...Become an "Inspiration Destination" to get your Share of the Craft Dollar!

There are certain people who emanate creative light---you know the sort  I mean---each idea is more inventive than the last, their humor is infectious, filling the world with laughter, and the day is just a tad sunnier for having encountered them.  Steven Berg is that guy for me.     I met him at a TNNA trade show a few years back and have spoken to him only a few times since.   He probably doesn't have a clue that  I am a groupie because our contact has been infrequent.

Nonetheless, I have followed his career with interest.  I yam what I yam----a  Steven Be groupie.

Steven grew up around yarn.  His mother, Christina, owned a yarn shop and taught Steven to knit at an early age.   The shop was in a charming turn of the century building, that was evocative of Ike's General Store from The Waltons television show, replete with dome glass counters.  Steven learned the importance of ambiance at an early age.  He had an eye for fashion and was designing elaborate Barbie clothes by age eight. His love of design brought him to the fashion industry where he had an international career throughout Hong Kong, Milan, Paris and Miami.   However, corporate settings have a way of putting distance between the artist and the artistic process, leaving Steven clamoring for a more creative experience.

After 30 years in the fashion industry, Steven moved to  Rosemount, Minnesota and went into business with his sister, Monika.  The pair founded The Yarn Garage in 2003.  The endeavor proved to be an immediate success and he branched out with his latest venture,  Steven Be, located in Minneapolis.   The store is housed in an old firehouse that Steven lovingly restored.  It is off the beaten path in a not quite "up and coming" neighborhood, but Steven figured that someone had to start the gentrification process and decided he was going to be the one. 

He has created something special and he has the cash register receipts to prove it.  In a location with little visibility, in a city that has its share of economic challenges, Steven Be is growing.  The store is profitable and revenues are increasing every year.  Impressive, indeed, at a time when craft stores are shutting the doors with depressing regularity.

So what is Steven Berg doing right?

Lots!  He is warm, talented, engaging, confident and delightfully eccentric, with hints of vulnerability peeking through when you least expect it.  Frankly, his complete and utter humanity is enchanting.  He clearly has a great deal going for him,  but the key to his success lies with his ability to truly inspire others. He makes magic. Where the average knitter might see a ball of yarn as nothing more than a  pretty possibility, Steven sees the MAGIC of its potential.  Hang with him long enough and you see the magic, too.   He is infectious and inspiring.  In Steven's world "There are no mistakes, only variations."   I like that philosophy....it is easier to try something new if you can't fail and Steven makes you think that failure is damn near impossible. 

His store is overflowing with delightful fiber confections.  His has an eye for the best and most unusual in fibers, earning him the nickname the "Glitter Knitter."  There are fanciful  and luxurious samples everywhere!  Do you want diaper bag trimmed in Possum Fur for your daughter in law?  No problem...he will whip one up!  Rocker Son desires a shirt made from VHS tape for his American Idol debut?  Easy enough!  His advice to new knitters....Don't make something that you can buy in a department store.  His customers quickly develop pride in, and an appreciation for, the art of fiber craft.  Lucky them!

Steven is an artist with a keen eye for business.  He has an incredible staff to handle Social Media as well as some of the more annoying "process oriented" tasks that seem to plague us artistic types.  His space is a mecca for other yarn artists---beautifully appointed, with comfortable chairs throughout to encourage communal knitting.  The show stopper is an amazingly opulent chandelier that is delightfully decadent.  He even has a stage that is used on Sundays and for special events, where he features musicians, artists, and other creative types to entertain his customers. He is all about giving back to the local community---offering up-and-coming artists a place to showcase their work, seeking out and paying young fiber artists the price that they need (and deserve)  for the beautiful yarn that they dye and spin for him.  As is often the case with those who give without expectation of a return, Steven's generous heart has cultivated a cult like following.  You know, the whole karma thing.

He believes that it his job to educate himself and to bring his customers along with him on the journey.  He spends a lot of time on research, although he admitted that he orders inventory with his heart, rather than his head.  Steven noted that although he is not impervious to the effects of the recession,  he believes that if you inspire your clientele, the spending will follow.  True that!  The stores that have devolved into little more than a place to warehouse product are going to be hard pressed to survive.  Every crafty retailer knows that virtually any product can be purchased more cheaply online than at the local craft store.  It is what does or dos not happen at the store that will drive customer in---or away.  Steven worked seven days a week for two years to bring Steven Be from a gleam in his eye to the destination shop that is has become.

Special events rule the day at Steven Be.  Steven's customers go to him for community, inspiration, and excitement and he makes certain that there is something going on ALL of the time....catered lunches, concerts, knit-a-longs, specialty classes, fashion shows, live demonstrations, even Skype interviews with industry stars.  Steven is a believer in technology and has made it a friend rather than a foe.  Customers are encouraged to use the store computer to find patterns and crafty inspiration. He identifies a niche and fills it.  For example, Steven is aware that many yarn store owners look down on crochet and has therefore vowed to become a crochet Mecca, using fibers not traditionally associated with crochet to craft fuzzy masterpieces.

