Embrace Technology to Grab your Share of the Retail Craft Dollar!

Every "industry" has its Rock Star.   Regardless of your passion -- Fibers, Beads, Politics...whatever...there is someone in your tribe who is the leader of the pack---you know, the one who sets the pace.  The one we want to be when we grow up.  The cool kid.

You know who has my vote as the Crafty Retail Rock Star of the year? 

Cynthia Deis of  Ornamentea. 

She and her husband Galen run the business--which consists of a brick and mortar store as well as an internet store---together.  Cynthia is the creative genius, while Galen is the operations guru.  Although I have never met Cynthia "in person," I have been a secret admirer for many years.  Not the weird, creepy, stalker kind of fan; rather,  the  appreciative  "Damn! She's good!"  kind of fan.  At a time when more than a few retailers are bemoaning the state of the economy, Cythia and Galen employ 28 folks and are looking to hire.  Mind you, most of employees are part-time, but c'mon!  I'm impressed!  Ornamentea's success is no accident.

ORNAMENTEA EMBRACES TECHNOLOGY
 I first came across the Ornamentea website while researching sites for my own fledgling business almost a decade ago.  Most retailers were still in the dark ages...we were only just starting to recognize that a web presence was a business necessity.  Ornamentea was way ahead of the curve--the site was total eye candy in a sea of standard "stock" templates and lousy visual imagery. Today it sets the standard for the industry.

I asked Cynthia what set her apart at a time when others in the craft industry are experiencing sluggish sales.  She observed that her team is all "pretty techie" and that Ornamentea  embraces technology.  Galen is a former IBM executive who took a leave of absence to help Cynthia during her busy season.  His leave of absence soon became permanent as Ornamentea grew.  Moreover, Ornamentea employs two full time web designers to keep the site in tip top shape.  Web sales make up a significant potion of her retail sales, so the investment clearly pays off for Ornamentea.  While very  few specialty craft stores can afford a Tech Team, it certainly underscores the need for every retailer to make her website a priority.  Take some time and peruse the site.  Make sure to click every link.  It is stimulating both creatively and professionally.  You are bound to leave the computer bursting with enthusiasm and ideas for your own shop.

In addition to the website, Ornamentea leverages technology to capture the very best of what is wonderful about the  brick and mortar experience --- that yummy sense of being part of a larger crafty community --- and then carries it over to create a warm and fuzzy online community.  It is all part of the Ornamentea brand experience.   Cynthia encourages her staff to walk the floor with their cell phones/cameras so that they can grab customer photographs as appropriate.  It is fun for her team, it is fun for her customers. The pics are then quickly uploaded to Facebook or the store website.  Customers know to check in with Facebook often, because something exciting is always going on. 

Whether she is sending out her latest weekly craft tutorial, or simply sharing the details of her recent battle with the flu, it is a delight to be part of Cynthia's circle. Hop on over here here to sign up for the Dot Com Dispatch, her weekly free e-tutorial.   Cynthia has the pulse of the industry and you are sure to learn something.  She also emails a weekly newsletter to her brick and mortar customers.   Although store owners  know that "they should" have store events,  many fail  to host even one a month.  Not Cynthia! This week Ornamentea has six separate events going on!  Read her newsletter and be inspired!   

CYNTHIA GIVES HER CUSTOMERS A REASON TO SHOP AT ORNAMENTEA.

There is always a whole lot of free going on at Ornamentea.  Cynthia sells a great deal of inventory by exposing her customers to new products, techniques and ideas..FOR FREE.  She has free templates available for download and some of the best jewelry tutorials on the net.

In addition to providing the goodies listed above, Cynthia and her team cultivate several different "micro communities" within her customer base.  For example, she has a "Metals Club" which meets --for free-- at the shop.  There is a monthly  metal  project for anyone who chooses to make it.  Ornamentea is currently sponsoring a juried metals competition for group members.  The club even has its own separate newsletter!  Other free clubs include the Altered Book Club and the Beadweaving Club.

