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.

From left are moderator Jill Wolcott (standing, far left), and panelists Chris de Longpre, Karin Skacel Haack, Cecil Miskin, Lisa Shroyer and Kate Lemmers.

During The National NeedleArts Association’s Summer Market in Columbus, OH, this weekend, I had the pleasure of watching five successful industry professionals share their insights during a panel session hosted by the Association of Knitwear Designers (AKD). The session, “Achieving Mutual Goals In The Yarn Industry,” took place Friday evening right before AKD’s Fashion Show.

Moderated by AKD President Jill Wolcott, who is also the creative director of Y2Knit, the panelists included:

• Chris de Longpre, Knitting at KNoon Designs
• Kate Lemmers, Kate Lemmers Designs
• Cecil Miskin, Buffalo Gold
• Lisa Shroyer, Interweave Knits
• Karin Skacel Haack, Skacel Collection

PLANNING

Wolcott got the ball rolling by asking panelists about their planning habits.

“You can’t be successful without planning,” said de Longpre. “Start with a plan, measure how you’re doing, and be flexible. But that piece of planning is the basis of all the decisions I make.”

She added that she bases her designing schedule on the Spring, Summer and Winter TNNA markets, and tries to stay literally 18 months ahead. (This revelation drew audible gasps from the audience in awe and envy, including myself!)

de Longpre also touched on the importance of planning your marketing efforts. Skacel Haack agreed, noting that there are times when about 90% of her work is simply working on plans.

“Planning is part of business. How else do you know when you get to your goal?” quipped Miskin, who had earlier described his career path as “raising buffalo almost 30 years, been in fiber seven minutes,” thanks to his family’s interest in using the buffalo wool.

As a former magazine editor, I sympathized completely with Shroyer’s statement that her magazine deadlines are set in stone, and that solid planning is essential to reaching them. She notes that there’s about nine months from the call for submissions to print.

Lemmers was seated the farthest away from de Longpre, and the visual concept of spanning the spectrum was enhanced further by her admission that she “plans” her day when she opens her email and sees the next thing that’s due. Her teasing about working so she could eat drew knowing laughs from the audience.

PARTNERING

Wolcott next asked the team about what they consider to be good partnerships, and Skacel Haack was the first to report the workable arrangement between her company — a yarn importer — and designers whose patterns incorporate those yarns.

“We supply the yarn, they create the patterns, we sell and they sell,” she explained, noting that often, Skacel gets the inital pattern order, then customers tend to reorder directly from the designer. But no matter, she added: “As long as the pattern is out there, I don’t care. I don’t pay a dime for her to design it. She makes money for every pattern I sell and she sells. We promote it.”

de Longpre, who has also designed for a variety of manufacturers, advises simply to “work as a team, and everyone is a success.”

Miskin agreed, citing multiple arrangements with designers for his company’s various yarns. “You have to understand there has to be give; everyone gives and everyone gets. Everyone has a need. Be honest with that need — with yourself as well as others.”

“Don’t undercut price,” Skacel Haack said, “and know how to negotiate.”

Shroyer noted that the magazine is provided with free yarn with which to knit the samples. She was asked whether price points are taken into consideration, and replied, “We do the best we can. The editors choose the yarns.”

Lemmers provided another view, admitting that although she was a “yarn snob,” she works within the constraints of the fiber types and palate with which she’s been assigned. That’s when having a good relationship with the manufacturer can really work to her advantage: “Then I know I can say, ‘I’d like to use this (instead).’”

CONSUMERS

Wolcott asked the panel whether they thought there was a stronger voice from the consumer as to input on which designs work — and which don’t.

“Not stronger, but more immediate,” said de Longpre. “It used to be six months before you knew a pattern was a dud. Now, we can measure (feedback) on Ravelry. It gives us access to consumer opinion we didn’t have before.”

The discussion turned to the thorny issue of free downloads. While it can dilute the value of paid patterns, it’s often what consumers are looking for. Skacel Haack admitted to a recent search for a simple afghan square freebie, but de Longpre saw the silver lining: Measuring trends by the popularity of certain patterns.

“If everyone’s searching for free patterns on baby blankets, you might think ‘ooh, how can I get in on it?’” she pointed out. “But just remember, free patterns do need to be supported, so there’s more work that you’re not getting paid for.”

Shroyer believes free patterns can appeal to a wider audience. If your free pattern is of decent quality, they might return for your other patterns. “There’s definitely room for it,” she said.

Miskin reported that Buffalo Gold is selective about its patterns, but those that are chosen are given free of charge to its retailers. “They can resell them or give them away, but we need those patterns to sell yarn,” he added. “Remember, Bill Gates gave away the software (to sell his computers).”

