After talking with Anou’s customers during the past several months, we’ve learned that they all share at least one of four characteristics. These characteristics are those who 1) have been to Morocco in the past or are planning a visit, 2) are socially conscious travelers and consumers, 3) have met an artisan in person during a previous trip, and lastly, 4) have a solid understanding of Anou and the fundamental role Anou plays within the artisan community. The more of these characteristics a customer had, the more likely they were to be champions of Anou and help us spread the word about what Moroccan artisans are doing to create equal access to local and global markets. This sets the framework for how the Moroccan artisan community can best market itself.
Our goal then is to ensure that every socially conscious traveler coming to Morocco knows about Anou and the role it plays within the artisan community here in Morocco. However, the big question is, how do we do that?
While being featured in the Lonely Planet helps tremendously, Anou’s most effective marketing strategy is when artisans are responsible for marketing themselves. The logic behind this is pretty simple: almost no one believes that Anou is not a middleman until they hear it from the artisans themselves. Therefore, we must connect tourists traveling through Morocco with artisans, so that artisans can explain Anou in their own words.
As such, during the past several weeks we’ve been reaching out to socially conscious riads, tour agencies, and other businesses to see how we might be able to connect their clients directly with artisans in the Anou community. Our initial conversations have been incredibly promising.
One of the exciting ideas we’ve discussed is providing socially conscious businesses exclusive directories of Anou artisans. Take a look at this sample guidebook we put together for Dar Roumana in Fez. Such guidebooks will easily help riads like Dar Roumana create truly authentic experiences for their guests that go beyond typical, uncomfortable experiences with middlemen in the medina. In return, these businesses will agree to take no commission from the artisans when their guests visit Anou artisans. In addition, they will help us inform their guests about the artisan community and the important role Anou plays within it. Many of these ideas have been outlined in a draft Memorandum of Understanding that we’re still modifying as we try and find the right blend of idealistic, and realistic, ideas.
If you’re a socially conscious, tourism related business that wants to support Morocco’s artisan community while aligning your business with an up and coming socially conscious brand , we want to hear from you!
E-mail us at firstname.lastname@example.org and let us know why supporting the artisan community in Morocco is important to you! We’ll look forward to hearing from you!