Positive Yarn

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.

A friend of mine was let go from her job this week, and the news was devastating to hear. She is a talented person who gives 110% to her work efforts, and from what I can tell, the decision was an economic one. (It still sucks.)

I could string together a bunch of platitudes about how when a door closes, a window opens; everything happens for a reason; she’ll find a job that she’ll enjoy even more, etc. In fact, I did tell her all those things, and so did a lot of her other friends. But those words won’t hold much meaning for a little while. My husband and I experienced that firsthand when he was laid off in 2002 and I was pregnant: You know you’ll get back in the game, but first you have to take a little while and let it all soak in.

I share all this because this afternoon, I came across a story in the Oakland (CA) Tribune that described how the inaugural Oakland Fiber & Textile Festival came about. It’s taking place this Sunday at Splash Pad Park. (I’m 2,000 miles away, so anyone reading this who attends — please share your review of it!).

According to the article, Bente Petersen, who owns Piedmont Yarn & Apparel, was talking about the economy with her husband. He suggested doing a festival as a way to heighten her business profile in the community. She is hosting the festival along with her good friend Lou Grantham, who owns San Francisco Fiber and also teaches at the various local shops.

It’s the lead in the article that caught my eye:

Fiber arts guru Lou Grantham isn’t surprised that she has four times as many knitting, weaving and spinning students right now than usual.

When people are unemployed or underemployed during a recession, she said it’s not uncommon for them to seek creative outlets, like knitting or gardening.

“People are eager to get their energy going,” Grantham said. “Everyone in their DNA has the ability to make something.”

Those are true words indeed. So while I’m not suggesting you drop everything and start a fiber festival in your community, perhaps consider how many of your customers are job-hunting these days. Could your shop host a support group, where customers can stitch and chat with others who are in the same boat — or better yet, are looking to hire? My church actually has a similar, successful program in place (sans the stitching, unfortunately).

If that’s a little much to take on, is it feasible to post a Job Exchange bulletin board, to which customers can tack a flyer looking to host a candle party, for example, or someone to watch their kids, or a job opening at their company?

The secret to your shop’s success is as much about relationships as it is inventory. Anything you can do to help a customer in need will be remembered, believe me. I’m still grateful to everyone who threw job leads and project work our way until my husband started what is now Gooch & Gooch.

And look at the long-term benefit: Once someone’s gainfully employed again, they can spend more at the shop!

Seriously, though, if you’ve done something through your business to help job seekers, I’d love to know! Sponsoring job fairs, getting an out-of-work customer in touch with a job counselor customer, you name it. Sound off below or drop me a line at positiveyarn@goochandgooch.com.

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.

Ah, the irony of stitching an Algerian Eye in poor lighting...

Did you know that April is Women’s Eye Health and Safety Month?

Me neither.

But it’s a legitimate concern, especially among stitchers — the close work we do puts a great strain on our eyes. Because I’m extremely limited in the time that I get to devote to my projects, I’m personally guilty of sewing in bad light. Chances are many of your customers are straining their eyes, too.

Marketing ideas include:

1. Devote an endcap offering eyestrain prevention accessories: A focus on task lamps, magnifiers and other supplies could make your customers consider their lighting situations. Get creative and perhaps even throw in a spa mask or two for post-stitching relaxation. Tink Boord-Dill’s awesome sleep mask needlepoint patterns also spring to mind.
2. Offer “eye yoga” before and after classes: Click here for a great exercise and meditation for students before they start concentrating on their projects. There’s another article here that details a good relaxation technique for your eyes — perhaps to end class with so students can go forth sans squint.
3. Host a sun worship session: Now that spring has sprung, consult your local weather resource and pick a sunny day for your stitching group to work out of doors. A little tailgating party outside your shop can generate interest (and media attention, if you’re so inclined to call and invite a reporter or two about why you’re doing it), and the natural light will be great to stitch by. Just keep the sun block on hand, along with plenty of water. While you’re at it, call your optometrist and see whether she’s interested in participating with on-site eye checks or discount coupons.

