Gradient Summer 2019

The Magazine of the Association For Creative Industries

SUMMER 2019

YOUR GUIDE TO MASTERING THE

BUSINESS OF

CREATIVITY

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Summer 2019

CONTENTS 14

How Entrepreneurs Can Use Content and Connection to Rise to the Top

17 Advice for the

New Business Owner

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ULSE P Cultivating Customer Loyalty and Trust

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TRENDING Designer Trend Committee: Product and Trend RoundUp

10 MOVERS & MAKERS

Meet Candy Rosenberg

18 The Business

of Creativity 22 Six Lessons

Learned in Owning

a Creative Business

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INSIDE AFCI Meet AFCI Board Member Lawrence Hoffman, Creativation Update, AFCI Staff Profiles, Feature Members Benefit: Creative Industries Buyer’s Guide

26 DIY

15 Social Media Content Ideas 27 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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CULTIVATING

PULSE

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CUSTOMER

LOYALTYANDTRUST

By Sandi Rosner for Stitchcraft Marketing Customer loyalty is key to the profitability of any business. Many studies have been done, and the conclusions are clear.

• Loyal customers shop and spend more often.1 • Loyal customers spend more per transaction.

• Loyal customers tell their friends about you2, becoming advocates for your business.

• In the United States, 40 percent of online shopping revenue comes from repeat customers1, despite the fact that they make up only 8 percent of site visitors.

Many companies focus their marketing efforts on attracting new customers. While this is important, bringing a steady stream in through the front door won’t do you much good if they don’t stay.

You are unlikely to recover the cost of customer acquisition with a one-time purchase. Loyal repeat customers are the foundation on which you can build your business.

being sufficiently satisfied to come back and shop again.

The Five Cs of Customer Trust There are five elements to earning the trust of your customers, expressed by The Values Institute3 as the Five Cs. Each element must be satisfied before your customer will trust you enough to become loyal.

Competence Is your company, brand and/or product effective? How well does it fulfill the customer’s needs? If your paint colors fade quickly or your adhesives don’t stick, your customers won’t trust you.

Consistency Does your company and product perform dependably over the long term? If the customer reorders a favorite product, will the color be consistent with the last order? Can your company be counted on to do what you say you will do?

What Is Customer Loyalty?

Customer loyalty is a customer’s inclination to buy from or work with a company again and again. It’s the result of a consistently positive emotional experience, satisfaction of the customer’s needs, and the perceived value of the products and services.

Loyalty is not something that happens overnight. Loyal customers are those who have made the journey from knowing about your company, to liking your company, to trusting you enough to make that initial purchase, then

Candor Do you communicate with your customers with honesty and sincerity? Are you transparent about your products, processes and supply chain? When there is a problem, are you proactive in your communication with those affected? The clothing company Everlane 4 has set a new standard in candor, making “Radical transparency” part of their tagline.

When you shop their website, you can see the location of the factory where a garment was made, as well as a breakdown of the production costs.

Traditional marketing can sometimes lead you away from candor. The effort to highlight your product’s features can cross the line into “hype.” Clever styling and photography can make your product look bigger and brighter than reality. This type of marketing is the enemy of customer loyalty. You may get the initial sale, but the customer is bound to be disappointed when the actual product doesn’t match expectations.

Concern Do you demonstrate concern about your customers and your community? Does your company act with tolerance, empathy and inclusion? Do your customers feel you care about them as people, not just as potential purchasers?

Sincere efforts to show concern go a long way to building trust.

During the lengthy government shutdown this past winter, Verizon, AT&T and others allowed affected customers to postpone payment of their mobile phone bill5, waiving late fees for the duration of the shutdown. Restaurants and attractions in the Washington, D.C. area offered free meals and admission tickets to furloughed workers. By showing empathy and concern for customers, these businesses strengthened existing relationships. The positive press these offers attracted was a great side effect.

Connection The final element of customer trust is perhaps the most crucial.

To what extent do the customer’s Gradient • Summer 2019

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personal values, goals and beliefs match those of your company?

Marketing guru Seth Godin6 often uses the phrase, “People like us do things like this,” to describe the universal human desire to be connected with our chosen tribe.

Hobby Lobby 7 makes no secret of its foundation in the Christian faith of its owners. Nike demonstrated its commitment to diversity and social justice by naming controversial former NFL quarterback Colin Kaepernick as the face if its 30th Anniversary “Just Do It” campaign 8.

For customers who share these beliefs, this is a powerful driver of brand trust and loyalty.

Spend some time evaluating how your company measures up in each of the Five Cs. Notice that only the basics of competence and consistency are directly related to your product. The remaining elements of customer trust are a reflection of your customer’s emotional response to their interaction with your company.

When comparable products are only a Google search away, you earn loyalty by providing your customer with a consistently positive emotional experience.

Customer Service Builds Customer Loyalty You won’t have loyal customers without great customer service.

Despite your best efforts, mistakes are going to happen. Faulty product, shipping errors and delays cannot be completely eliminated. The good news is that customers won’t

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hold this against you unless the problems become habitual. Most complaining customers are willing to forgive an error if you resolve the problem as soon as possible.

Think about the friends and family members to whom you are loyal. You’ll probably forgive a thoughtless comment from your best friend without much trouble because you’ve built a foundation of trust. You assume your friend did not act out of malice and give them the benefit of the doubt. However, repeated thoughtless comments may cause you to reevaluate the relationship.

