Positive Yarn

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.

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.

2. Help them accessorize. Beaded cell phone charms, crocheted cell phone covers, quilted iPad cases… on campus, it’s all about expressing your individualism (even if you doublecheck that everyone else is doing it first). MAKE magazine and its very popular Maker Faire events are great examples of blending the worlds of technology and handmade.

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.

When you started your business, it’s likely that you chose your unique selling point (USP): Why you felt you deserved to be out there among the competition, and how you were going to grab your share of the market.

But in the intervening years, is your USP still relevant? Or have you evolved from your starting point so much that something like “We provide a safe haven for beginners” doesn’t make as much sense now that your core customers are typically experienced and looking for more complexity? Are you still offering cappuccinos to your customers for a coffeehouse atmosphere, or have you phased that out in favor of stocking beads and making room for jewelry classes? Did that whole “We’re going to reach out to Gen Yers” really work out, or is your customer’s median age closer to retirement than to college?

In her article “Develop your USP,” Jacqui Howard Bear offers a battery of questions to examine in relation to your business:

• What do you do? If you have a broad offering, can you focus on one or two key services that are most in demand? List your specialties or niche areas.
• How do you do business? Is there something special, unusual, or significant about the way you do business? Do you offer 24- or 48-hour turnaround? Do you deliver for free?
• Who are your customers? Look at the demographics: age, interests, location (local, all over the world).
• What do your customers want? Is it low price, your personality, your location, your reputation, or something else that attracts customers to your business? List the benefits that customers derive from you.

There’s no shame in tweaking your USP from its original format. In fact, it shows how you’ve grown and met the realistic demands of your customers, rather than staying in some idealized state that doesn’t match what your receipts are recording. When my husband and I started Gooch & Gooch five years ago, we thought our main business was going to be designing brochures. While we’ve done many marketing projects that touch on all sorts of media, the percentage of actual “brochures” we’ve made for our customers vs. press releases, enewsletters, websites, articles, videos, tweets and so on is really small. Besides, the amount of freelance writers and editorial managers is continuing to grow in light of the massive layoffs in journalism — and there are many competent copy producers out there. We’ve had to refocus on what makes us stand out from the crowd. In our case, it’s our ability to bring out the best in our customers, even on a limited budget.

Your USP is a reflection on how you do business. Choose wisely, and it can be the centerpiece of your marketing plan — the cog from which spokes like your tagline, your logo, your shop decor and even your business policies emanate. Stick with an outmoded one, and don’t be surprised when the wheels fall off.

I recently came across a press release touting the results of a brand-new study from the Craft & Hobby Association. (To see the release in its entirety, click here.)

Designer Beth Gantz may be onto something sweet and delicious: combining needlepoint with "cake decor"!

The 2009 Attitude & Usage (A&U) Study surveyed approximately 6,000 households to see how many craft projects they did during the year. Although there was an estimated $27. 4 billion spent on crafting (supplies, classes, etc.), the study found that the percentage of participating households has remained at a steady 56% — the same as in the previous three years, in fact. In 2008, sales were $27.3 billion, so that’s not exactly a huge gain. But on the other hand, there’s something to be said for it not being a loss.

“The A&U Study tracks trends in four broad categories comprised of General Crafts, Needle & Sewing Crafts, Painting & Finishing Crafts, and Floral Crafts,” the release explains. “During 2009, the General Crafts category represented 44% of industry sales and was +18% over the prior year.  Strong category performance was driven by growth in the Woodworking, Cake Decorating, and Jewelry Making segments.”

While the other three categories saw declining sales overall, there were some segments within that did well: “Home Decor Painting/Accessorizing/Finishing, Knitting, and Wedding/Bridal crafts all grew in 2009.”

The study ranked the Top 10 segments, based on sales and participation, and it’s little surprise that scrapbooking remains No. 1. While many of us have all the paper, stamps and stickers we could ever hope to complete albums with to last a couple lifetimes, it seemed that handmade gifts from the heart — like a special memory box for grandma at Christmas, for example — were popular. (For the record, cardmaking is broken out from the scrapbooking category and is ranked at No. 7.)

