Marketing is an ever changing world in constant evolution: what worked yesterday no longer applies. This is the case, for example, of two initiatives that had formed part of our marketing plan for quite some time. They have become classical frames of reference, but are nevertheless obsolete. The examples in question are the Handicraft Trade Fair (1995-2007) and the Fair Incubator (2003-07) at the Expohogar Trade Fair. We are now exploring new ways of replacing these initiatives.
The Handicraft Trade Fair (MPA) was intended as a marketing promotion event. The 31 editions held over 12 years served as a meeting place for craft businesses and professional buyers. The products of these businesses were displayed at Artesania Catalunya's showrooms and were clear exponents of overall quality that incorporated design and competitiveness.
Between 2003 and 2007, Artesania Catalunya staged nine editions of its "Fair Incubator" at Barcelona.s Expohogar Trade Fair. Its purpose was to make professional trade fairs accessible to emerging craftspeople. This initiative consisted of a space that was arranged in an island of modular stands (3 x 2 m2), which gave each exhibitor a display area of 6 m2.