If you decide to celebrate Women’s Eye Health & Safety Month, let me know! Sound off in the comments below or drop me a line at positiveyarn@goochandgooch.com.

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.

After paying a hefty mechanic’s bill this week to ensure we can once again stop our car at will, my husband and I are watching our budget a bit more closely. So when our kids came home this afternoon with a “wish list” for a slew of books from the school book fair, I immediately swung into action: I logged on to our public library’s Web site instead.

Now, I certainly have nothing against Scholastic, the love for reading they inspire in kids or the help they give our schools and school libraries. I fully intend to let the girls get a couple of books — ideally, some Mad Libs or other “interactive” book that doesn’t lend itself to being in library circulation. But otherwise, I’m loath to add to our own collection when I know that they’ll read the books, stick them under the bed and never mention them again.

Our library is a part of ClevNet, which brings together the inventory of 31 library systems across nine counties in Northeast Ohio into one nifty database. You can put a reserve on a book housed in a branch 80 miles away, and know that you’ll likely get a call from your local branch in a just a day or two to let you know it’s waiting for you.

By the time I waded through the girls’ lists, I put a total of 11 books on hold on the library’s Web site in a matter of minutes — just searching, clicking and saving online, with my library card number as my account. Bingo: I get happy kids and save about $80. I’m also eliminating the clutter factor of nearly a dozen books around the house long-term.

The convenience of the interactive Web site (which also lets you renew books online, which has often saved me from paying fines) just can’t be underestimated. I feel the same way about my bank, which lets me pay bills and transfer funds on its site at any time of day or night. Heck, we’ve even ordered pizza online!

It’s your turn

So, what’s your site doing for your customers? Are you just listing class times, or are you linking them to an email (or better yet, a form) to sign up for the class today? Are you just describing your products, or are you letting them order and pay via PayPal or some similar payment option? Are you just talking about what’s coming soon, or are you giving visitors the chance to pre-order? Are you giving visitors the chance to sign up for your free enewsletter? Reserve a gift card? Ask a stupid question?

Check out the online homes of Wellslee’s All Strung Out, Mobile, AL, here, and Needle in a Haystack, Alameda, CA, here, as great examples of shops doing nearly all of the above. And if you want to toot your own horn about your virtual business, please feel free to comment below or drop me a line at positiveyarn@goochandgooch.com. I wanna know (and perhaps shop)!

Everyone (and that includes, me, too!) has been telling you to get a Twitter account, a Facebook page and a LinkedIn presence — plus a Ravelry account if you’re in the yarn arena. So you did, and now you’re stuck thinking “Now what?”

I’ve written about social marketing before, of course, but it’s a topic worth examining again — especially if you’re new to the process or if you haven’t given your accounts attention in a while.

Here are five ways to jumpstart your efforts:

1. Spread the word. The first thing to do is make sure you’ve incorporated your new online presence(s) into your regular marketing. Put a “Follow us on these sites!” blurb on every page of your Web site, with links to your accounts. Also put it on your enewsletter (you do have one, right?) and your blog page (ditto). It should also be a part of every direct-mail piece, even if it’s just in small print at the bottom of your announcement. Post signage all around your shop. Add it to your business card info and product labels when it’s time to replenish your supply (or perhaps sooner).

2. Use it to announce updates. For Twitter in particular, this is a no-brainer use to announce trunk shows, new designs, sales, events, etc. Try to turn them into a call to action whenever you can. Just remodeled the front of the shop? Make sure you also add “Stop by and tell us what you think!”

By the way, March is National Craft Month. That’s a post in itself!

3. Optimize your time. Make sure you take advantage of the “widgets” (applications) that allow you to post efficiently. For example, LinkedIn has a widget that pulls in your latest tweets and blog posts, so your profile is updated there whenever you update either of those accounts. Facebook can show a screen shot and link to your blog, as well as a blog or two that you want to highlight.

