The Magazine of the Association For Creative Industries
FALL 2019
REVAMPING
RETAIL
GET SOCIAL BEYOND THE STOREFRONT
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Fall 2019
CONTENTS 6
Meet AFCI’s New Executive Director
14 How to Improve Your Social Media Presence with Face-to-Face Interactions
4
ULSE P Get Started with Mobile Video
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TRENDING Create a Photo-Worthy Retail Experience
10 MOVERS & MAKERS Meet Rich Kizer and Georganne Bender 12
18 Craft Retailer Trends: Engaging Your Customers
INSIDE AFCI Meet Board Member Jim Scatena, AFCI Staff Profiles, UPS Savings Program, Creativation, July Board Meeting Recap, New Member Benefits Coming Soon
22 DIY Smart Ways to Use Pinterest for Retailers
26 THE SHELF 30 INDEX OF ADVERTISERS
Editorial Kelly Rehan krehan@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.
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PULSE
h t i w d tarte
E L I B O M
Get S
O E D I V
By Alexa Westerfield
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Transform your marketing with these free tools and apps The stats don’t lie. By 2020, online video will make up 80% of all internet traffic. If you’ve been putting videos on the back burner of your marketing efforts, it’s time to break out that phone and start shooting. It’s so much easier than you might think with these cool tools and apps!
Go Live
Tell Some “Stories”
Creating overhead or lifestyle videos for your creative business can be time-consuming and expensive, but live video is the perfect way to instantly connect to an audience without the high production value. Facebook, Instagram and YouTube all have free and easy-to-use live platforms that let anyone publish an instant broadcast.
Instagram Stories are the hottest social media ticket at the moment and are a great way to drive audience engagement, brand awareness and online sales. You can create videos in lengths of one second to 15 seconds inside the app, as well as upload prerecorded video from your phone. There are tons of features that you can overlay on your story videos – from moving GIFs and text to fun quizzes and polls. You also can add your current location and hashtags so your story can be found by other users. The built-in augmented reality effects allow you to use playful filters like makeup and bunny ears.
Live video is much more authentic and interactive than other traditional video formats and allows you to build an inclusive relationship with your viewers. Because live videos are typically unrehearsed, the audience can get a behind-the-scenes look at your brand. They are ideal for sharing creative DIY tutorials, project inspiration, trends and product education. There are a few best practices for executing an awesome live video. First, it’s a good idea to do some pre-promotion of your live video on your social channels so your audience knows when to tune in. When it comes to talent, seek an upbeat host that can engage with viewers and roll with the punches when something unexpected happens. And before you start filming, always confirm product features and calls to action so there are clear talking points. Create a consistent schedule for your live videos so that you can develop loyal viewership and brand awareness. Over time, you will find that you’ve built a dedicated tribe that can be converted into buyers.
O
Have Fun with Boomerangs
Boomerangs (a video feature created by Instagram) are four-second mini clips that loop back and forth and are very similar to moving GIFs. These videos make everyday moments a little more unexpected and humorous. This feature is available in Instagram Stories or the Boomerang app (which you can download in the Apple or Google Play Store). To create one, you simply tap the button and the video is done in a snap. Since the action is different every time, it’s best to take a few and pick your favorite to save and post to your Instagram story or other social media feeds. Use this video feature to record everything from employees doing a happy dance, to showing your products in action.
Keep your story videos lighthearted, spontaneous and fun while constantly providing value. For example, try mixing in funny office moments with impromptu product tips and inspiration. You can also engage with fans by re-sharing posts that they tag you in; a simple fan feature goes a long way in creating brand loyalty. In addition, be sure to create stories that align with your brand aesthetic and tone. Sticking to a consistent color palette, font set and style will be instantly recognizable when your viewers swipe past. Stories only show up for 24 hours, but you can curate stories past the 24 hour window in the highlights section on your Instagram feed. Bundle these highlights into categories like “inspiration,” “our team,” “products,” etc. Please note: your stories can be saved and posted on other places like your Instagram feed, Facebook page or Twitter.
Don’t Stop There! Once you’ve gotten a handle on these three video tools, explore more mobile video apps that you can get inventive with. There are a lot of free apps like Hyperlapse, TikTok and 1 Second Everyday that have impressive results. On the flip side, there’s an abundance of paid apps, many of which can be very expensive and have a monthly or yearly fee. Keep this at the top of mind so you don’t get a free trial, only to set yourself up for reoccurring charges. The best way to take the leap into video is to grab that phone and START! Get out there and practice, explore and most importantly – have fun! Alexa Westerfield is one-part social strategist, one-part creative unicorn. When not busy scouting new trends and staying up-to-date on the latest social media changes, she can be found connecting dots for creatives and brands. Her expertise includes social media strategy, branding, videography, content creation, photography and much more. Find her at swellcreativemedia.com. Gradient • Fall 2019
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Meet AFCI’s New
EXECUTIVE We are pleased to introduce you to Peter Finn, the Association For Creative Industries’ (AFCI) executive director. Peter will lead the organization and execute the newly defined strategic priorities. Prior to AFCI, Peter served as the deputy executive director and chief learning officer for the Society of Women Engineers (SWE), a 40,000-member organization. In that role, he had a strong focus on growing the careers of professional women while overseeing all student and professional development programs, research activities, global programs and event services. Peter’s professional career has been tied largely to the development and advancement of continuing education opportunities within the organizations he served. He worked for Goldin Institute as the director of education, where he consulted with a variety of nonprofit organizations on the topics of capacity-building, education, research methods and technology. He has also worked as a program manager and developer at the American Academy of Pediatrics, where he led the design and development of their online learning programs.