Because we are taking more “staycations,” it also makes sense that home decor comes in at No. 2. If we’re stuck at home, we might as well spruce it up, right?

I suggest needlepoint businesses in particular take note of what came in after No. 3-ranked woodworking: cake decorating and art/drawing at No. 4 and No. 5, respectively.

Whether you’re talking color, clean lines or overall artistry, there are definite parallels to cake design and needlepoint design. In fact, Medina’s own Sandy Rodgers was a very well respected cake designer before she turned her considerable talents loose on the more permanent medium of fabric — check out her gorgeous work on her “Life Before Embroidery” page here. (And if you’re not familiar with her current needlework, for shame! Click here!)

If your local bakery is offering cake-decorating classes, for example, see whether there’s some synergy to be had with their students. Offer to promote their teaching schedule in your shop if they do the same for yours, with flyers touting something to the effect of “Got cake? Get canvas!” Or perhaps co-sponsor a seminar on color choices.

Similar opportunities may lie with the local community center’s introduction to drawing and painting classes. Offer to be a guest speaker and show in what ways painting on a canvas to be stitched can be similar to and different from just regularly listening to your muse.

I’m actually surprised that jewelry-making came in at No. 6, because it seems so popular with crafters of all ages — and especially working moms. Projects you can do with a glass of wine on your right and a good conversationalist on your left, and still get something beautiful completed in less than three hours, are few and far between. Still, traditional shops take note: Once consumers get the “bead bug,” so to speak, they’re looking to embellish everything they can. Do you have beads on display that can complement certain projects? Selected packets of beads to add sparkle to that shawl they’re currently working on? Quick kits to work up a beaded key fob to go with that new felted purse? Tiny needlepoint frames that can go on a chain and let them show off their work like their Victorian counterparts once did?

Perhaps most important to note is what the study found to be the main motivators for crafting. At No. 1 was a sense of accomplishment. Think about that: Are you letting your customers know that you’re proud of their work? You, the expert, are seeing them transform from novice to skilled artisan with each project they complete? Are you giving encouragement to students who are looking at a mistake or a daunting task, and showing them just how much they have achieved already? When they ask for your input on choosing a project, are you considering how much they can challenge themselves without getting in over their heads?

That final point is important because of Motivator No. 2, relaxation!

I encourage you to read over all the survey’s results, and see how they apply to how you’re currently doing business. The release has a lot of info on its own, but CHA makes a full review of their results available for purchase.

I’d love to keep the conversation going, so please share your questions and insights in the comments section below, or drop me a line at positiveyarn@goochandgooch.com.

After paying a hefty mechanic’s bill this week to ensure we can once again stop our car at will, my husband and I are watching our budget a bit more closely. So when our kids came home this afternoon with a “wish list” for a slew of books from the school book fair, I immediately swung into action: I logged on to our public library’s Web site instead.

Now, I certainly have nothing against Scholastic, the love for reading they inspire in kids or the help they give our schools and school libraries. I fully intend to let the girls get a couple of books — ideally, some Mad Libs or other “interactive” book that doesn’t lend itself to being in library circulation. But otherwise, I’m loath to add to our own collection when I know that they’ll read the books, stick them under the bed and never mention them again.

Our library is a part of ClevNet, which brings together the inventory of 31 library systems across nine counties in Northeast Ohio into one nifty database. You can put a reserve on a book housed in a branch 80 miles away, and know that you’ll likely get a call from your local branch in a just a day or two to let you know it’s waiting for you.

By the time I waded through the girls’ lists, I put a total of 11 books on hold on the library’s Web site in a matter of minutes — just searching, clicking and saving online, with my library card number as my account. Bingo: I get happy kids and save about $80. I’m also eliminating the clutter factor of nearly a dozen books around the house long-term.

The convenience of the interactive Web site (which also lets you renew books online, which has often saved me from paying fines) just can’t be underestimated. I feel the same way about my bank, which lets me pay bills and transfer funds on its site at any time of day or night. Heck, we’ve even ordered pizza online!

