Grass-roots charitable programs have been with us a long time, but they seemed to really come to the forefront this past January when Pepsi announced that it was taking the money it would normally spend on Super Bowl ads and putting it behind the Pepsi Refresh Project, where it’s literally giving away millions of dollars monthly to deserving organizations in grant form. (In its blog post “The Democratization of Corporate Philanthropy,” Forbes.com points out that the American Express Members Project actually came first.)
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.
How can this translate to you and your small business? One way is to team with GoodShop.com and GoodSearch.com (and no, I’m not affiliated with either). I’ll let GoodSearch’s “About us” copy do the talking here:
GoodSearch is a search engine which donates 50 percent of its sponsored search revenue to the charities and schools designated by its users. You use GoodSearch exactly as you would any other search engine. Because it’s powered by Yahoo!, you get proven search results. The money GoodSearch donates to your cause comes from its advertisers — the users and the organizations do not spend a dime!
In 2007, GoodSearch was expanded to include GoodShop, an online shopping mall of world-class merchants dedicated to helping fund worthy causes across the country. Each purchase made via the GoodShop mall results in a donation to the user’s designated charity or school – averaging approximately 3% of the sale, but going up to 20% or even more.
Still, it doesn’t have to be about giving away cash, purchasing online ads or encouraging customers and employees to click on a link. These are all great things, but look at Appalachian Baby, whose handmade gifts and knit and crochet kits are put together by Appalachian workers as a way to both express their artistry and make a living in an impoverished community. Be Sweet lives up to its mission of being a “company with a conscience,” working with job creations programs in South Africa to give a fair wage and stable environment to women who find such opportunities to be few and far between. It also donates a portion of its profits to the Shaw Park School, “a primary and secondary school in the Eastern Cape where many of the participants’ children attend,” according to Founder Nadine Curtis.
But let me turn the tables here: How are you supporting charities through your business? What initiatives have been a win-win for your company? I want to know! Please comment below or drop me a line at positiveyarn@goochandgooch.com.
In my July “Links I Love” (didn’t get this e-newsletter? Email me!), I posted how Quilter’s Garden in Princeton, IL, has turned an above-shop apartment into a revenue-generating Retreat Center by installing great lighting, equipment and a friendly price tag to rent to customers looking for a weekend quilting getaway.
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.”
Among its standout features, per the blog post:
• “At the mixing station, they can hone their skills, test samples and experiment with the product with all of the tools of the trade nearby.”
How this might translate to your shop: If you’ve attended The National NeedleArts Association’s winter or summer markets, you’ve no doubt seen the Great Wall of Yarn & Thread. Conference attendees are welcome to feel the fibers, ooh and ahh over designer-created swatches and even snip off a strand from the hanks on display. It’s a great introduction to the new products that are making their debut. Why not set up a mini-wall in your shop for customers to touch, see up close and even take home small samples of the new items you have in stock? If you’re concerned about the moochers among your clientele who only like to get something for nothing, the display could be portable (samples hung on a simple room divider unit, for example) so that it’s only up for an open house, during certain classes or under direct supervision!
• “The reference library is stocked with books, magazines and other reference materials for those who want to learn more or do research.”
How this might translate to your shop: Obviously, you’re trying to sell instructional materials, not be a lending library. On the other hand, try placing a shelf or two of old favorites in the classroom area or employee room. Encourage employees to sign out a book or DVD that could broaden their areas of expertise. They can train on their own time, and make your shop’s knowledge base that much more well-rounded. And hey, money talks: Put a $25 gift card on the line to reward any staffer who shows initiative and completes a project from one of the books in a technique he or she didn’t know before. Before long, a first-person book review could well become a staple of your shop’s e-newsletter.
Another variation on the book theme: I assume you have the pattern close by to the samples you have around the shop. Do you also have related technique guides on display? Beginners in particular might want to purchase everything they can to make sure they get a technique right the first time. Show them that you have all their bases covered.
• “At the photography studio, they can record their processes and their results.”
