Positive Yarn

How are you (and your business) celebrating this special event? Let me know by commenting below or emailing me at positiveyarn@goochandgooch.com.

Photo credit: iStockphoto

My daughters are 9 and 6, and sometimes I watch as they go about their daily routines. I think about how environmentally conscious they already are, thanks to steady reinforcement from school, TV and (I hope) what their dad and I do to encourage them to respect the planet. I know that when they grow up and have families of their own, it will probably be second nature to them to sort their recycling for cans, paper and glass, for example.

We are by no means an ultra-tree-hugging family. But we try to educate the girls — and sometimes, remind ourselves — that every little bit helps when it comes to the environment. I think it was even instilled in my husband and me as kids in the late ’70s/early ’80s, with Woodsy Owl telling us to give a hoot and not pollute (although in my mind’s eye, he then tears off a wrapper of a Tootsie Pop… but I digress).

As consumers, we try to support “green” manufacturers and service providers; as parents, we try to build a similar awareness for our kids as they evolve into consumers themselves. And I know we’re not alone. With the 39th(!) annual Earth Day taking place in a mere three weeks, are you tying in any marketing initiatives to mark the event?

On his Green Spot Blog, marketing guru Robert Piller offers seven promotion ideas to celebrate Earth Day. From tote bags to rewarding customers who bring in recyclables (maybe tweak that to be old-but-viable fibers from their stash that can either be used in a charitable project or rolled into a fun white elephant sale later in the year) to the concept of “Green Fridays,” Piller gets the ball rolling in a big way with his great ideas.

Maybe this is the year to start small, with an “Eco-Endcap,” if you will: Put together a display of the environmentally friendly products you carry, from bamboo knitting needles to organic fibers to patterns printed on recycled paper. Speaking of patterns, bring together any wildlife or nature-themed samples you may have. Or, go in a different direction: Do you have an old kit of this lying around the shop? Think you can pull off a set of placemats doing this? How about going practical with all the different ways to make totes and other pretties from recycled materials?

And if you forgo celebrating April 22 specifically, there are plenty of other things to celebrate. April is, after all:

• National Humor Month
• International Guitar Month
• Keep America Beautiful Month
• Lawn and Garden Month
• Poetry Month
• National Pecan Month
• National Welding Month
• Records and Information Management Month
• Stress Awareness Month
• Sexual Assault Awareness Month

Unfortunately, we missed International Tatting Day. But next Tuesday is No Housework Day, and I can really get behind that.

Photo credit: iStockphoto

Perhaps it’s only fitting that I tackle this topic on President’s Day, when retailers of all stripes decide to celebrate Presidents Lincoln, Washington, et. al. with a deep discount on their products and services: Are today’s consumers programmed to never pay full price again?

I take my inspiration from “Is there an alternative to discounting?” an editorial written by Creative Leisure News’ Mike Hartnett, in which he quotes a Dec. 8 New Yorker article that quips “60% off is the new black.” He also refers to an industry analyst who calls the trend “cocaine discounting… You get customers hooked on sales, and they just demand more and more.”

It’s easy to point to retail giant Wal-Mart as being at least a contributor to this problem. Their nationwide slogan has evolved from “Always Low Prices” to “Save Money. Live Better.” But with reported layoffs coming to even this once-unstoppable mass merchandiser, it’s becoming apparent that low prices alone cannot make up for the sales volume being lost to this economy.

How does a business combat price? Quality and loyalty. You get what you pay for is a lesson learned over and over again for everyday consumers, and whenever you can personally reinforce that point, by all means do so. Today’s customers want their crafting to be unique and personal, and if it’s good for the environment, so much the better. Keep that in mind as you plan classes and order inventory — there are a plethora of ideas that can be tailored for your clientele, whether it’s a reusable water bottle carrier pattern made with environmentally friendly yarns, or using and creating a green scrapbook, replete with “soy-based inks, recycled paper and recycled and reusable packaging.”

Loyalty, of course, is likely what has gotten your business this far — repeat customers who love what you bring to the table from an inventory and creative support standpoint. The increasing popularity of rewards programs (I personally only do grocery shopping at Giant Eagle because I am “addicted” to the fuelperks! program) is the subject of a new report from a UK analysis firm, The Pepper Corp. Financial Crisis: Is there a future in retail rewards? makes the point that straight-up discounting is only a short-term solution. According to TheWiseMarketer.com, the paper offers as a better alternative “a well designed rewards program that offers a lower price alternative to savage discounting, while at the same time engages customers.” Not only that, but the information a rewards program provides on the customer gives retailers insights as to what’s hot and what’s not, and why they purchase what they do. A free copy can be obtained by emailing Pepper Corp.’s Sam Stephenson.

A perfect example of this is the I Buy NEO community card program — self-described as “a collaboration of citizens, businesses, non-profits, schools, chambers and community development corporations focused on positive and lasting change in Northeast Ohio.” Sign up for a card, show your membership at participating local businesses, and receive a discount. From dog kennels to jewelry, to yes, craft and needle arts shops (Knitting on the Square in Chardon and Isle of Beads in Cleveland Heights, to name two) — this new program aims to bring a higher profile to independent shops. And yes, it does go back to discounts … but at least it’s done on your terms.

Got a discounting (or discounting alternative) story to share? I want to know! Please email me or comment below.