Positive Yarn

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Maybe you can't turn every reporter into a fiber enthusiast, but it never hurts to try!

You’ve been putting your shop’s name out there for years, and it all comes down to this moment: The local newspaper’s business reporter wants to stop in for an interview. Is it a dream come true, or the start of your worst nightmare?

It’s all in the preparation. While you absolutely want to be yourself, not overly rehearsed, it’s important to keep in mind the key points you want to get across to the interviewer each time you open your mouth. It’s equally important to know when to not “overshare,” as it were — an off-the-cuff remark that could send your conversation hurtling in a direction in which you’d rather not take it.

What follow are five basic tips I’ve culled from my professional experience of picking business professionals’ brains for print, as well as from other media masters.

1. Learn all you can about their intentions beforehand. Is this article going to be about your business specifically or the industry at large? Is it an overall profile, or are they focusing in on just one thing — your upcoming charity event, for example? Just about any coverage is good coverage, of course, but it will help you decide whether you need to grab your scrapbook to remember things like whether you were founded in 2002 or 2003, or if you need to take a gander at some industry association Web sites to bone up on such factoids like, according to the Craft Yarn Council of America, an estimated 38 million consumers enjoy knitting and crocheting. In addition, find out when they plan to run the piece so that you can be prepared for a little extra attention from new and existing customers alike when it hits the streets (ah, the power of the press!). Of course, also be prepared to be bumped from the 11 p.m. newscast because they had to make room for wall-to-wall coverage of the unexpected snowstorm headed our way.

2. Dress for success. Will the interview include a photo session? Or are you going to be seen as you speak, on TV or online? Even if it’s for a no-frills radio interview, clothes can make the man — and woman. As this helpful article on Media-Training.info thoroughly explains, your best bets include:

• Solid pastels or bright colors: White washes everyone out; navy or black loses detail; patterns are a no-no.
• Clothes that fit: You’ll be nervous enough as it is. There’s no need to add discomfort to the equation.
• No shiny jewelry: The article recommends keeping your glasses off, too, but professional photographers and videographers can usually work around that with their lighting choices.
• A good night’s sleep beforehand: “Mommy, does knitting really make your eyes get all puffy like that lady on TV?”

3. Assume everything is on the record. I could write a book simply based on the secrets that have been shared with me during the course of interviews over the years. But boy, would I be in trouble. While I try to get my sources back on the record as quickly as possible, so as not to have any gray areas about what is and is not fair game, I can’t say that’s the reaction of every reporter. If you have a good rapport with the local media (and by all means I strongly suggest you develop one, so that you never find yourself on the wrong end of a reporter’s notepad), that’s great. But no matter how buddy-buddy you are with them, pay attention to what you’re sharing during the course of your conversation. A casual mention of your ex-husband, for example, might be the peg on which the reporter hangs the crux of the story: “Fueled by the independence her divorce gave her, Smith opened her shop in 2003.” (“But that had nothing to do with why I opened the shop! And it was in 2002! Arrgh!”)

4. Never say “no comment.” This is especially true in crisis management situations, when a microphone is shoved in your face after your best employee was just charged with embezzlement, your business just burned to the ground or some other horrible event has just occurred. You can say “I’ll have to look into that and get back to you” or “I’m still trying to collect some more information myself before I am able to comment” or something similar that will buy you some time, but simply sticking to the terse, two-word phrase is going to do your public image no favors. Consultant Karen Friedman has a great article that discusses this particular subject in more detail, and in fact has a wealth of great media relations advice for entrepreneurs at her own site, KarenFriedman.com.

5. Remember, you’re the expert! One trick reporters often use is to ask a leading question and then pause, assuming that you’ll say something, anything to fill the dead air. (Yes, I use it, too. Don’t judge.) Don’t be intimidated. If there’s a point to make, make it, but don’t ramble. You have your key points you want to make, you have the expertise to elaborate on them — so go for it. The reporter is there to find out information that you have and he or she needs to both interest and enlighten the readers. Seize this opportunity to get some great publicity and share your knowledge about something you love: your business!

According to an article from California ApparelNews.net:

“A new vote has exempted fabric and yarn from the lead testing and certification requirements for children’s products under the Consumer Product Safety Commission’s Consumer Product Safety Improvement Act. The exemption, which is expected to go into effect within a matter of days, does not include snaps, buttons, zippers and the like. The result is that the final garment will still need to be tested.”

Read the full article here. I became aware of this news thanks to Yarn Market News, which sent a blast email to its readers.

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

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

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

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

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

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

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

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

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

Shortly after learning of the government’s Car Allowance Rebate System (CARs, formerly known as “Cash for Clunkers”) program — and shortly before they depleted all the funds with its popularity, although as I write this, Congress is hammering out a deal to let it continue — I wondered of the viability of “Stash for Clunkers.” In my mind’s eye, I saw a chance for shop owners to allow customers to enhance their respective stashes of yarn, thread, beads or other supplies by bringing in their orphan skeins, their kits “they never got around to” doing, their odd-sized needles that are otherwise just taking space in their homes. What they bring in could give them a discount to replenish their supply with new stuff at the shop, or if they feel so empowered by being clutter-free they don’t want new stash, they could use it toward a class to use up even more materials.

As for the “clunkers” you collect, chances are that they could make a great addition to a daycare program (for children or seniors), a hospital or other organization that looks to keep people occupied while enhancing hand-eye coordination in a creative way. Perhaps you could cherry-pick items to keep on hand for your shop’s charitable initiatives, such as Warm Up America or Needle and ThREAD: Stitching for Literacy.