How this might translate to your shop: Think of how proud your students would be to not only complete a project in your class, but have it nicely photographed in a corner of your shop. With a minimal investment of a digital camera, a lightbox and an employee with a steady hand, you not only have a happy customer but consistent, professional-grade samples to showcase on your website — and even as part of a slide show in digital frames sprinkled throughout the shop. Make sure you have customers sign a document that states they are aware that, for the privilege of getting a beautiful, free photo of their project that they can use as they wish, they are also allowing you to use it in your marketing efforts.
• “A separate training area, a kitchenette and bathrooms with showers make this an ideal space for some serious learning.”
How this might translate to your shop: While I’m sure you want customers to take their time in your shop, you’re probably not willing to have them set up housekeeping. However, now may be a good time to take a look at your classroom area, your employee area and your restroom. Are these places clean and uncluttered? Are they projecting the hospitality that the rest of your shop is claiming to offer, or are they areas for which you tend to put off doing upgrades (or maintenance)? Believe it or not, this a great place to build staff morale and leadership. Focus on an area — the public restroom, for example — and get input from employees on what changes they’d like to see implemented. Remember, they’re on the front lines and may have insights into some great ideas. For example, maybe a customer has just started selling her handmade soaps locally, and could use the exposure at your register as well as your sink.
I should note that Global Retail Trends’ site is Retail-is-Detail.org, and I’d have to say its URL’s cutesy concept does ring true. What “details” are working in your shop? Wanna share? Drop me a line in the comments section below or email me at positiveyarn@goochandgooch.com.
"Lefty" finds that the Easter egg dipping tool works just fine.
As I attempted to teach my 7-year-old how to crochet recently, I quickly realized that her stubbornness and her left-handedness were going to be pretty big obstacles. I tried all the tricks: We looked in a mirror as I held the hook; we faced each other so she could try to duplicate my actions that way. Both strategies just added to her — to our — frustration. (Perhaps like shouldn’t be teaching like.)
My 10-year-old strolled by and said, “Maybe she’ll just have to learn to do it the normal way.”
Cutting words, indeed.
An estimated 7% to 13% of the U.S. population are lefties. Stores like UK’s Anything Lefthanded cater to this group and offer such diverse merchandise as scissors and watches, golf clubs and guitars.
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.
My daughter does needlepoint very well for her age. She’s mastered the tent stitch and the French knot; basketweave might be a different story. Right now, her hands are small enough that “grownup” sized scissors don’t affect her comfort while cutting. I’m glad we’re at least exposing her to different forms of needlework as a kid, so as she looks for a pastime as a teen and adult, there’s a level of comfort and familiarity with it.
In the lazy days of summer, perhaps it’s a good time to poll your customers to see who among them are southpaws, and of them, what they’d like to see in your inventory to make their hobby easier and more relaxing. Perhaps they are just fine with what you already have, but it’s worth it to give them a chance to have their say. (August 13 is International Lefthanded Day — a great excuse for a sale!)
Here are a few examples of acknowledging this group:
Needlepoint For Fun devotes a page on its website with great links simply on “How To Needlepoint Left Handed.”
Diane Thorton calls herself the “Left Out Knitter” and has an informative website with videos for sale regarding good technique.
The Needle and I specifically includes left-handed scissors in its online sales inventory.
Carol Ventura offers both right- and left-handed instructions for patterns and tutorials at her Tapestry Crochet site.
Any shop near Left Hand, WV, is bound to have a lot of “Left Handers” as customers!
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.
Alloy Media + Marketing’s 10th Annual College Explorer Study, powered by Harris Interactive, also estimates that this group has $306 billion in projected spending power.
“And, while overall non-discretionary expenses are on the rise, it’s this consumer group’s discretionary spend that is particularly revealing,” the press release continues. “Showing a projected 10% increase since last year, the 18-34 year old college set continues to display a penchant for what they deem ‘must-haves,’ with annual discretionary spending figures rising to an estimated $69 billion, representing a substantial hike from 2009.”
Those must-haves include cell phones and other technology gadgets, as well as entertainment like movies and restaurants. These are just the preliminary results — Alloy Media + Marketing will release its full findings later this month. But what it’s already released does set up an interesting topic: How do you capture the college student’s heart and mind (and wallet)?