It’s your turn

So, what’s your site doing for your customers? Are you just listing class times, or are you linking them to an email (or better yet, a form) to sign up for the class today? Are you just describing your products, or are you letting them order and pay via PayPal or some similar payment option? Are you just talking about what’s coming soon, or are you giving visitors the chance to pre-order? Are you giving visitors the chance to sign up for your free enewsletter? Reserve a gift card? Ask a stupid question?

Check out the online homes of Wellslee’s All Strung Out, Mobile, AL, here, and Needle in a Haystack, Alameda, CA, here, as great examples of shops doing nearly all of the above. And if you want to toot your own horn about your virtual business, please feel free to comment below or drop me a line at positiveyarn@goochandgooch.com. I wanna know (and perhaps shop)!

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. 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!

3. Optimize your time. Make sure you take advantage of the “widgets” (applications) that allow you to post efficiently. For example, LinkedIn has a widget that pulls in your latest tweets and blog posts, so your profile is updated there whenever you update either of those accounts. Facebook can show a screen shot and link to your blog, as well as a blog or two that you want to highlight.

In addition, free online software like TweetDeck allows you to post to Twitter and Facebook simultaneously (with the option to choose only one if the occasion calls for it). It also allows you to organize who you follow on Twitter into categories (clients, friends, family, etc.). If your phone allows you to post from it, by all means enable that application. That way, you don’t have to be in front of your computer to keep things going. You can also do a simple update while waiting in the dentist office, hotel lobby, etc.

4. Make it a habit. The experts are advising that you make it part of your routine to get online and monitor how things are going. This week, I’m attending a free Webinar from Hubspot titled “How to monitor your social media presence in 10 minutes a day.” Hubspot has a great article here, taken from its popular seminar, that breaks down five easy ways to accomplish just that.

5. Get help if you need it. Social media can be fun and rewarding, but it can also be a major drag on your time. Remember, you don’t have to do it alone. If one of your employees would like to join in and be your ghostwriter, by all means let him or her try it. If that’s not an option, you can meet a personal quota of a “tweet a week,” for example, without reinventing the wheel. Just try retweeting something insightful said by someone you’re following, or link to a story of interest to you that you think your readers may also find worth reading. Of course, there are professionals (like me, for example!) who can also help you accomplish your goals.

Maybe you can't turn every reporter into a fiber enthusiast, but it never hurts to try!

You’ve been putting your shop’s name out there for years, and it all comes down to this moment: The local newspaper’s business reporter wants to stop in for an interview. Is it a dream come true, or the start of your worst nightmare?

It’s all in the preparation. While you absolutely want to be yourself, not overly rehearsed, it’s important to keep in mind the key points you want to get across to the interviewer each time you open your mouth. It’s equally important to know when to not “overshare,” as it were — an off-the-cuff remark that could send your conversation hurtling in a direction in which you’d rather not take it.

What follow are five basic tips I’ve culled from my professional experience of picking business professionals’ brains for print, as well as from other media masters.

1. Learn all you can about their intentions beforehand. Is this article going to be about your business specifically or the industry at large? Is it an overall profile, or are they focusing in on just one thing — your upcoming charity event, for example? Just about any coverage is good coverage, of course, but it will help you decide whether you need to grab your scrapbook to remember things like whether you were founded in 2002 or 2003, or if you need to take a gander at some industry association Web sites to bone up on such factoids like, according to the Craft Yarn Council of America, an estimated 38 million consumers enjoy knitting and crocheting. In addition, find out when they plan to run the piece so that you can be prepared for a little extra attention from new and existing customers alike when it hits the streets (ah, the power of the press!). Of course, also be prepared to be bumped from the 11 p.m. newscast because they had to make room for wall-to-wall coverage of the unexpected snowstorm headed our way.

2. Dress for success. Will the interview include a photo session? Or are you going to be seen as you speak, on TV or online? Even if it’s for a no-frills radio interview, clothes can make the man — and woman. As this helpful article on Media-Training.info thoroughly explains, your best bets include:

• Solid pastels or bright colors: White washes everyone out; navy or black loses detail; patterns are a no-no.
• Clothes that fit: You’ll be nervous enough as it is. There’s no need to add discomfort to the equation.
• No shiny jewelry: The article recommends keeping your glasses off, too, but professional photographers and videographers can usually work around that with their lighting choices.
• A good night’s sleep beforehand: “Mommy, does knitting really make your eyes get all puffy like that lady on TV?”

