ATA Blog

The Challenges Facing Today's Furniture Makers

Posted by Alicia Lewis on January 17, 2018 at 12:00 PM



The US furniture market is worth an estimated $96.4 billion annually. But today's small business furniture makers face a daunting task: to revolutionize a stagnant industry filled with big fish and impossible odds. It's a Herculean task to make high-quality, affordable and accessible furniture that stands out in a crowded and ever-growing market.

Curbed recently spoke with furniture owners and designers about the difficulties and challenges of making furniture in today's market. Most of the challenges stem from the ability to stand out and be successful in an overly populated market. Let's take a look at some of the issues facing today's furniture makers.

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Topics: Woodcrafters, Makers, furniture makers, challenges, furniture

Highlights: ATA Maker Focus Group Featuring Today's Woodcrafters

Posted by Ivy Decker on December 21, 2017 at 4:17 PM

We've always found that the best way to learn about makers and what they want from a brand is to simply engage them in conversation. This November, kicked off our free webinar series by hosting our first Maker Focus Group with a live panel of makers. We sat down with three of today's woodcrafters to discuss what content they consume and how the brands that create that content inspire them to make purchases. To a maker brand that wants to connect with today's woodcrafters, these insights, straight from real makers, are an incredible source of information.

While you can sign up to access the video recording of the ATA Maker Focus Group Featuring Today's Woodcrafters at any time, here are some of the highlights of our coversation. Keep reading to learn what woodcrafters are looking for in a brand today.

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Topics: Marketing to Makers, Woodcrafters, ATA Focus Group

What's On A Woodworker's Tool Bench?

Posted by Alicia Lewis on December 13, 2017 at 12:00 PM

Being a woodworker involves a lot of tools, and being aware of and having a firm grasp on the actual equipment that lines a woodworker's workbench can be invaluable information for a marketer. It better allows you to understand woodworkers and how they work on their craft and the overall stock they put into a quality product. 

"You can't make something good, useful or beautiful out of junk. You just can't, I've tried," said Sam Krantz of Ohio Wood & Iron Works. "It doesn't work, so if you're going to put the time and effort into it, then you have to start with the best materials you can get."

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Topics: Marketing to Makers, Woodcrafters, Tools

3 Woodworking Industry Trends For Maker Brands To Watch

Posted by Ivy Decker on November 8, 2017 at 1:05 PM

Every industry has a cycle of trends that continuously renew its relevance and keep it moving forward. As you might have guessed, maker industries are no different. For woodcrafters, expecially those who make decorative or functional items for the home, it's critical to stay on top of decorating style trends and new technology that improves their process. While some trends are longlasting and some come and go, each one has the potential to really affect the way woodcrafters do their work.

In today's post, we'll discuss the biggest woodworking industry trends for maker brands to watch if they want to fulfill the needs of today's woodcrafters. Keep reading for our tips and analysis.

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Topics: Marketing to Makers, Woodcrafters

The Woodcrafter's Buyer's Journey: Step by Step

Posted by Ivy Decker on September 27, 2017 at 2:36 PM

Just like any other maker, a woodcrafter can't get very far without the right tools and materials for the job. If you've ever been in a woodcrafter's workshop, or even their garage, you'll know that over time, most tend to collect a lot of tools. Some even keep things like wood, nails, glue, and more on hand. However, since so much of modern woodworking is project- or custom-based, makers don't always have every product they need on hand.

But how do they find the products that are the perfect fit for project after project? While every maker has slightly different preferences, most follow a general woodcrafter's Buyer's Journey to decide what to purchase. The Buyer's Journey framework helps us understand what potential customers need while deciding what to buy and the content that helps them move from one stage to the next. To learn what types of help woodcrafters are looking for at every step of their Buyer's Journey, read on. 

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Topics: Marketing to Makers, Woodcrafters

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