I’m pleased to say that at least one yarn shop was thinking on a similar wavelength. Wool Winders, a self-proclaimed “Knitting Salon” in Rockville, MD, is offering its version of “Cash for Clunkers,” whereby they donate a customer’s unused yarn and give him or her 15% off all non-sale yarns, including its fall collection. The shop wisely is keeping the sale just Aug. 3-9, so as not to be inundated with requests. I’m anxious to learn how their project turns out, and I also encourage anyone who is doing a similar program to share either below or via email (positiveyarn@goochandgooch.com) the whys, wherefores and results of what you have done.

I find that many people, regardless of their personal politics otherwise, are hailing this government program as a positive for both the automotive industry and the environment. It benefits the economy and all the trickle-down businesses that stem from the auto industry. Obviously the program has its critics, too, but there’s no denying that it’s making at least some consumers contribute to the economy. And isn’t that something that all business owners want to hear these days?

A neighbor of mine who works as a bank teller reports that there’s been an influx of 1950s-era currency; the prevailing explanation is that many seniors who still have the Depression-era mentality of stashing a bit of money under a mattress or behind a picture frame are seeing fit to take advantage of the program, trading in their old vehicles and paying cash for new ones. Here’s hoping that one of the first drives customers take in their new vehicles ends at your shop’s front door!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

It’s not every day I can say I’m excited to open my mail. But waiting for me today was the May issue of Yarn Market News, with my byline on page 34. They say you should write what you know, and I did — 13 years of editing and writing for Pest Management Professional has given me the contacts and the insights to write about moth prevention and control in a yarn shop or stash setting. And hey, if I can help one LYS keep those dreaded cocoons at bay this summer, so much the better.

All right, I’m done tooting my horn. There are 61 other pages in the magazine to enjoy, too! Here are just two tidbits, which appear in Cheryl Krementz’ May Market Report (page 8, if your copy is nearby), that caught my eye:

1. Knit to Quit. Krementz interviewed Debbie Macomber, co-owner of A Good Yarn in Port Orchard, WA, which also happens to be the name of the fictional shop in Macomber’s Blossom Street series of novels. The novels came first, if you’re wondering (and technically, the brick-and-mortar version is called “Debbie Macomber’s A Good Yarn Shop.”). But in her latest novel, Summer on Blossom Street, Macomber uses a real-life smoking-cessation program called Knit to Quit as a plot device.

The support group format of Knit to Quit seems to have taken off in recent years in places like Europe and Australia, but not as much in North America. To be honest, I was surprised to find that www.knittoquit.com seems to be up for grabs right now. (In my Google searches, I also came across this related post on a blog maintained for Ariadne Knits in Montreal.) It seems Macomber wants to raise awareness of the concept among her readers.

Macomber said in the YMN article that she was intrigued by the story possibilities of having characters who are trying to stop smoking (or some other vice) by picking up the needles. On her site, debbiemaccomber.com, she invites readers to share their own tales of how the calming effect of knitting — not to mention the camaraderie and support found in like-minded yarn enthusiasts — helped overcome an obstacle in their lives.

Personally, I think this is a great marketing idea for shops — especially with summer on its way, when people are doing more outdoor activities and thus are more apt to light up than when they’re confined to the indoors. Let customers know it’s down with cigs, up with fiber this season! I’m encouraged by the fact two Ravelry groups already exist that are devoted to the subject: Knit & Quit has 91 members, while Quit Yer Smokin’ has 9.

Of course, this doesn’t have to be limited to smokers. Customers who want to pick up their needles instead of that extra cookie might be inspired by a Knit to Quit chapter; or perhaps this is just the excuse some need to “quit” whining about boyfriend/job/life and enjoy some stitching time.

2. The 3/50 Project. This grass-roots project instructs participants to “Pick 3. Spend 50. Save your local economy.” YMN’s Krementz interviewed 3/50 Founder Cinda Baxter and learned that “if even half the employed population spent a mere $50 each month (at three locally owned stores), those purchases would generate more than $42.6 billion in revenue.”

There’s no fee for a retailer to become a registered supporter; all you need to do is visit the350project.org. There, you’ll find downloadable fliers and other marketing goodies to spread the word.

Are you already doing one or both of these very timely initiatives? Talk to me! Please comment below or email me at positiveyarn@goochandgooch.com.

And as an update to my previous post on the White House official’s healthcare roundtable at a LYS in Washington — the officially released press announcement after the event took place can be found here. I give my sincere thanks to my wonderful friend JII for giving me the heads up!

Who knew that yarn would play such an important role in National Women’s Health Week? Tomorrow, May 13, Health and Human Services Secretary Kathleen Sebelius and Tina Tchen, director of the White House Office of Public Engagement and Executive Director of the White House Council of Women and Girls, will host an invitation-only roundtable discussion with women small-business owners at Stitch DC, a locally owned small business in Washington.

According to the media advisory, “at the event, Sebelius and Tchen will discuss the barriers that make it difficult for women to obtain the high-quality affordable care they need and often prevent small businesses from providing care to their employees.”

Sebelius will also release a new report on the impact of the health care status quo on women on Wednesday. The report will be available Wednesday morning at www.HealthReform.gov.

So congrats to Stitch DC’s Marie Connolly and her team for landing such an important event. If anyone has more details on this, please drop me a line on the comments below or email me at positiveyarn@goochandgooch.com.

How are you (and your business) celebrating this special event? Let me know by commenting below or emailing me at positiveyarn@goochandgooch.com.

Photo credit: iStockphoto