August 2010

Positively Heather

If you want them to shop locally, you have to market locally

Heather Gooch

A friend of mine is in charge of her needlework guild's membership address book. Her responsibilities include calling local shops to see whether they will offer a member discount through the year. If they do, they receive a free mention in the book.

As in past years, this was mostly just a courtesy call — the majority of shops welcomed the free exposure. But this year, she encountered two shop owners who verbally took her to task for members not coming in.

One just vented her frustration, which, while perhaps unprofessional, was at least understandable.

The other told her, "Forget it. No one came in, and maybe they'll notice if I don't give a discount this year."

For Heather's full article, click here.

Recent Musings

Feeling charitable? Your customers want you to be

It’s a bit of cheer in a crummy economy: A deserving group gets cash from a corporate giant, who in turn gets great PR and the group’s undying loyalty. For Heather's full article, click here.

Make your shop multi-functional

This week, I came across the blog for Global Retail Trends, which recently highlighted the 6,000-sq.-ft. M.A.C Pro space in New York. This particular store for the cosmetics giant is unlike any other, the blog reports. Instead, it “is a full-blown retail/studio and experimentation facility for make-up artists and beauty professionals. With its dramatic open layout, the space is a true feast for the eyes.” For Heather's full article, click here.

Get right with the left-handed customer

An estimated 7% to 13% of the U.S. population is left-handed. While it’s definitely a niche, it’s one to take note of — especially for would-be crafters who don’t want to even bother because of all the transposing and inevitable frustration involved. Some learn to adapt to the “normal” way without difficulty; some end up teaching themselves through trial, error and perserverance. Still others thrive under the instruction of a left-handed instructor (or a right-handed instructor who is knowledgeable about left-handed technique). I firmly believe that it’s getting them to start that is the biggest obstacle to overcome. For Heather's full article, click here.

Links I Love

CharAnderson.com

The design sense of this "purveyor of all things creative" shines through on her site. On the home page, Anderson has buttons taking visitors to various places of interest, including her eBay store, her portfolio and her blog. Interestingly, she includes a link to her eBay reviews — instant testimonials that she didn't even need to solicit or keep updated! It's a great idea (provided your reviews are as positive as hers are, of course).

Scroll down, and you'll see the cute linen icons Anderson uses for Twitter, Facebook, Flickr and YouTube.

Most impressive is how Anderson is consistent in her branding. Her eBay store and Twitter page, for example, use the same zebra motif and color scheme as her main site.

Fun fact: Anderson is the Wyoming resident with the second-highest amount of Twitter followers. Even more fun: The account of her dog, Arazi, is the fourth-highest!

Got a link you love? Tell me!

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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!

According to an article in the Manchester (Center, VT) Journal, Yarns for Your Soul will be knitting small African dolls for Children Affected by HIV/AIDS (CHABHA) throughout the months of August and September. The article reports, "Continuing the charity knitting campaign, 'Knit For Your Soul and Theirs' will collect Duduzas (comfort dolls) made for children in Africa who have been orphaned or infected by the HIV/AIDS epidemic. Some children are so poor that they use glass bottles as dolls. As many of these children have lost their parents, the dolls bring comfort in a difficult time. Yarns for Your Soul will be providing a free pattern with the recommended materials available at the shop. Knitters will receive a 10 percent off coupon for a future purchase upon completion of this month's project."

Kudos to Yarns for Your Soul for such a wonderful project!

The Knitty Gritty

X Change is good: Kate Birkel owns The Mystery Book Store and adjoining A Stitch in Crime in Omaha, and after a down period, got a second chance from her landlords. Omaha World-Herald picks up the story from there.

Tip: If something's not working, step back and try something new. Birkel added the needlework shop in 2004, initially as a way to help a friend sell off inventory from a former business. But by streamlining her book inventory and focusing more on the stitching business — including hosting weekly stitch-ins — Birkel has found that business is once again good.

X The 3/50 project: I've mentioned this program before, but it's worth mentioning again. The 3/50 Project "encourages people to think of three independently owned businesses they would miss if they closed, and spend $50 each month on goods and services from those three."

Tip: Spread the word about local businesses. The Press of Atlantic City (NJ) profiles Stacey Fuessinger, owner of four Just Bead It stores and proponent of the 3/50 project. She practices what she preaches, and gets her customers to follow suit.

X Members only: The newly opened Wynona Studios in Oregon City, OR, was profiled by Oregon Live. The three-generation-owned fiber arts studio has an interesting concept: Customers purchase a daily or monthly membership (or a three-month punchcard) to use the space and equipment. On tap for members are weaving looms, warping boards, sewing machines, spinning wheels, a drum carder, a dye studio, a winding station, a library of reference books, comfy chairs, natural light and a big-screen TV... for starters. "Emergency yarn" and some inventory are available, but the studio encourages members to use their stash or patronize their favorite LYS for supplies.

Tip: Pull out that big equipment from mothballs and put it to good use! "We also have lots of classes, and you can take classes, even if you are not a member," co-owner JJ Foster tells Oregon Live, noting that they encourage customers to sign up for membership if they take a class: "That way, if you have problems or questions or get a 'hitch in your stitch' after the class, you can just pop in for help."