In addition, free online software like TweetDeck allows you to post to Twitter and Facebook simultaneously (with the option to choose only one if the occasion calls for it). It also allows you to organize who you follow on Twitter into categories (clients, friends, family, etc.). If your phone allows you to post from it, by all means enable that application. That way, you don’t have to be in front of your computer to keep things going. You can also do a simple update while waiting in the dentist office, hotel lobby, etc.

4. Make it a habit. The experts are advising that you make it part of your routine to get online and monitor how things are going. This week, I’m attending a free Webinar from Hubspot titled “How to monitor your social media presence in 10 minutes a day.” Hubspot has a great article here, taken from its popular seminar, that breaks down five easy ways to accomplish just that.

5. Get help if you need it. Social media can be fun and rewarding, but it can also be a major drag on your time. Remember, you don’t have to do it alone. If one of your employees would like to join in and be your ghostwriter, by all means let him or her try it. If that’s not an option, you can meet a personal quota of a “tweet a week,” for example, without reinventing the wheel. Just try retweeting something insightful said by someone you’re following, or link to a story of interest to you that you think your readers may also find worth reading. Of course, there are professionals (like me, for example!) who can also help you accomplish your goals.

I recently accompanied a friend to a bridal show, and I was struck by how many of today’s weddings are incorporating personalization into the process. Photographers are offering wedding albums that look like yearbooks. Dresses are being touted as customizable with color ribbons and bows. Florists are adding all sorts of options that I just don’t think were available back when I was counting down to Sept. 14, 1996. (Or maybe I just was too busy looking at my ring!)

A local bead shop was also there — tantalizing brides with the prospect of having a great evening with their bridesmaids, creating their own jewelry for when they walk down the aisle. They can also add their own twist to their wedding cake server set or champagne glasses. A girls’ night out, with something besides a hangover to bring home (hopefully, that’s optional)?

This 99-cent knit garter is available as a free pattern at JulianneSmith.wordpress.com.

As a great coincidence, I was recently invited by Kelley Wade of the Wedding Professionals Networking Group to join her group on that wonderful resource, LinkedIn. I have a couple clients who are interested in the wedding market, so I asked Wade what she thought about what today’s brides might like to see in needlework. “Tie it into something that the brides can use when they walk down the aisle,” she said, offering these examples:

• a trendy keepsake hankerchief
• a personalized garter (pictured; check out “Garter Girl” Julianne Smith’s free knit pattern here)
• something blue
• a keepsake for a family member
• “his and hers” cross stitch project (piece of fabric with a line down the middle, one side for her special message, the other side with his special message.

Check out how a vintage wedding dress transformed into keepsake pillows at TheArtfulCrafter.com.

Building on Wade’s ideas, is there room in your shop for an engagement endcap? Show how the art of lacemaking can make a beautiful gift. Try the kitschy route of matching aprons and potholders. Make sure you include something old (vintage pattern book!), something new (latest magazine issue!), something borrowed (spinning wheel: not for sale!), something blue (teal, royal, powder … the “sky’s” the limit). Give moms, sisters, future sister-in-laws, best friends and others excited about the wedding both modern and traditional ideas about something they can give the happy couple as a personal gift that will be used and appreciated.

Hold a class for your clients whose own wedding dresses are yellowing in the closet the chance to turn them into unique keepsakes. At www.theartfulcrafter.com/pillows.html, Shaaron Chambers explains how a friend used crazy patch and embroidery techniques to make five pillows out of her circa-1959 dress.

There’s also the trade show angle. If your budget doesn’t allow a booth, look into the relatively economical cost of slipping a coupon in to the “goody bag” so many shows give out to every bride. Remind the brides (grooms, families, friends) that needlework is a great stress reliever, and you just might have them lined up at the door! Don’t forget to apply the same logic to expectant moms and the many “Baby Expos” popping up in nearly every market.

As always, if you have ideas you’d like to share, please do! Comment below or drop me a line at positiveyarn@goochandgooch.com.