Positive Yarn Marketing Tips & Tricks

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July 2010

Positively Heather

Become the Big Shop on Campus

heather
Heather Gooch

A new study finds that the current college population, defined as ages 18 to 34, has jumped 6% to be the biggest class in history. An estimated 16 million students nationwide are preparing for their fall classes. With the stresses and the boredom that face the average student, who also happens to have some cash to spend, how do you capture this group's hearts and minds (and wallets)?

For Heather's full article, click here.

 


Recent Musings

Twitter for fun … and profit

Social media in the needlework world is becoming big business, and during The National NeedleArts Association's recent Summer Market, I was lucky enough to attend a couple of great seminars on the topic. For Heather's full article, click here.

Open a window for someone today

"When people are unemployed or underemployed during a recession, she said it’s not uncommon for them to seek creative outlets, like knitting or gardening," a recent news article reports. Perhaps now is a good time to consider how many of your customers are job-hunting these days. For Heather's full article, click here.

AKD panel unravels industry’s mysteries

I had the pleasure of watching five successful industry professionals share their insights during a panel session hosted by the Association of Knitwear Designers (AKD). The session, “Achieving Mutual Goals In The Yarn Industry,” took place Friday evening right before AKD’s Fashion Show. For Heather's full article, click here.


Links I Love

QuiltersGardenOnline.com

Quilter's Garden home page

I love how this entire site looks like a scrapbook layout, intertwining retro patterns and a modern color palette effortlessly and cleanly. It was no surprise to learn that this particular site was designed by Like Sew Websites, a VERY talented Utah-based Web design firm that specializes in the quilting and crafting industries.

Design aside, I love that the team at Quilter's Garden (based in Princeton, IL) has a couple of unexpected twists to the business approach: "Aunt Sewzy" is available for fun, yet informative presentations to local groups; the "Retreat Center," a refurbished apartment above the shop decked out with every quilting amenity available and ready to rent to a group for a weekend, is a fantastic use of what could otherwise be wasted space.

Plus, check out their marketing hook right on the home page: "Enter your email address to start receiving our newsletter, and immediately receive a FREE Quilt Pattern."

Got a link you love? Tell me!


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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!

Elizabeth Zimmerman

Photo: Simon & Schuster

Happy birthday, EZ! On Aug. 9, Elizabeth Zimmerman, known to many as the "mother of modern knitting," would have turned 100 (she died in 1999). Learn more about this fascinating woman here. Among the many folks who are marking the occasion is Sticks & Strings in Scarsdale, NY. They are commemorating her influence with Laurie Kimmelstiel's two-part class on one of Zimmerman's classic projects, the Pi Shawl. In addition, Peggy McMullen of The Oregonian is currently blogging her way through all of Zimmerman's projects.


The Knitty Gritty

X The media does declare: Headlines like the Daily Mail's "Hippy chic: Why crochet is making a comeback" and "Correll Corell’s Sinouous Knits and Crochet Fit for a New York Summer" from New York Magazine prove something that fiber enthusiasts have known for a while already: Crocheting is enjoying a rise in popularity.

Tip: Get customers on the hook. Just about every hobby knitter I know laments that they'd like to try crochet, but knitting somehow seems "easier." (Personally, because I learned to crochet first, I feel the opposite is true.) If the media keeps this story alive all summer long, try letting your knitters dip a toe in a simple headband or lacy scarf project to help them gain confidence and be in fashion.

X Keeping tradition alive: The Billings (MT) Gazette profiles Angela Hill, a Native American who is preserving her Crow heritage with beading projects designed and stitched the way her ancestors did.

Tip: Share culture through craft. The article also explains that Hill is demonstrating (but not selling) her work during the first Crow Skills and Trade Fair, being held this week at Bighorn Canyon National Recreation Area headquarters in Lovell, WY. Try having a "show and share" display at the shop where customers can bring in handicrafts from different cultures and tell the stories behind them. Inspiration might just strike to learn a new (old) technique!

X Happy campers: The Lonoke (AR) Democrat reports that the week-long Lonoke County Cooperative Extension Service's "Breads 'N' Threads Day Camp" program was a success. Twenty-five gradeschool kids learned basic cooking and sewing skills, donating some handmade items and taking others home with them.

Tip: Pick up a camp session or two this summer. Just about every youth program could use an extra volunteer, and the day camp setting is an ideal way to get started: Offer to help out with a craft donation of supplies and even an hour or two to help with instruction on a simple, kid-friendly project. (Don't forget that there are day programs for teens and seniors, too, through various church and community groups.) Chances are good that they'll publish you and your business name in the various flyers they give to parents (daily updates, follow-up newsletters, etc.), and perhaps even let you keep a stack of coupons handy at the registration desk!


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