Positive Yarn

It’s no April foolin’: Check out an article the Wall Street Journal just did regarding the way some male truck drivers decide to spend their down time quilting, knitting and doing other artistic pursuits here.

In the article, it’s noted that “Don Hummer Trucking Corp.  last year started a loosely organized ’sewing club,’ and encourages drivers who are nimble with a needle to show off their handiwork at headquarters. ‘We want them to pass the time to make themselves happy, rather than get frustrated waiting,’ said Dena Boelter, Hummer’s human-resources manager, an avid sewer who calls the hobby a great stress reliever that can be done almost anywhere.”

I’m always heartened to see groups that traditionally would NOT be associated with needlework enjoying it immensely. In this case, the article points to more downtime between deliveries for many truckers because loads are lighter (more flatscreen TVs, for example, can be delivered in fewer shipments than their prior-generation counterparts). Instead of a few hours between their runs, the drivers might be staying put for a day or two. While some drivers may have had interest in needlework way before then, they now have more time to devote to their projects.

So what do you say? Is it time to reach out to companies like Hummer, or to an industry group like the Owner-Operator Independent Drivers’ Association to offer a member discount at your shop if they show their commercial drivers licenses? Designers, is it time to create the “King of the Road” collection? Maybe they should know about your pattern of the month club, so they can have a goal to reach — and a project complete — by the end of the year.

I’d love to get your feedback regarding your ideas, and your experience with any long-haulin’ customers. Comment below or email me at positiveyarn@goochandgooch.com.

I spent Valentine’s Day weekend with my husband and kids, but I did so at a very special place: The Sixth Annual Pittsburgh Knit & Crochet Festival. While I frolicked among the fibers all day Saturday, my family checked out fun stuff to do in Mars, PA, a Pittsburgh suburb that hosted the Festival at the Four Points Sheraton.

The weather leading up to the weekend was concerning for many, but by Thursday the snow had tapered off and I for one can attest to a trouble-free, two-hour drive to the event. Besides, you know that a little snow isn’t going to deter yarn fanatics! They attended in full force, and from what I could tell, enjoyed every minute of it.

I actually took more than 100 photos while I was there, and I promise to include exhibitor photos and details in my next post. For now, below are just a few photos I snapped of the sights and sounds of the Festival.

And last but not least, for those of you who live in the vicinity of Western PA, mark your calendars for the 2011 Festival: Feb. 11-13! Learn more at PghKnitAndCrochet.com.

Please note: All photos copyright 2010, Heather Gooch. Please credit accordingly if you link to them!

This trio of friendly faces greeted attendees at the registration desk all weekend.

Once you registered, you could leave your coat in the capable hands of the Hog Heaven Rescue Farm volunteers. The $1 fee helps the farm continue to rescue, rehabilitate and foster hoofed animals that have been neglected and abused.

Led by Hog Heaven co-owner Regina Martin (far right), the coat check team pulled double duty as yarn winders for attendees. Cash donations were appreciated as the ladies made unruly fiber ready for your next project — while you waited (or shopped)!

Five-time Super Bowl Champ Randy Grossman (who happens to be the super husband of Festival Organizer Barbara Grossman) was on hand in the Cascade Yarns’ booth to sign Steelers hat patterns. Shannon Dunbabin kept the autograph line flowing smoothly — not only for Randy, but later in the day for Melissa Leapman’s book signing event.

The Mesa Creative Arts Center’s Brad and Kate Silberberg were on hand to help attendees with a fun make-and-take, the Necklace of Many Colors.

Constance Bailey, left, and her cousin Veronica Snyder take in the fiber fun at the Festival on Sunday morning. Many attendees made sure to wear their creations at the show… and while Constance’s shrug is truly beautiful, my only regret is that I didn’t get a shot of the purple jacket she wore on Saturday!

Sponsored by Pat Catan’s Craft Centers, the Warm Up America! lounge at the Festival was a great place to relax, catch up and stitch a while for a wonderful cause.

Festival Organizer Barbara Grossman gave a special “goody bag” to the Saturday Luncheon guest whose birthday was the most recent. Lucky gal!

Speaking at the Luncheon was Nora Bellows, whose 100+ bags on display as a Trunk Show was truly a treat … as was her witty, down-to-earth presentation on how she became a respected designer in the fiber industry. Here, she shows the audience her very first felted handbag.

These ladies were on hand to raise awareness (and donations) for Team Knitsburgh, part of the Stride & Ride program for the Muscular Dystrophy Association. They told me about the Victory Lap taking place May 15 at the Pittsburgh Zoo, which sounds like a lot of fun!

At the Butler County Spinners & Weavers Guild booth, Christine Williamson was one of the members who demonstrated spinning techniques.

