Archive for the ‘Marketing Needlearts’ Category

Time management has always been an issue for small businesses, and that includes needlearts businesses. Whether you’re an independent entrepreneur or the owner of a company, resources are limited and time always feels tight.

But everything still has to get done.

Now, with the advent of social media, small business owners are faced with even more to do in order to successfully market their companies.  But there is no doubt, these activities are a vital part of any marketing strategy.

TNNA’s Board Member Kathy Elkins, Retail Council Chair and owner of Webs-America’s Yarn Store recently sent us a link to a very interesting and helpful blog:

30 Minutes a Day Small Business Social Media Strategy, written by Mark Hayward.

To be honest, when I first looked at the page, I stepped back.  But I’m one of those people who just hate being told what to do or when to do it.  (I can never follow a diet.)  I also grew up in the paper age, and still have trouble reading long blocks of text on the computer, no matter how large I make it.

But, after overcoming my phobias, I found his suggestions to be very helpful for two reasons.

The “schedule” he proposes is a great overview of the different social media vehicles available. (Of course, I’m sure there are new ones on the horizon.)

He includes

• blogging – what you write and what you read (for example, a list of Needlepoint blogs can be found on the Needlepoint Group Web site by clicking here WorldofNeedlepoint.com)
• Twitter (again your own and others)
• niche forums (for example, the Knitlist and NeedleworkBiz)
• FLCKR, YouTube, and Facebook for both community building and business promotions
• Review sites (for example, Ravelry and Knitters Review).

In addition, his day-to-day strategy also gives you a comprehensive view of how these different vehicles fit together and can work together, and a suggestion as to how much time to spend on each.

He also includes links to more information on each of these topics.

All in all, the blog is especially helpful if you’re trying to put your arms around all this social media “stuff.”

Whether or not the exact time table he suggest works for you, he himself suggests it’s meant to be adapted to each individual’s needs and styles.

Regardless of how much time you think you have, I would suggest you take the time to check out the blog, spend the time to digest it, and invest the time into incorporating it into your marketing program.

I’m writing this from the Embassy Suites Hotel in Nashville TN where TNNA is hosting the Needlework Market.  Hundreds of wholesalers and buyers are here, and the air is filled with excitement.

I just came upstairs after having spent a little time at the Meet and Greet, and can tell you, people are interested and engaged . . . The room is filled with people eager to talk and see . . .  and, of course, do business.

The hotel shows are really different from the large convention shows.  They’re more intimate, with people exhibiting their needlepoint, cross-stitch, embroidery, yarns and other supplies and accessories in their hotel suites.  I must say, the first time I came to one of these, I was a little taken aback.  All the newest patterns, threads, and more displayed right in the rooms . . . sort of like visiting someone’s home, or more precisely, stepping into their bedrooms.

But at these shows, needlearts retailers come to buy and take right back to their shops.  Not that you can’t place orders, but these shows are considered “cash and carry” which is very different from the “orders only” approach at the convention shows.

And, of course, there are classes, as well.  I had the privilege of teaching two marketing classes today which, I hope, gave the class participants a good overall idea of what marketing is all about, as well as some specific ideas they can use.  The “students” also shared their own ideas, which I think helps create those amazing bonds which tie the industry . . . and more specifically, our TNNA members together.

When I asked them why they came to the show, they all agreed . . . it’s not just the products or the classes, but the opportunity to connect with others who share their passion for fibers.  They come away rejuvenated and refreshed, and knowing they’re not alone but are, rather, a part of a big, welcoming and comforting community.

You simply can’t get that through any other means . . . no matter how much time you spend online blogging or twittering . . . Nothing quite compares to getting a real hug from a true friend and colleague.

In recent years, several savvy entrepreneurs have opened up yarn shop cafés.  (I counted nine in TNNA’s online shop directory.)  With the intent of creating a home-away-from home space for their customers, they conceived a business model combining a yarn shop with a coffee shop.

This marriage really makes perfect sense.  In addition to the comfort it provides customers, the coffee shop offers a new revenue stream, and also makes the shop a destination point . . . drawing in those who already stitch, as well as those just looking for a good cup of coffee in a welcoming environment.  And . . . since we know stitchers do drink coffee, it goes to reason coffee drinkers may also like to stitch.

Recently, I was sent a great link to a story about another great marketing strategy that takes the café concept one step farther . . . but rather than coffee, they’re serving wine.

The article “Sipping wine while slipping yarn” in the Wine Enthusiast online magazine refers to needlearts shops holding “Sip & Stitch” nights either in the shop or at local wine bars.  

For example, a TNNA member La Knitterie Parisienne in Studio City CA has a weekly “Sip ‘n Knit” night that attracts a mix of men and women who come together for appetizers and stitching.  On the other side of the fence, wine bars are attracting stitchers by offering special stitching nights and free appetizers.

And we know, stitchers do enjoy a nice glass of wine.  And again, it goes to reason, some wine drinkers might also enjoy stitching.

For years, I have been talking about the importance of marketing partnerships with other dissimilar but similarly targeted businesses. I’ve also been talking about getting “out” . . . out of your self, your comfort zone and also out of your shop, in order to reach new customers.  

Even with the electronic age, marketing gurus are preaching the need to get to know your potential customers in a social sense.  Even with all those twitters, facebook groups, blog postings and such . . . person to person is still the most important connection.  Your community, both social and business, is built through personal relationships.

I don’t recall the article mentioning, or even suggesting, an actual combination needlearts shop and wine bar.  Except for the issue of getting a liquor license, it sounds like an easy and natural progression from the knitting café to the fiber bar.  (Hmmm . . . an idea to ponder for my next life.)

I’m not suggesting you empty out some of your yarn bins and replace them with wine coolers. . . but what better way to be social, and bring more people into your “community” than to partner with a local establishment that already draws in a crowd of people in need of relaxation.

“Sip ‘n Stitch” . . . It seems like the perfect way to relax with a nice chardonnay and crochet, or a pinot noir and a bit of needlepoint, or a little “l’chaim” and lace . . . and the perfect way to entice new stitchers.