Gradient Spring 2019

The Magazine of the Association For Creative Industries

8 STRATEGIES TO GAIN

LOYAL CUSTOMERS

SPRING 2019

Spring 2019

CONTENTS 14

Cultivating Long-Term Followers and Shoppers

4 PULSE

Attracting Multi-Craft Makers

to Your Brand

18

Creating the Customer Experience: Own It!

10 MOVERS & MAKERS

Meet Alexandra Stapleton-Smith

8

TRENDING Red Letter Days

12 I NSIDE AFCI

Creativation 2019 Recap, State of the

Industry Panel, 2020 AFCI Board of

Directors Nominations, AFCI News

and Staff Updates, March Is National

Craft Month, Featured Member

Benefit: UPS Savings Program ® 26 DIY

Texture Technique With Stencil

or Silk Screen 28 THE SHELF 30 I NDEX OF ADVERTISERS

Editorial Keri Cunningham kcunningham@afci.global Jason Baum jbaum@afci.global Advertising Tim Braden tbraden@fwpi.com Ashley Cavanagh ashley@fwpi.com

Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 fwpi.com Gradient is distributed to AFCI members on a complimentary basis. Subscription fee for non-AFCI members is $25 a year. To order, contact AFCI at 312-321-6811.

Gradient is published quarterly for members of the Association For Creative Industries (AFCI). AFCI is an international, non-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution and retail sales of craft products worldwide. For more about AFCI, the value of membership, or its award-winning conference and trade show, please visit afci.global.

Online • afci.global • creativationshow.org • facebook.com/AFCI.Global • twitter.com/AFCI_Global • youtube.com/c/ AssociationForCreativeIndustries • pinterest.com/AFCI_Global • linkedin.com/company/ association-for-creative-industries

330 N. WABASH AVE, SUITE 2000 CHICAGO, IL 60611 Tel 312-321-6811 Copyright © 2019 AFCI. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.

Gradient • Spring 2019

3

PULSE

Attracting

MULTI-CRAFT

MAKERS To Your Brand

By Stitchcraft Marketing

Today’s craft customer has wide-ranging interests. Through Pinterest and Instagram, consumers are exposed to enticing images of finished projects across a broad variety of crafts. Easy access to instructional videos via YouTube makes it simple to jump into a new project.

The recent update to AFCI’s Size of the Industry Study (the full study is available to AFCI members only) reveals that most customers participate in more than one craft category: 52 percent of households engage in two or more crafts, while 19 percent have at least dabbled in seven or more craft categories within the past 12 months.

Are you missing out on these multi-craft consumers by focusing your marketing on a single craft? In this article, we’ll share how to cast a wider net and introduce your brand to customers engaged in other crafts.

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Spring 2019 • Gradient

Identifying Potential Market Opportunities Begin with brainstorming. Here are some questions to ask: Who else needs the benefits my product offers?

OLFA makes cutting tools, rulers and self-healing mats that are treasured tools for many quilters and sewers. But lots of different crafts involve cutting. By looking beyond the sewing market, OLFA has expanded its customer base to paper crafters, book makers,

model makers, fiber artists and even architects. Anyone who needs precision cutting tools and/or protective surfaces is a potential customer for OLFA. Does my product link to other crafts through shared supplies?

Ashford has been making spinning wheels and weaving looms in New Zealand since the 1930s. Their business is all about making and using yarn, with a customer base consisting primarily of hand spinners and hand weavers. When Ashford

introduced a portable, folding, rigid heddle loom, they called it the Knitter’s Loom and targeted their marketing to the handknitting market. By introducing knitters (and crocheters) to an alternative way to use their yarn stash, Ashford met an entirely Gradient • Spring 2019

5

new group of potential customers.

Have customers put my product to use in surprising ways?

Don’t underestimate the creativity of the crafter. While you may have designed your product with a specific use in mind, your customers might come up with great ideas that never would have

occurred to you. When Premier Yarns introduced Couture Jazz, it was intended to be knit through the edge to make ruffles. But the product didn’t really take off until some clever bloggers began using it for arm knitting.

Keep an eye on your brand hashtags to see what consumers

Shiny, Satin, Shimmer or Sparkle...

When you want your crafts as unique and special as you are, has the film you need.

TM

are doing with your product. If you see an unexpected bump in page views on your website or in sales of a particular product, follow the links to see if there is a common source. You might be surprised!

Step outside your niche and take a look around.

Stay alert to trends in fashion, home decor and general crafting.

Make time in your Creativation schedule to leave your booth, walk the show floor and see what other exhibitors are featuring.

Reaching Out to Multi-Crafters You might need to adjust your marketing plan to attract practitioners from another craft.

Don’t leave out these steps.

Spend some time getting to know your potential new customers.

Different crafts live in different circles of influence. Publications, blogs and social networks are often tightly focused. There is surprisingly little crossover between food crafting and kids crafts, for example, or between knitting and quilting.

Go to a good newsstand and buy all the magazines aimed at your new prospects.

A few hours of reading will give you a good picture of the current state of the craft: key suppliers, designers, influencers and trends.

Start following hashtags related to your target craft on Instagram, and include popular brands and influencers in your research.

Let this lead you to blogs and podcasts that can teach you more about your new potential customers.

TM

www.Styletechcraft.com

@ Styletechcraft 6

Spring 2019 • Gradient

Attend a craft show or consumer expo devoted to your target craft.

Walk the floor, browse the booths and talk with other attendees. See if you can make an appointment to meet with the show organizer.

He or she will be a rich source of information on the state of the market and can be a valuable ally as you move forward.

Assess your marketing assets In order to successfully approach

a new group of crafters, you’ll need to show that you understand their specific needs. If you’ve been focused on the woodworking market, it’s likely you will need to create some new images and content before you introduce yourself to paper crafters.

Don’t be surprised if you’re met with some resistance from your creative team. After all, you probably hired them because they were passionate woodworkers. If you don’t have in-house expertise in the new craft you want to enter, consider outsourcing this content creation.

Look for synergy Is there an opportunity to team up with another company that knows your new market well? If you make beads, perhaps you can partner with a yarn company to produce how-to patterns and tutorials.

These coproduced assets can be

used by both companies, and each gets the benefit of exposure to the other’s customer base.