DIRECTOR
In addition, Peter has served as an adjunct faculty member at Northwestern University in the School of Education and Social Policy. He is the chairman of the International Association of Continuing Education and Training board of directors, and was a member of Association Forum’s inaugural class of “40 under 40.” Peter received a Bachelor of Arts from Clark University with a double major in english literature and film, and a Master of Science in learning and organizational change from Northwestern University. Peter and his family live in Chicago and have a passion for creativity and the fine arts. His wife, Robin, serves as the senior director of youth and family programs at the Art Institute of Chicago, and their two children attend fine and performing art magnet cluster schools in Chicago. The AFCI Board of Directors and Search Committee were impressed by how well each of his areas of expertise aligned with our association’s strategic focus. We had
the opportunity to talk to Peter about his prior experience and what he is looking forward to most in his new role.
Congratulations on your new role as the Association For Creative Industries’ (AFCI) executive director. What initially drew you to our organization? The potential growth of the organization is what initially drew me to the opportunity of executive director – AFCI has a fantastic value proposition. It became apparent during the interview process that AFCI has a passionate membership, strong leadership in its board of directors, and programs that are well positioned for success. Additionally, much of my work for the last 11 years has been in STEM, but I’ve become increasingly interested in the intersection of the arts and STEM – or STEAM (science, technology, engineering, arts and math) initiatives and activities. The chance to work for an organization that supports a global community of creators and artists of all ages is very appealing.
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Can you give us a taste for what you hope to accomplish as the new executive director of AFCI? At the start, I want to listen and learn from members and stakeholders, while also looking at opportunities to work on expanding AFCI’s digital footprint, developing a content roadmap that informs the programming for Creativation and other activities through the year, and develop new educational programs for our membership.
What are some of the important initiatives for AFCI this year and next? As the new executive director, I want to build on the past success of the Creativation conference and identify new strategies to better engage conference participants onsite. I look forward to working with the events team and volunteers to source some new ideas and elevate the overall experience for everyone at the conference. We will also examine and audit AFCI’s current content and generate ideas for new content and education through the year.
What type of creative activities do you like to do with your children? My wife works at the Art Institute of Chicago and oversees a number of their educational programs. The
kids and I will often participate in the family festivals that she runs on the weekends. There are often a number of activities going on from print-making to drawing to textile arts. Both of my kids go to fine and performing art magnet cluster schools (Chicago Public Schools) in Chicago, so invariably there is some kind of creative project in the works on any given week.
What excites you most about the future of the creative industry? What excites me about the creative industry is its impact on people in helping them cultivate their creative practices, whether it be at home or as a professional. There is also so much opportunity for AFCI when you take into consideration that the U.S. craft industry is estimated at $36 billion.
What is one thing about you that might surprise our members? The first conference I helped organize early in my career was in Cape Town, South Africa about six years after apartheid had ended. I was able to meet many of the people involved in the anti-apartheid movement. I was about 24 at the time and it was a truly life-changing experience to be around so many inspiring people. We had over 10,000 attendees, and Nelson Mandela and the Dalai Lama were our keynote speakers.
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TRENDING
Create a
PHOTO WORTHY RETAIL EXPERIENCE By Alexa Westerfield
5 tips for making your retail space more Instagramfriendly 8
Did you know that Instagram has more than 1 billion active users and is currently the most engaged social media network? It’s important for your store to leverage the visual nature of this app and bring a photoworthy aesthetic to the retail experience. Here are a few tips for incorporating more creativity into your store that will have your customers getting snap-happy
and uploading their pics to their Instagram feed!
Create an Oversized Photo Wall Oversized quote art, a unique mural or an eye-catching illustration can make your customers stop in their tracks and pose for an impromptu selfie. Seek the skills of a creative employee or hire a local artist to
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Take Your Styling Up a Notch If you’ve ever visited a store like Anthropologie, you know the magic is in the way products are displayed. By thinking “boutique,” you can create snap-worthy curations that, when posted, will draw potential customers to the store. Enhance your product offerings by displaying them on vintage furniture, propping them with natural or rustic decor elements and adding flowers or succulent accents. With some simple and thoughtful stylistic touches, you can also enhance the perceived value of your products. Need some inspiration? Visit local boutiques in your area or search Pinterest for ideas. There is a tremendous amount of knowledge to be found.
Create a Flatlay Station
produce one-of-a-kind wall art that is signature to your store. Make sure to create this in a well-lit location, such as next to a storefront window. Tie in your color theme, branded elements, store name, or trending patterns or motifs to create a space that is totally snap-worthy. Also consider adding fun furniture, unique decor accents and photo props to style the area. If you are really ambitious, make a photo wall that changes each month or seasonally. Each time you change it out gives your customers another reason to come back to your store.
Flatlays are an Instagram mainstay, and you’ve probably seen someone you know post an overhead shot of their breakfast or outfit of the day. But your creative customer also wants to get in on the action, too! Why not offer an easy-to-use photo station that lets customers take their own project flatlays that they can then post to their Instagram feed or story? Supply different background papers (posterboards work great for this) and trendy props so they can capture the perfect shot of their finished project. And make sure they tag you so you can get more exposure for this cool customer perk in your store.
Think Rainbow Take a clue from the makeup and fashion industries and integrate more ROYGBIV color into your retail space. Rainbows are a sign of optimism and with 29 million hashtags on Instagram, they are a favorite motif for photographers everywhere. Create visual eye candy in your store by arranging products in a rainbow fashion. For example, try displaying your products in glass jars by color or by stocking
products on shelves in color order. Also add pops of color to furniture, rugs, pegboards and signage throughout your store for a playful effect. Now isn’t that a bright idea?
