Communication Technologies of the Russian Hand-Made Industry

Currently, companies competing for the attention of the consumer strive to use modern promotion tools as much as possible. Competition for the audience's attention, for its location, which means for its decision to buy a product, has increased significantly, the market is developing very actively, and this means that the advantage will soon be with the manufacturer who has managed to establish contact with the audience.Despite the fact that earlier handmade products were sold at various fairs and markets, markets, recently social networks have become a full-fledged platform for their promotion and further sale.A key feature of the hand-made industry is that, as a rule, one person is responsible for the creation of a product and its further promotion and implementation, which imposes a number of significant restrictions on the tools that can be used in communication with the target audience. The presented work will consider aspects of promoting handmade products through the use of a personal brand. A brief description of digital promotion tools is given, the features of marketing the hand-made industry through a personal brand are considered. A brief description of digital promotion tools is given, the features of marketing the hand-made industry through a personal brand are considered. Also, the work will study the key characteristics of handmade products from the point of view of consumers. From the literature review, it follows that for the development of a personal brand on behalf of which a certain product will be produced, promotion in social networks is required, however, with an increase in the audience, the number of purchases of handmade goods by potential consumers significantly decreases.For some researchers, the promotion of handmade goods seems to be the most relevant and effective precisely through a personal brand.