The Handmade Home + Wearable Art Fair Westfield | Sep. 29-30, 2018


WESTFIELD ARMORY - 130 EXHIBITORS

 

WHY WESTFIELD?

For 17 years the original Westfield Craft Market was a thriving top selling event with a consistent average attendance of around 5,000 guests. Due to issues with the armory regulations we were forced to discontinue the show.
We are now returning to the community which embraced our show each and every year and has grown to become a hub for shoppers from all over the state.

DOWNTOWN WESTFIELD A SHOPPING DESTINATION

Downtown Westfield, with over 200 retail establishments and 400 commercial enterprises, is a regional New Jersey destination. In 2004, Westfield won the Great American Main Street Award from the National Trust. In 2010, Westfield was the winner of the America in Bloom contest for communities with a population of 25,001 - 50,000. Shopping and dining in Westfield also attracts citizens from other communities across the State of New Jersey.

FINDING THE RIGHT CUSTOMER FOR YOUR WORK

For those of you who seek quality clients not just bodies, this area of New Jersey has both the appreciation and disposable income to purchase higher end work. If you believe that your work will capture the attention of a discriminating buyer, then our show will provide the audience for your work.



OUR SHOW TITLES ARE ESSENTIAL TO ATTRACT NEW AND YOUNGER BUYERS

Please take the time to read the rationale behind our show title. It all about content marketing. Each piece of art has its own story.

So much has changed that it is key to know how and why our marketing and message must change as well.

As artists creating original work, you have a lot going for you and it is imperative to get the attention of new clients, which requires a marketing campaign based on extensive and on going "content marketing" and OUR SHOWS HAVE GREAT CONTENT!

Our message clearly defines our show. We are NOT just another Craft Show.


WHAT IS CONTENT MARKETING?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive customers to our show.
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MARKETING IS IMPOSSIBLE WITHOUT GREAT CONTENT

But using THE CRAFT WORD is detrimental to our message. We know our customer base is aging. Attracting a new and younger audience to our show requires a Totally Clear Message. "What is in our show that will make them want to attend."


FACTS & STATS

MARKETING TO YOUR PRIMARY CUSTOMER?
85% of All Purchases Are Made By Women & THEY LOVE THE PERSONAL CONNECTION

The most significant and consistent purchase made at our art events are jewelry, clothing & accessories. Home furnishings and decorative accessories define themselves, and the word Craft will be ignored by most of our potential new clients.

Boomer Women wield more spending clout than any other group: With successful careers, investments made during the "boom" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women.

“The more mature luxury consumer places the highest priority in making memories and experiences. They don't buy things to have more things; they want the experience to go along with it. Luxury consumers expect superior quality and are extremely discerning.” -Pam Danziger, president of Unity Marketing

Women

WHAT’S IN A NAME?
Our website tells the story.

If we want to get the attention of a new customer, we need to be explicit about the content of our shows. Our website will provide artists websites & profiles, online discounts, tickets & complete show details.

Show Logo

WHAT THE MARKETING EXPERTS HAVE TO SAY!
The Craft word will not work to attract new customers.

After consulting with numerous top marketing executives they all agree that our new marketing strategy, to eliminate Craft from the show title in order to reach an audience that does not really understand the word CRAFT, is correct.

Although there is a huge universe of Craft lovers who know exactly what we are talking about, attracting thousands of new customers requires a VERY CLEAR picture of what kind of a show we are talking about.


ARTISTS IN ALL CATEGORIES ARE WELCOME TO APPLY.

THE HANDMADE HOME
Studio furniture, ceramics, painting, art glass, mixed media, lighting and woodworking. We are looking for fresh new ideas to satisfy a buying public who is looking for handmade objects for their home or office.

THE WEARABLE ART FAIR
Will feature One-of-a-Kind & limited production wearable art, jewelry, and accessories.

 

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