Meet your customers where they are Once you’ve done your research, make a list of the publications, platforms and venues where you are most likely to find those engaged in your target craft. Using your new assets, incorporate these channels into your regular marketing plan.

Segment your list for increased impact As you begin reaching customers in a new category, flag them using the segmenting tools in your email platform. Keep these customers engaged by sending them messages targeted to their specific interests. See our blog post on targeting and segmenting for more detail.

Eucalan makes gentle, ecofriendly laundry products. Their initial customers were yarn shops selling to hand knitters. Over the years, they’ve introduced their products to customers focused on environmentally-conscious cleaning supplies and to moms looking for a gentle washing product for diapers and baby clothes. By careful segmentation of their mailing list, Eucalan can deliver messages that speak directly to the concerns of these three different customer groups.

Stitchcraft Marketing can help you plan and execute your entry into a new craft category. Contact leanne@stitchcraftmarketing.com to find out how our cross-category experience can help you build your business.

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TRENDING

RED LETTER DAYS The Ticket for Boosting Retail Sales, Foot Traffic and Fun!

by including complimentary addressing for your customers with a calligraphy or cursive artist.

One of the biggest gifting trends is centered on a special day that occurs each and every month – birthdays! Birthdays are the most popular reason for giving a gift, purchasing a card or buying a gift certificate.

With astrological signs, birthday flowers, gems and more, you have a great beginning to developing a monthly calendar of red letter celebrations.

By Patti Biro, Patti Biro and Associates

and even Halloween. There are red letter days in every month of the year that can help to boost your business. And even though we call it a red letter day, in all actuality it can last a week or more.

So, what is a red letter day?

Back when most people used paper calendars, a holiday or celebration was printed in red.

The phrase “red letter day” refers to a day with special significance.

You can probably think of several – Mother’s Day, Valentine’s Day 8

Spring 2019 • Gradient

Some red letter days occur in every month of the year. For example, the 17th of every month is “Send a friend a handwritten letter day.” It’s a perfect holiday to promote handcrafted greeting cards. You could easily turn this red letter day into a special event

Artists, artisans, crafters and quilters and all retailers can benefit from celebrating red letter days and adding them to part of your overall marketing plan. Let’s face it – we don’t have enough holidays to celebrate and add some fun to our shopping and retail-tainment calendar!

How to stand out with red letter days: begin with a plan Begin with creating a marketing plan for your red letter days.

There are lots of fun, offbeat and creative special days. Add to the calendar the traditional holidays sprinkled with a mix of local events, such as festivals and celebrations, to give your plan a local flavor. Online resources

are abundant to help you identify new days to celebrate. Look for holidays and themes that fit your target market and your most popular items, and are a bit different than what other artists and retailers are promoting.

Planning your products to drive sales for those red letter days is the next step. They can be generic or specific to the holiday.

An important gifting trend to remember here is that “smalls” – those items that are in the $20 range or under – make for fun impulse buys and encourage multiple purchases. Of course, you can promote higher ticket items, but a good goal is to use the red letter day to drive additional purchases that are not part of the average buying calendar. Make a list or use a planning calendar to capture all your ideas and then prioritize those that are the best fit for your business.

Red letter days to celebrate can be mild or wild depending on your target customer. Remember that red letter days are not just for humans. The pet products market is currently a $69.5 billion

industry with no signs of slowing down. This retail category can include everything from leashes and collars to handcrafted pet soaps, bowls, toys and cards. I would encourage you to include some pet-related products and holidays in your plan.

Special events drive red letter sales Even the smallest or pop-up retailer or artisan can create special events to drive additional retail sales. From drop-in “sip and see” events to demos, classes and interactive displays, the goal is to share the celebration with ideas on how to enjoy it! For many people, this means gifting a gift or indulging in a little self-gifting.

Maximize social media Red letter days are a great way to create engaging content on your social media platform. In addition to featuring great images, you can encourage gift giving by showcasing your products, creating a contest, or sponsoring a giveaway.

Summary Creating a calendar of red letter days for your business that mixes local events with traditional holidays – with a touch of the fun and whacky holidays ad celebrations – is a great way to stand out from other retailers.

Not only will your regular and loyal fans want to participate, but it can also be the secret to attracting a whole new group of customers!

Resources for Finding Unique and Fun Red Letter Days Days of the Year: https://www.daysoftheyear.com Brownie Locks: http://www.brownielocks.com Holiday Insights: http://holidayinsights.com Pet holidays: https://www.dogtipper.com/ fun/pet-holidays Punchbowl free online invitations, ecards and celebration ideas: http://www.punchbowl.com

Gradient • Spring 2019

9

MEET

STAPLETON•SMITH

MOVERS & MAKERS

ALEXANDRA

Hi! It’s great to be coming to you from Gradient! The last two years have been a whirlwind adventure for us at The Hedgehog Hollow.

My background is a world away from crafting, I worked in banking, finance and more recently, I worked in automotive global business expansion. However, in November 2016, my husband was given the opportunity to work in the United States for a leading tire manufacturer, and our family decided to take an exciting new journey! Leaving behind my corporate life, we moved with our two daughters from England to Ohio. Initially, my time was taken up getting everyone settled in new jobs, schools, houses and getting our new life up and running.

However, I was used to a busy career and once the initial work was done, I was soon thinking what to do next. Our youngest daughter was only 18 months old, and I wanted to stay home with her, but I also couldn’t imagine not working. So, I thought I would start a little crafting blog to keep me busy, and so The Hedgehog Hollow was born in April 2017.

I started filming some tutorials on my iPhone, and my husband (who paid for his engineering degree with photography) recommissioned his equipment and found his passion for taking pictures. We got ourselves together and learnt one thing at a time; building the website in a weekend with online tutorials, learning basic video editing and paying for an inexpensive logo on Fiverr—we were up and running.

Never in our wildest dreams were we prepared for what would happen next.

From day 1, people loved the honest opinions, fresh ideas and

British accent. I started to do daily Facebook lives, which grew the brand quickly, and we created quite the name for ourselves.

By the end of 2017, we had over 10,000 YouTube subscribers, thriving Facebook groups and more than 10,000 Instagram followers. I was on a number of design teams, and we had invested significantly in our video equipment to move from filming on an iPhone to professional video equipment. My husband was the ‘full-time’ producer outside of his engineering job.