1. Hire ‘em. I’ve banged the drum before about The National NeedleArts Association’s wonderful Pathways into Professional Needlearts (PiPN) internship program, but this year the association has expanded it to include an apprentice program. I’ve witnessed firsthand the college students who have completely embraced needlearts as a result of this program, students who would otherwise have dismissed the pursuits as something their grandmas would do. Knitting, crocheting, embroidering, cross-stitching and needlepointing opened up new creative doors for these students, and in turn, many are putting a youthful, modern turn on stitch interpretation and design. I guarantee they have shared their passion with their friends, and word of mouth gets spread quickly.
3. Keep them from getting lonely. If you’re based near a college, hold weekend classes for kids who might be homesick, stressed, and in need of something fun to pass the time until their friends get back on Sunday. Participate in on-campus community events with a booth and an easy make-and-take — if nothing else, it’s a great way to unload old inventory! There are also plenty of campus outreach groups that would love a place for its members to hang out on a Saturday night, doing something fun for themselves or for charity.
Do you have the college set in your customer database? Please share your tips for building their loyalty, either in the comments below or emailing me at positiveyarn@goochandgooch.com.
One thing I really loved about The National Needlework Association’s (TNNA’s) Summer Market in Columbus, OH, this year was the series of free mini-seminars held right on the show floor. Even exhibitors like myself — once I plied my husband with the promise of a lunch break as soon as I returned — could slip away from the booth to attend at least one of the one-hour events. In fact, because it took place in the middle of the convention center at the TNNA “lounge” area, folks could casually come and go as they pleased. If they found that a seminar wasn’t hitting the right notes for them, they could just walk away without the frustration we’ve all felt at one time or another of sitting though a class just because it’s paid for (and because tongues might wag if we just got up and left the room).
I was lucky enough to attend two seminars, both by Jaime Guthals, director of public relations for Interweave. One was for Facebook, which I’ll discuss in an upcoming column, and the other was for Twitter, which I’ll discuss below.
Social media in the needlework world is becoming big business. Ravelry.com is leading the way (Jessica and Casey, if you’re reading, I’d love to see the stash database in a sister product for needlepoint and cross-stitch!), of course, but shop owners and designers alike are finding that their Facebook friends and Twitter followers like to get announcements from them in the daily data stream. And not just announcements — retweets of items of interest, insights into the people behind the yarn or pattern, and best of all, the chance to “converse” on their own timetables, either privately or publicly.
Guthals packed a lot of information into her one-hour time slot. The majority of her audience was comprised of Twitter newbies, sprinkled with more experienced folks. While she tried to keep the information at an introductory level, I did pick up a few things. For example, she quoted a 2009 survey done over a two-week period by Pear Analytics that found tweets fell into one of six categories (percentages are rounded here):
pointless babble: 41%
conversational: 38%
pass-along value (retweet): 9%
self-promotion: 6%
spam: 4%
news: 4%
She also noted that there are an estimated 500 million Facebook users, vs. approximately 100 million Twitter users. Theories vary, but she agrees with the thought that while Facebook is a platform where people can reconnect with one another at their own pace — checking their messages and their wall, for example — Twitter is very much in the moment. When you’re on Twitter, chances are (unless it was directly messaged to you or otherwise called to your attention) you’re only looking at things written in the past few minutes. Something posted an hour ago could well be ancient history, since so much has transpired since then.
In her presentation, Guthals spelled out four specific goals that every business tweeter should have:
Drive traffic to your website.
Generate exposure and personalize your brand.
Raise your profile on a personal level.
Build relationships and allow you to interact with customers in new ways, not possible in the shop or site.
Surveys, announcements, links to photos, retweets… there’s a lot you can do. Guthals admits that in her role as publicist, she follows more than 1,000 people (including me! Thanks, Jaime!) and that the steady stream of information can be daunting, to say the least. To keep your sanity, she says, try using TweetDeck to track who’s saying what on which subject. She also recommends HootSuite to track the clickthroughs of URLs you tweet, to see what return on investment you can gain. And really, with Twitter being a free platform, the only investments are time and a bit of effort.
