Positive Yarn

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!

Recently I received a postcard in the mail from Leaded Glass Design, a local, family-owned business that specializes in stained glass orders, classes and supplies. What caught my eye on this particular postcard, however, was the clever name of the company’s loyalty program. The text is as follows:

RSVP

Receipt Saver Value Program

Your receipts are good for one year from date of purchase. Bring them in to get a discount off your purchases.

$100.00 = 10% discount

$200.00 = 15% discount

$300.00 = 20% discount

Ask for details

Just the term “RSVP” brings to mind a party, an event, an I-must-be-there rush of adrenaline. This info was just one box on an information-packed card that also says when classes are, how much the “newest arrival” of art glass is per sheet and other little tidbits that make me want to go to the Fall Warehouse Sale immediately.

What’s also genius about this little initiative is that it really takes little effort on the business’ part. I mean, there are no coupons to print, no membership database to create — just return customers coming back in and bringing the receipt you already gave them months (weeks, days, hours!) ago. Of course, the devil is in the details… and that’s why they have covered their liability against anyone trying to find loopholes by including the “ask us” line. And there may still be the occasional shopper who strolls in with a fistful of their friends’ receipts trying to get a bargain, for example. But at least they came in, right?

Conventional wisdom is starting to murmur that our economy is in recovery, but we probably are still a few months away from feeling that fully. With that in mind, what are you telling customers to get them to forget their troubles and spend a little time in your shop? What are you doing to make them “RSVP”? Please drop me a line at positiveyarn@goochandgooch.com or comment below.

There are two types of people in this society: Those who were in marching band, and those who weren’t.

Don’t worry, I’m not going to judge either way. For the record, I was a proud marcher. My husband was not. Still, he’s been supportive of our fifth-grade daughter’s decision to join her school’s beginner band. While he hasn’t been totally without his snarky moments (usually immediately after he sees how much a book, a music stand, etc. costs), he is on board with the theory that children who learn how to read and play music at a young age generally have better life skills because such tasks tap into both the logical and creative sides of their brains.

There’s also something to be said about the tremendous attractiveness of belonging. It’s a big reason why I signed up for it in ninth grade; I was starting high school after attending grade school in a different town, and I didn’t know any of my peers. I figured there was safety in numbers and I was bound to make a friend or two, even by default!

By contrast, my chatterbox daughter doesn’t have any trouble making or keeping friends, but I noticed that members of her inner circle have all signed up for the class, too. We’ll see who’s still dragging a flute case to the bus stop next year, but in the meantime it’s given them all a common bond — something to both look forward to and complain about, as pre-teens (from ages 8 to 80) are wont to do.

You might observe the same kinds of bonding going on in a beginner class or in an open stitching session. Conversations can turn on a dime from “Gee, this room is freezing” is to “Wow, this is really a cool technique.” The balancing act lies in making sure there are more positive comments than negative.

Some of your loyal customers might prefer to keep to themselves and tend to their projects, learning at their own pace and interacting only when necessary. But by and large, they’re more the exception than the rule. Chances are your most familiar faces keep returning because they feel they belong. They find inspiration in your aisles on a good day and solace from their problems on a bad one. Bright colors, cheerful workers, a sense of “it’s OK to take your time here” — all of these are a welcome change to the get-in-get-out experiences they’re probably used to in big box stores.

And while this is a perk they’re willing to pay a slight premium for, you need to continually reinforce the value you bring to them. Accomplish that with innovative classes, focusing on offering some that challenge your most expert stitchers and others that cater to the novices who are trying to work their way to the next level.

Loyalty programs can also work wonders, but if you have yet to implement one or are scratching your head over why yours isn’t going gangbusters, survey your customers. What would they want as their reward? Is it simply a discount, or do they want access to exclusive events and merchandise? Maybe it’s a free class. I’ve noticed a few local radio stations are offering listeners choices when it comes to winning on-air, and it makes perfect sense: Cast a wider net because the Bruce Springsteen fans might not bother to call for Jonas Brothers tickets, and other listeners might just want the $50 gas card.

Loyalty can stem from being proactive, too. Think of how many customers first stopped by your shop because they were new in town and wanted to meet people who shared their interest. Consider joining forces with the local Welcome Wagon affiliate or other “Welcome to the Neighborhood” outlets so that your shop is the first one new residents recognize as they familiarize themselves with their new hometown.

It all comes back to that sense of belonging. Make sure that customers always feel welcome in your shop, and they’ll come “marching” back to your door time and again.

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.