When mistakes happen, it can be an opportunity to increase customer loyalty if you can communicate the following: • You care about making it right.

• You’re willing to keep going until you get it right.

• The customer is the one who decides what “right” is.

Remember that the complaining customer is not your enemy.

By bringing a problem to your

attention, they are giving you the opportunity to fix the problem and do better. Which would you rather have: the customer who informs you of a problem and works with you to solve it, or the customer who doesn’t complain but never shops with you again? Get the Stitchcraft Marketing whitepaper on Responding to Customer Complaints 9 for a thorough rundown on how to handle negative feedback.

When the competition is only a click away, the loyalty of your customers can never be taken for granted. By practicing Competence, Consistency, Candor, Concern and Connection, you can establish a foundation of trust. When you and your customer operate in a relationship of mutual trust and loyalty, you’ll both thrive.

Stitchcraft Marketing can work with you to plan and execute a marketing plan that promotes customer loyalty and trust. Contact leanne@stitchcraftmarketing.com to find out how we can help you grow your craft business.

References 1. http://success.adobe.com/assets/en/downloads/whitepaper/13926.digital_ index_loyal_sh oppers_report.pdf 2. http://www2.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf 3. http://www.thevaluesinstitute.org/ 4. https://www.everlane.com/ 5. https://www.cnbc.com/2019/01/16/20-companies-offering-discounts-duringthe-governm ent-shutdown.html 6. https://seths.blog/2013/07/people-like-us-do-stuff-like-this/ 7. https://www.hobbylobby.com/about-us/our-story 8. https://www.entrepreneur.com/article/321130 9. https://mailchi.mp/stitchcraftmarketing/customer-service

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TRENDING

Designer Trend Committee

PRODUCT AND TREND

ROUNDUP

Gradient editors asked AFCI’s Designer Trend Committee members their thoughts on the most popular products and trends heating up this summer and beyond.

Here’s what they had to say:

Candy Rosenberg {a vintage girl} “Chipboard has been around for many years, and there are plenty of companies that sell chipboard designs. It has been a mainstay in mixed media art and layouts. However, it is now showing up more in albums and junk journals due to its versatility; giving great dimension to these kinds of projects. The designs can range from simple shapes to very intricate designs, allowing for a full array

of choices for your project. There are a wide variety of ways to alter chipboard with mediums like paint, shimmer sprays and pastes – or, just leave them natural and use brown ink to keep the vintage look. Grab some chippies and give it a go!”

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Kathy Cano-Murillo Crafty Chica, LLC

Debra Quartermain Debra Quartermain Design “I am excited by the ‘craft work’ look coming down the runway for summer. It’s very similar to the popular Boho style with fringe, lace and appliques used on everything from summer dresses to jeans and bags. Hats and flip-flops are practical accessories for summer, but they are also making a statement.

Adorned with feathers, ribbons and other trims, flipflops and sandals can be personalized with a signature fun style! Summer is a time for playful creativity and with a pair of scissors, fabric adhesive and assorted trims, trendy fashion items can be easily made.”

“Artfully painted flower pots have become part of DIY culture. We’re not talking about our beloved decoupage planters, but high-level techniques from gallery painters who are applying their visual messages in a functional and decorative way. And it’s not just about the planter; it’s also about what goes inside.

Muralist Jeff Slim of Phoenix, Arizona, is an example. He is known for his collection of one-of-a-kind pieces that he sells in gallery shops and boutiques around the state.”

Lisa Kettell www.lisakettell.com “This year, macramé, weaving and embroidery are stronger than ever. At Creativation 2019, many suppliers unveiled macramé and weaving kits into their creative lines. Embroidery hoops and circular art are also hitting hard this year. From florals, design to party, the hoop is where it’s at. Put a picture inside, weave it up or create a centerpiece.

This year, we’ll also see a spike in rainbow love. Watch for unique color palettes and styles – especially warm hues such as beige, creams, spicy oranges, rose, muted blues, violets and garden greens. Narwhals are back and bigger than ever.

They are the new unicorn for 2019, while sloths are becoming the new llama. Move over pink: Orange is taking over. The hot color palette this year is corals, tropical citrus and muted pastels.”

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MOVERS & MAKERS

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MEET

CANDY

ROSENBERG then, I have had the pleasure of working as a designer, educator, brand manager, magazine editor and product developer for some of the largest companies in the world.

Candy (second from right) created “Ethereal Fairy” for the 2018 ManneqART Sculptural Artworks Competition. It was one of two prizewinners in the Fantasy Theme category. Candy also received the Growing Leaders Award from Innolect Corp., a company that manufacturers leadership resources. ManneqART is a nonprofit arts and education organization.

My name is Candy Rosenberg. I am a mixed media paper artist and the owner of {a vintage girl} vintage goods. My introduction to the craft industry started in 2007 when I started scrapbooking my son’s Boy Scout pages.

A year later, my best friend encouraged me to attend my first Scrapbook Expo in Portland, Oregon. When I arrived with my youngest daughter, we were shocked by the 4- to 5-foot stacks of totes! Soon enough, I was joining the masses!

My professional career in the craft industry began in 2009. Since

My greatest passion is teaching and inspiring others. I’m currently a brand ambassador for Fiskars, Beacon Adhesives and Scrapbook Adhesives by 3L, as well as a member of DecoArt’s Helping Artists program.

I am well known for my vintage, steampunk style and small- to full-size paper dress forms that have appeared at trade shows, art galleries and competitions all over the country.

