Background

The Gotze Delchev region has been known for traditional crafts such as pottery making, weaving, coppery, and bell making for ages. These crafts have been handed down to generations and are still alive nowadays. Muslim women are skilled in embroidering, weaving and crocheting according to a recent study made by the team of the Business incubator - Gotze Delchev. The study covered the area of the following villages: Breznitsa, Lazhnitsa and Kornitsa. There is a manual weaving loom in almost every house. The colorful look and the variety of patterns inspired local people to use this crafting for developing small business and raising additional income. Moreover, in the context of high indicators of unemployment and scarce means, lack of gender equality for Muslim women as well as the poor entrepreneurship culture, the development of crafts is a good opportunity for overcoming these problems, and a means of promoting the Municipality.

Practice

After many meetings with women in the Gotze Delchev region, the team of the Business incubator and the project partners the municipalities of Gotze Delchev, Garmen, Hadjidimovo and Satovcha selected the villages and met many craftsmen for selecting participants in the groups.

Marketing strategy
The team has elaborated a marketing strategy for the development of traditional crafts in the region, based on its own experience and research work, as well as the advice of Bulgarian and foreign consultants from Aid to Artisans. The strategy includes:
- crafts analysis in the region;
- marketing strategy for the local markets;
- marketing strategy for markets identification;
- ideas for new products.

The analysis indicated clearly that the most profitable and promising market for these products would be the City of Sofia, taking into account the international groups temporarily resident there. The strategy shows three steps for action:
Step 1. The Business incubator Gotze Delchev should elaborate and develop professional marketing services for craftsmen, supporting their promotion in Sofia and abroad.
Step 2. Developing products and pricings for small businesses and innovations in design in order to satisfy foreign customers; setting up a library within the incubator for access to product information and marketing process in general.
Step 3. Crafts promotion: direct participation in market events for promoting final products, preparing a catalogue and creation of a website.

The marketing strategy for local markets includes also researching market opportunities, i.e. discovering new potential markets, ensuring participation in trade exhibitions in Bulgaria and providing permanent sales stands; cooperation and exchange of ideas and experience with other crafts within Bulgaria and abroad.

At the end of the project, the strategy was revised and expanded, summarizing overall experience and recommendations. The final version includes: Synopsis, History of crafts, Research papers and evaluation, Marketing strategy for crafts development; Promotion of products made in the region of Gotze Delchev; Ideas for new products.

Training of target groups
60 women from the region were trained in starting up their own business and instructed for participation in trade exhibitions. The groups included not only skilled weavers, but also young girls from Breznitsa, Dolno Dryanovo, Ablanitsa and Ribnovo. Well-educated women from other villages, such as teachers, social workers, etc. were also invited to attend. They are in good service of society and could be an example for the rest of the participants.

Crafts promotion
Exhibitions:
Christmas exhibition of crafts in the American Centre, Sofia 6-8 December 2000, officially opened by Mrs. Miles, US Ambassador s wife. According to the marketing strategy, all invitations for the exhibition (500 letters and e-mails) were sent to foreign business initiatives in Bulgaria international companies, embassies etc. As a starting point the beginning of December was chosen the time when people usually buy Christmas gifts. A rich variety of products, some of them completely unknown in Sofia, was offered for sale. A demonstration of authentic Christmas traditions and ritual Christmas dishes was also prepared. The exhibition itself appeared to be extremely useful for surveying customer s demands on this product.
Celebration and exhibition At the edge of Europe in May 2001 in Sofia; Exhibition Tradition, opportunities, future in Gotze Deltchev , 16th November 2001, officially opened by the Mayor of the city;
Colorful catalogue of crafts, 1000 copies;
Internet website http://www.crafts-bg.com, created through the efforts of the target group - all craftsmen, Business incubator, partner municipalities, community centers, G. Deltchev public museum, media, non-governmental organizations.
Results and experience were presented at a panel discussion before key institutions in the region mayors, deputy-mayors, municipal counsels, NGO s, museums, business centers, representatives of FLGR, BAAT, JOBS project and representatives from Greece.

Results

The project has proved its main assumption crafts are a good source for additional income and the active role of target groups is already recognized. The marketing strategies developed have led to the rebirth and development of crafts in the Gotze Deltchev region. Local authorities, museums, cultural centers, media, NGO s, local business initiatives and craftworks have united efforts in building up a beneficial environment and attractive image throughout the region.

The project is providing great help in raising the self-confidence of Muslim women in the region. Most valuable is their role in different exhibitions, enabling them to sell their own products, exchange ideas, meet different people and sense the importance of being evaluated because of the beauty they create.

As a component of village tourism, crafts may receive significant push for development. Promoting various crafts along with the specific architecture for the region, clean environment, well kept traditions, and typical dishes increase the possibilities for selling their products. There are already established contacts with the Pirin Tourism Forum, BAAT, tourist agencies and consultants within the JOBS project Employment through support of business. Cooperation with Greece through mutual exhibitions and tourism projects is also much relied on.