Positive Yarn

A friend of mine is in charge of her needlework guild’s membership address book. Her responsibilities include calling local shops to see whether they will offer a member discount through the year. If they do, they receive a free mention in the book.

As in past years, this was mostly just a courtesy call — the majority of shops welcomed the free exposure. But this year, she encountered two shop owners who verbally took her to task for members not coming in.

One just vented her frustration, which, while perhaps unprofessional, was at least understandable.

The other told her, “Forget it. No one came in, and maybe they’ll notice if I don’t give a discount this year.”

My friend was not asking for a paid renewal, in which case I could see the owner declining. She was asking to rerun a free ad in a local guild membership address book — a highly targeted market. The owner didn’t even have to submit anything; her ad was already on file.

When my friend told me about this, she also noted that she knew of at least four of her fellow members who had been in that particular shop in recent months. When she mentioned that to the owner during their conversation, the woman sniffed, “Two, maybe.”

Whether it was four, two or one, doesn’t every customer count? And if “no one” was coming in, what was it costing her? The 10% discount she wasn’t giving to anyone?

I see four ways where wine could have been made with these sour grapes, if only the owner could get past her pride:

1. She was missing an opportunity to get valuable feedback, to ask my friend, “Do you know why more members aren’t coming in?” It could have less to do with price and more to do with shop hours or parking availability. While these may not be easily fixed, they’re at least tangible issues to address.
2. Had she attended a guild function as a guest, to mix with members and build relationships, she might have garnered some interest. Think of how many networking event converations end in “Send me your email address” or “Stop by the shop” or “Let me call you next week.”
3. Had she offered to speak to the guild about an area of expertise, she could have positioned herself as a local expert and thus the “go-to” person when a member was looking for what her shop offers.
4. If a discount program wasn’t bringing them in, perhaps a frequent shopper program would. Maybe a referral program would grab attention (Forbes recently published a great article about this). I guess you could say she was “switching strategies” by dropping the free ad, but her abrupt manner sabotaged any customer relations she was looking to build. Bottom line: If one method isn’t working, switch gears gracefully. Don’t just grab your marbles and go home.

By the actions she did take, the owner ended up getting brand exposure — just not the kind any business owner wants. My friend has told her story to all her local and non-local friends, and inevitably receives the same surprised reaction.

“Maybe they’ll notice if I don’t give a discount this year”? How self-defeating. Why would they notice, when they’re going to the competitors who appear in the book and whose shops are top of mind?

Grass-roots charitable programs have been with us a long time, but they seemed to really come to the forefront this past January when Pepsi announced that it was taking the money it would normally spend on Super Bowl ads and putting it behind the Pepsi Refresh Project, where it’s literally giving away millions of dollars monthly to deserving organizations in grant form. (In its blog post “The Democratization of Corporate Philanthropy,” Forbes.com points out that the American Express Members Project actually came first.)

It’s a bit of cheer in a crummy economy: A deserving group gets cash from a corporate giant, who in turn gets great PR and the group’s undying loyalty.

How can this translate to you and your small business? One way is to team with GoodShop.com and GoodSearch.com (and no, I’m not affiliated with either). I’ll let GoodSearch’s “About us” copy do the talking here:

GoodSearch is a search engine which donates 50 percent of its sponsored search revenue to the charities and schools designated by its users. You use GoodSearch exactly as you would any other search engine. Because it’s powered by Yahoo!, you get proven search results. The money GoodSearch donates to your cause comes from its advertisers — the users and the organizations do not spend a dime!

In 2007, GoodSearch was expanded to include GoodShop, an online shopping mall of world-class merchants dedicated to helping fund worthy causes across the country. Each purchase made via the GoodShop mall results in a donation to the user’s designated charity or school – averaging approximately 3% of the sale, but going up to 20% or even more.

Still, it doesn’t have to be about giving away cash, purchasing online ads or encouraging customers and employees to click on a link. These are all great things, but look at Appalachian Baby, whose handmade gifts and knit and crochet kits are put together by Appalachian workers as a way to both express their artistry and make a living in an impoverished community. Be Sweet lives up to its mission of being a “company with a conscience,” working with job creations programs in South Africa to give a fair wage and stable environment to women who find such opportunities to be few and far between. It also donates a portion of its profits to the Shaw Park School, “a primary and secondary school in the Eastern Cape where many of the participants’ children attend,” according to Founder Nadine Curtis.

Naturally, I understand someone’s preference to give anonymously, as well, but sometimes the spirit of giving can be contagious among customers and co-workers alike. Deborah Crawford’s article Six Reasons Your Small Business Should Support a Charity sums things up nicely. David Frey, president of Marketing Best Practices Inc., focuses on choosing the right charity for your business in his article Charity Marketing: Growing Your Business Through Charitable Giving.

But let me turn the tables here: How are you supporting charities through your business? What initiatives have been a win-win for your company? I want to know! Please comment below or drop me a line at positiveyarn@goochandgooch.com.

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.

