Marketing Strategies for Woodcraft Businesses in Greece

The woodcraft industry, a traditional sector of the Greek economy, faces ongoing challenges and opportunities. Despite its strong cultural heritage, woodcraft businesses need to adapt to modern consumer expectations and adopt innovative marketing strategies to remain sustainable. This research examines the marketing strategies used by Greek woodcraft companies, evaluates their effectiveness, and proposes improvements. The data were collected using a structured questionnaire from 70 small companies, from seven regions, covering 80% of the country. The analysis focuses on the use of promotion techniques, customer relationship management, and the utilization of digital media. The results show that the local market is the primary source of revenue for 82.8% of businesses, with 43.8% engaging in exports. Despite export difficulties, such as customs regulations, the COVID-19 pandemic forced 24.3% of businesses to shift to online sales. The internet and word of mouth are the main promotion methods, while 77.6% of businesses indicate a clear willingness to engage in business networks, recognizing the benefits of collaboration. Companies that participate in networks see improvements in innovation and access to new markets. However, some businesses express concerns about maintaining independence. Overall, the study highlights the need for Greek woodcraft businesses to adopt modern strategies and leverage the digital age to ensure their long-term growth.