Promote the Use of Instagram Have employees encourage the use of Instagram throughout your store and provide signs and fliers with your handle and hashtag in high-traffic spots so your customers can mention and tag you at every chance. When they do mention you, make sure to comment and engage, as well as re-share their posts to your feed or story so you are building customer appreciation. Also consider having an Instagram in-store photo contest so you can get more foot traffic and promotion for your store. Let your customers become your biggest brand advocates and drive new interest (and followers) to your business. With some clever implementation and creative thinking, you can make a one-of-a-kind shopping experience that will visually stimulate your customers and make them love coming into your store. And don’t forget to also show off your space and customer and employee pics on your own Instagram feed – it will build curiosity and grow brand awareness for your store! Alexa Westerfield is one-part social strategist, onepart creative unicorn. When not busy scouting new trends and staying up-to-date on the latest social media changes, she can be found connecting dots for creatives and brands. Her expertise includes social media strategy, branding, videography, content creation, photography and much more. Find her at swellcreativemedia.com. Gradient • Fall 2019
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MOVERS & MAKERS
T E E M Rich
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The first thing people want to know about us is if we are married. We are. Happily. Just not to each other. But we have been business partners for the past 29 years – that’s quite a milestone, too! The second question always is, “What’s a consumer anthropologist?” You probably know us as speakers, but did you ever wonder where the information we share in our keynotes and seminars comes from? That’s the consumer anthropology part: we do our own research, hosting focus groups, one-onone interviews and onsite studies to interact with shoppers in their natural habitats. We spend a lot of time in stores, restaurants and other public areas where consumers tend to congregate. This research is also a big part of our consulting business: we know merchandising inside and out, but you can’t design and remodel stores if you don’t understand how customers shop. We’ve been part of the craft and creative industries for 38 years. We met when we both worked for Ben Franklin Stores back in its heyday, and when craft stores first came on the scene. You know those big box stores that sell crafts? Georganne worked on the original prototype layout back in the ’80s – not much has changed since then. We certainly never thought that the first time we walked onstage would be the first of many. For that matter, who knew that “professional speaker” was a real job? OK, Rich did, but back then neither one of us could have imagined we’d end up here. Our Retail Adventures have grown to
include the titles of contributor to MSNBC’s “Your Business,” and two of Retailing’s Most Influential People. We are listed among the Top 40 Omnichannel Retail Influencers, Top 11 Retail Industry Experts to Follow on Social Media, and the Top 100 Retail Influencers (five years in a row!). We’re BrainTrust panelists for RetailWire, retailing’s premier online discussion forum, and partners in the Independent Retailer Conference, held twice a year at ASD Market Week in fabulous Las Vegas. We started our Retail Adventures Blog in 2005 at MemoryTrends Expo at the request of attendees, because back then we had no easy way to keep in touch. Since then, Retail Adventures has been consistently listed among important retail and small business blogs. Our magazine column, “Georganne & Rich on the Road,” was twice honored with the American Society of Business Publication Editors (ASBPE) Award of Excellence. Our partnership works because we’re polar opposites. We’ve had three offices in St. Charles, Illinois, a city that’s directly in the center of where we both live. Finding St. Charles, a charming hamlet on the Fox River, was serendipity - that’s for sure. Our current office is a 171-year-old, perfectly restored farmhouse located on Main Street. It’s haunted, but that’s another story, for another day. Our workspace doesn’t look like a traditional office. The main room is furnished with overstuffed book shelves, comfy chairs, a big conference table in the center, and the 7-foot ampersand Rich made to celebrate the “&” in KIZER & BENDER. There’s also a separate space that houses our work stations and a lot more books.
Copyright Kizer & Bender | All Rights Reserved | Retail Adventures Blog | https://www.kizerandbender.com/
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Rich’s workspace is a creative mess; Georganne’s looks neat as long as you don’t open her desk drawers. Rich never stops thinking about our next big move. Georganne is deep into details, figuring out how to make that “next big thing” happen. Rich’s brain never turns off; Georganne flips hers off like a light switch the second she leaves the office. Rich devours business books like a madman. Georganne reads anything but. She reads a lot – there are close to 1,000 books on her Nook and she’s read every one of them. Twice. Rich prefers to focus on one thing at a time; Georganne is the queen of multitasking. The trials and tribulations of our 29 years on the road are priceless, and we honestly wouldn’t change a thing – except for maybe that one dinner presentation. The contract called for us to go on at 6 p.m., one half-hour after the bar opened. Only the bar opened at 4 p.m. and we didn’t go on until 8:30 p.m. – ask us what happened the next time you see us. Over the years we’ve learned a lot and shared a lot, helping retailers and service providers reach their full potential. We’re proud of our work in the retail, restaurant, hospitality, collegiate, travel, tanning, beauty, funeral profession, tech, auto, sales and service industries. This is such a great industry, we consider it our home. We’ve amassed a gazillion friends on our journey, and we’re grateful to everyone who has helped us along the way. Each day brings new emails, telephone calls and texts from retailers who ask for advice, tell us a victory story or share a wacky sign for our KIZER & BENDER Facebook page. Connecting with you is the best part of our day. Cheers to 29 more years!
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INSIDE AFCI
Industry News Meet AFCI Board Member Jim Scatena Serving on the Association For Creative Industries (AFCI) Board of Directors is a unique way for members of the organization to give back and help steer the future direction of AFCI. The individuals serving represent diverse backgrounds and have significant experience in the arts and crafts industry. In this issue, we introduce you to Jim Scatena. Jim has had an impressive career in the industry for more than 35 years. He retired as president & CEO of FloraCraft Corp. Prior to that, he was vice president and general manager of Wilton Enterprises, and director of sales at Crayola. He now serves as a management consultant and advisor. He has been a consistent member in AFCI since 1984. He was drawn to the association for the opportunities it provided to participate in building the creative industry. He served as chairman of both the Hobby Industry of America (HIA) and later the Association of Crafts & Creative Industries (ACCI). He played a key role in the merger of those two associations into one global trade association which became the Craft & Hobby Association (CHA), now AFCI, eventually serving as the association’s chairman and chief governance officer of the board of directors. Jim was elected to serve for his industry experience and business development skills, two attributes that will help the AFCI board and staff create growth opportunities for all AFCI members. “AFCI is the most important association for anyone at any level in the creative industry. Influencer, designer, buyer or seller, you will have the opportunity to network and connect with significant industry resources who are all willing to share and help you grow,” Jim said. To view other board-member profiles, please visit the AFCI Blog at blogafci.wordpress.com.