STANDARDIZATION

When Wolcott initially asked the panel about standardization, I believe she was looking at how to download online and that sort of thing. Her panel, however, decided to get into sizing issues — and Wolcott was happy to oblige.

de Longpre wanted to see more plus size patterns, using bust size as the standard.

Shroyer responded that while that was “nice in theory, in practice it never works.” Lemmers noted this was especially true depending on the fit of the design — a tank top vs. a flowing skirt, for example.

“Heck, if the garment industry can’t get it right, how we can expect to?” Skacel Haack chimed in, noting that while her husband is a 34×34 regardless of brand, the measurements of a woman’s size 6, for example, can vary widely.

Shroyer agreed, however, that keeping up pressure for additional size availability for patterns can only be a good thing.

Lemmers asked about a standardized charting system for each magazine, to which Shroyer noted that the Craft Yarn Council of America recently hammered this out, although not every magazine has implemented it. (In case you’re not familiar with it already, check it out at YarnStandards.com. As Wolcott noted, “sizing is there, too… at least it’s a good place to start!”)

Q&A SESSION

The informal question-and-answer period was lively, with panelists and audience alike agreeing that it would be great if knitters used swatches to determine gauge when adapting a pattern. There was discussion about using a “virtual pattern book” to download on demand, and thus free up shop real estate currently housing leaflets and books to instead showcase more yarn. Another audience member lamented the minimum order of patterns — ordering 12, selling three and eating the cost when the yarn it was meant to complement is discontinued.

The conversation then turned to how the panelists felt about anyone posting a pattern for free download or sale and joining the ranks of “professional” designer. Shroyer had a particularly interesting take on the subject:

“You’d think as publishers we’d disagree. But we like both (independent designers and those collaborating with a yarn company),” she said. “If we publish it, we produce it, but we get your URL and your bio published there, too. In our opinion, the more people that are interested in knitting, the better!”

de Longpre agreed with the enough-pie-for-everyone sentiment: “There’s a lot of need out there.”

PARTING SHOTS

Wolcott wrapped up the hour-long event by asking each panelist to sum up his or her advice for the audience:

de Longpre: “Quality control, marketing, teamwork and compromise.”

Skacel Haack: “Teamwork, negotiate, be professional — stick to deadlines! — and planning.”

Miskin: “You can want, or you can do. It’s about planning, negotiating, listening and being open to new things, like standardization.”

Shroyer: “Professionalism goes a long way.”

Lemmers: “Do what you love!”

The AKD plans to have a video of this event posted to its YouTube channel soon, similar to its panel discussion that took place at TNNA’s Winter Market in Long Beach, CA, in January. When they do, I’ll update readers. To view Part I of the January video, however, check out below:

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!

Thanks to the wonderful Connie Barwick, who is the About.com Cross-stitch Guide and offers lots of great info through her site and weekly e-newsletter, I just learned that The Needlework Show, an online-only trade show for wholesalers, is “opening” April 15.

There is a lot of talk in trade show circles that virtual shows are increasing in popularity — after all, there is no travel or shipping costs involved, and with their username and password in hand, attendees can conceivably browse 24/7. Unlike a traditional trade show, where a misprinted sign or forgotten business card can be a sign of doom for an exhibitor, mistakes can be corrected almost immediately.

I'll be exhibiting again at TNNA in June. Come say hello if you're attending, too!

However, also unlike a traditional show, you do lose some of the spontaneity that comes from a casual conversation at a booth, identifying a visitor’s needs and getting the chance to show him or her how your product fits the bill. In the needlearts industry especially, the inability to touch yarn or see the true color of a canvas can be a hindrance. Plus, unlike the packed schedules of, say, a show from The National NeedleArts Association or the Craft & Hobby Association, this is a market only — no classes or seminars to support it. That’s not to say future events won’t include a live Webinar or YouTube-archived project instruction, though!

Recession conditions and multimedia technologies seemed to have converged at just the right time to make virtual shows viable. For example, according to an October 2009 press release, Middleboro, MA-based Champion Exposition Services did a study that found 28% of associations polled plan on using a digital event platform in 2010. The study also found that 70% of respondents are “actively producing, considering or interested in pursuing virtual events.”

I don’t think virtual shows will replace brick-and-mortar exhibition events, but there is definitely room for them at the table. The Needlework Show is appealing mainly to shop owners, but the site doesn’t neglect needlework enthusiasts (which is Barwick’s target audience). It offers a list of vendors, as well as retailers by state who are signed up for the show and thus would potentially carry the various products. Plus, as Barwick says in today’s newsletter, “Be sure to visit the Fun Page — once the show opens they usually have contests that offer opportunities to win fabulous prizes.” That sure beats trying to discern whether it was your name that was announced over the ancient public address system on the show floor at 1 p.m., 2 p.m. or 4 p.m.!