He is quick to give kudos to industry giant Jennifer Hanson of Stitch Diva Studios for her role in the current crochet revival.  Jennifer's sexy and contemporary designs have brought crochet a long way since your mom's granny square toaster cover.  Her designs feature sophisticated stitches such as broomstick, tunisian, and hairpin lace crochet.  Really yummy stuff....I used her Baroque pattern a few years ago and trimmed it with Swarovski crystal yarn.  It is a special piece, for sure!

One of Steven's epic wins is his marketing of Store Memberships, which are available in a broad range, from the  $19 "Glitteroti Day Pass" to the "Glitter Diva Lifetime Membership."  The high end membership costs $459 and entitles the recipient to 10% off all merchandise, reduced class and event fees, and 40 hours of month of Steven Be-Inn time.  I wasn't surprised to learn that he has more than 50 Glitter Diva members.  The man is a marketing genius with a genuine interest in making his customers happy.

Steven told me that he surrounds himself with youth and I urge you not to underestimate the importance of maintaining a youthful vibe.  No matter how hip we are at 50, lets face it, we are talking being "hip" at "50."  My kids would say that the two are mutually exclusive.  The meanest of them would also add that he had just thrown up in his mouth.   Whatever.  There is definitely a cool version of 50, 60, 70, 80 and beyond, so long as the folks who are judging are equally age endowed.  Am I right?

That being said, retailers need to stay relevant.  There is a HUGE group of crafters in the under 30 category.  Despite what you think, many of them are big spenders because they have real jobs and no kids.  Do not overlook this market!   The best way to know what is "cool" is to surround yourself with cool!  Pick the brains of the young crafters and artists in your market.   I recently took a tatting class at a relatively staid "typical" yarn store.  The gal who taught the class was a generously pierced and colorfully tattooed young woman who shared with the class that she had only recently taught herself to tat by watching hours and hours of You Tube Videos.   True Confession:  I was expecting to be taught by a 107 year old European woman who had learned at the feet of her whiskered grandmother.  Go figure...serves me right for assuming.  The tatting instructor was a store employee with true passion for fiber crafts.   No one in the area has offered a tatting class before and I have been wanting to learn, but lacked the desire to spend hours and hours watching You Tube videos.  The young teacher has an obvious desire to learn new skills and Store Owner was smart to have hired her even though she did not fit the store customer demographic.   She adds a different perspective to the "classic" yarn store.


But I digress....


Steven likes a youthful vibe in the shop, but he is intractable in his quest to hire staff members who are very strong technically, well versed in the craft and art of fiber.   He cares less about past retail experience than love of fiber, noting that he considers himself a "Fiber Mixologist."

The passion shows.  He is selling an experience and stressed the importance of  maintaining a stage face, because, in his words

....It is a wonderful day everyday at Steven Be!

I am a believer.

Steven Be
A Yarn Garage Workshop
3448 Chicago Avenue
Minneapolis, MN  55407
612-259-7525
Email  Steven here.
Sign up for his newsletter here.


SPECIAL HOLIDAY  INVENTORY POSSIBILITY:

I happened upon this adorable knitting glassware during my daily web travels.  BreadandBadger is owned by Amanda and Sean Siska, a husband and wife team on Etsy.  They create a variety of gift  items for the knitting enthusiast, including a soap dispenser, various containers, and assorted bar ware.  Best part...they offer wholesale pricing.  Check them out if you are interested in adding some gift items to the sales floor this holiday season!



IN OTHER NEWS
Check out my stitching blog!  We are having an awesome give away featuring the hand dyed embroidery floss in Sunset, pictured in the martini glass above.  Your name will be entered in the drawing when you leave a comment on this weeks post,  Losing my Mojo, Rosie's Garden, and the Search for Tranquility.

Last Minute Holiday Make and Take Projects can get customers in the door!

The holiday countdown has begun but it is not too late for some last minute low cost marketing magic!  A quick internet search has revealed a treasure trove of crafty goodness that would be perfect for a Holiday Make and Take Event or free afternoon workshop.  Get the hot chocolate brewing, put some cookies on the counter, and show your customers some crafty love. 

For example, The Purl Bee's Betz White has a tutorial on these "Oldie but Goodie" Slippers....so awful that they are fabulous!  Seriously...I am strangely compelled to whip up a pair.  Crochet doesn't get much easier than granny squares and if they are not nice to me, every member of my family will find a set under the tree!  Yup...punitive gift giving. 

Speaking of which, how about a contest asking your customers to describe the worst gift they ever received?  Offer a shop gift certificate to the winner to make up for the horror.

In a shameless bit of self promotion, consider a Felted Soap Make and Take!  No previous felting experience is required and everyone leaves happy.  Truly, I have never met a person who was not delighted by the project.    Written instructions can be found here and for those who prefer a video demo...you can find that here.