Our eldest daughter is ‘organizer in chief’ of all the new products, and our youngest loves to help me stamp and experiment with all the new supplies in preparation for videos.

In January 2018, we attended our first Creativation. Not knowing what to expect or with any expectations, we went with camera and tripod in hand creating lots of content for our channel. We spoke with as many people as possible and created lots of amazing contacts. If you have never attended Creativation, I couldn’t recommend it enough.

For us, it was a platform to grow our brand, and it also was where I developed and launched our award-winning subscription kit.

Our subscription kit is different to most, as it features content from a different supplier each month and includes a bunch of videos on how to use all the goodies in the kit. We launched this after Creativation and were expecting to sell about 50. Well, we actually had to close the sale page and stopped taking orders at 500! It was way above our expectations, and we really struggled to fill all the orders, but we got through it and have lots of happy customers and learned lots of lessons along the way.

Another new adventure is 2018 would be our first TV segments.

Thanks to some of our new brand partners that we had met at Creativation, we were able to design projects and appear on a number of Make It Artsy segments produced by KS Productions for PBS. This has been an entry into a number of other television opportunities for 2019 to grow The Hedgehog Hollow brand and our partners even further!

The last year has been another period of growth for us, as we continued the subscription kit, which won us the best online retailer award at Creativation 2019; another huge honor for which we couldn’t be more grateful. At the time of writing, we also have more than 28,000 YouTube subscribers and more than 14,500 Instagram followers.

We produce daily content for not only The Hedgehog Hollow Channel but also white-label and co-branded content for our brand partners. We also run a successful social media and marketing consultancy business leveraging my background in finance and global business expansion. We help our clients in expanding their D2C sales, marketing consultancy, expanding their product lines, overseas manufacturing and other business development services.

As we look further into 2019, we are excited to see the further growth of our social media channels and the development of our video production capabilities.

It has been an incredible opportunity to blend my hobby with my corporate experience and turn it into a business opportunity that the whole family is involved in.

Gradient • Spring 2019

11

INSIDE AFCI

Industry News Creativation 2019 Recap AFCI hosted Creativation, its 78th annual conference and trade show, on January 17-21, 2019. This year, Creativation drew 250 exhibitors and 3,000 attendees to Phoenix from upwards of 45 countries. In addition to seeing the latest creative products, attendees were able to participate in more than 120 hands-on workshops, business seminars and events. Highlights from this year can be found on http://www.

CreativationShow.org/2019-moments.

Creativation 2020 will be held January 16-20 in Phoenix, with education taking place January 16-17 and the trade show floor open January 18-20. To sign up to exhibit or teach next year, visit www.CreativationShow.org.

“There is nowhere else like Creativation. The quality of education is unrivaled. New trends, product innovation and networking opportunities make it the ultimate meeting place for like-minded professionals; the culmination of which drives the industry forward and fuels the creative talents of consumers,” stated Jim Thielen, Chairman of the Board of Directors, AFCI.

State of the Industry Panel The future of the creative industry was a topic of discussion at the event, “Let’s Get Real: The Challenges and Opportunities Within the Industry.” It was sponsored by SGS, the world’s leading inspection, verification, testing and certification company.

Among the panelists were: Lynn Lilly, CEO/Founder, Craft Box Girls Mike McCooey, President/CEO, Plaid Enterprises Bobbie Medema, CEO, Notions Marketing Ryan Newell, President/CEO, Sprinrite LP Stacey Park, Owner, Scrapbooking Made Simple Anthony Piperno, President & CMMO, A.C. Moore Jennifer Vanderveldt, VP Strategy & Analytics, The Michaels Companies, Inc Topics of discussion centered around the end consumer, their ever-changing buying habits, the desire for new and innovative products, and ways to enhance the customer experience to cultivate creativity and drive inspiration and sales.

The panel discussion is available on www.CreativationShow.org.

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Spring 2019 • Gradient

2020 AFCI Board of Directors Nominations Make sure your membership section is represented on the AFCI Board of Directors!

The AFCI 2019 Nominating Committee is now accepting candidate nominations for the 2020 AFCI Board of Directors. Nominations will be accepted through May 1, 2019.

AFCI members can obtain the Board Director Nomination Form on the Association website www.afci.global or by requesting a copy by contacting AFCI at 312-673-5769 or JRapp@afci.global. Any AFCI member may nominate an Association member or submit him/herself as a candidate to sit on the AFCI Board of Directors for terms beginning January 2020. Members who currently serve on the Board of Directors who are interested in extending their service must reapply through this nomination process. Board nominations must be received

by May 1, 2019, to facilitate the review process.

Search for AFCI’s New Executive Director Is Underway AFCI has selected Chicago-based association management and services company SmithBucklin to manage the Association beginning April 1, 2019. As part of this transition and its headquarters move to Chicago, AFCI is also currently searching for a new Executive Director. Janet Rapp will serve as interim Executive Director until a new Executive Director is named.

AFCI Staff Updates: Familiar Faces and New Team Members As part of the transition to our new management partner, AFCI looks forward to introducing a new staff team who will serve our members and help the Association continue to thrive. The team has spent the last few months working together to ensure a seamless transition.

In upcoming issues of Gradient, you’ll meet new staff members who are excited to join the AFCI team. But one name members may already recognize is Jason Baum, who will continue to support AFCI as the Director of Membership.

Jason has served AFCI for the last 7 years and has fostered strong relationships with members and industry leaders.

In this issue, AFCI would also like to introduce Kris King, a Sales Services Coordinator based in AFCI’s Chicago office. Kris will be an integral contributor to Creativation 2020’s success, as she leads exhibit space and sponsorship sales for AFCI’s flagship event.

• Where are you from? Waynesville, MO • What’s your favorite craft and/or hobby? I love to bake. I have dreams of opening up my own cupcake shop one day!

• Any cool DIY projects you’ve tackled? I love cake decorating. I have made a few cakes for friends and family that were a little more extensive than a box mix, and I have done a few character cupcakes. Recently, I have ventured into cookie decorating, which I really enjoy. Years ago, I was really into scrapbooking and would love to get back into that as well. Crafting, in general, has always been a feel-good project for me: When I feel stressed or need a pick-me-up, its easy to pull out my KitchenAid or my scrapbook box and see what happens. It’s a wonderful creative outlet.

