Editor’s Notes

Normally I would utilize this space to pontificate and regale you with my opinion. This month, though, I want to ask for your thoughts, opinions, and comments.

Editor Bill Gardner

How are you battling today’s difficult economic times? How are rising costs in gas, food, and other necessities affecting your business? Or are they? What are your challenges and how are you addressing them? What’s your opinion on the state of our industry?

In short, I want to hear what you have to say, and I’d like to share those thoughts with others, though I don’t have to name names if you don’t want me to, but I do want you to be constructive in your comments. Offer solutions if you have them. Ask for advice if you need it. I may not be of much help, but I can do my best to help you find what you need.

Send me an e-mail (bgardner@ckmedia.com). And, come visit me in the CK Media booth at CHA Summer in July. For you needleart folks, sorry I won’t be at TNNA in Columbus (nephew’s wedding), but remember, you have the e-mail option.

I’m serious. I want you to contact me. Flood my mailbox! I look forward to hearing from you.

Bill Gardner
Editor-in-Chief

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20 Percent Disciples

By Rich Kizer & Georganne Bender

The other day a retailer asked us this question: “How can you make a small fortune in the creative industry?” We said, “Start with a large fortune.” Yeah, we know, it’s an old joke, but it got your attention.

But there are truly two ways to grow a business: focusing on improving the bottom line by more stringent control of all expenses, while keeping a close eye on margin; or focus on growing the top line — sales. We think you have to do both. However, there is one imperative you must add to the equation that can make both goals attainable: you must develop an insatiable appetite for building relationships with your customers. This is especially true in today’s business environment.

It’s been said that 80 percent of your business is done on 20 percent of your inventory. Let’s take that a bit further and extend it to customers; it very well could be said that 80 percent of your business is created by 20 percent of your customers. Let’s call them your 20 Percent Disciples.

Ever wonder why those 20 Percent Disciples do not entice more “new” customers to come to your store? It’s because they lead busy lives, and quite frankly, they just don’t think about it. Your 20 Percent Disciples hold an incredible power when they talk about your store but you have to give them a reason to do so. When you do, powerful word of mouth advertising is what happens.

We know a craft retailer who gave “BMG” (Be My Guest) invitations to every customer who registered for certain classes. These customers gave them to their friends so they too could join in the on the classroom fun. This got the word of mouth going, and the 20 Percent Disciples felt extra special because they got to invite their friends to their store.

Another retailer hung a chalk board behind her checkout area. A banner above read, “Someone bought someone a gift!” Written on the chalk board were messages similar to these:

Shelly bought Cat a collection of jewelry-making supplies.
Alison bought Nancy the newest knitting book.

Kate bought Bette a ticket to Friday Night’s Crop.

This retailer is encouraging customers to buy their friend an inexpensive gift, and the only way the friend can get that gift is to come to the store. Gifters pay for the purchase upfront, then tell their friends to stop in an pick up their free surprise. What happened next was a classic case of “she told two friends, and she told two friends, and so on and so on and …”

Another derivative of this is our “Introducing My Friend” card; a viral marketing tool that brings new customers to your store. Drop us an e-mail and we’ll send you an easy-to-customize template and full how-to instructions.

One more tip to attract new customers: encourage gift card purchases. A wonderful gift from your store is, well, wonderful but it won’t automatically bring the person who receives it to your store. On the other hand, a person must come to your store to redeem a gift card, and while they’re there, you know what to do: sell them something! Another plus: studies show that 80 + percent of gift cards are redeemed for more then the face value; and over 40 percent are redeemed for twice the face value. You can’t lose!

Right now is the perfect time to put your 20 Percent Disciples to work for you. Don’t abuse them; reward them! Invite them to special events just for them. Feed them while they shop, crop and craft (you know our motto: Food is Good!). Ask for their creative input, and above all, thank them, thank them, thank them, for choosing your store!

E-mail Kizer & Bender at info@kizerandbender.com. For more great information from them, visit their Web site and blog:

http://www.kizerandbender.com

http://www.kizerandbender.blogspot.com

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Summer Demo Program

By Rich Kizer & Georganne Bender

If you’ve read our columns in Craftrends magazine, or attended our Retail Adventures™ seminars at industry trade shows, then you know how fond we are of in-store events and promotions. We’ve always said that to build foot traffic, retailers need to hold one major and two to three minor in-store events each month. Major events take lots of planning because they bring in the masses; minor events are easier. They’re also the life blood of creativity in your store.

Minor events include the classes and crops you hold each week, but there’s one minor event that’s anything but minor: in-store demonstrations.

We’ve seen live demos in scrapbook and craft stores fall silently by the wayside lately and that’s bad; bad for shoppers and bad for business. Know why grocery stores demo food items at just about every turn? Because those demonstrators sell product – they get new product and old favorites into the customer’s hands. The demonstrator says, “Try it, you’ll like it!” and the shopper says “Sold.”

Why not get in on the added sales action and start a weekend Summer Demo Program? All you need is a pub height table or two, product, and a demonstrator with creative talent and the gift of gab.