Holiday ornaments are always a gratifying project.  I am currently working on some crochet stars courtesy of a free Ravelry download designed by Daniela Herbertz.    CraftyPod's Diane Gilleland has a simple tutorial which makes terrific use of fabric scraps to make Japanese inspired "Upholstered" ornaments like the nifty tree pictured at left.  Diane's blog is always a wonderful resource for crafty How To's and I visit her cyber home weekly!

Promote economical AND fabulous by offering a free REMAKE IT-TAKE IT jewelry event.  Etsy is filled with stunning examples of artists who fashion relevant jewelry from the broken bits and pieces that all of us have in our stash.   The charming necklace at left was crafted by Etsy artist BlueMoss and reminded me that I have a number of enamel flower pins gathering dust in the back of a drawer.  I am already daydreaming about a project for my daughter. 

Check out the stylish cuff at left ---a great use of jewelry remnants by All Things Tinsel.   My mind is abuzz with the possibilities and  I am glad to have saved all of those broken pieces that were too pretty to throw away!

Get the word out FAST with a quick e-mail blast or Facebook update.  Crafty Retail Superstar Debbie Huntoon, of Alada Beads in Michigan, uses her store Facebook page as well as just about any Crafty Retailer I have seen.     Her customers have learned to check it every few days if they don't want to miss out on a great deal.  Deb uses the page to randomly --but frequently-- to announce "today only" specials.  Great marketing...after all, everyone likes a surprise!  Facebook is a great vehicle to reinforce your brand and reach out to your customers without a direct email.  Deb also puts out a great newsletter---check out the online version.

[True Confessions:  I have been slow to jump on the business Facebook bandwagon.  NO MORE EXCUSES.  Improving my Facebook presence is on my Business Resolutions List for 2011---how 'bout you?    Help me!  Anyone who goes to my page  and LIKES IT this week will be entered to win a Truly Fabulous Gift Package.  Winner to be announced next week.

Marketing Events are Critical for the Cash Strapped Retailer

Customers are inundated with choices on how to spend their money but have less money to spend. What a conundrum.   Competition for that dollar is intense.  That's a fact, Jack.  Bemoaning the state of the economy does little to get your rent paid.  Savvy retailers know the value of scheduling frequent customer appreciation events to get cash flow positive.  After all, it is much easier--and way cheaper-- to delight existing customers than it is to forage for new customers.  Are you taking advantage of this simple marketing strategy?

Successful Event Marketing does not require a big budget or even a particularly brilliant idea.  However, it does require time and consistency.  Many of your stores are a little slow right now.  You can spend your hours worrying and ringing your hands or you can take control of your life.  Turn the downturn into an opportunity by using the extra time to get your marketing plan in order.  Gather your staff together for a brainstorming session and fill out a marketing worksheet.    Once you put an idea down on paper, it is more likely to become a reality for you.  Leverage technology to reach your goals.  The beauty of an email blast is that you actually have time to pull off an event to spur sales this week-end!   We recently blogged about Crafty Retail Superstar Jackie Goff of Uptown Fibers.  She was able to generate one half of her monthly revenue in one week-end, based upon an email blast sent a few days before the event. No advertising costs, no major headaches...just determination and a clear sense of purpose.

I received an email from my LYS announcing her 6th Anniversary week-end celebration.  Honestly, I probably would have passed on the event because I had just spent more than I would have liked on the 40 skeins of yarn needed for my current afghan project.  Puma was disturbed to have her nap interrupted by my camera.  But I digress....

I wasn't planning on going to the event.  It was a busy week-end, I had already spent my yarn budget, etc.

....and yet.....

I spent $150 and had a great time.  Huh?  I know, I know...I didn't plan on it but the yarn shop owner did a CRAFTY RETAIL SUPERSTAR kind of thing.  She got on the phone a few days before the event because she "wanted to make sure that I got a personal invitation from her."  BINGO!  She had me ...hook, line, sinker.  How could I say no?  I went, but I went with a steely resolve:  NO SPENDING.

You can imagine how quickly my resolve crumbled when I saw the beautiful jewel tones in a wool/silk blend---perfect for my next project---and it was "Buy one, get one free!"  Yowza!

"That will be $149.79."

Sigh...I guess I can use my clothing budget for yarn.  Again.

I confess.....I can resist anything except temptation and I bet your customers are similar....so TEMPT THEM!    Roze, my local yarn shop owner did a couple of brilliant things to ensure that she got the job done:

First, the owner of Fiber Art in Odessa, Florida,  knew that an anniversary required a big celebration.  Roze contacted all of her vendors and explained that she was having a party and asked them to donate door prize items.  They were happy to oblige and the prizes helped generate a buzz leading up to the event.  Savvy Roze followed up with thank you notes to let her vendors know that their efforts were appreciated.  Warm fuzzies all around.

Next, Roze made sure that she sent out an email blast notifying all of her customers about the event.  Her best clients received a special invite to a customer appreciation soiree the night before the big event.  They got first dibs on the sale goodies, as well as great wine and festive appetizers.

Roze made sure that she was adequately staffed for the event and even had a good friend step in as "store greeter."  She was a charming gal who joked that she wasn't crafty at all, but she was a heck of a greeter.  It was a nice way to break the ice for someone who was walking into the store alone.

Roze made sure that she had a loss leader.  She jokes that her "Buy one skein, get TWO FREE" promotion had her suffering some heartburn, but in the end it proved to be a winner.  Customers clamored to take advantage of this deal and in addition to ridding the shelves of some targeted product that needed to go, many customers invariably added other "non sale" items to their baskets.

Finally, Roze called EVERY SINGLE PERSON on her list to personally invite them to the shindig.  Note that she only spent two hours on the phone.  I know that those phone calls aren't easy to do, but do them anyway!  They are very effective.  Remember:  I only went to the event because I had received the phone call! I spent almost $150  and then called Roze the next day to ask her to pull another $150 worth of sale yarn for me.  What can I say?  It made sense to buy it on sale.  I need it to finish the afghan that I haven't even started yet.  Yup, it makes perfect sense.

I guess I can use my hair budget this time around.   Sigh.  What can I say?  A crafty girl needs her crafty stash.  But I digress...

Roze's sales greatly exceeded her expectations---she sold $10,000 of product over the course of the week-end.  No advertising expenses, just planning and focus.  She got rid of old wool inventory just as we are heading into a Florida summer.   Good job, Roze!  You do not need an anniversary to stage a party.   Celebrate Spring if you have nothing more creative....get some wine, a fruit plate or two, and get going!  You can find some quick and easy marketing ideas in this post and a marketing calendar listing zany promotions ideas can be found here!

Motivated?  Good!  Now put down that bag of Cheetos and get off the couch.  Trade in those fuzzy slippers and sweatpants for your short skirt and cute sandals.  Be a walking advertisement for your store.  Get your employees behind you  and  make it happen! You are strong, you  are powerful, you are a RETAIL SUPERSTAR!    C'mon...you can do it!

Ready, set, GO!




In other news.....


On my studio table:

 My industrial metal kitchen table needs the softness of a runner.  The green one that I had been using was recently gifted away.  Accordingly, I need a quick replacement.  In an effort to effect some sort of a cosmic payback for my recent yarn indulgence..ahem... I am currently working on a wet felt/needle felt table runner that will utilize my scrap wool. There will be nothing purchased for this project, No Sirree.  I just laid out the first layer....an apple green that is definitely NOT my favorite color. It will be interesting to try to turn it into something I love.  Stay tuned....tutorial to follow soon!
 

Speaking of tutorials....Part II of the Embedded Crystal Cuff tutorial is now available for download here.  It is free, it is easy, give it a try!

If you missed Part I, check it out!




An Attitude of Gratitude really does make life sweeter.   I shared a poignant moment with my oldest son yesterday that made me pause for a moment of quiet appreciation for my many blessings.  Jake recently moved to L.A.  Jake---the silly young man pictured at right---has stars in his eyes and is chasing  his dream.  I am really proud of his fortitude and his focus but I miss him like crazy.  Yesterday he called me and I could tell that he was a bit shaken.  He shared something that appeared to be nothing more than a moment in time when it happened, yet it turned out to have a profound impact on him.

Jake was in the train station last week when a young kid (he described him as a young traveler/"gypsy" sort of kid...kind of a lost soul with a gentle disposition and a tattooed face) came up to him out of the blue and asked to borrow his cell phone.  Jake handed it over, got it back, and went on his way without a second thought.  Yesterday he got a call from a frantic Mom hoping against hope that Jacob might hold the key to her child's whereabouts.  The kid had gone missing and Dad had flown into town and was randomly driving the streets of  L.A. hoping to find him in a city of millions.  Mom got Jake's number from the person her son had last called and that is where the trail ended.   He had to tell her that he didn't have a clue and the woman fell apart.  What a nightmare for her.    I am so grateful for a close and connected family and hope that you will join me in sending out a prayer for that mom and her son.



So, yes...times are tough, every sale is harder today than it was yesterday, but I am really, really grateful for what I have in my life.   

What are you most grateful for today?

Hard times are Coming....are you the Ant or the Grasshopper?

This is going to be a more personal post....you know, the "pull up a chair, pour a glass of wine, and share a moment" kind of post that would embarrass friends and family if they were to read it....but a gal has to do what a gal has to do and recent events have me in need of a brain spew.

OK....here goes........