What I think we’ll see more of is what’s known in the trade show industry as “hybrids” — where a physical event takes place, but there is heavy social media promotion (Facebook fan page, dedicated Twitter account, etc.) and even an online component, where exhibitors are highlighted and videos of seminars are archived, for example. TNNA is already doing this to some extent, particularly with showcasing its popular fashion show events that take place at the Summer and Winter Markets online (TNNA’s Yarn Group has its own YouTube Channel). For that matter, CHA offers a dedicated Web site that offers event-only content, a separate entity from its regular site.

Forbes.com has a great article here that covers the virtual show topic well; while it’s geared to tech shows, the points made could be applied to nearly any industry, including craft and needlearts.

So what’s your take on virtual shows? Are they worth giving a whirl, or do you prefer physically attending a show? Have you participated in one already, and if so, was it a good experience? Please sound off below or drop me a line at positiveyarn@goochandgooch.com.

And if you’re planning to attend the TNNA Summer Market June 12-14 in Columbus, OH, come say hello to me at Booth 1450T!

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.

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 drove home from The National NeedleArts Association Summer Market in Columbus this week in my husband’s car. His CDs were scratched beyond belief, so I was stuck with the radio tuner scanning furiously for a station as I drove through traffic. I decided I had had enough and locked in on National Public Radio. NPR is not always my first choice, but the “All Things Considered” program often has interesting information to share.

I was not disappointed. One of the stories discussed the release of a recent study by the National Endowment for the Arts. The biggest finding by this government agency seems to be that while attendance at concerts, art galleries, craft festivals and other cultural events is taking a hit, participation in arts and crafts is still going strong — even if it is being done by less people. (Listen to the package here.)

When viewed through the lens of the recession and the fact less consumers have disposable income, the numbers make sense. After all, it’s what you probably already know about your customers: Their projects are a form of entertainment that have a practical side benefit of becoming clothing, décor or gifts for their friends and family. You have something to show for your time investment, more than just a ticket stub. That said, it should be interesting to see whether the numbers will tell a different story the next time the NEA does the survey, after we’ve perhaps turned a corner on the economy.

According to a press release, “the 2008 survey was the NEA’s first attempt to measure attendance at performing arts festivals, use of community venues, and attendance at Latin/Spanish/salsa concerts. This fall, the NEA will release a full summary report of survey findings, including regional data on arts participation. In the next year, the NEA will release more topic-specific reports on the roles of age, race and ethnicity, arts learning, Internet use, and arts creation and performance. In advance of those reports, the NEA is making raw data and detailed statistical tables available to researchers and the public. The tables highlight demographic factors affecting adult participation in a variety of art forms. Another table ranking types of music preferred by adults is also included. The entire survey questionnaire and the raw data and user’s guide are available both on the NEA website and on CPANDA, Princeton University’s Cultural Policy and the Arts National Data Archive.”

Here are some results highlights, with my comments in italics. I’d love to hear your thoughts on them, as well, if you’d care to comment below or email me directly at positiveyarn@goochandgooch.com:

• Attendance at the most popular types of arts events — such as art museums and craft/visual arts festivals — saw notable declines. The U.S. rate of attendance for art museums fell from a high of 26 percent in 1992-2002 to 23 percent in 2008, comparable to the 1982 level. (It’s interesting that they lump the events together, as my personal experience is that recent trips to museums have not been crowded, but craft-oriented festivals always seem to be jam-packed. Whether those visitors are there to browse or spend is a study in itself.)
• Fewer adults are creating and performing art. For example, the percentage of adults performing dance has lost six points since 1992. “Weaving, crochet, quilting, needlepoint and sewing” remain popular as crafts, but the percentage of adults who do those activities has declined by 12 points. Only the share of adults doing photography has increased — from 12 percent in 1992 to 15 percent in 2008. (This number just underscores the need to reach a broader audience. People still enjoy hobbies, but perhaps haven’t thought of needlework as a viable option.)
• Aging audiences are a long-term trend. Performing arts attendees are increasingly older than the average U.S. adult (45). The aging of the baby boom generation does not appear to account for the overall increase in age. (Older consumers still seem to be needlework’s bread-and-butter, as well. But does that bode well for the industry in the coming years?)
• Forty-five to 54-year-olds — historically dependable arts participants — showed the steepest declines in attendance for most art events, compared with other age groups. (Let’s hope they’re home working on their latest projects instead!)
• The Internet and mass media are reaching substantial audiences for the arts. About 70 percent of U.S. adults went online for any purpose in 2008 survey, and of those adults, nearly 40 percent used the Internet to view, listen to, download, or post artworks or performances. (This is probably the most important information, as it shows that consumers who are interested in the arts are also Web-savvy. Are they able to find you online, and if they can, will they like what they see?)