• What creative project would you like to try? I want to learn how to knit. I have tried to teach myself and have failed royally!

Anyone have some good pointers?

Stay tuned as AFCI introduces more Association staff members in upcoming issues of Gradient.

March Is National Craft Month With 62 percent of U.S. households crafting at least one project a year, AFCI is proud to announce the 25th annual celebration of National Craft Month. Running the entire month of March, National Craft Month was started in 1994 as a way to help people discover the joy of crafting and all its many benefits. National Craft Month has grown from a handful of retailers and manufacturers into an international celebration of creativity with millions of participants underscoring the familiar and near-universal experience of crafting. Join us this year as we share our members’ stories and showcase hot new products, trends and more! Let us know what you are doing to celebrate by using the hashtag #NationalCraftMonth.

For more information, visit the blog at https://blogafci. wordpress.com/.

Featured Member Benefit: UPS Savings Program® AFCI members now save on UPS’s broad portfolio of shipping services, including air, international, ground and freight. Whether you need your documents or packages to arrive the next day or are looking for an affordable shipping option, UPS understands the importance of speed, reliability and cost. AFCI members can receive these discounts even if they already have a UPS account. Plus, the more you ship, the more you can save with UPS.

Gradient • Spring 2019

13

FEATURE

Cultivating Long-term

FOLLOWERS 14

Spring 2019 • Gradient

and

SHOPPERS You can have some, too.

It all comes down to being in love with your business and all you have to offer. Feeling proud and excited to share it with the world creates contagious energy that will attract new followers and shoppers, as well as invigorate your current base. Once you really and authentically feel the love, you are ready to strike up some strategies to attract. The best success comes when you meld together passion and profits.

Here are some of my methods for doing just that!

Know Your Purpose

By Kathy Cano-Murillo

“Be the Life of Your Own Party.”

That’s my mantra when it comes to building a following for my brand, Crafty Chica. I’ve always gravitated to the people and businesses that look like they are having a great time. Their passion sparkles brighter than any crystal found at the craft store.

“I want what they’re having,” I think to myself.

Before you start working to grow your following, know the specifics of what kind of audience you want.

You want people who “get you,” so they will stick around for the long haul. Sit down and write up a summary of your business. It can be on your computer or in a journal. The most important factor is to get it out of your head!

• One sentence summary of your business.

• Quick summary of your story of why you do what you do.

• What problem does your business solve?

Embrace a New Mindset

Repeat after me: “I want new followers and shoppers because my services and goods will make their lives better. I will always give them 100 percent because I love what I do and I’m excited to share it!”

Your audience is everything.

Respect that and put them first.

Think of yourself as a features editor or a branding executive.

You have to give the people what they want. It doesn’t mean to change who you are, but it means to really tune into what they are responding to and using that as a success measure for future decisions. Pretend your business is a party, and your followers and shoppers are your guests. Put them first, make them feel special and show appreciation.

Remember not to stress about follower counts, page views or one-time quick sales. Strive to convert each visitor into a longterm follower and fan of your brand.

The more you pay attention to what they respond to and like, the more you can serve them. Engagement is gold! Motivate them to click that like button, sign up for your mailing list, leave a comment, tag a friend and best of all, spend their money on your goods!

Know What Makes You Different

It’s a big world out there, but there is room enough for all of us. The best way to stand out is to celebrate what you love. Even Gradient • Spring 2019

15

if you are working with trends, find a way to add your own spin.

Go for the wow factor; push your creativity beyond the obvious.

Be excited to share what you come up with – not just the final result, but use social media to share the process, too. People are often fascinated by seeing behind-the-scenes action. That will make then appreciate your final work even more!

Pay Attention to Details

Audit your website as if you were a visitor. Does it quickly communicate what you are about and the services you offer?

Does it make your business look exciting? What makes you different? Utilize the “about” sections of your social media platforms, as well as your website, to tell your specific story.

Ditch the broad generalities and drill down. Show – don’t tell what you are about.

them to like, share, comment, click, etc.

Many people will do it if you ask, but give them a good reason!

Rock Your Social Media in Every Way

Force yourself to stop the negative talk about social media. When used consistently and excitedly, it will become your strongest tool to reach new people. Here are some topics I use when it comes to posting. I like to rotate them to keep my audience engaged and guessing!

Wow content For photos on your feeds, make sure they are “thumb stopping” – clear, quick context and something to make people gasp in delight. Don’t just put something up for the sake of it.

Have a purpose.

Call to action on everything Before you post, know what you want people to do and then weave it into the caption. Invite

Events Post about events you are participating in, attending or just excited about. This is a great way to create community – by sharing the info for other people’s events!

Tutorials Incorporate video as well as static pictures. Include the keywords of the project, technique and/or idea/theme in the caption as well as using hashtags.

BTS Behind the scenes content is awesome for “stories.” It’s like creating your own reality show with highs and lows. People will

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Spring 2019 • Gradient

become endeared to you if you show different aspects of being a business owner.

Personal struggles and motivation Honor your journey and talk about the hits and misses. Everyone is going through their journey as well, and they will appreciate your sage words. This will keep them coming back if they know you share quality ideas and tips.

Themes WCW, MCM, FF, etc. When in doubt, you can use popular themes such as Woman Crush Wednesday or Motivation Monday, etc.

Local L-O-V-E!

Hyperlocal is big movement happening in our country these days. People are excited to shop small and support their own communities. So, get out there and make your presence known.

If you have a store, host local artists for a pop-up. And if you are an artist, see where you can have your own pop-up shops of your wares.

You can also throw a party to celebrate a funny “National XYZ Month,” host a craft night, a business discussion, offer a demo, attend local events­— reach out to local media for coverage on all of this. Don’t forget to incorporate all of this into your social media and use relevant hashtags from your city.

Offer Goodies!

Everyone loves free goodies!

Offer a monthly giveaway, either on your own or collaborating with other businesses. Make sure what you give away is consistent with your brand; otherwise, people will disappear once the giveaway is over. Other ideas include free printables and discount codes.