I live in Florida. The economy is bad here.  My family feels it.  Most people I know are feeling it.   Of course, your little pocket of the world might not be feeling it as acutely.   Better yet...perhaps you have been preparing for it.  That is, you might be the Ant to my Grasshopper.   Remember that?  One of Aesop's fables.  I like the cartoon version from 1934.  The grasshopper was playing and frolicking throughout the spring and summer while the ants dutifully prepared for the coming winter.  It has been my tendency to play the Grasshopper in that scenario.   I was never a saver.  I was always a consumer.  A rabid, frenzied, "gotta have it" kind of consumer.  Shopping is something that I did for sport.  I hardly even know that person any more and thank God for it.   I have scaled back.  Doing more with what I have on hand.  Enjoying the process of creating more than the process of consuming.  Several years ago I had a pivot point in my life.  I had  too much debt with too little income--in business and at home.   I had some serious decisions to make and I made them.   It was not pretty.  It was not fun.  Yet...after a lifetime of overspending, I finally "got it."  I had to stick to an austerity budget to make headway with the debt and although it hasn't been easy, it has been joyful.   It is good to feel in control of your life.   If you are not a shopper, substitute your own personal secret vice and imagine the delight in kicking it.

 The deal is....I honestly (and PAINFULLY) looked in the mirror to examine what I had done to bring me to the bed I was so uncomfortable laying in.  I did not blame my partner, my husband, my customers, or my accountant.  I don't control them, I only control me.  I was brave enough to own my personal dysfunction,  figure out what I had done to contribute to the mess and  make it better.  Cool, huh?  It isn't perfect....I still have some debt and income is down, but it is better. I am in control.  I have power.  ROAR!

 The glory of "getting it"  three years ago is that I have had some practice to prepare me for what is coming our way.  Hard times are knocking at the door, folks.

We had dinner with some friends recently.   They are good people and we have known them and loved them for years..  They are like me...Flawed, happy, solid people fighting the good fight and trying to keep it all together.  Like many Americans, they lived right to the edge of their means.  The husband is an incredibly hard worker.  They have a small family business that has afforded them a luxury lake front home and nice vehicles.  Unfortunately, their house is in foreclosure.  The husband is depressed, the wife is trying to keep him glued together.  She finds herself spending money they do not have because shopping is what she does to calm her nerves.  She isn't spending much money at all...a nail polish here, a $10 shirt there.  No, it is not much, compared to what she was spending when times were flush, but it is more than they can afford.  The business income has slowed to a trickle.  The are in the dental industry and sell what for many is now a luxury, not a necessity.  Tactics that worked before to bring in new business are not working now.  They are eating a lot of cereal for dinner because that is what they can afford.  The husband is feeling hopeless.   Hard times are coming.
 
I see it in my neighborhood.  Lots of  "for sale" signs are now dotting the lawns in my  community.  My favorite restaurant is always half empty and the owner's fear is showing.   There are more empty stores in the strip center down the street.  Times are tough.   I get it---I am living it, too.

My husband is in a state of flux....in 2009 he sold his interest in his business.  He has 7 months remaining on his Non-Compete Agreement.  He has to stay out of the only industry that he knows until November.  We have lived through this sort of thing several times in our marriage.  Nonetheless, it is always a bit scary and unsettling.     We watch the bank balance go down, while we figure out WHAT COMES NEXT.  We have never done it while facing such a grim economy and don't want to sit around and wait.  So....after much deliberation we bought a business in an unfamiliar industry because we are determined to BE THE ANT.

This week-end my husband and I went through our budget. [BE THE ANT]  There is nothing quite like trying to slash 20% from the budget to get the love flowing in a marriage.  [Was it good for you, dear?]  It is exactly the sort of thing that we avoid talking about because it is so unpleasant and presses so many buttons.  [BE THE ANT]  We got through it without an argument because we are on the same page.  [BE THE ANT]  It is not about power struggles....it is about survival.  [BE THE ANT].

The cuts we made three years ago were luxury cuts. An Excessive Clothing Allowance became a Reasonable Clothing Allowance.    A Ridiculous Entertainment Budget became more appropriate for our reality.  The cuts this time are going to cause some real bleeding ---both inside and outside of our home.  We still have the money for our NEEDS, but our WANTS have been hit hard.  Rosie the Wonder Dog has had medical bills that have left me weak in the knees.  I pray that she is on the mend because there is a limit to our ability to pay the extraordinary bills required for high falutin' medical care.  The cuts we are making are deep.  I have a housekeeper I adore.  She and her husband have worked for me for years and I care about them. My kids are grown and I can certainly deal with the house myself.  Yet, I have been loathe to end the service.   They have a daughter with serious medical issues.  I worry about the economic impact on the family because I know that they have lost a number of other accounts recently.  This is what puts food on their table...yet, I can no longer afford the luxury.  It makes me sick to my stomach.....but I gotta BE THE ANT.

  We cannot control the economic tsunami heading our way...it is coming whether we want it or not.  We are going to live though it either way so I am going to do everything in my power to keep my family safe, happy, and secure.  We can come through it new and improved or we can come through it broken.   How about you?  Are you doing what it takes --in business and in your personal life--to BE THE ANT?

