Positive Yarn

Business owners in the needleart and craft industries are being reminded at nearly every turn that they need more and more technology. Computer software upgrades, cell phone plans, Web sites, emails — it’s not enough these days to simply have a good product or service; you need to have ever-evolving strategies to communicate its ability to the world.

While I’m no Luddite, I don’t get quite as excited as my husband does when CNET breaks the news about the latest browser platform or digital camera on the market. But I do try to keep in step with the trends — in this business climate, you have to be open to new ways of thinking or else be left in the dust.

Of course, a lot of handicraft’s appeal is because it’s the opposite of impersonal, cookie-cutter, computer-generated materials. It’s about finding the core of your creativity, not pushing buttons in a series so as to make something happen that somebody else programmed for you. It’s about making something one-of-a-kind, even if it’s from a kit, because you are able to put your own unique touch to the finished product. It’s about connecting with a time before electronics invaded our everyday lives.

But once you decide you want to profit from this endeavor, it’s time to turn on the laptop.

I’m delighted to say that I have written some technology columns for Mike Hartnett, editor of Creative Leisure News, an industry-focused bi-weekly newsletter. The issue that hit in-boxes of suppliers, manufacturers, distributors and designers nationwide this morning includes a column I wrote about business applications for iPhones. It can be found here. (It should be noted that while this is a subscription-only publication, Mike does have a “Try Two Issues Free” service.) Earlier this year, I also wrote a two-part series for CLN on marketing through social media, which can be found here and here.

In closing, technology obviously plays a role in my business — double-spaced articles fresh off the ol’ Royal typewriter would be met with disdain by any editor these days (myself included: who has time to retype?). But I want to know: How does technology support your business? Talk to me: Either comment below or email me at positiveyarn@goochandgooch.com. (Just don’t text me; I’m still adjusting to my cell phone plan!)

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.

It’s been a busy week already, and it’s only Tuesday! I just wanted to publicly thank Mike Hartnett over at Creative Leisure News for publishing my musings about using social media in the craft and needle arts industries. He turned it into two separate technology columns in the January 19 and February 2 editions. When I first retired from my job as managing editor of a business-to-business magazine, I wanted to jump right into doing writing, editing and marketing for things that I loved, like scrapbooking and the fiber arts. Mike’s bi-weekly e-newsletter was one of the first things I signed up for, to educate myself about the business side of the craft and hobby field. Mike himself has always lent a listening ear and a bit of advice along the way, and for that I’m truly grateful!

I still drop everything when I see CLN hit my in-box.

On another note, I just saw the weather forecast here in Northeast Ohio, and tomorrow is bringing more snow. I just can’t believe I look forward to this stuff when I’m sweltering hot in July. I guess I have a short memory.

I’ll leave you with this shot of a “tagged” tree outside Studio Knit in Medina, OH. (By the way, Owner Anita Byrd sent her latest e-newsletter today, which touts that the shop is going green with logoed canvas bags. As an incentive to buy one for $5, she’s offering 5% off future purchases when you use the bag. Kudos, Anita!)

Now this is the kind of snow I like all year long: