March 2008 Newsletter

Editor’s Notes

Every trade show it’s the same question - “Have you found anything ‘new?’ And that’s exactly what I was asked dozens of times at the recent Craft & Hobby Association show in Anaheim. I also asked the same question to dozens of show attendees and exhibitors.

The answer this time around depends on your definition of new. If you’re expecting “the next big thing” like scrapbooking, the answer is “no.” If you’re expecting the hottest new technique, the answer again is, “no.” But if you want to know if there are cool new products that your customers will want to buy, the answer is, “yes.”

Editor Bill Gardner

While everyone would like to discover the next billion-dollar category, chances are we’re not going to see the likes of scrapbooking for a very long time. However, we will continue to see the ebb and flow in popularity of various categories like beading and jewelry, needlearts, painting, sewing, quilting, soap, candles, and cake decorating.

Even without “the next best thing”, our industry can still thrive on our basics and the new tools and products that support them. As retailers, that means you have to be creative in your marketing and merchandising. That’s nothing new, but in these economic times, we need to show consumers how our products and creativity can satisfy their need for entertainment and quality family time. If they’re not spending money on dining out as much as before, or on lavish vacations, or on new homes, certainly they need something to do. And boy, do you have a lot to offer!

So take a close look at your store and your creative merchandise. I’m sure you’ll come up with a lot of great ideas. And if you need a little help take some time to browse our industry’s manufacturers websites or check with our favorite retail experts, Kizer & Bender. Check out their articles online at http://www.kizerandbender.com.

Bill Gardner
Editorial Director

Ideas To Build Sales After CHA Winter

By Rich Kizer & Georganne Bender

It’s a Mini-CHA Show!

Display all the free items and samples you collected at CHA Winter on a table in a prominent place near the front of the store. This will get customers excited about the new product while anticipating its arrival.

Now, you can do several things: Host an Open House event that’s loaded with demos and make-and-take ideas from the show. Add a drawing where one lucky winner will win the entire table of product.

Better yet, hold a Cash Register Receipt Auction.

1. Choose a time frame and tell your customers to save every receipt from your store - you’re going to have an in-store auction and their receipts will be the same as cash.

2. Use your Mini-CHA Show product for your auction, plus additional items and door prizes from vendors - many will donate items if you just ask! Add in a few items of your own - a few should be big-ticket items. Again, display the product prominently near the front of the store, with signs that tell about the auction.

3. On the day of your auction hire an auctioneer to work the crowd from 7:00 PM - 9:00 PM, auctioning off all the items. Customers simply total their register tapes to determine the amount of money they have to spend - give them the equivalent amount in play money. (Of course, you’ll let them add cash if they want to!)

The place will be packed! Have plenty of chairs and serve refreshments. You know our motto: Food is Good! By all means, keep the store open after the auction as long as customers want to stay and shop.

Make Some News!

Now is the perfect time to make some news! Practice shameless self-promotion and send out press releases to all local media. P.T. Barnum once said, “Without promotion something terrible happens… Nothing!” A master promoter, Mr. Barnum would sweep into town with a flourish. He’d parade the elephants through the streets and send clowns to visit children in local hospitals. He’d offer tours of the Big Top and hold contest after contest to attract crowds. The people loved it, and so did the media, who showed up in droves. Mr. Barnum was a master at publicity. You can be, too.

Every successful press release follows a specific format; a format set by the media. If you do not follow this format, your press release is likely to go unread. The good thing is once you create your own “cookie cutter” format, all you have to do is fill in the blanks each time you send one out. Drop us an email and we’ll send you our “How to Write Press Releases That Get Noticed” template.

And remember, if the media is hungry for news, they’re starving for photos - add photos to your press release packet.

Next Time Send an E-mail Blast from the Show

Each day at CHA we opened our e-mail to find personalized e-mail blasts from Cat Beatty, owner of Cats Creations Scrapbooks & More in Mineral Wells, Texas. Cat created a daily CHA Show update and sent it to her customers with a touch of a button. When she returned home, Cat’s husband Ray sent a tongue-in-cheek e-mail blast complaining that Cat overspent at CHA and that he’d really appreciate it if they’d come down to the store and check out the product. Ray wasn’t really complaining - but it sure got customers to come to the store!

If you’re not sending e-mail blasts go to www.onlineitools.com right now and sign up!

Get ready for CHA Summer

Before you leave for the CHA Summer Show, pack the names and addresses of your 25 best customers in your briefcase. Pick up 25 Chicago postcards at the airport and send a note to each of those 25 customers from the show. A simple “You won’t believe the cool things I found at CHA!” is enough to whet their creative appetite.

For more great information from Kizer & Bender, visit their Web site and blog:

www.kizerandbender.com
www.kizerandbender.blogspot.com

Book Review

By Maria Nerius

The Color Book of Beaded Jewelry

Earrings, Necklaces, and Bracelets
By Genevieve Sterbenz
Creative Homeowner/Home Arts
Upper Saddle River, NJ
www.creativehomeowner.com
Orders: 800-631-7795 Ext. 399

ISBN: 978-1-58011-348-9
$19.95 US/ Soft Cover

The cover of this book is so eye-catching that when I saw it displayed in the Creative Homeowners booth at Winter CHA 2008 I had to immediately ask if I could take a copy. Lucky me, I was given a copy to review and I read the book as I flew home from the show. The cover promises some great designs and I was not disappointed! There are 35 projects included and each is unique, tasteful, and colorful. The photography (400 full color images) makes the book complete with excellent close-up views of the jewelry allowing the reader to see the details of the pieces and also the techniques used to create the jewelry.

The first thing I noticed is that the beads and findings used in the projects are ones I’ve seen in bead shops and while browsing online bead sources. It was comforting to know that I’d be able to have easy access to the same styles, colors, and materials that the author used. Most of the beads are very classic and will never really go out of style. The book also lists supply sources. Nothing is more frustrating than seeing a piece of jewelry and not being able to find the supplies, so this book includes very do-able projects.

Projects are done by color selection including red, orange and yellow, green, blue, violet, and black and white. Within the colors are an assortment of different hues like Candy Apple, Bubble Gum, Sweetheart, and Hibiscus Island for Red. Techniques include how to crimp, use a crimp cover, attach a clamshell, wrap-wire a loop, and make a beaded flower. Sterbenz simplifies the basics of using and designing with color and designs exceptional examples of color combinations. The book layout is easy to read and easy to follow. The Helpful Tip sidebars are excellent and insightful. This is a must have book for the beginner and delightful inspiration for the more experienced beader and jewelry maker.

Do you have a book you’d like reviewed in Craftrends E-News? Contact Maria Nerius at 321-951-3929 or Mnerius@cfl.rr.com

Light Effects
by DMC

Product Pick

By Maria Nerius and the Craftrends Product Pick Team

Light Effects

DMC

www.dmc-usa.com
South Kearny, NJ

Light Effects is a line of sparkling, glistening specialty threads created to add a reflective touch to needleart projects packaged in color collections including Precious Metals, Jewels, Antiques, Pearlescent, Blended, Classics, and Fluorescents and Glow-in-the-Dark hues. The team worked with the new Classic Blends and Blended Favorites. DMC offers downloads of the color chart, stitching hints, and free patterns on its Web site and the testing team took advantage of the information. The individual packages also include free designs, threading tips, stitching tips, and care instructions for the Light Effects threads.

“The colors are just awesome,” one tester said and the group agreed. “You just want to touch it and feel it because the threads do catch the light and sparkle. At first I wasn’t sure the specialty thread would be easy to thread and stitch because it feels a little stiffer than I’m used to using, but it was so easy and using Light Effects did add something special to my stitched design.”

One tester used the thread for embroidery on clothing while another used it for accents on a punch needle project. “I was glad the instructions inside include how to care and clean items that have used the Light Effects. There really wasn’t anything limiting since I would take a little extra care with any wearable I’ve embroidered on. No excessively hot water and don’t wring out the garment, plus it is dry-cleanable.”

“I love that the packaging includes both cross-stitch and stitched patterns” said another tester. “The designs are very modern and trendy with the butterflies, hearts, and flowers, plus including a holiday design was so practical since I do like to give my stitched pieces to family and friends. The instructions are so well done, I learned a lot just reading the tips and hints. You can use the thread to accent and highlight within a design or just make a design solely using the specialty thread,”

The group agreed that Light Effects is a great addition to any art and craft room. Our paper arts expert used the threads to embellish cards and tags while our other testers took a more traditional approach using a needle. Light Effects is easy to thread, easy to stitch, and easy to enjoy.

Class Idea

Having a demonstration within your store on a regular basis will inspire more sales and help create loyal customers. While at CHA, we talked to the folks at Connect and Join, an online communications and activities site that helps families separated by military deployment stay in touch. Arts and crafts are a key component and April has been designated by Connect and Join as Month of the Military Child. This project features specially designed fabrics from Fabric Editions. Other project ideas can be found at http://www.monthofthemilitarychild.com!

Patriotic Windsock

Supplies Needed

5 Patriotic fabric strips: 1 3/4”x18″

One 8 1/2″x11″ red, white, or blue card stock paper
3 Star brads
Glue stick
2 yards of heavy string
Small plastic “O” ring
1/8″ Hole punch

Ruler
Pencil

1. Using a ruler and pencil, measure and mark 1/2″ from the top and side of each corner of the paper and punch a hole on the mark. Place a mark 1/2″ from the edge and at center of each 8 1/2″ side and punch a hole on mark. Measuring from left to right on one 11″ side of the paper, place marks at 1 1/2″, 4 1/2″, 6 1/2″, and 9″. Punch holes on marks.

2. On a flat surface, position fabric strips wrong side up. Place a mark 7 1/2″ from the top of each strip. Rub glue on the fabric strip from the mark to the top portion of strip.

3. Place paper on flat surface. Evenly position the top part of fabric strips with glue on to the paper, being careful not to cover the punched holes. Press fabric to seal edges. The unglued portion of the fabric strips will fall off the paper.

4. Bend paper to form a cylinder and secure in place with three star brads.

5. Cut string as follows: four 12″ pieces; one 15″ piece. Tie each 12″ piece of string through holes at top of windsock. Tie the lose ends of strings with the one 15″ piece of string. Tie small plastic “O” ring on the very end of the string. Trim ends of string to be even. Enjoy!

Staff News

Staff Change

Please welcome Colleen Skells, assistant editor of Craftrends and Creative Machine Embroidery magazines. Colleen is no stranger to CK Media, having spent the last 18 months as editorial assistant for Sew News magazine.

Vendors, please send new product information to Colleen at cskells@ckmedia.com, or mail it to her at 741 Corporate Circle, Suite A, Golden, CO 80401. Also, vendors, if you’d like to be included on our “call for editorial” list for each issue of Craftrends magazine, send Colleen your e-mail address, company name and address, and the categories in which you offer products.

And speaking of changes, Ellen March has been named editor of Creative Machine Embroidery, and Amy Stalp has been named editor of Sew News. Both have been working in other capacities for Sew News.

Industry News

For up-to-date news, visit Craftrends‘ 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.