Debbie Huntoon of Alada Beads is one Crafty Retail Superstar who is all about BEING THE ANT.  This woman never stops and she has the success to prove it.  Her bead store is in Michigan.  The economy there is even worse than the economy in my home state.  Yet, Debbie's store is thriving.  She is totally self supporting and cannot afford a failure, so she makes sure that she doesn't have one.  Is it easy?  Hell, no!  Is it rewarding?  Absolutely.

Debbie told me that she is the Queen of the Gimic and cannot imagine how she would get the rent paid if she was not so focused on promotional events.  She has events going on ALL OF THE TIME.  The photo at left came from PET-A-PALOOZA where customers were invited to bring their four legged pals into the shop for a photo session.  the photos were "shrunk to size" and used to create one of a kind charm bracelets for the doting owners.

 Next week she is offering Mom-a-Palooza in honor of the Crafty Moms that support her business.  There will be a number of Make and Take tables set up with special projects so that kids can make a present for Mom while she makes something  a bit more sophisticated for herself.  The photographer will be back in business so that photo charm bracelets and pins can be created for Grandma!

 Last week Debbie  hosted her 11th Carnival Event.  It is always an impressive event...Debbie works with her teachers to create some stunning make and take projects.  There are 10 different stations, each manned by a different teacher dedicated to assisting with a particular project.  The one day event resulted in $9,000.00 in sales.  Not bad for a Saturday in Michigan in a bad economy.  Debbie has a knack for entertainment.  She is willing to co-opt a good idea if she hears one and tweak it so that it becomes hers.  She took our idea for a "Sparkle and Spirits" night and it has become an important part of her crafty community.  The concept is simple:  invite customers for a free night of beady comraderie.  They all receive a nice gift to go along with the alcohol and munchies.    When I say a "nice gift" I mean it....Debbie recently spend $300 with me for the gifts for one week.  However, this is not to say that she does not have an evil capitalist plan working in the back of her little blond head.  Miss Debbie always has two samples made to highlight the gift item:  one relatively simple and inexpensive, the other more elaborate with a higher price point.  Guess what?  She sells lots of beads as a result of that little free gift.  She regularly has 25 people show up for the party every month.   She is building community and having fun.  Oh...and she is making money.  Yup, Debbie is truly a Crafty Superstar.

So, get busy....there is work to be done!


IN OTHER NEWS:

NEW FIBER CHALLENGE!

Finally, a fiber challenge for all of you "jewelry challenged" readers!  We have enough product to send out 12 kits as pictured below--for FREE--for the first 12 volunteers!  Kit includes a huge Swarovski hot fix transfer (apply to fiber with an iron), some Swarovski yarn, and assorted crystal and seed bead embellishment.  Show us what you can do!
Think outside the box!  A purse?  A jean jacket?  A journal cover?
                            Whatchagonnado?

Embrace "Shoppertainment" to build a loyal customer following or embrace EXTINCTON!

Successful retailers know the three E's of retail:  Engagement, Education and Entertainment.   The ENTERTAINMENT part of the equation is the one that leaves many retailers stymied; after all, it is not a "squeaky wheel" so it is easy to ignore when time is short and money is shorter. Unfortunately, the day when a pretty store with well stocked merchandise was a guarantee of business success has gone the way of the dinosaur.  There is simply too much competition out there!  Not only can your customer choose from other brick and mortar craft stores, she also has the low priced internet option.  Businesses are running scared and  trying harder to attract the same pool of customers, many of whom are struggling with their own more limited personal economies by shopping very carefully.  Add the impact of the shrinking value of the dollar to the mix and it is easy to see that retailers have quite a burden when it comes to attracting clientele. Eek!

What is the Crafty Retailer to do?

Get serious about your marketing plan and up the entertainment quotient!   Marketing and Entertainment work hand in hand to make your shop a place of joy and unexpected delight.  It is not hard and it does not need to involve great expense.  It does require a great deal of planning, commitment, and follow through.  Marketing has changed drastically in the past few years and what worked before may not work now.  Dinosaurs became extinct because they were unable to adapt to rapidly changing conditions.  Don't let it happen to you!  For example, when I owned my bead store our marketing plan consisted of monthly coupons placed in our local paper, a small ad in Bead & Button, and a newsletter/class calendar that was available by the register.   It was more than our competitors did, worked well for us in 1998 and we never thought to do much else.  


We couldn't get away with such a lackadaisical approach in today's market and neither will you!  Today's independent craft retailer needs to be a blogger, a tweeter, a friend, a fashion advisor, a crafty mentor, and more.  Make 2010 the year that you make it happen.  You are busy with holiday sales now, but the register will grow quiet soon.  Do not bemoan the down time...it is a gift!  Use the hours to brainstorm with your team  to identify your goals and fill out your marketing calendar for the year.  Every month should feature at least one big event and 3 or 4 minor events.  A big event might include a trunk show, a Customer Appreciation event such as a spa night,  or a day filled with Make and Take projects.