One thing I really loved about The National Needlework Association’s (TNNA’s) Summer Market in Columbus, OH, this year was the series of free mini-seminars held right on the show floor. Even exhibitors like myself — once I plied my husband with the promise of a lunch break as soon as I returned — could slip away from the booth to attend at least one of the one-hour events. In fact, because it took place in the middle of the convention center at the TNNA “lounge” area, folks could casually come and go as they pleased. If they found that a seminar wasn’t hitting the right notes for them, they could just walk away without the frustration we’ve all felt at one time or another of sitting though a class just because it’s paid for (and because tongues might wag if we just got up and left the room).

I was lucky enough to attend two seminars, both by Jaime Guthals, director of public relations for Interweave. One was for Facebook, which I’ll discuss in an upcoming column, and the other was for Twitter, which I’ll discuss below.

Social media in the needlework world is becoming big business. Ravelry.com is leading the way (Jessica and Casey, if you’re reading, I’d love to see the stash database in a sister product for needlepoint and cross-stitch!), of course, but shop owners and designers alike are finding that their Facebook friends and Twitter followers like to get announcements from them in the daily data stream. And not just announcements — retweets of items of interest, insights into the people behind the yarn or pattern, and best of all, the chance to “converse” on their own timetables, either privately or publicly.

Guthals packed a lot of information into her one-hour time slot. The majority of her audience was comprised of Twitter newbies, sprinkled with more experienced folks. While she tried to keep the information at an introductory level, I did pick up a few things. For example, she quoted a 2009 survey done over a two-week period by Pear Analytics that found tweets fell into one of six categories (percentages are rounded here):

• pointless babble: 41%
• conversational: 38%
• pass-along value (retweet): 9%
• self-promotion: 6%
• spam: 4%
• news: 4%

She also noted that there are an estimated 500 million Facebook users, vs. approximately 100 million Twitter users. Theories vary, but she agrees with the thought that while Facebook is a platform where people can reconnect with one another at their own pace — checking their messages and their wall, for example — Twitter is very much in the moment. When you’re on Twitter, chances are (unless it was directly messaged to you or otherwise called to your attention) you’re only looking at things written in the past few minutes. Something posted an hour ago could well be ancient history, since so much has transpired since then.

In her presentation, Guthals spelled out four specific goals that every business tweeter should have:

• Drive traffic to your website.
• Generate exposure and personalize your brand.
• Raise your profile on a personal level.
• Build relationships and allow you to interact with customers in new ways, not possible in the shop or site.

Surveys, announcements, links to photos, retweets… there’s a lot you can do. Guthals admits that in her role as publicist, she follows more than 1,000 people (including me! Thanks, Jaime!) and that the steady stream of information can be daunting, to say the least. To keep your sanity, she says, try using TweetDeck to track who’s saying what on which subject. She also recommends HootSuite to track the clickthroughs of URLs you tweet, to see what return on investment you can gain. And really, with Twitter being a free platform, the only investments are time and a bit of effort.

So let’s keep the conversation going. Has Twitter had an impact on YOUR business? I want to know! Comment below, email me at positiveyarn@goochandgooch.com, or simply direct message me on Twitter @PositiveYarn. Heck, you can even leave me note on my Facebook page.

I’m attending for TNNA tomorrow, and I already have my comfy shoes packed (I’m not repeating the mistake of last year!). In addition to non-painful footwear, here are some other tips for you if your schedule allows you to exhibit at and/or attend a trade show this summer:

Classified information: ESP, an exhibit display manufacturer, knows a thing or three about expos and shares its collective wisdom on its Tips page. My favorite is applicable whether you’re exhibiting or attending (A=the booth you came to see; B=the booth you didn’t know about but might have something for you; C=the booth whose product or service is simply not your cup of tea): “There are three types of prospects, and treating each one correctly can save you and them time:

• Customer A. Ready-to-buy or order now.
  This is why you are exhibiting at the show, spend quality time with them.
• Customer B. Have an interest, but need more information.
  You want to convert these people to Type A. Try to discover who they are. You will be able to do more with them than just giving them a product brochure that they won’t read later.
• Customer C. Do not have an interest.
  They either do not want or need your product, or at least think they don’t. Don’t spend time with them; try to avoid them. An exception is if your booth is overstaffed and people need to look busy. If that’s the case, send someone home!”

Thanks, anyway: This gem was found online at Skyline.com (itself a great clearinghouse for trade show tips). The Center for Exhibition Industry Research offers four ways to end a conversation at a booth when you know the person falls into the “C” category as described above. Use one or more of the following in conjunction with a handshake, business card and brochure or small giveaway:

• “I’m glad we had this opportunity to talk today…”
• “I’ve taken enough of your time today…”
• “Based on the information shared today, we can’t help you, but here’s our website if you need us in the future.”
• “Thanks for dropping by…”

Top 10 list: None other than “Trade Show Joe” offers his top picks:

• Initiate Preshow Promotions
• Prepare 3-6 Engaging Questions Before the Show
• Provide Incentives for People to Leave Contact Information
• Set Measurable Goals for the Show
• Establish and Even Gender Balance in Your Booth
• Create the Right First Impression
• Keep Notes on Prospects
• Remember the 80/20 Rule… Listen 80% – Talk 20%
• Minimize Using Trite Questions (May I Help You, How Are You, etc.)
• Avoid Sitting, Eating and Drinking in the Booth

Get a checkup: As you might imagine, Exhibitor magazine has fantastic tips on everything from making a small space work to using technology at the show. Here’s a great one to keep in mind when you’re traveling with your staff, whether you’re in the booth or walking the floor: “Why wait until after the show to figure out how you did? Hold daily meetings with staffers immediately before the exhibit hall opens each day. Ask everyone to report how they’re doing and compare their activity to show objectives.