In October 2018, I competed against 53 other artists at ManneqART, located in Savage Mill, Maryland, winning an amazing award sponsored

by Innolect. I was surprised, humbled and truly grateful to have found a group of mannequin artists that express their creativity in the same way I do.

the cities that I have visited. My favorites include the old wood sidewalks and brick walls in Virginia City, Nevada, old windows and gear driven industrial pieces in Savage Mill, Maryland and, of course, a couple of well-known walls in my own hometown of Grants Pass, Oregon.

We sell unique products, including our chipboard that is custom cut with embedded lasered birch wood pieces. We also recently added a craft sticker line and tools for makers.

Our most popular album is our printers tray and the coordinating trinket set. Our products are created to be used alone as well as working together.

I invite you to visit my shop at www.AVintageGirl.com.

I recently took the dive into manufacturing and created my company {a vintage girl}. {a vintage girl} creates vintage and steampunk-inspired products, including chipboard albums, embellishments, canvas totes, aprons, pillows and a new paper collection, “Hometown & Main.”

The paper collection includes photographs of vintage textures inspired by my hometown and Gradient • Summer 2019

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INSIDE AFCI

Industry News Meet AFCI Board Member Lawrence Hoffman Serving on the 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. We had the opportunity to speak with board member Lawrence Hoffman on his experience and why he chose to serve.

My tenure at RPA gave me the opportunity to work with world-class manufacturers and retailers. Now I’m the vice president of sales and marketing for Uchida of America, leading and directing the sales and marketing operations, product development, packaging development, social media and email marketing, trade show management, catalog and sales sheet production and more.

AFCI: We’d love to hear more about your time in the industry and the role you play in your current organization.

LAWRENCE: I have been involved in the arts and crafts business for more than 30 years in many different capacities. With my experience on the retail side, the representative side and the manufacturing side, I feel that I have a well-rounded perspective and have a lot to offer the board and organization.

LAWRENCE: My experience with arts and crafts started at 12 years old in Richmond, Texas, working for Mike Dupey in his Michaels store. My job was cleaning restrooms and breakrooms for $1.00 per hour. From that point, I had the opportunity to work in almost every facet of a retail organization from stocking shelves to managing departments. After college, I worked for 12 years managing the POG department for Michaels/MJDesigns until MJDesigns went out of business in February 1999.

From there, my career took a different turn. I went into the staffing business selling engineering and IT staffing along with IT solutions. Four years later, the familiar retail itch needed scratching. I became a visual merchandising manager with a retailer by the name of Gadzooks, creating store layouts and designs, merchandise presentations and advertising campaigns.

When Gadzooks was sold to Forever 21, I got back into the craft industry working for Randy Putnam and Associates (now known as CSC). I helped manufacturers design, develop, sell and market products to retailers primarily in the arts and crafts/ home décor retail channels.

AFCI: What do you hope to achieve serving on the AFCI Board?

I have also had the opportunity to experience other industries, such as junior apparel, IT and staffing.

I can tap into this experience to provide creative suggestions and direction. I love this industry (it is in my blood) and feel that I can make a positive impact on helping create a sustainable future.

AFCI: What would you say to someone who is interested in joining the Association?

LAWRENCE: I would say that it is vital to join the Association. Things are evolving quicker than ever before. It is important for people to get involved with the industry that they are in. You need to know what is going on but also be an active participant. There is so much we can learn from each other. There is a wealth of experience and information available, and not tapping into that will definitely make the path more difficult.

Featured Member Benefit: Creative Industries Buyer’s Guide AFCI Members have access to the Creative Industries Buyer’s Guide. This digital buyer’s guide is for professionals in the creative industries seeking products and services to help run their businesses more efficiently and profitably. To access the guide, visit http://afcibuyersguide.com/. For more information and advertising opportunities, contact Jason Baum at jbaum@afci.global.

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Creativation Update Plans are well underway for Creativation 2020 taking place at the Phoenix Convention Center in Phoenix, AZ from January 16-20, 2020. More details will be announced in member communications and on the creativationshow.org website. Thank you to everyone who submitted workshop and seminar proposals. All of the submissions are being reviewed and will be decided on prior to registration opening in September.

AFCI Staff Profiles This issue, we are pleased to introduce you to Lydia Kamicar, AFCI’s director of education and learning services based in AFCI’s Chicago office. Lydia will be overseeing all of the Association’s education offerings both at Creativation and throughout the year. She is also a DIY aficionado who isn’t afraid to push her creative comfort zone.

• Where are you from? I’m from Northeast Wisconsin but have called Chicago home for the last 15 years.

• What’s your favorite craft and/or hobby? I like paper and stamps – making gift tags out of old holiday cards is a particular favorite!

• Any cool DIY projects you’ve tackled? I made most of the décor for my wedding, and was particularly proud of keeping our centerpieces to $25 a table. This involved IKEA lanterns, blue votive candles, painted kraft boxes, and many many hours spent hot gluing gray, yellow and navy yarn around Smoothfoam balls. A few years back I found a tutorial to make a shag rug out of t-shirts and had to give it a try. It involved about 8,000 strips of white t-shirt, dyed with Rit in the washing machine. After 60+ hours, I ended up with some latch hook skills and a 2.5- by 3-foot shaggy gray rug that looked great in our living room and was soft on the feet.

• What’s a creative project you’d like to try? I’m starting to plan out a “grocery store” for my kids’ playroom. We’ll make some felt food and craft a fabric awning over the counter-height shelving.