Are your school kids bored on half day Wednesday?  Ornamentea welcomes them  for Kids Work Wednesday, when your child can make a project for only $2.00!  The shop hosts an open air market five times a year for customers to sell their handmade wares.  Did I mention that Cynthia and Galen have two small children?  WHEW!

Honestly, it is easy to see where Ornamentea would have to employ at least 28 people!  Every business owner knows that staffing is one of the biggest challenges in retail. Tune in next week as Cynthia shares some tips on being a good boss!


IN OTHER NEWS:

 My current earring addiction?  Felted hoop earrings!  Get the tutorial here.  It is the ultimate "upcycling" project since it features tarnished "throwaway" hoops for the base and just a few grams of Ashland Bay wool top for the felting.   I am just finishing up a blue and silver set which will be perfect with denim.  I used mismatched hoops, which adds to the playfulness of the medium, and embellished with seed beads and Swarovski sew on stones.

FIBER EARRING CHALLENGE!

 

  

You can sew them, you can knit them, you can felt them, you can weave them, you can string them....technique is irrelevant.  They can be pierced or clip-on, dangling or post, flashy or demure.

THE ONLY RULE IS THAT THE EARRINGS MUST CONTAIN A FIBER ELEMENT!

Send me a picture of your fiberlicious creation on or before February 23, 2011!

You supply the ingredients and I will supply the prize---a fantastical, mouth watering, envy inducing box of Sparkling-N-Fibery Goodness with a retail value of  $150.   The winner will drool on it when she opens it...guaranteed!  There will be prizes for the second and third place winners as well as a special gift for every participant who blogs about the challenge.  Throw Down judges will be independent, with no business connection to either The Crafty Retailer or Aussie Threads and Fibers. 

Time's a wastin'!  Need some inspiration?  A quick google image search for "fiber earring" generates 1.9 million images!   Sort through your craft stash, get your creative muse flowing, and help me spread the crafty word!

Crafty Retail Superstars know that NICHE BRANDING will enhance profitablilty!

conventional wisdom  noun

  the generally accepted belief, opinion, judgment, or prediction about a particular matter 

CONVENTIONAL WISDOM.....hmmm.  Conventional wisdom suggests that successful retailers must embrace the notion of Shoppertainment.   Event Marketing is part of  creating an exceptional retail experience and I have blogged about it here, here and here.

However,  I know that there are lots of ways to achieve success and this week's  Crafty Retail Rock Star tells me that she not really big on marketing or shoppertainment.   Holly Hancock and her husband Bruce  have owned Beads! in Tampa, Florida for four years.  There is no shortage of competition for Holly.  Tampa is home to a large number of Crafty Retail Stores.  You will find 5 or 6 bead stores at any given time, 2 great yarn stores, several boutique fabric shops, a smattering of scrapbook stores, and the big boys: Michael's and JoAnne's.

There are plenty of retailers clamoring for the Tampa craft dollar, yet Holly certainly seems to be winning her fair share of the business.  In fact, in a year where several craft stores have closed,  Beads! is profitable; in fact, it is the sole means of support for Holly and Bruce.  When I asked her about store events and promotions she told me that the notion of Shoppertainment doesn't really cross her mind. Rather, she is focused on meeting the needs of her customers.   Her success comes without Newsletters....without Facebook....without expensive Store Promotions....without lots of Sales....without Twitter...


Wow.  No bells or whistles?   No marketing?   What is her secret?

SHE HAS A WELL DEFINED NICHE.
 Holly told me that she has established a reputation as the "Go To" store for bead weaving supplies.  She buys narrow and she buys deep when it comes to that area of inventory.  She carries 850 different delicas, a full range of seed beads and other stock to delight the most discriminating weaver.  Gemstones are also a "specialty" and she has more gemstones than 3 or 4 other stores combined.  Customers know that if they go to her place, those areas will be well stocked, every single visit.   