Jay van Wagenen spread the word to attendees not only about the Fiberarts Guild of Pittsburgh, but about its sister organization, Fiberart International, which is hosting an exhibition in town April 16-Aug. 22.

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!

When real life intervenes, the blogging life suffers as a result. Don’t worry, everyone’s (relatively) happy and healthy around here, but the holidays and other factors have prevented me from devoting the scheduled time for online media that I have been trying to preach to you all.

For those of you who subscribe to my Positive Yarn Tips & Tricks enewsletter, rest assured your issue will arrive in your inbox early next week. For those of you who want to subscribe, it’s both free and easy. Just click here. And by all means, please browse the archives here.

In the meantime, I’ll leave you with four interesting articles I’ve collected recently as they relate to needlework and its positive impact on so many different communities. The best thing is that I know these are just representative of all the good stuff going on out there — the creativity unleashed among people who didn’t think they had it in them; the bonding that occurs in a group setting; the good will brought about by doing something for others; the feelings of satisfaction, contentedness, relaxation that occur with needle in hand. I could go on, but you get the picture:

Akron Beacon Journal: “Grant helps teacher sew up knitting program”

Times Online: “A stitch in time helps mend prisoners’ lives with Fine Cell Work”

The New York Times: “Artistic program provides therapy for mentally ill”

KTKA.com: “Ben’s People: Topeka Crochet Guild”

It does indeed make me thankful that in an age of blogs and pings and all sorts of faceless interaction on a daily basis, that so many people see the value in something as old-fashioned as needlework.

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!

Update 11/5/09: Thanks to some readers who have been following this closely and who broadcast their findings on Twitter, I’ve learned that on Nov. 3, the Consumer Safety Products Commission issued a Guidance Document that in part reads “The Commission intends to solicit further input … at a public workshop to be held with stakeholders and Commission staff on December 10 and 11, 2009 at the Commission headquarters in Bethesda, Maryland.” You can download the 12-page PDF here (it’s the first item under the “What’s New” header). I’m glad to see that the voice of small businesses will get a chance to be heard, and will keep you updated as new info arrives. —HG

The National NeedleArts Association (TNNA) recently sent a letter to members about how the U.S. Consumer Protection Safety Improvement Act (CPSIA) of October 2009 directly affects how the needlework and crafts industries sell their goods, particularly to children.

“We cannot suddenly say that our products are ‘not for use by children 12 and under’ and still try to teach children to knit, crochet, needlepoint and cross stitch,” states the letter, which was sent by TNNA’s five-member CPSIA committee. “We can’t say children 12 and under are only allowed to use certain tools but not others and still expect them to take needlearts seriously. We must involve ourselves and our businesses in the effort to amend this poorly written, misguided legislation and keep it from destroying our businesses.”

The committee urges industry professionals to download and view a PDF of the Statement of Policy: Testing and Certification of Lead Content in Children’s Products. As stated in the letter, the committee is concerned with the following:

• “Textiles (including yarn, fabrics and it sounds like needlepoint canvas, although not specifically named) have for the most part been exempted. While the list does not specifically include, it also does not specifically exclude metallic fibers. And while there is no metal in most metallic fibers, there are metallic fibers that contain aluminum, gold and silver – but without question no lead.”
• “Wood, paper and other cellulosic products have been exempted. This does not include finishes or paints put on wood.”
• “Printing inks with CMYK technology (this is what color laser printers use) have been exempted. Other inks have not been. Screen-printing has not been exempted; hand-painted canvases were not mentioned.”
• “Surgical steel, stainless steel and precious metals have been exempted. However, if a solder or other component is used, that is not exempted. Aluminum was not included on the list.”
• “The labeling requirements have been relaxed somewhat to allow manufacturers to create labels that are appropriate for their products. The CHA memo is not specific as to those requirements and this issue should be researched by those it affects before deciding on a label format.”
• “Phthalates are not discussed specifically in this memo. Phthalates are used to make plastics flexible and can be found in many products in needleart stores.”

Think about the metal tools, plastic accessories and other items you use — and sell — every day. As the letter points out, “Every manufacturer, distributor and shopowner will be held responsible if they are found to contain lead or phthalates above the acceptable levels. The testing that will be required on many of these items will substantially raise the prices. How many of the items you sell can tolerate a $1,500 testing fee for each production run? How much will that raise your price?”

The letter concludes by pointing out the obvious — no one wants to see any child or adult put at risk from dangerous contents in a toy or other item. But on the other hand, no one wants to see a responsible business put at risk from a narrow interpretation of this law. The committee asks for a call to action from members to contact local legislators and demand an amendment to this law that makes its interpretation less anti-business.

Even if you’re not a TNNA member, please voice your concerns. You can find out who your local Congressional representatives are by clicking here.