I haven’t done much with felt before, so I’m excited to give it a try. Inspiration is coming from Lucy Sparrow’s Convenience Store art installations.

We are also happy to introduce you to Tara Gray, AFCI’s convention manager. Tara is an energetic and organized event pro. She will be working with the events team to ensure Creativation is a success for everyone in attendance.

• Where are you from? I was born in Robinson, Illinois.

• What’s your favorite craft and/or hobby? I make 20 hand-decorated purses each year for the Mystic Krewe of Nyx. The Krewe of Nyx hosts a Mardi Gras parade with 3,383 women riders, 44 floats and more than 60,000 handdecorated purses that are thrown to crowds of more than 150,000. The purses are considered one of the top 10 special throws of Mardi Gras each year.

• Any cool DIY projects you’ve tackled? My Mardi Gras headdress for 2019. The jewels in the photo were all hand placed.

• What’s a creative project you’d like to try? This is a real thing, even though it sounds crazy. For Mardi Gras 2020, I will be decorating plungers and purses for special throws. That being said, I need to figure out how to put glitter transfers on plungers!

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

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FEATURE

How Entrepreneurs Can Use

CONTENTAND CONNECTION to Rise to the Top of an Oversaturated Market

By Rita Barakat When I first started as an AFCI Designer Section member, I had no idea what I was doing or where to start. There are so many things to consider, and the more I talked to others, the more I realized I wasn’t the only one in this predicament.

Are you struggling to know what to do next? Read on for real-life actions you can take to get your business to the next level!

Line Up Your Priorities First, take a closer look at your business. Jot down ideas and answers quickly to the following questions: • What does success mean to you?

This is important because if you don’t know this, how will you know when you’ve achieved it?

• What’s your purpose and mission? Why does your vision exist (beyond a financial gain)?

Start with “I believe” or “we believe” and filling the blank.

A purpose statement provides the reason or reasons you exist.

A mission statement describes what an organization does and for whom.

• What is the vision for your business? The vision statement describes what the organization will look like in the future.

Knowing the answers to these questions will help you line up your priorities. Having a purpose and vision will help you in making decisions for your business. It will help you say yes when it’s a good

fit for your business and no when it might not be the best choice for your business.

The Next Level Now that you have your purpose and vision, let’s give you some tools to get you to the next level.

1. Get very clear on who you’re talking to. Don’t talk to “everybody.” Identify your buyer persona and tightly position your content for that buyer. What does this person do? Where do they work?

Where do they hangout? The clearer you are about this person the easier it will be to plan content and drive them to your business.

2. Keep it real – be yourself! Share your passion, your stories and make it relatable. Show your face! Remove the egg from your social media profile, display an engaging picture on your website, and tell your business story in a captivating way on your “About us” page.

Be nice! Don’t annoy or badmouth people or other businesses. You never know who is related or friends.

Be helpful, responsive, and generous with your time and your attention.

Remember, every time you post something online others see it.

Negative comments and attitudes

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hurt your reputation and your business.

3. Branding. Branding is not just your logo, the colors, fonts, symbols or the look. It’s the feeling that people get when they see or talk about your brand. There are companies that do branding very well. What do you think of when you see an ad with a Coke can? What about Disney or Starbucks? A good brand gives you a feeling and evokes a response.

What’s your story?

4. Don’t just be consistent, be consistently good. Listen to your audience, find out what they want and deliver it. Teach your audience

to expect a certain level of quality from you and constantly deliver.

When you do, they’ll come to you first.

Use content to position and prove yourself as an authority. Research, ask questions and dig deep to ensure you create content your target niche wants to consume.

Create a website or blog This is where people will find you, learn about you, your business and contact you. You should have a very easy way for people to find help or contact information. A good site with clear aligned values makes customers feel that your brand will act in their best interest. Check your site on a phone, tablet and

desktop. Does your site load quickly?

Are pictures taking too long to download? Is it easy to navigate?

Take all of the necessary steps to ensure people will stay and come back.

5. Get creative! Livestream will build your trust factor at an accelerated rate. Live video gives your audience an opportunity to see you, hear you and know you. When a person sees you, they get a feeling for your authenticity and see the value that you offer. The personal element of live video allows connections to be formed faster and stronger than any other method of social media interaction.

6. Be organized and intentional.

Plan your goals, your content and the many ways you will use the content afterward. Know your market and go hang out where they are. Remember Gradient • Summer 2019

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your purpose and your vision when saying yes or no to an opportunity. If it doesn’t fit into your brand, purpose and vision don’t do it!

7. Engage. Initiate a two-way conversation by inviting your audience to interact with you. Ask them questions.

Invite comments on your blog posts. The more engagement, the more views you get on social media.

Encourage sharing to a wider audience. This expands your network and helps more people get to know you.

Promote other people. Don’t expect people to share or comment your stuff if you never do it for them. Have guests on your blog and offer to write for theirs. If you write articulate, interesting, and unique guest posts for relevant blogs, you can tap into a whole new audience.

It’s the quickest way to get known by more people.

8. Know your stats. Only share your stats if this fits and helps your vision and your brand. Even if it’s not appropriate to share your numbers to the public, it’s still important to know your stats.

9. IRL – in real life! When attending shows in person, make sure you have plenty of business cards to exchange with others. Have a notebook or take notes on your phone.

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Have your elevator pitch. Know how to explain your business in just a couple of sentences. Don’t just talk about yourself, talk about what they care about.