SHE GIVES HER CUSTOMERS A REASON TO COME TO HER STORE.

Holly has a Discount Club that has proven very successful for her.  She offers three tiers of membership.  A $10 investment gives you the Copper Discount Card which entitles you to 5% off every single purchase for a year.  The Silver Discount Card runs $30 annually but affords you 10% off all purchases.  Finally, the $60 Gold card will knock 15% off  each sales ticket.  Simple but brilliant.  Customers choosing between several stores will certainly be inclined to go to Beads! for the extra discount, which even applies to sale items.  Holly reports that the $60 card is the most popular.
    

SHE IS INVOLVED IN THE COMMUNITY

Holly told me about the Tampa Bay Beadwork Meetup Group that she had started.  The group has 226 members and small groups meet regularly at her store.  She provides the location, and will often provide a project as well, free of charge.

 Holly recently made up some beautiful necklaces in honor of a friend who had  lost her battle with Ovarian Cancer.  She hosted a little silent auction,  offering her customers the chance to bid on the jewelry, with the proceeds going to Ovacome, a charity focused on Ovarian Cancer.

While I was on the phone with Holly I heard her dog Barley bark excitedly as he recognized a customer's car as she pulled into the parking lot.  Barley actually pushed open the door and ran outside to greet the woman!  I heard her laughing as she walked in the store.  Holly made sure to let me know that not EVERY customer got that sort of treatment.  Barley is a respectful pup who knows when someone will be happy to see him and when he is better off resting under a table.   

Holly had to cut our conversation short...there was a customer in the store and she knows where her priorities belong...it is all about CUSTOMER SERVICE, after all.

Well Stocked Store.  Discount Cards.  Meet Up Group.   Charity Auction.  Trained Doggie Ambassador.  Intense Customer Focus.

Holly might not be calling it "Shoppertainment" but she is clearly getting the job done!  Way to go, Holly and Bruce!


In other News:

We have our sixteen participants for the Felted Cuff Challenge and all of the kits have been mailed out.  We were delighted to see a number of fiber gals opt in for this jewelry challenge.  Many of the beading participants have never worked with felt before so this should be fun all the way around!  The deadline is March 31...can't wait to see all of the fabulous creations!

IN THE STUDIO

I am still in the midst of a manic crochet-a-thon.  I am currently working on my version of the Babette Afghan.  I have yet to get proficient enough at knitting for it to become a soothing, mindless activity.  It simply requires too much concentration for me when my life is busy.  Accordingly, I am totally digging this crochet project.  Total Craft Buzz.  It allows me to drift to that wonderful Zen place, stitching effortlessly while watching American Idol and crushing on Steven Tyler.   Yum.

The other thing that has my attention is the  " brand new to me" used serger that I got on Craig's list.  The serger made it to my "gotta have list" after I became inspired by Katwise, the  artist who makes the most amazing coats from recycled clothing.  Her work is truly eye candy.  I am not sure that I could pull off the Elf Coat pictured at left, but I am determined to do up a version more suitable for middle aged me.  Toward that end, I picked up a Vogue jacket pattern, figured out how to thread the machine, and started to play.  It works!  I can't wait until the week-end when the project will get some focused attention.  Stay tuned!

Avoid the Retail Death Spiral! Take steps to ensure that your Brick and Mortar Store remains viable in an Internet World!

Many Specialty Craft Retailers are running scared.  They hear the evening newscasters report that the Recession is over and that The Recovery Has Begun, but they aren't feeling it.   Some of their customers don't appear to be feeling it, either.  I speak to a variety of store owners with a range of specialties:  Bead, Yarn, Fabric, Scrapbooking.  Reports of fourth quarter sales that fell below same quarter 2009 are not uncommon.  