So let’s keep the conversation going. Has Twitter had an impact on YOUR business? I want to know! Comment below, email me at positiveyarn@goochandgooch.com, or simply direct message me on Twitter @PositiveYarn. Heck, you can even leave me note on my Facebook page.
A friend of mine was let go from her job this week, and the news was devastating to hear. She is a talented person who gives 110% to her work efforts, and from what I can tell, the decision was an economic one. (It still sucks.)
I could string together a bunch of platitudes about how when a door closes, a window opens; everything happens for a reason; she’ll find a job that she’ll enjoy even more, etc. In fact, I did tell her all those things, and so did a lot of her other friends. But those words won’t hold much meaning for a little while. My husband and I experienced that firsthand when he was laid off in 2002 and I was pregnant: You know you’ll get back in the game, but first you have to take a little while and let it all soak in.
I share all this because this afternoon, I came across a story in the Oakland (CA) Tribunethat described how the inaugural Oakland Fiber & Textile Festival came about. It’s taking place this Sunday at Splash Pad Park. (I’m 2,000 miles away, so anyone reading this who attends — please share your review of it!).
According to the article, Bente Petersen, who owns Piedmont Yarn & Apparel, was talking about the economy with her husband. He suggested doing a festival as a way to heighten her business profile in the community. She is hosting the festival along with her good friend Lou Grantham, who owns San Francisco Fiber and also teaches at the various local shops.
It’s the lead in the article that caught my eye:
Fiber arts guru Lou Grantham isn’t surprised that she has four times as many knitting, weaving and spinning students right now than usual.
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.
“People are eager to get their energy going,” Grantham said. “Everyone in their DNA has the ability to make something.”
Those are true words indeed. So while I’m not suggesting you drop everything and start a fiber festival in your community, perhaps consider how many of your customers are job-hunting these days. Could your shop host a support group, where customers can stitch and chat with others who are in the same boat — or better yet, are looking to hire? My church actually has a similar, successful program in place (sans the stitching, unfortunately).
If that’s a little much to take on, is it feasible to post a Job Exchange bulletin board, to which customers can tack a flyer looking to host a candle party, for example, or someone to watch their kids, or a job opening at their company?
The secret to your shop’s success is as much about relationships as it is inventory. Anything you can do to help a customer in need will be remembered, believe me. I’m still grateful to everyone who threw job leads and project work our way until my husband started what is now Gooch & Gooch.
And look at the long-term benefit: Once someone’s gainfully employed again, they can spend more at the shop!
Seriously, though, if you’ve done something through your business to help job seekers, I’d love to know! Sponsoring job fairs, getting an out-of-work customer in touch with a job counselor customer, you name it. Sound off below or drop me a line at positiveyarn@goochandgooch.com.
From left are moderator Jill Wolcott (standing, far left), and panelists Chris de Longpre, Karin Skacel Haack, Cecil Miskin, Lisa Shroyer and Kate Lemmers.
During The National NeedleArts Association’s Summer Market in Columbus, OH, this weekend, 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.
Moderated by AKD President Jill Wolcott, who is also the creative director of Y2Knit, the panelists included:
Wolcott got the ball rolling by asking panelists about their planning habits.
“You can’t be successful without planning,” said de Longpre. “Start with a plan, measure how you’re doing, and be flexible. But that piece of planning is the basis of all the decisions I make.”
She added that she bases her designing schedule on the Spring, Summer and Winter TNNA markets, and tries to stay literally 18 months ahead. (This revelation drew audible gasps from the audience in awe and envy, including myself!)
de Longpre also touched on the importance of planning your marketing efforts. Skacel Haack agreed, noting that there are times when about 90% of her work is simply working on plans.
“Planning is part of business. How else do you know when you get to your goal?” quipped Miskin, who had earlier described his career path as “raising buffalo almost 30 years, been in fiber seven minutes,” thanks to his family’s interest in using the buffalo wool.