Here’s my elevator pitch: “Hi, I’m Rita Barakat, artist and storyteller! I have a mixed media show every Monday night helping and encouraging others be creative and highlighting the latest products.”

10. Lastly, make a good impression and follow up.

Rita Barakat is a published and licensed artist that creates whimsical, fun and inspirational art.

From wall murals to itty bitty minis, she has worked on numerous art projects for hospitals, corporations, families and manufacturers. She teaches online and in person classes for consumer conventions and trade shows. She has written and illustrated a super fun paper mixed media doll book called Magical Theatre: Create and Play with Movable Dolls! She works as an independent contractor with many notable manufacturers in the creative industry. She is the AFCI Designer Section Chair. On Monday nights you can find her live on FB Mixed Media Mondays. Learn more at ritabarakat.com.

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FEATURE

What’s Your Biggest Piece of

ADVICE FOR THE

NEW BUSINESS OWNER Following your dream to start your own business can be extremely rewarding, but it comes with hard work and dedication. Gradient editors reached out to some of the craft industry’s most successful entrepreneurs for advice, tips and the lessons they learned along the way.

KELLY MARIE ALVAREZ Lawn Fawn

“My biggest piece of advice for a new business owner is to enjoy what you are doing and love your products. If you love your product, your customers will, too! As for some more practical advice, don’t be afraid to ask for help. Make sure to talk to a CPA, bookkeeper or lawyer if you have questions. I also truly believe in attending trade shows. There is nothing like being able to connect with your customers directly. But above all, make sure to have fun on your new adventure!”

BROOKE ROE Pinspiration “For new business owners, looking at big-picture systems through the lens of convenience is crucial.

What can you automate, eliminate or delegate to help make doing business with you a pleasure? If you have more than one customer asking the same question, perhaps it’s time to adjust your response and automate by adding that question to your website FAQs. Look at eliminating any recurring tasks that suck up your time with little return. Delegate as much as you can to your strongest employees. Spending time to train on systems upfront is not as easy as doing things yourself, but it pays off in the long run.”

EILEEN HULL

Eileen Hull, LLC

KIM EVANS

Emerald Creek Craft Supplies “My biggest piece of advice for the new business owner is to find a good strong mentor.

Find someone who’s willing to share industry secrets without hesitation in order to help you bypass hurdles that you would normally have to overcome. This will make sure you’re structured for growth before you begin to scale up.”

“Be creative in all ways, not just in your craft. Set achievable goals and figure out ways to make them happen. If one way doesn’t work, chalk it up to experience and try another route. Do your best and don’t beat yourself up. Remember to live in between working.

Smile a lot and be friendly. Do the research. Hire out when you need to. The thing that makes your business special is you, so don’t apologize for being yourself.

Embrace your creative path and enjoy the journey.”

RICH KIZER and GEORGANNE BENDER KIZER & BENDER Speaking! LLC

“It’s important to start your business off on the right foot!

Your business needs to be well capitalized, so build a relationship with your bank. You need unencumbered cash to open your business. Don’t rely on the equity in your home or your 401K. Keep your business-related and personal expenses separate.

“Call in the pros. Even if your new lease looks simple and straightforward, it’s still a good idea to hire an attorney to look it over and negotiate on your behalf. Have a substantial business plan that defines your objectives, lists your goals and the strategies to achieve them, details your target audience, marketing strategies, etc. A business plan forces you to review what needs to be done; it’s an invaluable tool you will refer to often along your path to success.

“Finally, build a support network.

There are other business people in your community who can be a great sounding board. AFCI has a strong member presence in its various Facebook groups. These people have walked in your shoes and can be tremendous help no matter what stage your business is in.”

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FEATURE

The Business of

By Joe Rotella, Delphia Consulting

Owning and running a small business isn’t easy. You’re continually faced with ideas, options and some startling realities – resources, such as people, time and money, are limited. It can be hard to say “no,” easy to gravitate toward what you’d like to do and tough to focus on what you should do.

Once you commit to running a business instead of engaging in a lifestyle or hobby, you can start to apply some business fundamentals to help keep you on track.

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Strategic Plan Knowing where you’re trying to go, how you’re going to get there and finding your moral compass are key parts of a strategic plan – a document that helps establish the direction of a business. It can be a single page or fill a binder. Regardless of volume, the core six elements of a strategic plan are the same.

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It should also include a description of your primary customers, the products and services you produce, and where you operate.

3. A values statement lists the core principles that will guide your business and its culture. It emphasizes how you’ll conduct yourself and what kind of behavior you expect from people you work with.

4. Long-term objectives are a level below the vision statement. Usually three to five in number, they bring the futuristic image of the vision closer to the present. They describe how you can achieve the vision.

5. Yearly goals break the long-term goals down into goals targeted for the current year and the next year or two. Each yearly goal should have a few goals, with each one being SMART: Specific, Measurable, Achievable, Realistic and Time-based. Too many goals in a year and you’re likely to fail at some or all of them. Too few and you won’t be challenged.

Getting the right balance is key.

6. Action plans provide the steps to achieve the goals. The amount of detail depends on the goal’s complexity.

Your organization’s strategic plan should be well thought out, clear, concise and written down. Taking time to hone this document will force you to focus on why you’re doing what you’re doing, and how you’re going to get it done.

Understand Your Value Chain 1. A vision statement paints the mental image of what your business is trying to achieve in the distant future. It’s inspirational and aspirational. It’s your company’s “North Star,” Disney’s “to make people happy” or Instagram’s “capture and share the world’s moments.”