Embrace New!

Always strive to keep it fresh.

Sit down and list all the different categories you and your business fall under. Look up those hashtags on social media and see how you can weave your content in there to attract new audiences.

And once you have those new people, show them appreciation on a regular basis.

Kathy Cano-Murillo is an artist, author, speaker and founder of Crafty Chica, a brand that inspires women to brighten their lives with clever lifestyle ideas. Kathy also owns Mucho Más Art Studio in Phoenix. She has written 10 books, designed multiple product lines and is a full-time creativepreneur.

She has been featured in The New York Times, USA Today, Huffington Post, Buzzfeed and more. Contact her at kathy@craftychica.com or craftychica.com.

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Gradient • Spring 2019

17

FEATURE

CREATING the

CUSTOME

18

Spring 2019 • Gradient

ER EXPERIENCE N W O IT!

By Sandi Rosner for Stitchcraft Marketing

Customer experience is a hot marketing topic in 2019. If you want to build customer loyalty and keep them coming to your store, you need to provide a top-notch customer experience. But what does that mean, exactly, for a craft business with a retail location? We’ll give you specific steps to follow for creating a great customer experience.

What Do We Mean by Customer Experience?

Customer experience is the journey your customers take in their relationship with your business. It begins with their first becoming aware of your business and continues, we hope, indefinitely. Customer experience encompasses both digital and physical interactions between you and your customer. Crucially, customer experience is always evaluated from the customer’s point of view.

We’ll take a closer look at four key points in the customer experience journey: the introduction, the store environment, staff interactions and special events.

Gradient • Spring 2019

19

The Introduction

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How do potential customers find out about your store? Some will hear about you from friends and family who are existing customers. Many will first encounter you through an online search.

How long has it been since you’ve searched for your store on Google? Is the information accurate? Does your store show up on Maps? Take a minute to open your browser and type “<your craft here> shops near me” into the search bar. How does your shop show up?

If you haven’t already done so, use this link to add or claim your business on Google. This will give you control over what information Google displays to potential customers. Be sure to add your hours and a link to your website.

Also, double check that your website includes all the information a customer needs to visit your shop. Are your hours (including closed days and holidays) accurate? If you don’t have an obvious parking lot in front of your store, provide parking information. Lastly, include a link to your Google Maps listing.

The Store Environment

Just about everything customers need to practice their craft is available online. What is it about your shop that makes it worthwhile for your customers to get off the couch and come in to shop? A visit to your store should be an event your customer eagerly anticipates.

What are the words a first-time customer would use to describe your store? Bright, fresh, warm, welcoming, inspiring? Cramped, disorganized, dark, unfriendly?

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Spring 2019 • Gradient

I walked into a yarn store the other day that was proudly celebrating its 17th anniversary.

This store is in a modern retail space in an affluent community.

The first thing I noticed when I entered the store was the smell.

It was dusty, musty and stale.

The second thing I noticed was the visual jumble. There was no obvious organization to the merchandise. As I browsed the store, I saw open shelves behind the cash desk stuffed with what looked like 17-years-worth of file folders and loose papers.

The shopkeeper had clearly become blind to the condition of the store.

You might think it goes without saying that your store must be clean and well-organized with good lighting. But don’t take these basics for granted, particularly if you’ve been in your space for a long time. When you are in your store every day, it is almost impossible to see your shop with a fresh eye. But this is exactly what you must do in order to make your store a place your customer wants to be.

Do you have a trusted friend who has never been to your shop?

Ask them to visit the store as a secret shopper, preferably at a time when you won’t be there, then ask for honest feedback.

Encourage them to be hypercritical. Ask specific questions about cleanliness, organization, lighting, sounds and odors. Then take action to address any areas that aren’t up to snuff.

When was the last time you rearranged your displays? Walking into a store and finding nothing new is a letdown. Customers are motivated by the thrill of discovery. When new product arrives, do you shoehorn it in wherever it will fit? Consider having a couple of fixtures near the front of your store where the merchandise changes frequently. (continued on page 22)

We are Your

Business Partner AMERICAN QUILT RETAILER provides independent retailers with tools to help you succeed.

SNIPPET

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S

6 Lessons fo r Your Shop from QuiltC on Attending

a consumer

You’ve heard the buzz abo movement and ut read the onl the modern Qui

show can teach you.

B Y Sara h J. Max

well

ine chatter abo ltCon. Now it’s time to pay atten ut gleaned from tion to these this year’s show six lessons in Savannah, QuiltCon is Georgia, in Febr the official quilt uary. show of the Guild. It debu Modern Quil ted in 2013 in t Austin, Texas, between an East and now alter nates and West locat ion. The 2018 retur n to Pasad edition will ena, California . The Savannah 350 quilts selec show exhibited ted from more than 1,500 entri vendors and exhibitors share es. Almost 100 d the floor with of modern quilt a dazzling array s. Scores of educ ational classe lectures occu s, seminars and rred over four days. But shop lot by simply owners can learn watching and talking to those a attending the show.

Less

1

on one

Keep an open mind abou customer will t what type be open

of to modern QuiltCon is offerings in a show for every your store. one—from gran infants.Vend or and designer dmothers to Natalie Barn (shown top right es of Beyond ) commented the Reef on this: “It’s show with a a multigeneratio real sense of community nal not limited to and family.” Mod a certain age. ern is Events such opportunity as QuiltCon for experienc are a great ed crafters to craft. engage others in the

Lesson two

People love an opportun participate ity to actually in an activity— whether at your shop. a conferen ce

the Start m o r f s s e cc Build Su O-USE

L

-PAT T

ERN

APRIL 2017

VOL. 23 • ISSUE 134

e at it’s lik knows wh Maxwell ning quilter.

