Maximising Your William Morris Design Line Impact: A Strategic Guide for East London Makers
- Victoria Dove
- Sep 21
- 4 min read
Participating in the William Morris Design Line is a brilliant event for any creative business in Blackhorse Lane, Walthamstow, or Argall Industrial Estate in Leyton. However the real value lies in how effectively you leverage this moment to drive longer term business growth.
As a Walthamstow marketing agency with extensive experience supporting creative enterprises across East London, Dove PR has witnessed firsthand how strategic post-event marketing can transform a single weekend into months of sustained business benefits.
Strategic Social Media Amplification
Your social media strategy following WMDL should extend far beyond a simple "thank you" post. East London marketing freelance professionals understand that authentic engagement requires a multi-platform approach.
Platform-Specific Content Creation
Instagram:
Create carousel posts featuring behind-the-scenes moments
Use Stories/Pinned Highlights for real-time visitor feedback
Share live demonstration energy with Reels
LinkedIn:
Document lessons learned from visitor interactions or running an event
Share top tips with your network about running an open studio weekend
Share professional insights about your craft process that visitors particularly enjoyed
Discuss industry hot topics or trends that came up over the weekend
Hashtag Strategy That Works
Although Instagram has officially thrown hashtags into Room 101, there is no harm is using a couple of relevant ones on your social posts so that people can find you when searching on socials:
Essential Tags:
Official event hashtags: #WMDL2025, #JoyInMaking
Location-specific tags for local community connection: #Leyton #Walthamstow #ArgallAvenue #BlackhorseRoad #Blackhorse Lane
Strategic Account Tags:
@lbwfculture
@l_d_f_official
@argallwayleyton
@blackhorse_collective
These organisations actively support local creatives and frequently share participant content.
Content Marketing for Long-Term Value
Create Evergreen Content
Transform your William Morris Design Line experience into content assets that continue generating value throughout the year:
Case studies or testimonials from visitor interactions
Blog posts detailing your creative process when preparing for an event
Video tutorials demonstrating your techniques for running workshops
Podcast episodes discussing open studio benefits and share tips
Website Optimisation
Hyperlinking to other websites creates valuable backlinks that search engines interpret as authority signals. For example, adding "Proud participant of the William Morris Design Line 2025, part of the London Design Festival" to your website serves multiple purposes. It provides immediate credibility whilst improving your search engine optimisation through association with these organisations. If this didn’t fit with your website design, this could be in the final paragraph of a blog post about the event, for example.
Email Marketing
If you collected new email addresses during WMDL, send a welcome email whilst the experience remains fresh in visitors' minds.
Include:
Personal thank you message, people love to hear from the company owner
High-quality images from your open studio
Clear call-to-action e.g. follow us on Instagram; save the date, etc.
Exclusive time-limited offer e.g. sign up to our next workshop now and get 10% off
Building Strategic Partnerships
Fellow Maker Collaborations
Consider joint workshops that combine complementary skills, collaborative product lines that showcase both businesses' strengths, or shared marketing campaigns that reduce individual costs whilst expanding reach.
Industry Relationship Development
Did you meet any high value contacts at WMDL? We recommend connecting on LinkedIn, a carefully crafted follow-up message, and a strategic meeting request.
Performance Analysis and Future Planning
Document What Worked
Make a note of which aspects of your WMDL experience generated the most engagement, questions, or sales interest. This data becomes invaluable for refining your marketing messages, product development priorities, and future event strategies.
Key questions to ask yourself:
Which aspects generated most engagement?
What products/techniques captured visitor attention?
Which stories or demonstrations sparked questions?
Gather Social Proof
The positive interactions during WMDL represent valuable social proof opportunities. Politely request Google reviews from satisfied visitors, gather written testimonials for your website, and document case studies that demonstrate your expertise and customer satisfaction levels. Even LinkedIn recommendations can help to elevate your profile.
Plan for Future Events
Apply your new insights to your future events
Refine your offering based on visitor feedback
Express your interest in WMDL 2026! Simple email hello@dovepr.com
Sector-Specific Strategies
Food and Beverage Businesses
For culinary businesses, WMDL offers unique opportunities to showcase artisanal processes that mass-market competitors cannot replicate. Document your traditional techniques, source stories, and quality standards to differentiate your brand in an increasingly crowded marketplace.
Lifestyle and Community Businesses
Community-focused enterprises benefit from WMDL's emphasis on local pride and collaborative spirit. Use this alignment to strengthen relationships with local councils, community groups, and social enterprises that share similar values.
Heritage and Museum Sector
Cultural participants can leverage WMDL's connection to William Morris's legacy to strengthen their positioning as guardians of traditional crafts and historical knowledge. This association adds gravitas to grant applications, partnership proposals, and media outreach efforts.
Quick Action Checklist
Week 1 After WMDL:
Send follow-up emails to new contacts
Create thank you social media posts
Request testimonials from visitors
Update website with WMDL participation
Week 2-4:
Develop evergreen content from event photos/videos
Reach out to fellow makers for collaborations
Connect with industry contacts on LinkedIn
Plan next quarter's marketing using your new insights from WMDL weekend
Professional Marketing Support
Managing these post-event marketing activities whilst running your creative business requires significant time and expertise. Dove PR can provide guidance and support to East London creative enterprises through strategic communications that drive measurable results.
With 25 years of experience and deep understanding of the local creative economy, we help scaling businesses transform single events into sustained growth opportunities. Our services include content strategy, social media management, and email marketing campaigns, all designed to amplify the insights and connections you gained through events like the William Morris Design Line.
Dove PR is a Walthamstow-based communications agency specialising in strategic marketing for creative enterprises across East London. Contact hello@dovepr.com to discuss how we can help amplify your William Morris Design Line success.
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