Many entrepreneurs and small business owners feel there is too much to do, across too many areas and simply not enough time in the day to get it all done.

Deciding how to best invest your time can make the difference between a successful business and one that struggles to survive.

2. A mission statement describes why the business exists and what it’s doing day to day. It identifies what your organization is and its reason for being.

Understanding what drives value in your business helps you decide what activities should get the most attention.

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Developed by Michael Porter and used throughout the world for nearly 30 years, the Value Chain is a powerful tool to help you “connect the dots” between activities, drawing a line that ends with delivering value to your customers.

management and technology support the primary activities of your business. Without these activities, the business couldn’t function at its peak. But these activities only indirectly produce value, and they typically don’t give you a competitive advantage.

Primary activities, such as designing new products and services, making new products, marketing and sales, and getting products and services into the hands of customers, directly contribute to producing value.

These activities make your business unique and give you a competitive advantage.

Being mindful of your value chain prevents you from going down a resource rabbit hole.

For example, looking for a new software program or app takes time. Installing it, testing it, figuring out how to use it – it all takes resources. It might be a challenge, it might be fun, and you might feel it will transform how you work. But keep in mind that unless that program or app is a core part of your value chain, it’s

Secondary activities, such as bookkeeping, human resources

because what you create deserves the best care

likely to “cost” you more than it will deliver. Technology can’t fix a bad business model. It’s a tool. Period.

But I’m a Creative Soul, Not an MBA There are reasons you started a creative business. You wanted to get your art “out there.” You saw the chance to do business the way it should be done. You wanted to work in your pajamas, keep your own hours or build a space where like-minded souls could create. You probably didn’t start it because you like the “business side” of things.

The reality is, you have to be sure the “business side” is taken care of, or you won’t have a creative business in the long run.

Learning about business can be fun and can engage your creative soul. It takes creativity to write an inspiring vision statement.

Being creative brings a unique competitive aspect to every part of the value chain.

If you can’t bear to think about your business like a business, then get some help. Find a peer who does it well and talk with them. Learn from industry leaders at trade shows, in webinars and through content.

Hire someone to help.

The Bottom Line

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“Just because you can, doesn’t mean you should.”

-Ian Malcom (Jeff Goldblum), Jurassic Park Take time to step out of your business and work on your business. Think about where you want to be in three to five years, how you’ll get there and what values will help you make tough decisions along the way. What are your long-term objectives and short-term goals? Document your thoughts in a strategic plan.

Step away from it for a few days,

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come back, review it and tweak it. Revisit it often to keep it top of mind and revise it, judiciously, as factors impacting your business change.

Keep the value chain in mind as you choose how to spend your time. Does the activity support your strategic plan? Does it provide enough value compared to the resources your investing?

There’s no right or wrong answer.

You can even choose something that doesn’t fit into your plan as long as you’re aware of it. You want to be mindful about your choices.

Combine creativity with the business of being creative, and you’ll have a winning combination.

With more than 30 years of experience, Joe Rotella is a leading thinker and professional speaker in the areas of marketing, entrepreneurship, social media and human resources. Joe currently serves as Chief Marketing Officer (CMO) for Delphia Consulting, a national consulting firm based in Columbus, Ohio.

Joe is also a maker. His work has appeared in Scrap & Stamp Arts, Just Cards, Just Steampunk! and Somerset Studio Gallery magazines. He’s been a guest on Crafting at the Spotted Canary with Joy Macdonell and Scrapbook Soup TV. Look for him on the TV show airing now, Make It Artsy, airing on PBS TV and Create TV. He’s a regular instructor at AFCI’s Creativation, Artiscape, Stampaway, Memories Expo and Gen Con. Joe was awarded first place in FaveCraft’s 2019 Best Blogger Contest and has his own line of embellishments and kits.

Learn more about Joe on his site, www.createNcraft.com.

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FEATURE

SIX LESSONS LEARNED in Owning a Creative Business

By Leanne Pressly, Stitchcraft Marketing When I began this business 10 years ago, it was not the result of a carefully crafted plan. It was, frankly, a survival move.

I had been working on commission, selling advertising for a well-known crafts publisher.

When the financial crisis hit in 2008, my income plummeted. I thought I might make up some of the shortfall by writing newsletters on a freelance basis. By tapping into the contacts I’d made through advertising sales, I found three companies willing to take me up on the offer of a three-month free trial. At the end of those three months, all three wanted me to continue writing their newsletters, at a higher price than I would have dared to ask.

I had my first clients.

The birth of Stitchcraft Marketing coincided with the explosion of social media. Companies were scrambling to figure out Instagram, Pinterest, Facebook and YouTube. I learned everything I could about these platforms and expanded my services to include social media marketing. As more clients came on board, I hired subcontractors to handle the actual execution, while I focused on business development, as well as working with clients on planning and strategy. Stitchcraft Marketing has now grown into a full-service marketing agency, working with clients in all segments of the craft industry on branding, digital marketing, advertising, social media, website development and customer engagement.

In the course of this journey, I’ve learned some important lessons that are applicable to anyone starting a creative business.

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1: Be clear about your customer and your product or service.

Many businesses flounder because they try to be too many things to too many people. Who are you aiming to serve? What value can you bring to that customer?

Spend some time defining your customer. Our selfdirected online course, Magic Wand for Social Media, includes a module that walks you step by step through creating a customer avatar. Maintaining a laser focus on precisely whom you seek to serve will help you stay on track.