Sarah J. begin to be a

or in Following a trend at many national show notions com s, several fabri panies exhib c and ited at QuiltCon promote their in an effort to brands. Mick ey Krueger of explained: “Co Windham Fabr nnecting direc ics tly with cons invaluable. We umers and quilt learn what they ers is like. For exam the office assum ple, everyone es a directiona in l print is the our quilt block kiss of death activity, we notic . With ed people were about which way directiona n’t worr ied l prints were Windham had place d.” prepared fabri c shapes from and encourage a variety of lines d convention attendees to place the shape s 6 |

AMER ICAN

QUILT RETA

ILER april 2017

Rise and Shine

J. to Sarah Listening and how she Maxwell with the times…. quilter changes beginning

Wake Up and Be Awesome!

the be the it is like to bers what that in and keeps She remem se -the-block with tho new-kid-on working g en she is and quiltin ing mind wh sew new to the a shop now who are ll, h J. Maxwe was designer, game. Sara ic fabr lt and owner, qui . too er, an inn lt made by once a beg a 1930s qui to college.

Sarah had ied her er, it accompan aunt that lt a comfort ed was the qui e, but it add Not only from hom ing space. g eth was som wee sleepin lt er to her a bit of che inally taking the qui was orig it ve, says h mo Sara nomy was an eco ket. Little with her new blan buying a treasure cheaper than handmade ss that this life. did she gue her adult a theme for would set

to Reach out

Your morning may need an overhaul. Think of those first few hours as preparation before a big match, a time when you can calm your mind, strategize and get your head in the game.

B Y Beth Montpas

e in this issu Pattern on “A Shout, -to-Use ecti

ses showca , A Text” from Stud A Whisper Fabrics.

AME RIC

AN QUI

LT RET

AIL ER

june 2017

Subscriptions • US 1 year (6 issues) $45 • 2 years (12 issues) $75 • Canada 1 year (6 issues) $90 • International 1 year (6 issues) $165

N

RESOURCES Shop owners have busy schedules and multiple responsibilities. AQR wants to be a one-stop location for information on techniques, products, trends, and opportunities for you to run your business with ease.

BEHIND THE SCENES Every shop owner knows that many things have to happen before fabric and patterns ever reach the sales floor.

Let AQR help you better understand distribution channels and help you work with your vendors.

Free coll Marcus Above: The Sarah’s fabric io 37 of

52 |

BUILDING & NURTURING RELATIONSHIPS From the quilt shop staff members, to your customers, to your family and community, there are tips and techniques for building relationships that help you run a successful business.

INSPIRATION & CREATIVITY Shop owners are required to provide inspiration to customers every day, yet they need that inspiration, too! AQR can provide that with ideas for events, classes, retreats and marketing ideas.

2 F R E E -T

BUSINESS GROWTH & SUSTAINABILITY Build your store for longterm success by learning strategies that work from experts. Explore opportunities to generate revenue to keep business on track.

How To Subscribe: • Visit americanquiltretailer.com and subscribe online • Call 641-751-3395 • Mail check to address below.

ON THE SALES FLOOR Train your staff to learn how to handle customers, upsell products, and build your customer base. And, AQR will guide you to better visuals and displays for selling your products.

AMERICAN QUILT RETAILER

101 N. Main St. • PO Box 205 • Conrad, IA 50621 • 641-751-3395 info@americanquiltretailer.com • www.americanquiltretailer.com

(continued from page 20)

Use these fixtures to feature seasonal products, hot trends and limited editions. Your customers will look forward to seeing what’s new every time they visit the store.

If you have a website but don’t have a physical location, think about what you can do to make it easier for your customer to find the products they want. Regularly audit your website and make sure your product descriptions and offerings are up to date, that any links on the site are fully functional, and that your photos and graphic items are clean and professional-looking. If you don’t already have a search tool, consider investing in one to make it easier for customers to find what they’re looking for in a snap.

If you already have a search tool, consider optimizing it for voice search, which is the next big trend.

You can also make a big impact on your customers and potential customers by providing excellent service. Provide an easy means for contacting you on your website and respond to all inquiries promptly. It’s harder to make an impression on your customers without face-to-face interaction, but it is possible!

Staff Interactions

What’s the biggest difference between shopping online and shopping in person? The people. A friendly, professional, knowledgeable staff is key to creating a positive customer experience.

Every customer should be greeted upon entering your shop, every time. On a recent visit to a fabric store, here is how it went for me.

because what you create deserves the best care

lavender eucalyptus grapefruit unscented jasmine

Call or email for your free Eucalan Discovery Box* 1-800-561-9731 info@eucalan.com * new accounts only please

the spa treatment for your fine washables 22

Spring 2019 • Gradient

Salesclerk: “Good morning! Is there anything particular I can help you find?”

Me: “I’d just like to browse a bit.”

Salesclerk: “Great! Please make yourself at home. Let me know if you have any questions.”

This simple interaction let me know I was welcome and that the clerk was available if I needed him.

While you want to establish strong relationships with your regular customers, beware of becoming so involved in conversation that newcomers are reluctant to interrupt. A new customer should never feel like they’ve walked into a party to which they were not invited.

Instill a deep sense of service in your staff, and be sure to model this behavior every time you are on the floor. Remind every member of staff that being genuinely helpful is the best way to earn and keep your customers trust.

How well does your staff know your products? Of course, your store is staffed with enthusiastic and experienced crafters, but are they familiar with what’s new?

How do you inform part-time staff about the arrival of new merchandise? When you bring in new tools, do you provide your staff with samples to try?

The more your sales staff knows about the products you carry, the better prepared they will be to provide expert assistance to your customers.

Do you offer additional services in addition to your products? Let your customers know all the ways you stand ready to help them solve a problem. It may not occur to a new crafter that she can hire you to take care of certain steps in the process, leaving her free to

do only the parts of the craft that she loves most.

Be sure every customer knows about your service offerings.

Crafting can be largely a solitary pursuit. Many of your customers pursue their craft at home, alone. Their friends and family may not appreciate the work and artistry involved, but you do. Be a cheerleader for your customers. Encourage them to show you photos of their work in progress. Ask them to bring their finished work into the shop for you to see. Take a photo and post it on your social media channels. We all want to have our accomplishments celebrated by people who really “get it.”

If your business is online, you can still take advantage of some of the opportunities mentioned above. Develop an informative newsletter and send it out to your customers on a regular basis; teasing new products and services you may be offering, hot trends in your craft industry and special events.

Consider developing a digital meeting place, whether it is a Facebook group a Ravelry group, or some other platform. Create a place online where your customers can share project ideas, photos and questions and advice. Invite your customers to post photos of their projects on Instagram using a hashtag that includes your store name or something specific to you.