Through the end of October, Urban Threads is offering this pattern for free.

In honor of October being National Breast Cancer Awareness Month, I’m keeping this week’s entry short, sweet and hopefully full of useful links.

Knit for the Cure mixes fiber, fun and a good cause (the Los Angeles County Affiliate of the Susan G. Komen for the Cure Foundation). A word of warning when you click on the home page: It takes a bit to load, but once you get past their intro screen the site is fairly easy to navigate.

The Knit Pink Project “is an online shop that supports breast cancer research through the sale of exclusive designer knitting patterns and other knitting related items. All profits from the website will be donated to the Canadian Breast Cancer Foundation.”

I’m proud to be affiliated with The National Needlearts Association, whose Breast Cancer Awareness programs go on all year, including most recently affiliating with the Love/Avon Army of Women organization. Its Stitch to WIN program has raised more than $80,000 to date, and was responsible for finishing supersized renditions of the famous Breast Cancer Research Stamp each in counted cross-stitch, crochet, embroidery, knitting and needlepoint.

Some shops are getting into the act of raising awareness and funds, like Pocket Full of Stitches in Lubbock, TX. Kudos, Pockettes, for being the “Best of the Breast” as your sign says! Similarly, check out the Heart Club at Old Town Needlework & Framing, Scottsdale, AZ, which raises cancer awareness and donations all year round.

Reno, NV-based JimmyBeansWool.com offers the Breast Cancer Support Corner, featuring yarns, patterns, kits, needles and accessories that either raise money for the cause or directly benefit patients.

Last but not least, Urban Threads released a free “Girl Power” design in honor of the monthlong awareness campaign. Check it out here.

If you have mixed crafts and awareness, through a project, a pattern, a donation, etc., I’d love to hear about it. Please drop me a line at positiveyarn@goochandgooch.com or comment below.

British newspaper The Guardian reports in a recent article that more than 800 volunteers are knitting (and crocheting) blocks featuring different letters to “create the world’s first giant knitted poem as part of the centenary celebrations for the (UK) Poetry Society, with the as-yet secret poem set to be unveiled at the beginning of October.”

Poetry Society Director Judith Palmer gave a particularly astute quote about the parallels between the two art forms: “With poetry and with knitting, you work line by line, and if something goes wrong you have to unravel it.”

The blocks average about 12 inches square, so this is no small feat once all the letters are strung into words, and then phrases. The article notes that many volunteers are sending in their contributions along with a copy of their favorite poem, and Palmer says those are being collected into a special anthology.

Personally, I think this is a great idea to raise public interest in needlework, in particular. It could have local application for a similar project: Get a group of regulars to each turn in a block letter that, when put together, spells out “Race for the Cure,” for example, and auction the resulting blanket at a local breast cancer fundraising event. Good publicity for you and the charity you choose; good for your civic-minded customers who like to take part in an easy and rewarding project.

Or maybe just keep the letters in your shop and as you gather enough of them, incorporate them into the seasonal decor: “Happy New Year”… “Founders Day Sale”… “If you can read this, you are not shopping enough.” Designate a corner, put down a brightly colored throw rug and toss some squares in a basket nearby for kids to take out and arrange into words as they wait for Mom to make her way to the register. Who knows — being exposed to the tactile feeling of the squares at a young age could turn them into lifelong fiber enthusiasts, too.

I love when needlework can do more than just hang on a wall (though I love that, too). I thought about these squares some more, and if you want to get serious with a “gaming corner” in your shop, check out these links:

• Knitwhits’ felted backgammon pattern
• Lily Sugar’n Cream’s crochet checkerboard afghan (I particularly love that the pieces double as coasters!)
• Tapestry Tent’s gallery of needlepoint gaming boards

And of course, no shop should be without DMC’s Stitch-opoly for a slow afternoon!

Have you mixed words, games and stitches in your shop? I want to know! Comment below or drop me a line at positiveyarn@goochandgooch.com.

My marketing debut was a careful mix of multimedia — and hot pink!

Beyond the weather, what was hot at The National NeedleArts Association’s (TNNA’s) recent Summer Market in Columbus, OH? Plenty.

On Friday afternoon, for example, retail sales and marketing guru (and psychologist) Jim Dion gave a fantastic keynote presentation, “Thriving in Tough Times.”

Dion offered attendees some basic psychology techniques to not only reach their customers, but to make sure their current employees and future hires always kept customer service top of mind. He also warned of the dehabilitating nature of running discount sales. “They’re like crack,” he quipped. “Fifteen years ago, if Macy’s ran a 10% off sale, you’d have people lined up outside the door. We’ve trained consumers to wait for less. Nowadays, what’s the percentage level we need to get our ‘fix’? Usually about 60% is where we start thinking ‘Oh, that’s maybe worth it.’” To combat the issue, he said, sell the value of your service and expertise: “They’re not just buying a skein of yarn; they’re buying into your brand.”