AFCI Staff Profiles In this issue, we are pleased to introduce you to Kate Purdy and Jackie Janus. Kate Purdy Kate is the Association For Creative Industries’ marketing manager based in the Washington, D.C. office. Kate will be overseeing all of the association’s marketing and communication efforts. She is also a self-taught knitter. Kate grew up in Schenectady, New York, but has been living in the Washington, D.C. area for 11 years. She loves to knit and taught herself seven years ago after purchasing a starter kit from a local yarn store. She’s not afraid of a DIY challenge, and recently crafted all of the party décor for her daughter’s penguin-themed first birthday party. A visit to the Maryland Sheep and Wool Festival opened her eyes to the yarn process, from seeing sheep being sheared to the raw fleece, dyed wool, yarn and finished products for sale. It sparked an interest in her to learn how to spin and dye her own yarn. This, and her joy of knitting are things she would like to share with her daughter as she continues to grow. Jackie Janus Jackie Janus is AFCI’s trade show manager based in the Chicago office. Jackie will contribute to the coordination of all aspects of Creativation to ensure a successful event for the people in attendance. Jackie lives in the northwest suburbs of Chicago. Although she doesn’t consider crafting a strong suit of hers, she does keep up with photo books and her daughter’s baby book. Her favorite hobby currently is gardening and making her yard look pretty. Although she doesn’t consider herself crafty, she’s tackled some impressive furniture restoration. After purchasing her home, she received some old furniture from family. She sanded, painted and changed out the hardware to make the piece more modern and in line with her home’s décor. Jackie was intrigued by the stamp options at Creativation 2019 and would love to try a stamping project in the future.
Featured Member Benefit: UPS Savings Program You and your business can save up to 34%* 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. You can receive these discounts even if you already have a UPS account. Plus, the more you ship, the more you can save with UPS. To enroll and start saving, visit savewithups.com/afci/ or call 1-800-MEMBERS (1-800-636-2377), M-F, 8 a.m.-6 p.m. EST. *See savewithups.com/afci for specific services and discounts. 12
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Creativation Ditch the winter blues and join us January 16-20 at the Phoenix Convention Center for Creativation 2020! Why Phoenix? You won’t be visiting just any convention city, you’ll be basking in the sunshine while you enjoy rich culture, exquisite dining and the perfect environment to relax and unwind after a busy day of making connections on the show floor. • Take in the great outdoors with hiking, biking and more! • Explore downtown Phoenix for more than 100 authentic restaurants and friendly food trucks. • Get a taste of the culture by visiting fascinating museums. • Escape the hustle and bustle while you replenish your body and mind. For more great ideas on where to eat, how to get around and what to do when you join us in January, check out the WHY PHOENIX link on www.creativationshow.org Creativation Registration Update Get ready! This fall, Creativation 2020 badge and conference registration will open at the same time, making the process more efficient and easier. As a member, your free badge gets you exclusive access to North America’s largest creative industry trade event and the most innovative manufacturing companies in the world. Place your order for the year, network with your tribe and find inspiration in the latest trends and product innovation. Here are some of the things you’ll experience.
July Board Meeting Recap
• New show-floor trend displays • New product demonstrations in the iDiscover Theater • Two new collaborative pavilions, the Fabric and Sewing Pavilion and the Bead and Jewelry Pavilion To prepare, make sure you renew your dues and book your hotel room. Visit www.creativationshow.org for the latest information and schedules. Choose Your Path with Creativation Education No matter how you prefer to learn, Creativation has you covered. This year’s event will feature a variety of expert and peer-led session opportunities you won’t want to miss. Visit creativation.org for the latest schedule and session lineup. Business Seminars AFCI is here to help you grow as a business leader. With sessions presented by the experts on pricing, branding, using video and social media, SEO, customer service and more, you will walk away with strategies to engage with consumers and clients, and stay relevant in this fast-paced world. Workshops Get hands-on with a workshop. New products, renowned educators and a variety of mediums from paper to floral to vinyl will be featured across all days of Creativation. Take a deep dive into the materials and processes that your favorite crafting companies employ and walk away inspired.
The AFCI Board of Directors held their summer board meeting this July at the new AFCI headquarters in Chicago. At this meeting, the board continued their discussions around the strategic direction of the organization and the future of the creative industries. Key topics included reimagining Creativation, year-round education and AFCI’s overall content strategy. The board reviewed key industry trends and membership research as they looked how the association can further meet and exceed the needs of the creative industries.
Roundtables Creativation brings together a community of creative professionals like no other event can. Take advantage of the mindshare at this event by participating in one of the roundtable exchanges. These peerled, facilitated discussions will include set topics such as taking your business to the next level or partnering with brands, as well as opportunities for on-the-fly discussion groups. Innovation Talks AFCI brings back 2019’s popular Industry Panel and expands on the concept with Innovation Talks. This series of short sessions on the show floor features influencers and industry leaders talking about the future of creative, trends to be aware of and the risks of not embracing innovation in your business. Visit Exhibitors and Learn Through demos at booths, engagement opportunities in the Stamping Village and Edible Arts Pavilion and interactive video trainings, there is no shortage of places to learn at Creativation while interacting with the partners you value. Book Your Travel Secure your Creativation 2020 hotel accommodations early to get the best price! Special pricing at the Hyatt Regency Phoenix, Renaissance Phoenix Downtown Hotel and Sheraton Phoenix Downtown can be found on the www.creativationshow.org website.
New Member Benefits Coming Soon
AFCI is set to unveil a new website and content hub tailored to the needs of our members and the creative industries. The new website will offer a more user-friendly experience with a comprehensive member center and single sign-on across AFCI’s website and Creativation registration platform. In addition, the content hub will house all AFCI’s content, from Gradient articles to the AFCI blog and more, allowing members and the industry one repository of news and research that impacts their businesses.
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FEATURE
FACETO-FACE
How to Improve Your Social Media Presence with
INTERACTIONS By Leanne Pressly A powerful social media program is one of the most important tools you can wield to strengthen your presence in the evolving crafting industry. With so many people utilizing a wide range of platforms, it’s never been easier to engage with your audience. However, as the community grows, it becomes more important and also more difficult to stand out among the crowd. Whether you’re a blogger, a business owner or a marketer, having a distinctive social media presence is crucial for success. You might assume that growing your audience requires focusing on online promotions and engagements. After all, the internet is the foundation for building your social media following. But nothing can truly replicate the value of face-to-face interactions. Digital marketing tools are essential, but live interactions may be more vital to your brand than anything you’re doing online. So, how do you marry the two seemingly opposing ideas? Is it possible to strengthen online engagement with face-to-face interactions? We believe so! Trade 14
shows and crafting events offer a wonderful opportunity to increase your social media engagement while putting in some face time. Even though it’s four months away, AFCI’s Creativation will be here before you know it. It’s a great time to employ the following techniques to strengthen and grow your social media audience. These strategies are effective for any live events your business may attend, from trade shows, festivals and other craft gatherings.
Create Viral Marketing Opportunities Trade shows are great for generating buzz around your brand. The aim is to foster a friendly, lively atmosphere that invites attendees to learn more about you so they can share their experiences across your social platforms. Here are a few fun ideas to get you started.
Photo Booth or Props Photo booths are an undeniable attraction at events. Go the extra mile and flex your crafting muscles with cardboard cutout emojis (you can easily make your own or purchase online). People love to play with props and costumes, which provides a nice opportunity to incorporate your branded goods.
Making an Instagram frame can also be used at later events or at your brick-and-mortar store, if you have one (be sure to include your branding on the frame as well!). People will be excited to take photos at your booth (or with you) and share them on social media. Better yet, you can take and upload the pictures to your own social platforms to further build buzz. Several companies rent these types of booths for short-term events at affordable prices.
Innovate a Hashtag This is a fairly easy task that will prove useful in tandem with several of these tips. Come up with a catchy hashtag that incorporates your brand and the event together. Remind attendees to tag their photos of you and/or your booth with the hashtag, and remember to tag your own photos with the hashtag as well. To encourage the hashtag use, offer a small prize to be awarded after the event to a random attendee who has posted a picture with your hashtag.
Dazzling Displays Usually, trade show booths are
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Follow Up With Leads
fairly straightforward. However, if you’re able to add some spectacle to the experience, then people are much more likely to take pictures or record videos and share them online. Stitchcraft client Delicious Yarns created a fantastic display of their dessert-themed yarns in a “pastry shop” booth. Our friend Kristy Glass recorded a video tour showing the Delicious booth here. Whether it’s eccentric décor or a presentation that wows spectators, create your own viral marketing tool to build interest both in-person and online.
Business cards are flowing at trade shows and crafting events. Every attendee invariably leaves with a stack of cards, and hopefully some good memories. It can be overwhelming in the moment, but especially difficult later on when it comes to following up with all your new contacts. Solidify the interaction with your new contacts with a quick follow-up after the event. Take notes on the person’s business card with some small but important details so that you can create a personalized response. For example, if the person was interested in one particular product or service you offer, you can send an email with an offer for that product. Utilize your tear sheets with an internal numbering system so that you can quickly mark each business card with the relevant Gradient • Fall 2019
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product information. When I walk the show floor at Creativation, I tape every business card into a notebook with notes I’ve written about the meetings. Categorize and rank your leads. This will help save time by eliminating those who didn’t show much interest, while also focusing your attention on the people who can make the most impact on your business. Incorporate a system for ranking that can easily be annotated on the business cards you receive, whether
you use stars, a numbering system or some other method of categorization. Follow up with people on social media and ensure you’re following your new contacts on all platforms. This can be done quickly, and should lead to a follow back. Once you’ve made the initial connection, it should be easier to get them to sign up for your newsletter and keep in touch. Consider reaching out to highly qualified leads with a hand-written note, which has a standout impact in today’s digital-only marketing atmosphere.
Create a Specific Page for the Event While you could direct people to your standard website, it’s best to build a unique landing page targeted to the people you meet at an event instead. There are several benefits to this. First, it helps measure the responses you get from the event for targeted analytics. Second, it allows you to focus your message for the show itself. If you’re trying to highlight specific products or services, you can build your landing page around those specific items rather than a more generic page about your company. Finally, it makes it easier for people to tag and connect with your social marketing. They can leave comments, like content and interact with your page much more easily. Remember to post your page details at your booth or on your business cards. Stitchcraft Marketing utilizes Leadpages for many of our clients to create dedicated landing pages.
Party On
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Most trade shows offer the opportunity to network with other attendees. Even though another party is the last thing you might want to do at the end of a long day, these can be fantastic events to help you grow your social network. Meet new people, hand out business cards and try to connect with at least a few people with whom you can foster a professional relationship after the show. For many people, attending a tradeshow is an out-of-town experience. It’s a good opportunity to catch meals together or explore the host city in a group, so don’t pass up on these unique networking opportunities. Remember that many attendees are looking for dinner dates and new friends with whom to pass the time. Open yourself up to these new experiences. It’s an excellent time to network without feeling like it’s all business all the time.
Engage and Broadcast Trade shows can be overwhelming experiences. Everyone is there to promote their business, and attendees must visit and interact with scores and scores of businesses. With all the information being dispensed it can be all-tooeasy for your message to get lost in the shuffle.
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While creating buzz around your booth and your company can help boost your social media marketing, you also want to be sure that you’re focusing on engagement. Here are some tips. • Ask attendees why they’re at the show and what they hope to get from it. • Find out more about each attendee’s business and personal interests, and see if your product or service aligns with them. • Ask them about highlights of the show and what they enjoyed the most. This question will help you see what stood out and whether you are one of the more memorable encounters of the show. • Ask them about the lowlights of the show. In the future, you can avoid doing anything they might not have enjoyed. Overall, you want to find out information about each person you meet. It will help you determine which people are the most qualified leads and how you can approach them in the future. A smart move is to incorporate your social media platforms into these engagements. Facebook, Twitter and Instagram all enable live video. Ask permission to film attendees as you ask them these questions, and create a stream around the event. You can also refer to these videos later to help remember your interactions.
Walk the Walk Despite having your own booth, don’t forget to walk the show floor yourself! Research the show ahead of time to ensure secured tickets to important events that sell out fast. Print out a map beforehand and mark your must-see booths and businesses. Carry a binder or accordion folder with you to stay on top of tear sheets and handouts. Use the opportunity while walking around to take pictures and video for your social media feed, and remember to tag and hashtag appropriately. Potential customers will appreciate you sharing their business online and may return the favor. Wear branded materials – whether it’s a hat, t-shirt or tote – to
advertise your business as you walk around. Most trade shows and events tend to thin out toward the end, which means the final day of the show might be your most important day. It’s slightly less crowded and more relaxed, providing a wonderful opening for better face-to-face interactions. Refer to your starred (or numbered) business cards and try to find those potential customers that
seemed most promising. It’s a good chance to say a final goodbye and show your face again. I hope these suggestions will help you create more meaningful face-to-face interactions with your customers. If you’re struggling with how to grow your social presence for your crafty business, Stitchcraft Marketing can help. Reach out to us on our contact page and give us a shout! Gradient • Fall 2019
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FEATURE
CRAFT RETAILER
Trends By Alexa Westerfield
How can your retail business stand out in 2020 amongst a sea of tough competition? From smart collaborations to generating more buzz through instore events and social media, these are the latest trends and best practices to drive sales, grow brand awareness and build one-of-a-kind in-store experiences that will nurture customer relationships – old and new.
e Engag th ers wi m o t s Cu , Media l a i c o S n oratio b a l l o C urated and C iences Exper
for 2020
Social Media in 2020 Social media can be overwhelming for the business owner with so many algorithm changes and platforms to choose from, but there are still so many ways to use social media to connect with your customer and drive in-store sales. Many people are saying that Facebook marketing is dead, but that’s far from the truth. While there was a shift in 2018 to make Facebook more about connecting with people and less about consuming media (a.k.a. seeing branded page content), there are several opportunities for brands to find connection with customers beyond pages. Try establishing a close-niched Facebook group for your customers and existing page fans; in this group you can share updates, inspiration and ask your customers to share their projects in a much more interactive way than you would on your page. As the news feed is seeing more and more limited reach, Facebook and Instagram Stories are the new avenue for brands to build audience relationships and generate new brand awareness. Instagram Stories has over 500 million daily active users daily and offers playful features like GIFs, polls and video effects. Story videos are the best way to showcase your brand in a lighthearted and authentic way. 18
Long-form LIVE videos on Facebook, YouTube and Instagram continue to be a huge venue for brands to create valuable customer content. There’s an opportunity for retailers to showcase a product, do a creative demo, host a LIVE Q&A or conduct interviews to develop a loyal viewership. In using LIVE video, it’s important to create a consistent schedule so fans know exactly when to tune in. That way, they’ll keep coming back for more. While being actively present on your social channels is key for success, it’s imperative that you integrate social media and encourage its use in your store to gain additional followers and brand awareness. A good way to do this is to place placards with your handles at your kiosk and high-traffic areas. Have employees encourage shoppers to mention you on social media or to use a custom hashtag that you create for your business. Customers can be your biggest brand advocates and can draw their social media followers into your store.
Creative Collaborations How can you bring a one-of-a-kind experience to
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your store that also connects you with potential customers? Collaborate! Other local businesses, creative authorities, and even your customers can drive huge store traffic all by easy-to-organize events. Try partnering up with a creative maker for a unique pop-up experience that compliments your business. For example, invite a local artist to do live painting demos, or have a local calligrapher personalize custom gift tags for the holidays. Also consider partnering with a local musician or coffee shop or food truck for an afternoon event. This is a mutual benefit for both you and your partner; you help build their brand awareness and they help bring new and existing shoppers into the door. There are many ways to cross-collaborate locally outside your shop. Seek out farmer’s markets, craft fairs, community events, parties and organizations looking to also connect beyond their venue. Organizing a fun make-it-take-it activity or pop-up shop is the perfect way to engage with potential customers, grow your email list and bring increased visibility to your store. Sometimes your best collaborations can come from reaching out to your customers. With so many people overwhelmed by their craft supplies
these days, a “Crafty Destash” party is an awesome way to bring like-minded creatives together where you both see monetary gains. In exchange for a spot to sell, charge a commission fee so it’s a winwin for both parties. More than likely, at the end of the event, your participants will use some of their money they earned to spend it in your store. People in your community are looking for ways to connect offline, so why not make your space a venue for such events? From a women’s meetup to a creative journaling group, there are many ways that you can use Facebook events or meetup. com to host gatherings in your space. Aligning with the right people could lead to lifelong customers, all this created by you generously opening your business to those needing a space to congregate. Get Hands-On One advantage you have over your competitors? You can show how to get creative with the products! Instead of only reserving product play to in-store classes, have a kiosk dedicated to product exploration and inspiration and stock it with everything that a customer would need to get creative and make an instant purchase (much like food sampling at your grocery store). Have an Gradient • Fall 2019
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experienced employee at-the-ready to demo and answer any questions. Not only will this share product information, you are building a customer relationship that showcases your team’s wealth of knowledge and expertise. Consider using your hands-on kiosk to highlight new product arrivals or to engage customers to get creative as soon as they enter the store. Customers are already looking at their phones for inspiration on how to use your products, so make this process easy for them. Install televisions or tablets around your store queued up with videos showcasing your in-store projects. Also designate a space for customers to peruse Pinterest, blogs or videos on their own. Make it easy for them to get instantly inspired. Make it Instagrammable. Now more than ever, retailers need to offer cool products and head-turning
displays that will have customers wanting to snap a pic. One of the easiest ways you can achieve this is by setting aside a designated space for a photo wall for
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customers to engage with. Paint a mural or stage an area of your store with pretty furniture and large-scale quote art. Encourage photo-takers to mention your store handle in their post and hashtag their photo with a custom hashtag that is signature to your store. Feature your customers and make them feel valued by sharing their posts on your social media. The other way to create instant eye candy is by getting creative with your in-store displays. Play up the pretty aspect of your products by grouping them by color or theme. Consider investing in furniture and decor accents that will make your products pop. Need some inspiration? Visit local boutiques in your area or search Pinterest for ideas – there’s a wealth of knowledge there.
Buzzworthy classes Get more new enrollments and in-store purchases for your classes by getting creative with theme nights based on trends and pop culture. From unicorns and mermaids to TV-inspired themes like Game of Thrones, consider ways you can use buzzworthy topics to make your store a desired destination.
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Before your class, do a marketing blitz to spread the word. Place a sign, display or promotional endcap in a highly trafficked area of the store; make it easy for them to sign up. Also be sure to share news about the big event with customers at checkout and via online newsletters and mailers. For your social feeds and newsletter, build some clever content that aligns with your theme and share it repeatedly on your channels two to three weeks before the date. Make sure to include direct callsto-action in your copy, images and videos so your customers can instantly sign up, ask questions or even make an immediate purchase. Platforms like Eventbrite let your customers pay for tickets directly via their mobile device. Eventbrite also makes it easy for them to share the event to their own social media channels. When planning the theme night, make it the ultimate experience. Get creative with your refreshments, decor, music, and more. Plan additional activities to coincide with the event like a costume contest for attendees or a fun photo wall that they can pose with
friends or share finished projects. Don’t forget to tell them to share their snaps on social media; let your attendees be the ones that draw in guests for your next event. A positive feel-good experience online and in-store is critical for bringing in returned customers and repeat sales. Providing value, developing one-on-one relationships and amplifying your social media efforts for your customers will make your store the ultimate shopping destination in 2020. Which of these retail trends can you implement now to bring more visibility and excitement for your store? Alexa Westerfield is one-part social strategist, one-part creative unicorn. When not busy scouting new trends and staying up-to-date on the latest social media changes, she can be found connecting dots for creatives and brands. Her expertise includes social media strategy, branding, videography, content creation, photography and much more. Find her at swellcreativemedia.com.
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DIY
SMART WAYS to Use
PINTEREST for
RETAILERS
By Jennifer Priest, Smart Fun DIY
With 250 million users and growing, it’s easy to see why online businesses love Pinterest. Eighty-four percent of pinners visit Pinterest when making a buying decision, including DIY products. Since 2017, users have saved 35% more DIY ideas year over year, making it a top destination for brands to share their ideas, and for crafters to discover those ideas.
how to provide value to attract an audience, build authority and grow a community around your niche (and brand).
It’s tempting for bricks and mortar retailers to overlook Pinterest because of its global reach, lack of local search and limited geographic ad targeting capabilities. But the benefits of using Pinterest can be essential to differentiating your store from the rest of the market.
Searching for keywords on Pinterest generates search results that can provide insight into the language and terminology your audience is using to find specific ideas. You can then use these same keyword combinations to discuss your product offerings, classes and more in other areas where you interact with your customers, such as on social media and in your email newsletter. For example, a quick Pinterest search can reveal that customers are using “diecutting” over “die cutting” in searches. And that many are using the words “electronic cutter” in combination with words like “projects” or
And if you have an online presence, you’re in an even better position to capitalize on all that Pinterest has to offer.
More Benefits from Keyword Research Observing and analyzing Pinterest search results can help you learn 22
Pinterest is a search engine that’s mission is to help people discover and try new ideas. Like Google, Pinterest uses the keywords on your content to help show it to the people who want to see it most.
“ideas” when looking for projects using a “digital cutting machine.”
Use Pinterest for Product Development & Market Research Identify trends quickly on a daily basis using Pinterest. Visit www.pinterest.com/discover/ topics/ to see what people are searching for right now. Then create online content, in-store displays and events around these trending ideas.
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The comments and photo sections on individual pins are a treasure trove of information on challenges pinners had when trying to make a project or use a product. Use this information to improve your own product offerings, be it your classes or a physical product you sell. Finally, monitor your competitors by pinning their content to secret boards. They won’t know you pinned their content and your followers won’t see anything you’ve pinned to a secret board … it’s secret!
Content Development Hacks with Pinterest Planning a class? Writing a blog post? Recording a video tutorial? Use Pinterest to get the lay of the land before you create. Click on any pin and scroll down to reveal “more like this.” Pinterest’s artificial intelligence (AI) will match similar content to the pin you’ve clicked open, allowing you to quickly view similar products and projects. Load your raw photography onto a secret board and use “more like this” to see if Pinterest properly understands the images you’re
creating. For example, an image of a whole apple pie may be misread as a bundt cake by Pinterest, even if a human can clearly see the image is of an apple pie. Other platforms, such as Instagram, use similar AI to classify images so if Pinterest correctly reads the image, it’s likely other platforms will as well.
Build Your List Use Pinterest to discover the content people are looking for. Create the content on your site or social media accounts. Then create pins to drive traffic to that content. This sounds simple enough ... but don’t stop there. Gradient • Fall 2019
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Now that people are visiting your site from Pinterest, capture them as a lead. Create a free download, or lead magnet, to entice new visitors to sign up on your email list. Include calls to action to follow you on other social media platforms. On your site, install ad pixels from platforms like Facebook so you can retarget the visitors with paid ads.