Events

The more often a customer walks through your door, the more they are likely to buy. Classes and events are great ways to keep them coming back.

A robust schedule of classes for all skill levels is an essential part of building your customer experience. Introductory classes literally create new customers. More advanced classes can be built around specialized tools and tricky techniques. Customers will come to rely on your store as a source of instruction and expertise.

And the stronger the customer’s skills, the more satisfying their experiences will be.

Borrow an idea from yarn stores and plan a “sample tasting” to coincide with the introduction of new items. Talk to your vendors to see what sort of support they can offer for an event of this kind.

Can you borrow finished projects that feature the new items you’re offering? Will the vendor provide goodie bags for your customers? Can the sales rep attend the event to talk to your customers about the new items?

www.pinkandmain.com

Gradient • Spring 2019

23

Partner ribbon with double-ended clip and two-piece magnets to create a display for cards, artwork, photographs and more!

®

Learn more at Ribb-Its.com

Celebrity appearances are a proven way to bring people into your store. Your customers will love the opportunity to meet designers whose work they enjoy. Contact popular designers and offer to host a book signing in your shop if they are ever in your area. You won’t need to cover travel costs if the designer is in your neighborhood for other reasons. Who knows? Maybe their in-laws live in the next town over.

You can also incorporate events into your online business. Set up theme days where everyone can craft something that fits in the theme and share online. Pair it with a special offer that fits the theme and you’ve engaged your customers in something fun!

What’s Next in Customer Experience

mytwoladiesknitting.com 516-570-3230

In their bestselling book, “The Power of Moments,” authors Chip Heath and Dan Heath explain that an experience is judged mostly in light of two moments – the peak moment (either high or low) and the end. How can you make sure every visit to your shop ends on a high note? Is your checkout process quick and efficient? Do you wrap and bag purchases with care? Do you sincerely thank the customer for coming in?

Look at other industries to see what innovations in customer experience you can adapt to suit your store. For example, The Magic Castle Hotel in Los Angeles is a pretty unimpressive property that gets rave reviews from its guests. What makes a stay there an exceptional experience? Free snacks and soft drinks. Free popsicles delivered poolside. Free valet laundry service. In short, they have eliminated many of the irritations faced by travelers, especially parents traveling with children – no more looking for a Laundromat or paying $4 for a Snickers bar.

Are there any common irritants that you can relieve for your customer? Any services you can provide that will surprise and delight shoppers?

Creating an exceptional customer experience is one way you can continue to attract and retain loyal customers.

Stitchcraft Marketing is an AFCI partner, and we can help you put customer experience at the center of your marketing plan. If you’re interested in more information, fill out our contact form on www.afci.global, and we’ll have you on your way to a better customer experience in no time!

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Spring 2019 • Gradient

STRATEGY PLANNING

WEBSITE DESIGN •search optimized •responsive design •e-commerce capable

•competitive research •strategic analysis •content planning

MULTIMEDIA PRODUCTION

BRANDING •rebranding •messaging •graphic design

We work with crafty companies to showcase your brand, engage your customer base, and generate sales in a way that is nothing less than …magical.

SOCIAL MEDIA MARKETING

INFLUENCER MARKETING

•content creation •social execution and posting •conversation management

•vetted influencer network •communication management •paid sponsorship opportunities

# ;)

•content scripting •video editing •YouTube marketing •podcasting production

!

@

* stitchcraftmarketing.com

DIY

Texture Technique With Stencil or Silk Screen

By Bespoke Sentiments

Products • Imagine Creative Medium • Memento Dewdrop, Desert Sand • Memento Dewdrop, Potter’s Clay • Delicata, Dark Brown Shimmer • Delicata, Celestial Copper • StazOn, Gothic Purple • FolkArt Acrylic, Honeycomb • FolkArt, 14k Gold • Spellbinder, Simply Succulent Die • Tim Holtz Sentiments Round Tag

CARD with

TEXTURE

BACKGROUND and

SUCCULENTS 26

Spring 2019 • Gradient

Supplies • Kraft Card and Envelope • Stencil or Silkscreen • Orange Cardstock Paper • Purple Cardstock Paper • Kraft Cardstock Paper • Ribbon • Paint Brush • Brads • Dauber or Sponge • Palette Knife • Craft Mat • Double-sided Tape or Glue

Step 1 Cut papers to size for card.

Orange and purple cardstock paper will be the background matting, kraft cardstock paper will be the base of the card.

Step 2

Step 3

Step 4

On craft mat, pour small amounts of Honeycomb and 14k Gold paint as well as dollop of Creative Medium. You can use white or vintage artist’s medium. Mix together with a palette knife.

Place stencil or silkscreen on top of kraft cardstock. Using the palette knife, spread Creative Medium mixture on top of stencil or silkscreen. Gently lift the stencil from the cardstock. Set aside and let dry.

Die cut the succulent shapes in green cardstock. Using Desert Sand Dewdrop, ink the interior of the succulent leaves. Edge the leaves with Potter’s Clay Dewdrop.

Step 5

Step 6

Step 7

Assemble finished succulents and affix with a brad. If desired, paint center with matching colors.

Set aside.

Using a dauber, ink round tag with Celestial Copper and then with Dark Brown Shimmer.

Assemble card. Glue or tape orange and purple cardstock together and then the dried kraft cardstock on top. Tie ribbon around card and tie bow. Attach round metal sentiment with safety pin. Glue kraft piece to card and attach succulents where desired.

AFCI member, Bespoke Sentiments, creates handmade cards without mass production or printing. They create something for both you and your loved ones that will be treasured for years to come. For more information, visit www.bespokesentiments.com.

Gradient • Spring 2019

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THE SHELF Wendy Vecchi MAKE ART Stay-tion from Ranger is an all-in-one magnetic surface for stenciling, aligning, embossing and creating! This 12- by 12-inch surface features a printed grid, four magnets and a flexible magnetic centering ruler. Magnets hold surfaces and stencils in place while crafting. To align projects, use the grid and ruler. rangerink.com

Have a fast recovery with these cute critters! Get Well Before ’n Afters (LF1886) from Lawn Fawn works great on its own, plus the “before” and “after” images are perfectly sized for the interactive Magic Picture Changer die (LF1903)! lawnfawn.com

Honey Bee Stamps offers Stamps and Dies for all occasions! Featured here: our “Busy Bees” stamps and dies are sure to delight your customers!