Despite cheerful forecasts to the contrary, the challenges are very real.    While some experts are touting the economy  as "A Jobless Recovery,"  such a  recovery  works best for those who are gainfully employed.   For those with no paycheck....not so much.    These customers will not stop crafting. After all, like any addiction, the desire to craft will be sated and I have the yarn/bead/fiber stash to prove it.  Instead, customers will choose to be much more discriminating with their dollar.

You know the scenario:  Your beloved customer will hop on her computer and she will Google "best price pure pima cotton yarn" and she will find it.  Lots of it.  18,300 results in .24 seconds, in fact.  Much of it will be priced significantly below what it would cost her in your store---with free shipping and no sales tax. Sigh.  Your best Vendors---the ones who previously sold only to Brick and Mortar stores, are now offering their lines to Internet Retailers. They are running scared, too and, like you,  they are in the business of making money.  They see the writing on the wall!  It is predicted that 11 million American Households will make their first online purchases this year!  Internet retailers are selling lots of yarn...and beads...and fiber.  The Economics and Statistics Administration of the Department of Commerce reported that On-line Retail sales were up 16.4%  in 2010.  Hmmmm.....maybe that was where all the money went.  The reality is that your competitor is not just the shop across town....it is every shop at the click of your customers' fingertip! 

What is the Crafty Retailer to do?

Accept the reality of the future and adapt to it.  There are shops that are doing well despite the challenges facing them.  There are stores in depressed geographic areas that continue to shine, month after month. There are owners who are dealing with divorce/aging parents/ illness that manage to get it done.  It definitely ain't easy, but it is do-able.  

Master the media needed to survive!  Your website MUST be more than a brochure site---it should be an active revenue stream. Fortunately, it has never been easier to have an e-commerce site---it takes time but it doesn't take much money.    You don't need to do everything at once.  Rather, start uploading the more unusual inventory.  For example, lots of E-Tailers sell crystal bicones, so your site would not easily be found by a customer looking for bicones unless you were willing to spend a ton of cash on Pay Per Click Advertising.  Instead, feature harder to find, trendier items that will stand out within the Search Engines. 

Sign up to become a Fulfillment Partner with Shop-a-Tron.   It is a great concept.  Many manufacturers "sell" their products on their website.  The manufacturer does not actually ship the order; rather, the order is sent to a retailer who carries the line.  It is a great way for retailers to take advantage of the internet market for very little effort.  I have talked to several yarn store owners who report that some days their only sales were the Shop-a-Tron Sales!  

Start Blogging!    Again, there is a short learning curve but the payback is so worth it, provided you use the blog for more than a platform to hawk your product.  Blogging is about engaging the reader, not selling to the reader, so focus on information that will be helpful or interesting to your audience.   Someone who does a google search for a free peyote stitch pattern might find just what she is looking for on your latest post.  She can then find your website and a new customer is born!  Blogging is a tremendous vehicle to enhance goodwill and create a crafty community for your customers.  Don't be shy!  While your customers like hearing about the latest shop happenings,  they also love to know what is going on in your life, within reason, of course.

Write informally---I tend to write the same way that I speak---so that your voice do not come across stilted.  Include a recipe or write about your current craft project or life beyond the store.  Include lots of pictures to break up the verbiage.  People tend to focus on short paragraphs rather than a lengthy missive.  You must be consistent to build an audience----blog weekly if you can.    A great way to prepare for the blogisphere is to find some blogs that are inspiring and follow them.  I just did a blogsearch for "blogs by retail bead store owners" and got over five thousand results.  You will see what works--and what doesn't---very quickly!  Reading blogs is a great way to keep on top of the industry, too! 

COMING NEXT WEEK: 

We are going to meet  two different CRAFTY RETAIL SUPERSTARS who will share some of their tips for succeeding when so many others are feeling the pain!

IN OTHER NEWS:

We  have space for three more participants in the current craft challenge: Felted Cuff.  The kit, pictured below, will be mailed out by the end of the week.  Pictures of the finished piece must be sent to me on or before March 15.  The kit is lovely...I had trouble capturing it in the photo...and includes a yummy mix of crystal stones, hot fix and sew on crystals, Swarovski yarn, hand dyed spiral fiber and more!

Shoot me an email if you want to participate!

Crafty Retailers Create! Participate in our Felted Jewelry Craft Challenge!

It has been far too long since we have crafted together!  I am game for a new craft challenge and I hope that you want to play along. There are16 kits similar to the one pictured below.  The colors will vary, but each kit will be beautiful and will contain:

Hand dyed superfine merino wool,
Swarovski Crystal Suede Yarn, 27 mm Rivoli Stone, 20mm Square Frame Stones, Assorted Hot Fix Crystals, Assorted Sew On Crystals, Bits and pieces of chain, High Quality Craft Sequins and Brass Bracelet Blank

You must use at least one of every item in the kit and you must make a cuff bracelet.  The rest is up to you.  No felting experience?  Don't be a 'fraidy cat!  It is fun and easy and you can see my felted cuff tutorials here and here.  I will upload a tutorial on embedding crystal into felt within the next few days for those who prefer that sort of demonstration.    Shoot me an email if you want to participate.

Next week's post will have pictures from the last Crafty Retailer Challenge.  There are some special stories and incredible pieces---don't miss the opportunity to vote on your favorite! 

IN OTHER NEWS:

FACEBOOK UPDATE
Thank you to all of you who "liked" the Aussie Fibers Facebook page last week.  The winner of our random "We Appreciate Your Support" drawing was Linda Disosway-Jones of Texas.   It is not too late to get some goodies!  Head on over to our page and LIKE IT to qualify for this week's drawing.  Check in often as we will be using the page to announce spur of the moment sales and discounts.


 Rest in Peace, Rosie (December 2006- December 2010)

The last week of 2010 damn near did me in---my little Rosie dog finally lost her wag.  She died on December 24 and it has been a real bitch.   I know that it will get better.  It always has in the past, but I am not sure it will be as easy this time.

Rosie was my best pal...making me laugh every day with her silly, goofball antics.  She was a funny looking thing---beautiful face, too stout body, and long skinny legs.  Her parts never really seemed to go together but that was part of her charm.  She had an expressive face and paws that she used just like hands.  I loved her like crazy ---even immortalizing her on canvas.  My family teased me about my Rosie obsession so I painted the "Rosa Lisa" to play along.   There will never be another one like her and I do not say it lightly.  I have had animals  my entire adult life and have loved every single one of them----even the wretched cat who insisted upon peeing on my stove top---not the flat top stove where one would simply swear at the cat and wipe it up.  No, I am talking about the old fashioned stove with the coils. The kind where you would be blissfully unaware of the danger that lurked beneath.   That is, until you endeavored to scramble eggs for hungry children and were assaulted by the smell of burning cat pee.  You haven't lived until you have smelled sizzling cat pee.  Yet, I even managed to love that cat.

But back to Rosie......  I know that it will get easier. I know that the sun will shine again.  I just don't know if I will ever find a dog who will own my heart in the same way and that sucks.  

I am the sort of person who needs laughter in my life, so even in the midst of my sadness, I am determined to get my giggles.  I just need to do it in a way that doesn't force a "Rosie was way better" comparison.  There is no new puppy on the horizon.  Rather, I just put a deposit on two Nubian dairy goats. I don't have a barn or suitable shed on the property yet, but the goats won't be born for a few more months, so it is all good.   Who knows, maybe there will be another pet portrait in my future! 

I am going to pick myself up, dust myself off, and throw my energies into this next adventure.  I am sure that it will be tons of fun and provide the requisite laughter for me.  I think that Rosie would approve.

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.

Improve your KNOW, LIKE and TRUST Quotient to increase your bottom line!