Drive Video Views and Social Traffic Did you know you can link to almost anything on Pinterest? While platforms such as Facebook may block you from pinning their content using a Pinterest browser extension, you can directly upload images and videos to Pinterest, then link them to whatever destination you want. Consider sending viewers to your
latest YouTube video or Facebook Live using Pinterest pins directly linked to your video. Be sure the pins clearly indicate that the pinner will arrive at a video and not a blog post or product listing. But I’m a local retailer … how can Pinterest really help me? Share ideas you find on Pinterest with your customers. I recently noticed displays in Home Depot sharing project ideas with
customers browsing the aisles filled with necessary supplies. You can do something similar in your own store! Tip: give credit on the display by calling out the domain or social media handle of the person or business who created the ideas you feature in your store.
Research Trends and Offer Them to Your Customers You know customers are using Pinterest to find cool project
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ideas to make. Offer the same ideas as classes in your shop, or create a display with everything they need to replicate a popular idea found on Pinterest. If your location is a popular travel destination, be sure to include your shop’s location in your pins to increase the chances of showing up in searches as people plan their visit to your area. People may still search for your city on Pinterest even if it is not a popular travel destination. Include your location in pins you add to the site. Search your location and the words “things to do in” on Pinterest to see what people are looking for in your area. Get a lay of the land, rise above the competition and position your business to capture
the lion’s share of any of this local Pinterest search traffic. Did you know that Pinterest content can show up in the list of Google search results? Optimizing your content to show up on Pinterest can also help you capture Google traffic for the same search terms. That’s double the benefit for the same amount of work!
In Conclusion You can use Pinterest for your business, even if you are a bricks-and-mortar shop. Keyword research on Pinterest can help your business show up in both Google and Pinterest searches. Use keyword research to improve your product, spot trends and offer a better in-store experience
for your customers. Build your email list, social media following and customer list from the Pinterest visitors to your site. And finally, use keywords to show up in local searches on Pinterest and Google. A craft industry professional for over 15 years, Jennifer Priest has been featured in major publications and online by the likes of Apartment Therapy and MSNBC. Jennifer’s digital marketing consulting firm, Smart Creative Social, has a prestigious client list across multiple creative industries, connecting influencers with brands, developing digital marketing strategy, and guiding clients in creating a solid social media strategy for their business.
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THE SHELF
Ribb-Its provides crafters with a new way to display their creations. Colorful doubleended clips and unique two-piece 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
The patented My Two Ladies Adjustable Straight Knitting needle system and yarn bowl is the newest innovation in knitting. It’s a game changer that will help you knit quicker, easier and with less stress on your hands and upper body. The 7-inch needles are smooth, handcrafted rosewood with an attached 20-inch flexible cord, end stopper and adjustable sliding stopper. 516-570-3230, mytwoladiesknitting.com
Your winter with be nice with these Mice on Ice! This set is perfect for creating winter or holiday cards! lawnfawn.com
Hot Foil Stamps are now available for private label! 602-278-7800 DiesDirect.com
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Snow Much Fun is Dare 2B Artzy’s NEW holiday line of stamps, papers and dies! This collection will have stampers and scrapbookers wanting to craft all winter long with holiday sentiments, as well has birthday, and other warm wishes. It includes four double-sided quality scrapbook papers and three stamp sets and dies to match! dare2bArtzy.com
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THE SHELF
The Snap Lab SL620A is a dye-sublimation compact kiosk system complete with a DS620A printer, an order terminal and DiLand software – no computer needed! It allows retail customers or event attendees to easily create and print photos, collages, calendars, greeting cards and more. It’s the winning formula to turbo charge your photo business. dnpphoto.com
Styletech Craft Transparent Glitter is the only film in the world that has glitter on both the inside AND outside. It’s great for glassware but can be used on almost any surface. Available in 24 unique colors including Rosy, Holographic and Gold. styletechcraft.com
Eucalan’s POP Accessory Cube is a nice addition to your shop and takes up little space. The Cube includes single-use pods in all five Eucalan scents, as well as stain treating wipes. Not familiar with Eucalan? Request a Discovery Box to learn more and to try a little of everything. 800-561-9731 info@eucalan.com
You’ll have a spook-tacular time creating with the new Halloween products from Pink and Main, available in September! info@pinkandmain.com pinkandmain.com Gradient • Fall 2019
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THE SHELF Bronzing baby shoes, or the shoes of a deceased friend or family member, is a great way to solidify memories of a loved one. With the Bronzee Liquid Finish “Bronze It Yourself” Baby Shoe Kit, it’s fast and easy and dries to a rock-hard enamel. The kit contains three 2-ounce containers: one Bronzee Bronze, one Bronze Copper, and one Artzee Brown, plus directions for application and color variations. 425-598-4453, bronzeefinish.com
Hobby Art Int’l Supply offers special bundles all year round at a great price. They feature 60 pieces of best-selling new and exclusive items. Get 30 pieces of assorted washi tapes and 30 pieces of assorted embellishments for $100, including free priority shipping within the United States. Register your business today! haisupply.com
The 12-by-12-inch Wendy Vecchi MAKE ART Stay-tion is an all-in-one magnetic surface for stenciling, aligning, embossing and creating. It features a printed grid and flexible magnetic centering ruler to align projects, and comes with four brushed aluminum magnets to securely hold surfaces and stencils in place. No more slipping and sliding while applying inks and mediums! Or, use the magnets to hold multiple layers in place. The Wendy Vecchi MAKE ART Stay-tion is a necessity for every crafter. rangerink.com
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TriBlend by Spectrum Noir includes a perfect gradation of three colors numbered from light to dark. The result is a smooth, controllable blend with beautiful shades you’ll return to time and again. With the TriBlend marker, anyone can color and blend like an expert! spectrumnoir.com
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STRATEGY PLANNING
WEBSITE DESIGN •search optimized •responsive design •e-commerce capable
•competitive research •strategic analysis •content planning
MULTIMEDIA PRODUCTION
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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
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