A small event might be nothing more than a silly celebration.  I bet you didn't know that January 21-23, 2010 celebrates "women in blue jeans" or that January 22 is National Blond Brownie Day.  Offer 10% off to all women who come in to the store wearing blue jeans January 21 through 23, and offer every customer a yummy blond brownie on the 22nd.  Easy enough, right?  The point is, by celebrating these nonsensical occasions, you are adding a sense of playfulness to the shopping experience which will elevate the ordinary to extraordinary! 

Of course, these events also provide substance for your newsletter, which should be sent out twice monthly, as well as your bag stuffers, which should be updated weekly.  A bag stuffer is simply a flier that promotes upcoming events and activities.  It is placed into the customer's shopping bag at the register, providing the cashier with a final opportunity to engage the customer by mentioning the promotion and inviting the customer to come back to the store to participate.  Click here for a sample bag stuffer.  Click here for a PDF file listing all sorts of whacky and inspiring promotions that will enable you to come up with the minor events you need to flesh out your marketing calendar in a matter of MINUTES!  

I hear many retailers complain about hosting events that were not well attended.  They give up after a few such "failures" and are reluctant to try again.  The biggest impediment to success---in ANYTHING---dieting, marriage, parenting, and even MARKETING-----is a lack of commitment.  Marketing is a process that takes time to succeed and you will need to stay with it, no matter what!    Your customers are not going to suddenly feel warm and fuzzy because you give them one free Blond Brownie on January 22!  Nope, it is going to take time for your to create a new expectation.

You will need to train your customers over a period of months that your store is THE place for warmth, fun, excitement and community.  It takes time to build this sort of following and you simply cannot give up too early.  Be nimble, be strong, be consistent, and be committed to your marketing plan.  Marketing is a process and it takes time to succeed.  Perseverance is critical.  Success will not happen over night, but it will happen if you travel down the right path!


OTHER NEWS:


Newsletter Factoid: 

REMEMBER:  Your newsletter should be more than a hard selling tool to push your product.  Your customers are your friends...treat 'em that way.  Always include a fun little tidbit that is unrelated to your store to increase your open rate and the warm and fuzzy feeling your customers get when they think about you! 

This week's FACTOID:  Tell your customers to stock up on mini candy canes at the after Christmas sales...they make PERFECT VALENTINE LOLLIPOPS!  Cindy of SkiptoMyLou  has a great tutorial for the project here.



SOLO FLYERS

We are still looking for retailers who fly solo -- no partners, no full time help -- for a research project we are conducting.  We have a nice group started, but are looking for more volunteers.  The project will be short on time, long on fun.  Shoot me an email if you are willing to get involved!


Question of the Week:  If you had a "do over"....what is one thing that you would do differently (business related) if you could?

Quit worrying and make Proactive Changes to Improve your business!

It only seems as if you are doing something when you're worrying.

- L. M. Montgomery

I am a worrier and I know that I am in good company. Like you, I worry about my kids, I worry about my business, I worry about my husband and I worry about my friends. While some degree of worry is normal, unbridled worry is self destructive and gets in the way of our success. After all, if I spend my day wringing my hands and bemoaning the problem of the day, I am not taking the steps necessary to resolve the problem in the first place. Worse yet, I am expending valuable resources to stress over something that might not ever happen. What a waste of time!

The biggest challenges facing many independent craft retailers are easy to identify: a tepid economy and fierce internet competition. You have good reason to be concerned....these are scary times, after all...but worry isn't going to improve the economy or slay the internet dragon.

“Worrying is like a rocking chair, it gives you something to do, but it doesn’t get
you anywhere.“

What is the Crafty Retailer to do?

Once you have identified the problem then it is time to focus on the solution. Proactive behavior will go a long way toward eliminating worry. Here are some steps that you can take RIGHT NOW to get your store on track:

BE REMARKABLE IN YOUR CUSTOMER SERVICE! I had an opportunity to speak to a large number of crafters this weekend when I attended the Southeastern Animal Fiber Festival. The question that I asked everyone that I could corral is:

Do you do most of your shopping on line or at a local craft store?

The answers made me cringe. Time after time I heard shoppers say that they would like to support the local store but shopped online because: (1) The owner was rude and/or (2) The brick and mortar store didn't have a good selection. The price of the goods was less of a a factor than I had expected. Although I find it hard to imagine any owner or employee being unpleasant, I know it happens because I experience it ALL OF THE TIME. Please do not let your worry impede your ability to smile and be courteous. Consumers have a plethora of choices available to them and they will be most inclined to drop their cash at the place where they are made to feel welcome.

1. Open your store five minutes early and close it five minutes late. Oftentimes owners are rushing quickly through the doors at opening time. They are frazzled from the outset and never seem to catch up. Similarly, it is off putting for your shoppers to see you packing up for the night when the shop is still open.

