Brand Awareness in Action: a case study by David Baker
As a Regional Sales Manager for Colart in the UK, I am delighted to share an inspiring story that underscores the power of brand awareness through artist demonstrations at a key retail partner.
This initiative specifically targeted end consumers, particularly amateur artists and hobbyists. These individuals engage in artistic pursuits for personal enjoyment, self-expression or relaxation rather than for professional gain. They often explore various mediums, such as watercolours, acrylics, oils and pastels and find their inspiration through tutorials and workshops both online and in store. Starting with affordable student quality supplies they typically move on to higher quality materials as they hone their skills. Notably, hobbyists and amateur artists represent a significant portion of the art supplies market and display a strong brand loyalty.
I recently posted on the Wall about an independent retailer event which resulted in first rate activation. The retailer in question is a well-established Colart account that underwent a change in ownership within the last 18 months. The new owners have demonstrated a strong commitment to business development by investing in a café and art space, marking their dedication to both the community and the world of art. As a key supplier, Colart is committed to supporting their growth while fostering and strengthening this important partnership.
This story highlights the impact of workshop events with key retail partners. A well-executed workshop not only drives brand awareness but also solidifies business relationships. Colart’s commercial team is well versed in organising such events and while no unexpected challenges arose, flexibility and consideration of the retailer’s needs were essential to the event’s success.
The benefits of these workshops are numerous. They enhance brand awareness and drive increased sales for the retailer with effects that extend beyond the workshop itself (a “halo” effect). Moreover, they improve customer relationships creating further opportunities for business growth. For Colart, these events bolster our image as a supportive supplier to independent retailers.
I hope this article inspires others to seek out opportunities to promote Colart’s brands through workshops. The success of this even clearly demonstrates the power of engaging directly with our consumer, offering a platform for amateur artists to explore their passion while strengthening our brands presence with the market.
Let us continue to find innovative ways to elevate our partnerships and expand our reach, proving time and again the value of collaboration in driving mutual success.
David Baker
UK Commercial Team
Love this David – it’s such a great way to engage with our brands.
Great job, David! The success of this initiative, along with the workshop events at Jarrolds, has been outstanding and expertly executed. These workshops not only enhance our brand image but also play a vital role in driving consumer awareness by offering hands-on experiences with our products. Keep up the excellent work!
This is a great event David – such a good way for people to experience our brands.
A great result David and thank you for sharing. There is a huge amount of great work that is being done by you and the team in order to showcase our brands, drive consumer demand and ultimately increase and grow our sales and profit. Each and every one of these activations plays a part in delivering against our core pillars of Consumer First, of Brand Power and contributing to achieving the strongest possible UK Net Sales and EBIT. Congrats and well done. Best, Anthony.