2: Reach out to people who know more than you do.

I believe we become the average of the five people who surround us. To become your best, you need to surround yourself with successful people who value excellence. One of the best moves I made early on was joining a peer network for agency owners.

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Happy mail is easy to create and send with our new stamps and dies!

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Connect with others in the industry whom you admire. Creativation is a great opportunity to meet successful owners of creative businesses. Don’t be shy! Reach out to people you admire in the industry and ask if you can meet for coffee before the show floor opens. Cultivate a network of supportive allies who will challenge you to be better and do better than you thought you could.

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3: Get the help you need.

Many of us come to our creative business through being a “maker” or a “doer.” When it comes to owning a business, you can’t – and probably shouldn’t – do it all. Identify the things that really need your personal attention, and find contractors or employees you can trust to handle the rest.

Hire a great bookkeeper and an even better accountant. Put systems and processes in place early, before you have so many customers or clients that it’s difficult to retrofit the infrastructure.

Make sure your staff is the best you can find. Do not hire your brother-in-law just because he needs the work.

Hire an awesome coach. My business was transformed when I came across an agency

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Patented Bendable Straight Knitting Needles Flex Knit knitting needles are specially designed to improve comfort during knitting activity by enabling bending with resiliency at the wrist level. The flexibility aids to relieve discomfort from continued motion of fingers, hands, wrists, and arms, as well as better accommodate tighter work spaces. For less stress and pain due to knitting motion, Flex Knit needles are just what you need to do what you love!!

consultant in 2013. Through my membership in the Agency Management Institute, I’ve learned how to think of myself as the owner of a marketing agency, as opposed to being a marketing freelancer. I’ve learned about best practices for agencies, and I’ve learned to run my business in accordance with those best practices.

4: Expect failures.

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You will make mistakes. The path won’t always be smooth. Don’t let that stop you. Each failure is a learning opportunity, even if you only learn what doesn’t work. Look for the lesson, clean up your mess and move on. Don’t let the fear of failure stop you from reaching your goals.

5: Be a generous member of the community.

What’s good for the industry is usually good for your business. Bring the best of yourself to the community as a whole, and give it away for free.

I host a bi-weekly podcast called The Business of Craft that features interviews with some of the most innovative thinkers and entrepreneurs in the craft industry. Through the podcast, I’ve had the opportunity to speak with and learn from people I might not otherwise have met.

On the Stitchcraft Marketing blog, we post articles on topics ranging from trend forecasts for the craft industry, to optimizing your use of Pinterest, to working with social media influencers.

Are the blog and the podcast marketing tools for the agency? Of course they are. But they are also a vehicle for sharing what we’ve learned with the industry as a whole.

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6: Enjoy the ride.

I may not have started with a business plan, but creating this business has given me a life I love.

I’ve always enjoyed the crafting world, and now I’m immersed in that world every day. My agency provides high-quality services to clients who value what we bring to the table. I have the freedom to work from anywhere, so I can be present for my family. I’ve met smart, creative, talented people who have become cherished friends.

Many people are afraid to take the leap from being an employee to being a business owner. Is it a risk? Absolutely. But for me, the rewards have far outweighed the risks. Push past the fear and take the leap!

Learn more at Ribb-Its.com 24

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SOCIAL STRATEGY: “After working with the Stitchcraft team for more than 10 years, I can honestly say they run my entire social media program really well. From strategy to content creation to execution, they have helped me grow because they keep my company front and center with customers.”

Jennifer Edgar, CEO Eucalan

INTERNATIONAL MARKETING: “We’ve worked with Stitchcraft Marketing for nearly 7 years now on our social media program.

Having someone who understands what’s happening in the North American market and who understands our industry has been invaluable.

Excellent team and very well managed way of working.”

Suman Sharma, Knit Pro International

PATTERN SUPPORT:

INFLUENCER MARKETING:

“Stitchcraft Marketing has helped us learn the ins and outs of putting together a pattern collection, and has been a huge help in coordinating the collections and connecting us to designers. They have made something that once seemed overwhelming flow smoothly and taken much of the burden of planning off our shoulders, letting us focus on the fun of selecting patterns and developing new colors. ”

Bijou Basin Ranch has worked closely with Stitchcraft Marketing for 10 years. During this time we have successfully utilized them for advertising, marketing, social media posting, SEO, and much more. Their capabilities and concerns along with their ‘can do’ attitude has made ours a very successful relationship. The best compliment that I can give to Stitchcraft is that we have always felt as though they were part of our BBR team and not third party consultants! Excellent work!

Babs Ausherman, Miss Babs Hand-dyed Yarns

Carl Koop, Bijou Basin Ranch

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DIY

SOCIAL MEDIA

CONTENT IDEAS

By Marie Segares, Underground Crafter If you know your company “should” be on social media, but you’re finding it challenging to get started or stay motivated to post regularly, my advice is to set up a content calendar.

Here are 15 content ideas to add to your content calendar right now.

1. Questions including quizzes, a question of the day (QOTD) or question of the week (QOTW), and fill-in-the-blanks can spark engagement or be used for informal market research or idea testing.

2. Behind-the-scenes video or photographs provide your followers with insights about how your business works and the people behind the company.

If these images don’t fit your company’s aesthetic or branding, use time-limited options like Facebook or Instagram Stories, so your feed remains curated.

3. Quotes and inspirational photos are highly sharable.

Instead of relying on generic memes, customize yours using product photos, text overlays or your own branded language.