Successful entrepreneurs know the importance of customer service and it is all about your KLT Quotient.  After all, a shopper who KNOWS, LIKES, and TRUSTS you is a shopper who will spend hard earned money in your store.  Most retailers know how to be charming and engaging, but many fall short when it comes to training their employees to do the same.  After all, we often assume that everyone knows how to answer the phone in a gracious manner, will think to assist an elderly patron with her packages, or will cheerfully distract a whiny child so that Clueless Mom can shop without annoying other customers.  Unfortunately, we all know the problem with making an assumption...too often the reality proves to be quite different than what we had expected.  Are your employees inadvertently sabotaging your efforts to create a warm and fuzzy shopping experience for the folks who pay your rent?  Hmmm....maybe the disconnect is on your side!

Most employees want to perform well.  Nobody likes missing the mark or letting down the boss.  However, it is hard to succeed if the mark is fuzzy and out of focus. 

What is Crafty Retailer to do?

Improve your communication skills, for starters! 

Most craft stores are owned by women and some women have a difficult time defining their expectations in a clear, concise and meaningful way.  Assertiveness seems to go against our DNA....we have an innate desire to be liked and to avoid confrontation.  Moreover, our employees  often become our friends in a way that is not true in a more Testosterone driven environment.  My husband would never think to discuss personal "stuff" with his staff and he certainly doesn't want to hear any intimate details from them, either.  Me?  I want all the sordid details, sister!  The people who work for me know about my dog's health issues, my daughter's last date, and my struggle with the scale.  C'mon....'fess up!  It is probably true with you, as well.

It doesn't take long before many of us are sharing snippets of life with our employees.  It makes work more interesting and companionable, to be sure.  The down side is that  it feels really uncomfortable to "boss around" our friends.  Accordingly, we often give a directive in a manner that sounds more like a suggestion than a requirement.  You know what I mean.....you ask an employee if she can rearrange a display when she has a minute, rather than asking her to have it done by Friday.  You assume that it will be done within the next week and she assumes that it will get done if she has the time.

It is likely that the week will go by with the employee never finding that free minute.  You will be left frustrated and annoyed, staying late to create the display yourself, missing your son's soccer game and grumbling all the while.  Meanwhile, the poor employee senses your irritation but has no clue as to the cause, simply shrugging it off to Menopause----After all, she has been listening to you complain about hot flashes for weeks.  Ouch.

 It is easy to lose control of your shop if you do not establish clear processes and procedures. You have a right to expect the people you pay to do what is necessary to move the store forward.  However, you have a concomitant responsibility to make your expectations well defined and easy to discern.   Get over your fear of appearing bitchy--- You are not a bitch by making your expectations clear; rather, you are only a bitch if you communicate those expectations in a hostile or aggressive manner.  Channel your inner Steel Magnolia and get the job done!


 Cover the basics:  gum chewing, cell phone usage and texting, attire, attitude, etc.  

Put it in writing!
If you want the phone to be answered in a certain way, establish a procedure for it, discuss it at the weekly staff meeting (you are having weekly staff meetings, aren't you?), and put it in writing!  Keep a copy of the memo near the phone as a reminder. 


Train your employees as to the proper way to greet a customer.  "Let me know if you have any questions" is not an option.  Some more creative suggestions:

Is this your first time in the store?

If yes, then you have a wonderful opportunity to give a little tour and point out shop highlights.  If the answer is No, you can inquire as to her current project or ask what brings her in this time.

Whatcha working on?

We all love talking about our projects.  Nothing makes me feel better than having a chance to speak CraftyLove with another addict.  We have an instant bond and it adds to the whole KNOW/LIKE/TRUST factor that will turn customers in fans.

OMG!  I LOVE your sweater/scarf/necklace!  

Did you knit/crochet/weave it yourself?  Let me see it up close!