Make a list of items to be demonstrated, along with all the details such as, dates and times, location on the sales floor, and who will do each demo. It’s also a good idea to assign each demonstrator a sales goal, that way you’ll know which demos you can run again as-is and which demos need to be dropped or re-vamped.

Place your demo tables in high traffic areas; one of those high traffic areas should be near the front of the store, outside of the Decompression Zone, just past your Speed Bump displays. In this location every shopper is sure to see it. Draw attention by tacking a bunch of helium balloons in a single color to the corner of the table, and make announcements that the demo is about to start on the PA system.

Another add-on sales imperative: display all the product the demonstrator uses adjacent to the demo table. You might even place these components on a portable rack that you can easily move each time you move the demo table. By the way, those balloons you attach to the demo table will come in handy if you can’t physically move the product. Tie balloons in that same single color to the fixture housing the product; demonstrators can tell shoppers they’ll find the product used “on the fixture with the blue balloons.”

Demos introduce shoppers to new items and applications and create excitement for new product arrivals. They create excitement on the sales floor, energize your associates, and thrill your customers. And that’s what your sales floor needs right about now, isn’t it?

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Book Review: Friendly Plastic 101

Reviewed by Maria Nerius

Author: Jana Ewy
Design Originals
ISBN 157421808-5

817-877-0067

Friendly Plastic 101 by Jana Ewy

Wow, Friendly Plastic is a blast from the past for me. I loved this stuff! I had a friend who made the best jewelry ever with it. I’m not sure what happened or why we stopped playing with Friendly Plastic, but this book brought back happy memories. This is not Ewy’s first book on Friendly Plastic and she is a genius with the material with clever, fresh designs. Ewy stays on top of what’s happening in trends especially in color, fashion, motif, and jewelry.

The book’s cover sells the book and reveals that the book has a new method using a griddle. In case you didn’t go crazy for Friendly Plastic years ago, we worked either by warming and melting it in a toaster oven or warming it to a pliable state with hot water in a skillet. The griddle method is really much easier with more control. The book includes using rubber stamps, heat gun, multiple needle tool, cutting blade, permanent markers, metallic pens, Rub ‘n Buff, wire, mesh, glass paint, and my favorite the mini cookie cutters. I know it might be corny, but I loved the flower jewelry made from a mini cookie cutter and large hole punch. The blending technique with the multiple needle tool is a trademark of Ewy and is just awesome.

The projects are varied, including jewelry, frames, decorative boxes, hair bobbles, bottles, bookmarks, journals, and round beads. Yes, round beads! I was very impressed. Even more impressed that I could do it. The step-by-step photographs were a big help and I was a little nervous about the drilling (even though I shouldn’t have been, it was easy and safe). The other beads and the cuff bracelets are really eye catching and with a little practice and patience very fun to do. Bring on the Friendly Plastic!

Friendly Plastic is available from AMACO; 800-374-1600 .

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Dew Drop Memento

Product Pick

Dew Drop Memento

Tsukineko

One of the newest products in an impressive line at Tsukineko is Memento™. a dye ink that is fast to dry and fade resistant. We tested Memento™ using the Dew Drop inkpad, a teardrop shaped ink container, and pad. One of the first things our testers noticed is that this style of inkpad can “stand up” on its own. “Usually when I have all my inkpads out on the table the pads are flat so I have to look around for a color, but with the Dew Drop ink pads you can just take a glance and find the color you are looking for and I think that’s very innovative and a time saver,” said one of the testers.

“As a scrapbooker the first thing I look for on a product is to see if it is acid free and Memento is acid free. It worked well with my clear stamps and I liked my color choices. I felt the colors were bold and bright. I cleaned up with no problems,” added a second tester.

There are 24 colors available, ranging from Dandelion to Angel Pink to Lilac Posies to Cottage Ivy. According to the website, Tsukineko had a contest in which consumers got to name some of the Memento colors including names like Cantaloupe, Paris Dusk, and Lady Bug.

Memento is available in Tsukineko’s traditional inkpad, but the Dew Drop offers the ability to add ink to small areas of a highly detailed stamp with great control. “I enjoyed how comfortable the ink pad was in my hand. I stenciled with the inkpads and was very successful. I also like to use the direct-to-paper method when making cards and collages. I found this inkpad easier to control. Plus the ink did dry quickly which helps prevent smudges,” added our final tester.

Overall, the Dew Drop Memento™ inkpads received three thumbs-up.

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New From CK Media

Not Simply Black and White
A new pattern from Quilters Newsletter Magazine

Savor this dramatic masterpiece of 23 different floral arrangements. It’s perfect for appliqué lovers! This Quilters Newsletter pattern includes: Full-size patches for piecing, complete assembly directions, full-size appliqué motifs, quilting ideas, technique lesson on hand appliqué, and complete materials and cutting list. 39″x39″, #07P003,

$12.95 Retail.

Industry News

For up-to-date news, visit Craftrend’s Web site at www.craftrends.com/industry-news. To receive e-mail News Updates, e-mail your name, e-mail address, and company name to bgardner@ckmedia.com.

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