Finders Keepers is a bi-annual market held in Sydney, Brisbane and Melbourne. It’s a place to go and see up-and-coming designers, products and foods. It’s a great ‘trend-watching’ experience. So it was no surprise to see that online second-hand marketplace, Etsy was taking part. If you’re unfamiliar with the brand, the best description of it comes from it’s CEO, Chad Dickerson who calls it ‘a personal shopping experience – in a sea of impersonal retail’. Oh, and it’s kicking some retail ass – although it doesn’t disclose revenue vendors sold $1.35B worth of goods on the platform in 2013 (+51% y.o.y).
Etsy had an interesting presence at The Finders Keepers markets – instead of selling items from their website, they were engaging the public with the brand. They created a ‘craft party’ focused on the theme of ‘recapture’. To participate in the ‘craft party’ people had to come along with a photo and then have fun embellishing it with craft supplies from Etsy. Added to that was the incentive to win a $100 Etsy gift voucher.
We think this is clever for a couple of reasons. Firstly, Etsy picked the right environment/context to be present at (personal, handmade goods fair) and secondly, they found a way to engage both sellers and buyers around their interests (not to slap their name on stuff – which they could well have done).
We think this is a smart approach to marketing a brand through an event.