 I went into an office furniture store today to scout out my husband's competition.  I was immediately approached by a beautiful, well appointed woman who greeted me with a wide smile.  She stuck out her hand to shake mine but noticed my scarf (pictured at right)  and immediately changed gears....it was all about the scarf for the next minute.  She was genuine and delightful----too bad she is the competition because I could tell that it would be easy to KNOW/LIKE/TRUST her!  Interested in the Scarf  Tutorial?  Check it out here.

Give your trusted employees a degree of autonomy and decision making authority.

It will increase morale and inure to your benefit.  I had an encounter today where a strict an adherence to corporate policy would have been poison.  Fortunately, the employee had the authority to step outside of the corporate box to make an on the spot decision that made me KNOW/LIKE/TRUST the company.   I went to pick up some wall decals that I had designed as a giveaway for hubby's business. They were a special order and I knew that they were "non-returnable."   Unfortunately, the resolution of the image that I had sent was--unbeknownst to me--- inadequate, resulting in a flawed decal.  I was dissatisfied with the product and annoyed that the printer had not contacted me before the final printing to apprise me of the problem.   He was irritated because he figured that I knew what I was sending ---- he simply printed what he saw.    Clearly, we were at a bit of an impasse.    I could almost see the wheels turning as the salesman debated how to proceed.  Fortunately, he turned the situation into a win-win.  I will provide a better image and he will reprint the decals.  He even took the time to give me a bit of an education on his product line so that I can avoid a similar mistake in the future.

 He was excited and enthusiastic about his job, knowledgeable about his industry, and eager to move forward to make me a happy customer.  We are both confident that we will do more business together in the future.  His boss is lucky to have him and was wise to have given him a degree of latitude in daily operations.After a shaky start, this incredible sales guy went out of his way to get me to KNOW, LIKE, and TRUST him.  It worked....I doubled my initial order, placed an additional order, and left happy.   Win-Win.


IN THE STUDIO:

The holidays are hectic for every business owner and a complicated craft project would push me over the edge right now.  Accordingly, I am DELIGHTED to be working on my latest, somewhat mindless, endeavor....a rag rug crocheted from colorful old T-Shirts.  I get to be thrifty and wax nostalgic at the same time!   My daughter wants to save every shirt as a "momento" but is willing to let me raid her stash to make a commemorative rug.  It will go in a bright corner of our kitchen once it reaches 48 inches. This would be a killer first project for a teen age crochet class because of the large hook size and easy to see stitches.    I adapted the Hexagon Tutorial from Lucy at Attic 24.

Retail success is all about the branding!

I am back from my hiatus and delighted to be here.  A comforting diet of Merlot and cookies---as well as the support of a good pal----kept me going as I adapted to new demands on my time.    Happily, humans are resilient  and with practice, I have learned to keep all of the balls in the air ...for the time being...well, most of the time, anyway.  Truth be told, things are blissfully under control for the moment....and I am tickled to be back in blog land.

My Fiber/Crystal business has become a  part-time endeavor as I focus more intensely on helping my husband get his new company, an office furniture business, off the ground. [ NOTE:  I said "Part Time."   We still love to sell fiber and crystal.   You can see our current special here.]

No doubt about it, the challenges of  this new business are a bit daunting.  The store is housed in a somewhat forlorn warehouse on a great street.   The carpet is a disaster.  The interior signage is non-existent.  The website is an embarrassment.  The office cubicles utilized by the staff--and visible to the public--are old, mismatched and in disrepair.  Did I mention that it is an office furniture business? 

The business hemorrhaged cash for many months, making Husband reluctant to spend money on marketing.  Since I am all about marketing, his reticence caused me a degree of anxiety.  Of course, as often happens, the delay proved to be a good thing.    We did not have a feel for our niche in the market until recently, so an early move toward branding would have been premature.  We needed the last few months to learn who we are as a business and to identify what we want to grow into over the next few years.