As a former magazine editor, I sympathized completely with Shroyer’s statement that her magazine deadlines are set in stone, and that solid planning is essential to reaching them. She notes that there’s about nine months from the call for submissions to print.
Lemmers was seated the farthest away from de Longpre, and the visual concept of spanning the spectrum was enhanced further by her admission that she “plans” her day when she opens her email and sees the next thing that’s due. Her teasing about working so she could eat drew knowing laughs from the audience.
PARTNERING
Wolcott next asked the team about what they consider to be good partnerships, and Skacel Haack was the first to report the workable arrangement between her company — a yarn importer — and designers whose patterns incorporate those yarns.
“We supply the yarn, they create the patterns, we sell and they sell,” she explained, noting that often, Skacel gets the inital pattern order, then customers tend to reorder directly from the designer. But no matter, she added: “As long as the pattern is out there, I don’t care. I don’t pay a dime for her to design it. She makes money for every pattern I sell and she sells. We promote it.”
de Longpre, who has also designed for a variety of manufacturers, advises simply to “work as a team, and everyone is a success.”
Miskin agreed, citing multiple arrangements with designers for his company’s various yarns. “You have to understand there has to be give; everyone gives and everyone gets. Everyone has a need. Be honest with that need — with yourself as well as others.”
“Don’t undercut price,” Skacel Haack said, “and know how to negotiate.”
Shroyer noted that the magazine is provided with free yarn with which to knit the samples. She was asked whether price points are taken into consideration, and replied, “We do the best we can. The editors choose the yarns.”
Lemmers provided another view, admitting that although she was a “yarn snob,” she works within the constraints of the fiber types and palate with which she’s been assigned. That’s when having a good relationship with the manufacturer can really work to her advantage: “Then I know I can say, ‘I’d like to use this (instead).’”
CONSUMERS
Wolcott asked the panel whether they thought there was a stronger voice from the consumer as to input on which designs work — and which don’t.
“Not stronger, but more immediate,” said de Longpre. “It used to be six months before you knew a pattern was a dud. Now, we can measure (feedback) on Ravelry. It gives us access to consumer opinion we didn’t have before.”
The discussion turned to the thorny issue of free downloads. While it can dilute the value of paid patterns, it’s often what consumers are looking for. Skacel Haack admitted to a recent search for a simple afghan square freebie, but de Longpre saw the silver lining: Measuring trends by the popularity of certain patterns.
“If everyone’s searching for free patterns on baby blankets, you might think ‘ooh, how can I get in on it?’” she pointed out. “But just remember, free patterns do need to be supported, so there’s more work that you’re not getting paid for.”
Shroyer believes free patterns can appeal to a wider audience. If your free pattern is of decent quality, they might return for your other patterns. “There’s definitely room for it,” she said.
Miskin reported that Buffalo Gold is selective about its patterns, but those that are chosen are given free of charge to its retailers. “They can resell them or give them away, but we need those patterns to sell yarn,” he added. “Remember, Bill Gates gave away the software (to sell his computers).”
STANDARDIZATION
When Wolcott initially asked the panel about standardization, I believe she was looking at how to download online and that sort of thing. Her panel, however, decided to get into sizing issues — and Wolcott was happy to oblige.
de Longpre wanted to see more plus size patterns, using bust size as the standard.
Shroyer responded that while that was “nice in theory, in practice it never works.” Lemmers noted this was especially true depending on the fit of the design — a tank top vs. a flowing skirt, for example.
“Heck, if the garment industry can’t get it right, how we can expect to?” Skacel Haack chimed in, noting that while her husband is a 34×34 regardless of brand, the measurements of a woman’s size 6, for example, can vary widely.
Shroyer agreed, however, that keeping up pressure for additional size availability for patterns can only be a good thing.
Lemmers asked about a standardized charting system for each magazine, to which Shroyer noted that the Craft Yarn Council of America recently hammered this out, although not every magazine has implemented it. (In case you’re not familiar with it already, check it out at YarnStandards.com. As Wolcott noted, “sizing is there, too… at least it’s a good place to start!”)