3. Assume everything is on the record. I could write a book simply based on the secrets that have been shared with me during the course of interviews over the years. But boy, would I be in trouble. While I try to get my sources back on the record as quickly as possible, so as not to have any gray areas about what is and is not fair game, I can’t say that’s the reaction of every reporter. If you have a good rapport with the local media (and by all means I strongly suggest you develop one, so that you never find yourself on the wrong end of a reporter’s notepad), that’s great. But no matter how buddy-buddy you are with them, pay attention to what you’re sharing during the course of your conversation. A casual mention of your ex-husband, for example, might be the peg on which the reporter hangs the crux of the story: “Fueled by the independence her divorce gave her, Smith opened her shop in 2003.” (“But that had nothing to do with why I opened the shop! And it was in 2002! Arrgh!”)

4. Never say “no comment.” This is especially true in crisis management situations, when a microphone is shoved in your face after your best employee was just charged with embezzlement, your business just burned to the ground or some other horrible event has just occurred. You can say “I’ll have to look into that and get back to you” or “I’m still trying to collect some more information myself before I am able to comment” or something similar that will buy you some time, but simply sticking to the terse, two-word phrase is going to do your public image no favors. Consultant Karen Friedman has a great article that discusses this particular subject in more detail, and in fact has a wealth of great media relations advice for entrepreneurs at her own site, KarenFriedman.com.

5. Remember, you’re the expert! One trick reporters often use is to ask a leading question and then pause, assuming that you’ll say something, anything to fill the dead air. (Yes, I use it, too. Don’t judge.) Don’t be intimidated. If there’s a point to make, make it, but don’t ramble. You have your key points you want to make, you have the expertise to elaborate on them — so go for it. The reporter is there to find out information that you have and he or she needs to both interest and enlighten the readers. Seize this opportunity to get some great publicity and share your knowledge about something you love: your business!

Online handcrafted retail giant Etsy.com was a focus of an article today in the New York Times ("Hobbyists Use Etsy to Trade Day Job for Hard Work"). As someone who quit an office job for the trifecta of being home for the kids/being my own boss/setting my own hours, I can sympathize with many of those interviewed for the story — the sometimes 18-hour days, the challenge of work/life balance. I can also see the critics’ point that the whole quitting-a-day-job-and-livin’-the-dream scenario is more fantasy than fact for the majority of crafters on the site, and to promise them anything that gets their hopes up without arming them with some major small business knowledge is simply cruel.

I am curious, however, about what my readers think of Etsy (and similar sites like Indiepublic and American Craft Guide Community, all three of which I actually belong to, but am not very active in). Is it something that your customers love to discuss, or even buy or sell from? Is it something that you use yourself, to unload old inventory, to buy great deals on supplies, to sell your own creative offerings or just to peruse to get ideas and inspiration? Is it passe at this point, or even something that has never really touched you or your customers? Please let me know by dropping me a line in the comments below or email positiveyarn@goochandgooch.com.

And in case you haven’t seen it yet, check out Regretsy.com, the site that cheekily rounds up the somewhat eccentric (and let me warn you, often mature content) items available on Etsy. It is quick to point out that art is subjective, and that it’s just having a good time poking fun at some of the more offbeat offerings (and perhaps justifiably so, copyright infringement!). There is even a page that shows items that people have purchased from the respective shop owners as a result, lending credence to the old adage there is no such thing as bad publicity. Unless, of course, you’re a respected sports figure…

I say promotional items; you say… what? Logoed pens? Stress-relieving squish balls? Wall calendars?

These trinkets have their place at community fairs or by your register, for example, but there are a host of other — still affordable — items that you can use to get your business name out there. Here are just a few ideas to think about incorporating into your 2010 marketing plan, and if nothing else, perhaps I’ve just made your holiday shopping for your team and favorite customers a little easier!