Check out our entire product catalog on our website: HoneyBeeStamps.com

The Gemini Build-a-Block PLUS from Crafters Companion is the perfect companion for all your patchwork projects! Create a range of 3-, 4-, 6-, 8-, 9- and 12-inch blocks with ease. The dies are guaranteed to cut pieces exactly the same size through multiple layers of fabric to save time and effort. kelli.snowgold@ crafterscompanion.com, crafterscompanion.com

The Adjustable Straight Knitting Needle System from My Two Ladies Knitting is the newest innovation in knitting needles. Knit quicker and easier with these handcrafted, silky smooth rosewood needles. Created specifically for projects with many stitches – no more reaching down to bring stitches that fall to the bottom. See the tutorial on our website. 516-570-3230, mytwoladiesknitting.com

Get stuck on B&B etchall Reposition/ Re-use Stencil Spray! The fine mist adhesive spray bonds strong yet peels up easily. Great for sign making. Adheres stencils to most surfaces. orders@etchall.com, 623-933-4567, etchall.com

Strong, yet repositionable, Glue Dots Adhesive Sheets for vellum are the truly invisible adhesive for bonding transparent items.

Unlike double-sided tape or glue, Adhesive Sheets instantly adhere and then disappear, leaving a clean, transparent bond. It’s the best adhesive you can’t see. gluedots.com

Twisteezwire Bracelet Kit /Party Pack This kit will keep young or young-at-heart crafters/artists busy making beautiful coiled wire bracelets. It includes an assortment of 50 vividly colored Twisteezwires (non-toxic plastic-coated copper wire), as well as assorted beads and buttons to make 16 unique bracelets. Instructions are clear and well illustrated. Making these can become addictive!

Recommended for people over 8 years old. twisteezwire.com 28

Spring 2019 • Gradient

THE SHELF

Wrapture Fragrant Balm

by Eucalan and designer Kristin Omdahl is a portable, compact essential for knitters and handcrafters alike.

The natural and vegan emollient-rich formula feels silky and absorbs quickly, leaving behind the beautifully intoxicating scent of jasmine. Treat your hands to a little luxury.

800-561-9731, eucalan.com

ACTÍVA’s Model ’n Mold is natural sculpting sensory sand designed for creative use indoors or out.

Children love it for creative, screenfree playtime.

Hobbyists love it for building landscapes and dimensional studies. It’s nontoxic, waterproof and will not dry out!

1-800-883-3899, activaproducts.com

PMA Industries’ patented Deep Etch Dies, manufactured in the United States, go beyond the standard thin etched metal dies.

They are the perfect tool for cutting difficult or impossibleto-cut materials cutting multiple layers, and cutting thicker materials, such as leather, thin metals, chipboard, wool and more. Create yours today! 877-897-7575, diesdirect.com

The Botanical Breeze Collection from Dare 2B Artzy is great for spring crafting projects like cards, mini books and scrapbook layouts. The dies are not only used for cutting the stamped images but also for many of the images on the coordinating papers. Yes ... the dies cut the stamped images and the quality, double-sided, 12- by 12-inch paper! dare2bArtzy.com

Ribb-Its provides crafters with a new way to display their creations. Colorful double-ended clips and unique twopiece magnets partner with any ribbon to transform doors into displays.

Hang cards, kids’ artwork, photographs, invitations and more.

Wrap It. Clip It. Love It. ribb-its.com

Introducing the IKONART Custom Stencil Kit, a revolutionary new way to make custom reusable stencils at home. The kit includes the tools you need to turn your custom artwork into a reusable stencil in just three easy steps: print, expose, rinse.

Start creating unique, personalized pieces today! ikonartstencil.com

The Activ-Tools: Clay Tools Set from ACTÍVA features four tools to cut, sculpt, shape, embellish, texture, scribe and add fine detail to any clay project! Durable and dishwasher safe, these tools are great for beginners and professionals alike.

1-800-883-3899, activaproducts.com

Gradient • Spring 2019

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Tell our advertisers you saw their ad here.

ACTIVA Products............................................activaproducts.com......... 20

Lee Products Company...................................leeproducts.com...........31

American Orthopedic...........................................theraglove.com..........24

My Two Ladies....................................mytwoladiesknitting.com..........24

American Quilt Retailer...............americanquiltretailer.com...........21

Paper Rose Studio.............................................paperrose.com.au..........23

B & B Etching Products Inc........................................ etchall.com.............9

Pink and Main.........................................................pinkandmain.com..........23

Crafter’s Companion.........................crafterscompanion.com..........32

PMA Industries, Inc................................. pmaindustriesinc.com.............2

Dare 2B Artzy...........................................................dare2bartzy.com......... 20

Ranger Industries........................................................rangerink.com............. 7

Eucalan Inc..........................................................................eucalan.com..........22

Ribb-Its......................................................................................ribb-its.com..........24

Glue Dots Int’l.................................................................. gluedots.com......... 30

Stitchcraft Marketing......................stitchcraftmarketing.com..........25

Honey Bee Stamps LLC.................... honeybeestamps.com...........16

Tape Technologies................................ tapetechnologies.com.............6

IKONICS Imaging............................................ikonicsimaging.com........... 17

Witzend Workshop LLC................................. twisteezwire.com..........24

Lawn Fawn...................................................................... lawnfawn.com.............9

To reserve your ad space in the next issue (Summer) of Gradient Magazine contact Ashley Cavanagh by May 10, 2019 • (315) 789-0473 • ashley@fwpi.com

Layer-locking, Art-adhering, Page-perfecting

A Dot Can Do A Lot. The ultra-handy, double-sided adhesive for building and layering in your art journal pages.

30

Spring 2019 • Gradient

You can also create tape art!

Can be layered to create brighter colors or overlapped to create new colors Fun mixed media tool

Helps you follow patterns for crocheting, knitting, quilting, cross-stich, etc.

Available online from: amazon.com walmart.com directhomesupplies.com stuff4crafts.com acherryontop.com Or check with your local independent craft supply dealer