Q&A SESSION
The informal question-and-answer period was lively, with panelists and audience alike agreeing that it would be great if knitters used swatches to determine gauge when adapting a pattern. There was discussion about using a “virtual pattern book” to download on demand, and thus free up shop real estate currently housing leaflets and books to instead showcase more yarn. Another audience member lamented the minimum order of patterns — ordering 12, selling three and eating the cost when the yarn it was meant to complement is discontinued.
The conversation then turned to how the panelists felt about anyone posting a pattern for free download or sale and joining the ranks of “professional” designer. Shroyer had a particularly interesting take on the subject:
“You’d think as publishers we’d disagree. But we like both (independent designers and those collaborating with a yarn company),” she said. “If we publish it, we produce it, but we get your URL and your bio published there, too. In our opinion, the more people that are interested in knitting, the better!”
de Longpre agreed with the enough-pie-for-everyone sentiment: “There’s a lot of need out there.”
PARTING SHOTS
Wolcott wrapped up the hour-long event by asking each panelist to sum up his or her advice for the audience:
de Longpre: “Quality control, marketing, teamwork and compromise.”
Skacel Haack: “Teamwork, negotiate, be professional — stick to deadlines! — and planning.”
Miskin: “You can want, or you can do. It’s about planning, negotiating, listening and being open to new things, like standardization.”
Shroyer: “Professionalism goes a long way.”
Lemmers: “Do what you love!”
The AKD plans to have a video of this event posted to its YouTube channel soon, similar to its panel discussion that took place at TNNA’s Winter Market in Long Beach, CA, in January. When they do, I’ll update readers. To view Part I of the January video, however, check out below:
I’m attending for TNNA tomorrow, and I already have my comfy shoes packed (I’m not repeating the mistake of last year!). In addition to non-painful footwear, here are some other tips for you if your schedule allows you to exhibit at and/or attend a trade show this summer:
Classified information: ESP, an exhibit display manufacturer, knows a thing or three about expos and shares its collective wisdom on its Tips page. My favorite is applicable whether you’re exhibiting or attending (A=the booth you came to see; B=the booth you didn’t know about but might have something for you; C=the booth whose product or service is simply not your cup of tea): “There are three types of prospects, and treating each one correctly can save you and them time:
Customer A. Ready-to-buy or order now.
This is why you are exhibiting at the show, spend quality time with them.
Customer B. Have an interest, but need more information.
You want to convert these people to Type A. Try to discover who they are. You will be able to do more with them than just giving them a product brochure that they won’t read later.
Customer C. Do not have an interest.
They either do not want or need your product, or at least think they don’t. Don’t spend time with them; try to avoid them. An exception is if your booth is overstaffed and people need to look busy. If that’s the case, send someone home!”
Thanks, anyway: This gem was found online at Skyline.com (itself a great clearinghouse for trade show tips). The Center for Exhibition Industry Research offers four ways to end a conversation at a booth when you know the person falls into the “C” category as described above. Use one or more of the following in conjunction with a handshake, business card and brochure or small giveaway:
“I’m glad we had this opportunity to talk today…”
“I’ve taken enough of your time today…”
“Based on the information shared today, we can’t help you, but here’s our website if you need us in the future.”
“Thanks for dropping by…”
Top 10 list: None other than “Trade Show Joe” offers his top picks:
Initiate Preshow Promotions
Prepare 3-6 Engaging Questions Before the Show
Provide Incentives for People to Leave Contact Information
Set Measurable Goals for the Show
Establish and Even Gender Balance in Your Booth
Create the Right First Impression
Keep Notes on Prospects
Remember the 80/20 Rule… Listen 80% – Talk 20%
Minimize Using Trite Questions (May I Help You, How Are You, etc.)
Avoid Sitting, Eating and Drinking in the Booth
Get a checkup: As you might imagine, Exhibitor magazine has fantastic tips on everything from making a small space work to using technology at the show. Here’s a great one to keep in mind when you’re traveling with your staff, whether you’re in the booth or walking the floor: “Why wait until after the show to figure out how you did? Hold daily meetings with staffers immediately before the exhibit hall opens each day. Ask everyone to report how they’re doing and compare their activity to show objectives.