Please note that the links are just representative of what’s out there; they’re not an endorsement of any specific promotional product providers:

• private-label hand sanitizer: These 2-oz. bottles can be a welcome addition to your customers’ pockets or purses as they run their errands (including a stop back at your shop, of course). Pass the out before a class, for example, so that everyone’s hands are clean before they pick up their needles. A 1-oz. keychain gel version or pen-sized version on a lanyard are also popular.
• flip-top mirrors: Using a mirror can be helpful when trying to get a quilt design just right, for example, or when doing other crafts. If an upcoming project includes using a pocket mirror to help map out the design, why not use the kind that has your name, address and Web site on it, too?
• water bottles: As a modern alternative to the coffee mug, this product also encourages your customers to not only drink healthier, but also cut down on the risk of spilling coffee or soda on a project or merchandise (that is, if you even allow drinks in class to begin with!). If you have a core group that’s thinking about getting in shape, why not try the gallon-size bottles: The average person is supposed to take in 64 oz. of water per day, and these bottles are designed for you to fill in the morning and have them empty by evening. Make it a contest — who can lose the most weight by the end of a given period simply by substituting water for their lattes?

T-shirts and tote bags are perennial favorites, especially when they’re used to commemorate a special event. Zazzle.com not only lets you design your own, but its member “community” has uploaded a number of items ready-made that might be appropriate. Do a search for “Knitting Gifts,” and among the many gifts you’ll find T-shirts asking “If I knit fast enough, does it count as aerobics?”; mugs that warn “You can make fun of my knitting but remember…. I’m the one with the pointy sticks!”; and a tote featuring a humorous cartoon about what happens when a guy says knitting is for old ladies. There’s even a knitting-themed Christmas card! All of these items can be furthered personalized with your business information, or purchased as-is if you prefer.

Crocheters, cross-stitchers and needlepointers, you each have plenty to choose from as well (my favorites include a “Real Men Crochet” T-shirt, a poster that says “Never trust an acupuncturist whose license is in needlepoint; and an apron that asks “To cross-stitch or not to cross stitch… What a stupid question.”) After all, what student wouldn’t want a hoodie that shows her graduation from “Needlepoint University”?

So now it’s your turn. What promotional items have you used with success? Are you stocking these items as merchandise in the shop, or are you using them strictly as prizes for participation in a loyalty program, for example? Have you seen a genuine return on investment, or do you see it more as an investment in relationship-building? Sound off below or send me an email at positiveyarn@goochandgooch.com.

Happy holidays, and here’s to a great 2010!

iContact is the absolutely fantastic permission-based email marketing provider I use for sending my monthly e-newsletter, Positive Yarn’s Tips & Trends, as well as for several client email newsletters and announcements. iContact recently announced its compilation of the Top 10 Days for sending holiday emails in 2009.

This handsome snowman stood guard in front of Studio Knit's shop in Medina, OH, during the city-wide 2008 Candlelight Walk weekend. The 2009 Weekend festivities start tomorrow, and I look forward to seeing what Anita and her crew will do to celebrate it this year!

Nov. 2 has come and gone, of course, and Nov. 25 is coming pretty darn quick. But the other days are worth considering as opportunities to reach out to customers with news of your holiday sales, ongoing charity programs, in-shop events and classes, etc.:

1. Monday After Halloween: Nov. 2
2. Day Before Thanksgiving: Nov. 25 (let your customers know what you’re thankful for this year — including them)
3. Black Friday: Nov. 27 (great time to give them a coupon to keep them in the shopping mood)
4. Cyber Monday: Nov. 30 (appeal to their high-tech side… maybe invite them to become a fan of your Facebook page)
5. First Friday of December: Dec. 4
6. Second Friday of December: Dec. 11
7. Friday Before Christmas: Dec. 18
8. Monday Before Christmas: Dec. 21
9. Day After Christmas: Dec. 26
10. Monday After Christmas: Dec. 28

So what do you think? Do you agree with these send dates, and are you planning to target those dates with your own online efforts? I want to know! Drop me a line at positiveyarn@goochandgooch.com or comment below!