar LWDT manager Mrs Hildegard Mafukare also encouraged artistes to work together emphasising that to meet the huge export orders, her organisation subcontracts Binga Craft Centre and Zubo Trust.
Mrs Mufukare highlighted that most of LWDT’s export orders came from online marketing and encouraged artistes to make use of social media and emails to increase their exports.
“We always share stories of Lupane women on our Facebook page in order to connect the art and the stories behind it,” she said.
Online Reporter