Amerton Artisans
Branding and Graphic Design
New business set up and Launch
Transforming an Empty Barn into Staffordshire's Premier Artisan Destination
Amerton Artisans is a unique collection of independent craftspeople and makers, housed in beautifully converted barns in the heart of Staffordshire. From handmade pottery and artisan foods to bespoke furniture and original artwork, it's become a must-visit destination for anyone seeking authentic, locally-made products.
Staffordshire Marketing handled the complete setup and launch of Amerton Artisans from an empty barn space. This included market research, brand development, trader recruitment, marketing strategy, social media management, website development, PR campaigns, and ongoing promotional support throughout the critical first four months.
"Louise didn't just help us market Amerton Artisans - she helped us create it. From the initial concept through to opening day and beyond, her understanding of what would work for Staffordshire customers was absolutely spot on. We couldn't have done it without her."
Eunice Finney - Amerton Farm Owner
The Strategy
Phase 1: Market Research & Concept Development (Month 1)
I started by researching successful artisan markets across the UK to understand what worked and what didn't. More importantly, I conducted extensive research into the Staffordshire market - what local customers wanted, where they currently shopped for artisan goods, and what was missing from the current offering.
We identified that Staffordshire customers valued authentic, locally-made products but often had to travel to farmers' markets or craft fairs to find them. There was a clear gap for a permanent artisan destination that combined quality makers with a beautiful setting.
Phase 2: Brand Development & Trader Recruitment (Month 2)
I developed the Amerton Artisans brand identity, focusing on heritage, authenticity, and local craftsmanship. The branding needed to appeal to both discerning customers and quality makers who might consider taking space.
Working closely with the team, I created a trader recruitment strategy that targeted established artisans who were already successful but looking for a permanent retail presence. We attended craft fairs, reached out through social media, and used local networks to find the right mix of makers.
Phase 3: Pre-Launch Marketing & Community Building (Month 3)
Before we had a single trader confirmed, I began building anticipation through social media. We shared the renovation progress, introduced potential makers, and started building a community of people excited about the concept.
The PR strategy centred on the unique story of transforming historic barns into a modern artisan destination. I secured coverage in local newspapers, radio interviews, and lifestyle magazines across Staffordshire and the West Midlands.
Phase 4: Launch Campaign & Opening Support (Month 4)
The launch campaign was designed to create a real event feel around the opening. We organised a proper launch weekend with demonstrations, special offers, and a celebratory atmosphere.
I coordinated with local media, managed the social media countdown, and ensured every trader had the support they needed to make the most of their first weekend.
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