March 2010

Positively Heather

Five tips for successful social networking

Heather Gooch

Everyone (and that includes, me, too!) has been telling you to get a Twitter account, a Facebook page and a LinkedIn presence — plus a Ravelry account if you're in the yarn arena. So you did, and now you're stuck thinking "Now what?"

I've written about social marketing before, of course, but it's a topic worth examining again — especially if you're new to the process or if you haven't given your accounts attention in a while.

Here are five ways to jumpstart your efforts:

1. Spread the word. The first thing to do is make sure you've incorporated your new online presence(s) into your regular marketing. Put a "Follow us on these sites!" blurb on every page of your Web site, with links to your accounts. Also put it on your enewsletter (you do have one, right?) and your blog page (ditto). It should also be a part of every direct-mail piece, even if it's just in small print at the bottom of your announcement.

In addition, post signage all around your shop. Add it to your business card info and product labels when it's time to replenish your supply (or perhaps sooner).

2. Use it to announce updates. For Twitter in particular, this is a no-brainer use to announce trunk shows, new designs, sales, events, etc. Try to turn them into a call to action whenever you can. Just remodeled the front of the shop? Make sure you also add "Stop by and tell us what you think!"

By the way, March is National Craft Month. That's a post in itself! 

For Heather's full article, click here.

Recent Musings

For Valentine's Day, I attended the Sixth Annual Pittsburgh Knit & Crochet Festival. Below is my coverage!

Scene & Heard in the 'Burgh

A slideshow tour of the trade show floor

Links I Love

JenFunkWeber.com

Based in Sutton, Alaska, Jen Funk Weber is both a needlework designer and a children's book author. It's little surprise, then, that in 2007 she decided to merge these two talents to create the Needle & ThREAD program for children's literacy.

My EGA chapter is participating in Funk Weber's 2010 Bookmark Challenge, where stitchers create and donate bookmarks for local literacy programs during the period of March 18 through May 6.

In the spirit of Funk Weber's program, I also taught 19 Brownies how to stitch a plastic canvas bookmark last week— with the help of several supportive moms. While the girls' donations are purely optional (it's hard to be 8 years old and put in that much work, just to give it away, after all!), the enthusiasm is contagious.

After mastering the favored "froggy stitch" ("rip-it, rip-it"), several of the girls told me that they will make two bookmarks — one to keep and one to give away. While whether they make good on their goal remains to be seen, I have to give credit to Funk Weber for her inspiring program.

Got a link you love? Tell me!

Let us spin a Positive Yarn for your company!

Heather is available for marketing and editorial services for the needlearts and handmade crafts industries.

Email positiveyarn@goochandgooch.com or call (330) 723-3539.

Check this out!

Now there's no excuse: I've highlighted the wonderful Web site Instructables.com before, but they recently turned a spotlight on step-by-step instructions on "how to host a quilt-in event" that can be easily adapted to other crafty pursuits. Kudos to "Aunt Wrenny" for taking the time to break it down in an easy-to-follow manner. She's trying to win Instructables' Sew Warm contest and get a new Singer sewing machine for her group, so if you're an Instructables member, I'm sure she'd appreciate your vote.

The Knitty Gritty

X Get to know Lit Stitch: Contemporary embroidery and needlecraft blog Mr X Stitch recently showed off several creative pieces for the literary minded. (Please note that the post touches on a couple of off-color things — just blushworthy for adults, but maybe too much for the kiddies.) From Dorothy Parker to Kurt Vonnegut, these embroidered quotes, doodles and interpretations of famous literature could perhaps awaken new ideas for you and your customers.

Tip: Try out the bookstore crowd. Build on the idea of interpreting your favorite author or poet through needlework by offering to do a lecture/class at your local library or bookstore. If you prefer to host such a series at your shop, be sure to advertise it in those types of venues. Classes could include how to a beginners basics class (showing them how to do different types of alphabets, for example), how color choice can express mood, how to transfer patterns from their sketch book to their canvas, and how to properly finish their project (including the option to bring it to your framing shop, of course!).

X Just in time for Mother's Day, author Debbie Macomber launches a special project called Knit1, Bless2. In a press release, Macomber explains how the project came about: "This year, I thought about the babies born into this world who may not have all of the advantages that my own children and I enjoyed. I wanted to find a way to help — and knitting for charity has always been one of my passions. It seemed like a natural: I could encourage my many readers who knit or crochet to mark Mother's Day by making one special project."

Tip: Spend your spring by helping the less fortunate. Learn more about Macomber's project at Knit1Bless2.com, or look into giving back to your community in a different way. It could be as simple as a "yes we CAN" canned food drive (bring in a can and receive a dollar off your in-store purchase, for example) or as elaborate as a weekend "Spring Fling" stitch-a-thon event. Don't forget to email me details so I can spotlight your efforts in a future issue!