On the show floor, buttons and bracelets (both ribbon and yarn) were all the rage. So were interchangeable knitting needles and crochet hooks, being offered by the likes of HiyaHiya-USA, Colonial Needle and Denise. Chunky yarns and big needles, like the size 50(!) sets from BagSmith, were touted as being customer-friendly because they worked up so quickly. Sock patterns were everywhere, too — the better for customers to use up their oddball yarns in their stash, of course, and come back to your store for more.

A lot of “practical” products were on display, such as Stirling/DBH’s small totes and luggage tags to needlepoint. Among Nordic Needle’s latest wares were magnets and ready-to-stitch greeting cards, as well as just-for-fun items like neon tatting shuttles and designer lanyards. Appalachian Baby was getting plenty of attention for its infant Spa Robe pattern, knit with all-organic yarn; while The Knit Kit team was hard to miss in their black T-shirts and hot pink hair (their attire coordinated well with the kit’s availability in black this year).

Knit. introduced an interesting organizer: The Knit. Scrapbook. Debra’s Garden not only had a needle gauge pendant line to debut, but also a special-edition needle gauge that donated a portion of the proceeds to an animal rescue organization.

On Sunday, TNNA’s Yarn Group and Yarn Market News magazine bookended the gotta-have-marketing theme nicely by having retail marketing consultants Rich Kizer and Georganne Bender present “Creating Connections: Straightforward Solutions for Uncertain Times.” The pair, known for their entertaining interaction with the audience, presented several marketing solutions for retailers to easily implement when they returned to their shops. One particularly interesting tidbit from their presentation was a statistic they used from the Direct Marketing Association: Customers consider it to be acceptable to be contacted every 20 days. With many consumers spending more time on their computer than watching TV, Bender notes, it’s high time to start thinking about sending a regularly scheduled e-newsletter or e-mail announcement to your customer base. As long as you have valid, call-to-action content (an exclusive sale invitation, for example, or a print-and-save coupon), you can “train” customers to actually look forward to your news hitting their in-boxes.

As an exhibitor, I must say that my husband and I had a ton of fun meeting attendees and getting along with our “neighbors” (shout-outs to Miranda, John and Betsy of Weeks Dye Works, Ralph and Stephanie of Stephanie J’s Designs, and the gang at BagSmith, among many other folks). I had several great conversations with some forward-thinking needle artists about how to get the next generation interested in stitching. One good start, of course, is TNNA’s Pathways into Professional NeedleArts college internship program — whose participants were able to attend the Market and delight in all they saw and learned.

I hope those who nabbed our brochure at our booth like what they see — and even if they don’t end up using our services, are inspired enough by what they learned at the show about what makes good marketing in this industry.

I just received my e-newsletter from Anita Byrd and her team at Studio Knit. What caught my eye this morning is the fact that the shop is offering hand massages this Thursday evening by local reflexologist Judy Funk. If that’s not enough to make you go mark your calendar (well, if you reside in Northeast Ohio, anyway), there will also be wine and appetizers!

With a trying economy and a lot of big-box competition, I admire the fact that more shops are connecting the dots between knitting and having an outlet for stress. Their target market carries the load — in some combination — of running a household, being responsible at a job, raising children (or worrying about grown children), and perhaps even battling health issues. Perhaps their love of needlework is stifled by arthritis, carpal tunnel syndrome, back problems or some other ailment. Reflexology is an ancient method that involves applying pressure in specific “reflex zones” of the hand (and foot) in such a way to relieve pain in other parts of the body. Regardless of whether you’re a believer in its curative potential or view it as a sophisticated hand massage, the bottom line is that it offers users a way to relax — and people are seeking comfort wherever they can these days.

On Super Bowl Sunday, no less, Threadbender Yarn Shop in Wyoming, MI, offered an afternoon hand therapy class that included a paraffin dip, hot stone therapy, hand massage and some techniques for participants to use to keep the relaxation going long after the event. Individual appointments followed after the class. This is a win-win for both your shop and your fellow small-business owner who does these types of events regularly. And don’t forget that she may be able to reciprocate by putting in a good word (or even a coupon) about you to other clients.

Just a few months ago, Kansas City’s The Studio went a step further than just one night out: The knitting and needlepoint shop held its third annual Elms Retreat at the Elms Resort and Spa in nearby Excelsior Springs, MO. In addition to classes, attendees were offered a free yoga and reflexology workshop.

Are relaxation techniques on your events list this summer? Whether it’s a retreat, a night out or just an afternoon class, your role in reducing stress for your customer could build loyalty for life.