2. If you have customers waiting outside, OPEN THE DOORS, even if you are "not open yet." During my recent out of town trip I happened upon a beautiful yarn store that was still 20 minutes from
opening. I was ready to leave since I didn't want to be late for an appointment but my more "yarn needy" friend knocked on the door. The somewhat startled employee hesitated only a nanosecond before she graciously agreed to let us in. Her decision resulted in a quick $100 sale from us. Moreover, six more shoppers came in behind us...they spent money too and all this happened BEFORE THE STORE OPENED. Kudos to Yarn Paradise in Asheville, NC. The store was absolutely beautiful with more samples than I have even seen displayed in a small shop. The window displays were stunning and the store manager did what was necessary to make the sale!

3. Become a community hub. It is all about human interaction! You want your customer to leave the store feeling better than when she entered it. Make your store a warm and fuzzy place. This requires adequate seating, crafting space, and coffee/water at a minimum. People will not hang around if the lighting is poor and the environment is sterile. A store that has people in it is much more inviting than a store that is empty, so your need to encourage traffic extends beyond the individual sale. Be nice to your customer's children. I let visiting kids keep every bead they found on the floor. It kept them busy and allowed Mom to focus on her purchases. Consider cultivating a new customer base by offering fun and age appropriate classes. Encourage groups (such as a girl scout troop) to come in for a crafty afternoon. Do you have a favorite young customer who could attract a new customer base! Offer her a job! Barter yarn for hours in the shop!

4. Offer regular and consistent in store events to attract and keep your customer base. You don't need to spend a whole lot of cash to generate excitement! Eat.Sleep.Knit. is an online retailer in Smyrna Georgia that has done an amazing job building a community despite not having a brick and mortar presence. Forget about the HO HUM "Percent Off" sale that so many store owners rely upon. It is boring and uninspired. " Eat.Sleep.Knit" conducts a YARNATHON! They track the yardage of the yarn sold and customers are rewarded as the miles grow. This clever promotion is much more engaging than the typical discount. Another "Eat.Sleep.Knit" brainstorm: Yarn Lotto! The company includes a SCRATCH OFF CARD with each shipment. The card offers the possibility of prizes such as free yarn. You can easily find a company to do design cards for you by googling "scratch off card." Consider some other events:

Host an in store demonstration
Schedule a trunk show
Host a charity knitting event or bead for a cause.
Sponsor a blood Drive
Grab a video camera and post some "How To" Tutorials on You Tube. Send an email alert to your customers.
Offer free classes
Make every Wednesday Lollipop Wednesday
Monthly Midnight Madness event for the night owls.
Schedule a Beadathon/Knitathon and give prizes for the person who goes the longest without a break.
Monthly Pizza and Beer Night
Monthly Book Club
Beading/Knitting Buddy Divorce support group
Host a Twitter Meet Up
Offer a cash for clunker day. Offer nominal store credit for customer rejects. Donate the rejects to charity.
Hire an extra staffer for a "free repair" day...fix those beading/knitting bloopers with a smile!

5. Treat your customers like your friends. Keep things light and fun...let your personality shine through. Deb Luttrell, owner of Stitchn' Heaven, a Texas quilt store, does an incredible job with this: Check out her newsletter, Hot Flashes. A cute name for a newsletter that targets the average (read "middle aged") quilter. Crafters use crafting to find "uncomplicated joy." Give it to them!

6. Look for an opportunity to engage "cross over" Crafters. Kelly Dale, owner of
Off The Beaded Path in Forest City, NC has done an awesome job tracking trends and making sure that she responds to the needs of her customers. She always has a promotion or two running and is always gracious and lovely. Her latest venture is to add a small line of yarn to her bead store inventory. Although there are no yarn stores in town, she is not trying to become a yarn store. Rather, she is responding to the needs of her customer base. She recently sent me the following response when I asked how her business was doing:

All in all I cannot complain about the way business has been. Since the beginning of summer I have seen a 30% drop in sales this year but we are not sitting by and letting it get the best of us. We are constantly trying new promotions and getting new products in. Your Crafty Retailer Blog has been a great deal of help to us also!

One of the things I did this week to help "branch out" my business and build it is I brought in Yarn for felting and doing Bead Knitting and Bead Crochet. I have a teacher who has been teaching some classes for us in Bead Knitting and we literally had to go on a hunt for supplies. The closet yarn shop we have to our town is about 40-50 minutes away. I contacted the Brown Sheep company and one of their distributors came to the store Tuesday and we put in our first order. The Yarn should be here sometime next week and there is already a buzz from some of my customers. They are so excited about the yarn! Not only because some of them knit and crochet but because now they don't have to drive all over town looking for what they need. I was thrilled!

As soon as the rep left the store the Doubt Bug set in and I immediately started to wonder if I made the right decision and money investment. But it goes back to what you said in the blog, sometimes you have to take risks and take whats behind door #3! So, with that being said and having a night to sleep on it i am very excited to be adding the yarn to the store. And the teacher said that when the yarn comes in she will teach a knitting class and needle felt over the project with the Needle Felting materials that I got from you guys earlier in the year. So, hopefully this will be a win win situation.

.....and it will, Kelly! The benefits of going the extra mile to provide a remarkable customer experience are obvious. You will succeed where others fail...Good Job!