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    craft ecomony

    More on the craft economy.

    By
    Steve Poppe
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    One current marketing trend in America, partially caused by the recession, is the craft economy.  People learning to cook at home, fix their broken stuff, use better quality, better value products – a la craft beer. But beyond the recession, as America’s leisure time has become a bit more focused on technology (TV, video games, social networking) I see some blow back from those who want more…and they are turning to the craft economy. Both as buyers and sellers. 

    This morning I drove past a McDonagh’s Milk delivery truck and realized this small local dairy is schlepping milk around in glass quart bottles.  It made me want to drink fresh milk. There were no ads on the very spare truck, yet I felt something and did something (like write about it.)  If the craft economy can by its very nature drive demand, it needn’t rely on advertising – and that is why I know the craft economy is for real. Our town just started a local farmer’s market, and it’s filled with craft economy buyers and sellers. Communing about craft.

    So where do people go on the web to find craft people and products? And who will curate that web content?  Who will determine what is craft and what is mass-produced, junk economy material?  I suspect some entrepreneur will latch on and use Yelp-like rating to do it.  But that’s not particularly crafty.  Let’s see who wins. Because it’s coming. Peace!

    A crafty view forward.

    By
    Steve Poppe
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    Gentrification is often seen as a bad word. It’s happening in Brooklyn, Oakland, Brixton and well beyond. Frankly, gentrification is a sign of economic progress. It’s also a demographic phenomenon; a changing of the boomer guard. The Brooklyn surrounding the Barclay Center is very different than it was 10 years ago. The Norwegian enclave in Bay Ridge is no longer what it was decades ago. We are an economically driven, upwardly mobile society when the economy allows. And with so many stories of gentrification, it seems the economies are on the mend.

    I talk a lot about the craft economy – an economy where “junk” products and services shipped here in containers from China are less welcome. Where it is better to buy something for more money that won’t go into a landfill in 18 months. Where tradesman and craftswomen are more interesting to talk to than investment bankers. Where lettuce grown on your own property tastes better than something wrapped by Dole in plastic bag.

    The craft economy is about taking pride in your planetary contribution. Dialing down pesticides and PVCs. Living a healthier life so you needn’t pump the body up with pharmaceuticals. It’s about fixing up neighborhoods. And reaching out to all kinds of people, to learn the crafts of yesteryear and create the crafts of tomorrow. Marketers are learning from the craft economy. Go forth and prosper.

    Peace.

    Astonish Vs. Delight.

    By
    Steve Poppe
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    0

    breguet

    I had never heard of a Breguet watch until thumbing through a lovely glossy magazine published by the brand earlier this year. The booklet paid homage to the Swiss roots of the company, its longevity and amazing craftsmanship – Breguet created the world’s first wristwatch and opened for business before the U.S. declared independence. Inside and out, these timepieces are unlike any others in the world. Rolexes are elegant in their simplicity, Breguet timepieces are elegant in their overt beauty and celebration of complexity.

    As the craft economy grows, so will grow the market share of companies like Beguet because they embody the movement (excuse the pun.)  The craft economy, signaled by craft beers, Etsy, workworking channels, etc., has also spawned the latest trend, the maker society.  The word “maker” is the latest pop marketing term and started with the very cool Makerbot. Maketbot is a 3D prototyping printer and was shown in a recent 60 Minutes piece creating a working hand prosthesis for a child…for a few hundred dollars. (The 3D printer is really a robot. The making of robots is cool; mass producing robots – not really craft economy stuff.)

    Back to Brequet. When a person holds a “thing” in their hand made by another person and is astonished by the craftsmanship, it is an affirmation of humanness. (I encountered this feeling when as a volunteer archeologist in Maine I found a deer rib bone in the shape of a weaving shuttle, ornamented by human hand. Blown away.) Mass produced products do not astonish. Frankly they lack brand panache and brand story.

    The craft economy does not delight customers, its goal is to astonish.   Peace.  

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