What’s working? What isn’t? How can you improve performance? What victories do people have to report? What areas need improvement?
A daily meeting is a great place to make mid-course corrections and motivate yourself and your staff for the day ahead.”
These are just a few of the many recommendations out there a simple Internet search can bring. Personal experience can always add a few more. For example, when I was a young “booth babe” (ha!), we were instructed to always dress better than our competitor and thus stand out in business suits among a sea of polo shirts and jeans or khakis. It was also a mortal sin to leave a purse or briefcase on a chair; the area behind the table had to remain clutter-free to again, keep up the professional look. The rules vary by industry, of course — I’m not taking any power suits to TNNA. But I’m interested in your say… what tips do you have to share for a terrific trade show experience? What side do you fall on when it comes to knitting or stitching behind the table? I’ve seen arguments for and against, so feel free to speak your mind in the comment section below or email me at positiveyarn@goochandgooch.com. And come see me at 1450T if you’re attending TNNA this weekend… I promise to follow as many of the tips as I can!
The 2010 National Small Business Week has come and gone, and as we wait the 50(ish) weeks for it to roll around again, consider the most recent Wells Fargo/Gallup Small Business Index. It found that despite new tax credits for hiring unemployed workers, 52 percent of respondents are saying it’s “very unlikely” that they’ll be hiring in 2010.
In fact, 53 percent of business owners are maintaining current staffing levels, only hiring as many employees as needed. Another 34 percent report that they are hiring fewer than needed. Why? Well, according to the press release, 81 percent say they worry revenues or sales won’t be sufficient to justify adding more employees. Other reasons given include concerns about the potential cost of providing healthcare (65 percent). Sound familiar?
In addition, overtime is not theirs to give right now, it seems: 67 percent of business owners say they have kept weekly hours the same, while 19 percent said they were decreasing hours.
Please keep in mind that this survey, which has been done for the last 28 quarters (third quarter 2003), is based on telephone interviews with 603 small business owners of all stripes — not just retailers and certainly not just in the craft and needlework industries. It’s also a small sliver of the estimated 27.2 million (per the Small Business Administration) small businesses across the U.S. But at the end of the day, as you wish fervently that you had just a little extra cash on hand to get another worker in to lighten everyone’s load, at least take comfort in the knowledge that you’re not alone.
Also try to find the silver lining in the situation: Take this opportunity to capitalize on the talent you already have with you. A few tips:
1. Keep them motivated. As this 2008 CNN Money article describes, “clarifying expectations, managing outcomes, and giving workers a voice to help improve processes” can all go a long way toward keeping employees loyal and productive.
2. Keep them challenged. Maybe every day can’t be filled with fiber bliss and creativity — after all, mundane things like inventory and dusting aren’t going to do themselves. But consider this quote from entrepreneur Ben Baldwin in this 2009 article: “I make it a point to put myself in the shoes of my employees. If I was placed in an unchallenging and monotonous environment, chances are I wouldn’t like it, either. That said, I try hard to provide a challenging and dynamic work environment that fosters creativity and excitement.” How does that stack up against what your employees are currently tasked with doing on a day-to-day basis?
3. Keep them competent. Don’t expect magicians if you can’t supply the hat and rabbit. In other words, empower your employees to make good decisions on your company’s behalf. Let them flex their creative muscles when it comes to marketing ideas, display rotations or class schedules. Give them the encouragement they need to come forward with any problems they spot early on — along with any solutions to these problems they might have. As this recent Workforce Central Florida newsletter opines, “Employers who provide the tools, technology, training and staff necessary to do exceptional work will bring out the full potential of their employees.”
There are a whole lot of events going on to celebrate, including streaming live Webcasts that can be found at the official site, NationalSmallBusinessWeek.com. I’ll be back mid-week for more to report on all the hoopla. In the meantime, feel free to sound off below if your local business community is doing anything to mark this special week — as well as ideas on how you can “celebrate” in your own business.