What’s working? What isn’t? How can you improve performance? What victories do people have to report? What areas need improvement?

A daily meeting is a great place to make mid-course corrections and motivate yourself and your staff for the day ahead.”

These are just a few of the many recommendations out there a simple Internet search can bring. Personal experience can always add a few more. For example, when I was a young “booth babe” (ha!), we were instructed to always dress better than our competitor and thus stand out in business suits among a sea of polo shirts and jeans or khakis. It was also a mortal sin to leave a purse or briefcase on a chair; the area behind the table had to remain clutter-free to again, keep up the professional look. The rules vary by industry, of course — I’m not taking any power suits to TNNA. But I’m interested in your say… what tips do you have to share for a terrific trade show experience? What side do you fall on when it comes to knitting or stitching behind the table? I’ve seen arguments for and against, so feel free to speak your mind in the comment section below or email me at positiveyarn@goochandgooch.com. And come see me at 1450T if you’re attending TNNA this weekend… I promise to follow as many of the tips as I can!

This, according an official press release from the White House: http://www.whitehouse.gov/the-press-office/presidential-proclamation-small-business-week. (Thank you, Terri Mason, for bringing it to my attention!)

There are a whole lot of events going on to celebrate, including streaming live Webcasts that can be found at the official site, NationalSmallBusinessWeek.com. I’ll be back mid-week for more to report on all the hoopla. In the meantime, feel free to sound off below if your local business community is doing anything to mark this special week — as well as ideas on how you can “celebrate” in your own business.

HandiCraft is bringing stitching techniques and patterns to an iPad near you. (Photo: TechnicalMadeEasy.com)

My friends and colleagues run the gamut of already having Apple’s latest whizbang gadget to teasingly wondering aloud whether iPad comes in both maxi and light day varieties.

I guess I’m somewhere in the middle. I do have an iPhone, but it’s the first-generation version that my husband gave me after he nabbed the second-generation version (his is now faster, has video capabilities… and I’m sure has many other benefits that he could tell you about but I could not, at least not without a quick Google search first). When he gave me the iPhone for Christmas — all dolled up in a pretty case, so it looked less like a hand-me-down — I thought, gee, it’s nice and all, but it’s way too much tech for my taste. Up to then, my primary reason for using my cell was so I could call home while out and about and discern whether my family’s preference was me bringing home groceries or Happy Meals for dinner. (The answer was always the latter, but I’d always call anyway.)

But life changed in a big way for me when he handed me that phone. I now have an mp3 player, which was a new experience in itself — no more searching around for CDs to listen to while I did housework; I could now stick headphones into my iPhone and dance away the dust.

I can now check email anytime, anywhere — and answer it, too. Thanks to the phone’s Internet capabilities, I can instantly find answers to any burning question, like what year did Cheers end (let me save you the trouble: 1993) or what time our library closes (8 p.m. on weeknights). I now have Solitaire, Bookworm and, most recently, Angry Birds to keep me occupied during countless basketball practices. I have Lose it!, a calorie-counting program that so far has helped me drop 7 lbs. Heck, I can even post to this blog from my phone, if I want to type one-fingered for paragraphs on end.

But the iPad, to me, looks like an oversized iPhone. Aside from watching movies and reading books on it, I’m hard pressed to see why I’d need the bigger screen.

Still, it’s just a matter of time before my techie hubby brings one home, I’m sure. And tonight, he emailed me (which I read on my iPhone, of course), this little gem of an application:

http://www.technicalmadeeasy.com/handicraft.html

“Sew like a pro!” proclaims the HandiCraft copy, noting that it has the goods on quilting, knitting, crochet and embroidery — all on your iPad. The company, Technical Made Easy LLC, is also behind the iPhone/iTouch apps Easy Quilt, Easy Stitch, Vital Records, and interestingly, Stupid Points, to award friends when they do something stupid.

“Patterns, Tools, Resources and Lessons (are) all at your fingertips,” HandiCraft declares, “offering full coverage without the need for an Internet connection. A great resource for beginners and advanced crafters, with full video instruction on each topic.”

So, perhaps he’s one day closer to his Father’s Day present. (Well played, Hon.)

An app like this does lead to me wondering how professional needlework artists, manufacturers and retailers can harness this technology. Video segments, Skype sessions (check out DMC’s “Emma Broidery’s” blog post about some recent interactive training with needlepoint designer Beth Gantz here), virtual pattern portfolios, interactive presentations… it all can start at the touch of a button.

So what do you think? Do you have an iPad already, or is on your wish list? Or do you feel it’s technology that’s not worth the investment at this time? And if you do have one, how are you using it for your business? Sound off below or drop me a line 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.