Part of the education came as a result of  research investigating the websites of Office Furniture businesses all over the country.  It was a real eye opener.  I learned of trade associations that I had never heard of, found new vendors, saw what product others were dumping, etc.  It was good exercise and I encourage every small business owner to do the same thing.  You might uncover an idea for a class, store promotion, or free pattern that would never have occurred to you.

One take away:  most office furniture web sites look exactly the same...each one indistinguishable from the next.   BORING!  Worse, most folks consider an office furniture purchase to be a chore, as well as an unwelcome expense.  Customers are not coming to our store for warm fuzzies, they are coming because it cannot be put off any longer.  Further, most of our competitors sell similar items at an identical price point and competition in this tepid economy is fierce.   Our target customer is looking for a bargain.  Sound familiar?

My current challenge is to develop a brand that is memorable even thought the  product is not.   After all, one more showroom with a sea of  wooden desks and one more website with pictures of even more wooden desks will simply get lost in a sea of mediocrity!  Ho Hum.   Accordingly, we are endeavoring to build a brand  that is a  informal and a bit charming, so that visitors remember the experience... 
          ...using virtually no cash!

In the immortal words of my former business partner......

I guess it is time to pull another miracle out of my ass.

No sweat...I am up for that! 

First, a quick fix to the interior:

I am building life size cut outs of "Mad Men" stylized "characters" to populate the sales floor.  Unexpected and fun.   Our signage will incorporate an old fashioned "typewriter" font to reinforce the vintage message.  We have created interesting vignettes -- previously non-existent--using typewriters and office supplies from the 1950's and 1960's to add interest to  the stuffy executive desks.  We are using vintage toys to inject playful pops of color to make the store even more engaging.  Remember the good old days?  The days when life was simple and people were honest and true?  Yup, that's us.  We even have plates of fresh cookies scattered about the place.

Second, a new website is under development.  It will reinforce the brand and will be tied to my new small business marketing blog (in the works) so that prospective customers will have a reason to come to the site, even if they aren't in the market for office furniture.  After all, we want our business to be "top of mind"  if and when the need for furniture does arise.  The same sort of marketing would work for you!  Consider offering free patterns on your site--and change them often--to keep your customers connected.

Third, beginning January 2011 we will be hosting monthly networking parties that will feature different speakers well versed in a subject important to small business owners.  January's speaker is a Collection Attorney, February's features a Commercial Landlord offering advice on how to renegotiate your lease, March is all about Web Site Optimization and so on.  We will serve wine and light appetizers and hope to build a sense of community.  Hmm...maybe folks will come in for warm fuzzies after all!
 
In short, we have been working hard and working focused and it seems to be paying off.  Last month was a profitable one, albeit a "so tiny you could hardly see it" kind of profit, but we were exhilarated. 

High five!

 
In the studio:

The last few months have been equally productive, from a crafty perspective.

I have been doing a whole lot of crochet and am also in midst of some fiber projects.  For those interested in a very simple introduction to felting, consider the simple felted headband with Swarovski embellishment pictured at left.  It is quick and easy....the perfect holiday Make and Take for bead or fiber stores.

 Check out the video tutorial:

I also finished a bright crochet pillow inspired by Lucy of Attic 24.  The ripple blanket  seen with it is based on one of her tutorials, as well.   Any fiber retailer who is unfamiliar with Lucy's colorful work is missing a wonderful opportunity to get customers thinking beyond the scarf.  She is a gem and has great free tutorials.

I even completed one of the UFOs that had been dogging me for months--yet another rooster pillow.  I love the way the velvet got all brainy looking after the wet felting. 

In other news:

Rosie the Three Legged Dog continues to chase squirrels and chickens, Cancer be damned.

As her adorable Veterinarian  --an Antonio Banderas look- alike--says in his equally adorable Spanish accent:

"The cancer, it will catch her, but it hasn't catched her yet, thanks God."

Thanks, God, indeed.