4. Infographics tell a story in a visual way. Use free resources like Canva or HubSpot templates to create your own.

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5. Product pictures and descriptions can introduce or remind your followers of your products. Use your own descriptions and photographs, or share those of influencers and other collaborators.

6. Customer testimonials, fan photos and reviews allow you to promote your own products while providing excitement for your customers when they are recognized. Ask for permission to share anything that isn’t public.

If the images aren’t up to your brand standards, use time-limited options for sharing.

7. Curated content, such as articles, posts and memes from others, can build reciprocity. Build more engagement by providing attribution.

8. Throwback or flashback posts can explore how far your company has come or remind followers of your history. Tag with #ThrowbackThursday or #FlashbackFriday.

9. Recommendations of other companies that make complimentary products or tutorials for your products can introduce your followers to new resources and create engagement.

10. Status updates, including sales, events, holiday hours, delays or arrivals can be communicated quickly through social media. Delete these posts afterwards if you want a more curated feed.

11. Customer appreciation is a wonderful way to build engagement or to show your product in use. Highlight customers who are working on charity projects, who have innovative displays or uses for your products, or who have been loyal to the company.

12. Company news, awards and publicity allow the company to toot its own horn while also sharing important information with customers.

13. Storytelling through video or long-form posts can humanize your company and allow you to connect with your followers in a way that resonates more deeply.

14. Recycling content on a regular or seasonal schedule allows you to extend the life of your work while also introducing it to new followers.

15. Opinions and controversy are avoided by some companies and courted by others. If you take a stand on a political or social issue, be sure it is one your company feels comfortable defending.

Remember that being absent from conversations happening in your online community can also have damaging consequences.

Marie Segares is the proprietress of Underground Crafter. Marie shares crochet, knitting, sewing and crafty patterns, along with tutorials, recipes and creative inspiration on her blog. She also hosts virtual make-a-longs throughout the year. Marie isn’t part of a secret society of crafters (though that would be pretty cool), but she enjoys crocheting and knitting underground while commuting on New York City’s subway system.

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THE SHELF Eucalan’s POP display draws attention to the full range of scents and most popular sizes. Attractive and straightforward to assemble, the display keeps bottles neat and tidy. Your customers will easily see the eucalyptus, lavender, jasmine, natural and grapefruit options. info@eucalan.com, 800-561-9731

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

Getting Creative just got a whole lot easier with Crescent’s convenient Art Board threepacks. Available in eight different surfaces each in four different sizes – 5 by 7, 8 by 10, 9 by 12, and 11 by 14 inches. No need to waste time cutting or sizing. Extra boards stay clean and safe in resealable bags. crescentcardboard.com

Meet the Squirts from Lindy’s Stamp Gang, a brand new concept in the arts and crafts community. How about painting inks? That’s what these babies deliver – a little bit ink and a little bit paint, all with amazing versatility!

509-750-6280, lindysgang.com

New, patented, flexible straight knitting needles from Flex Knit are designed to improve comfort. The flexibility enables bending at the wrist and alleviates the strain on fingers, wrists and arms from continuous motion. They also work well in tighter work spaces.

818-388-0715, flexknitneedles.com Gradient • Summer 2019

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THE SHELF Your crafts will be fintastic with Lawn Fawn’s fishbowl-themed stamp set. It’s great for thank you cards, birthday cards, encouragement cards, or for a friend who loves animals! lawnfawn.com

The Adjustable Straight Knitting Needle System from My Two Ladies is the newest innovation! The handcrafted, silky smooth rosewood needles make knitting quicker and easier. Designed for projects with many stitches – no more reaching down for stitches that fall to the bottom. See the tutorial on our website.

516-570-3230, mytwoladiesknitting.com

Ranger’s QuickCure Clay cures in minutes with a heat tool – no kiln or oven necessary. It’s five times stronger than other polymer clays, supports 6,000 lbs. per square inch, and has a tolerance up to 350º C (more than 600º F). The finished product is very strong and durable for making sculptures, jewelry, and other mixed-media projects. It accepts a wide range of colorants and mediums. rangerink.com

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“Friends don’t let Friends fight cancer alone.”

New Dare 2B Artzy stamps will help you bring encouragement and strength to your family and friends who are battling difficult times. Our dies coordinate with both stamp sets. dare2bartzy.com New from Maker’s Movement, the Jewelry Maker’s Tool Box is a revolutionary new way for anyone to design and create handmade jewelry. It’s easy for all jewelry makers from beginners to experts. The collection features base shape dies, leather media, metal media, and unique etched metal charms. Findings, tools, and supplies are also available.

877-897-7575, mymakersmovement.com

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THE SHELF

The Twisteezwire Mask Kit from Witzend Workshop includes 50 assorted colors of 30-inch Twisteezwires and a fullcolor, illustrated, step-bystep instruction booklet.

It includes examples of historical masks to show how shape, detail, and color combine to create attitude and expression.

Make a “Maskerpiece” with Twisteezwire, a coat hanger armature, and recycled materials. sandy@twisteezwire.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

New stamps and dies from Pink & Main make it easy for your customers to create fun and happy mail for their loved ones. We are excited to be working with artist Tammy Tutterow and her hand-illustrated designs. pinkandmain.com, info@pinkandmain.com

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, now anyone can color and blend like an expert! spectrumnoir.com

Strong, yet repositionable, Glue DotsAdhesive Sheets for vellum are the adhesive for bonding transparent items. They instantly adhere and disappear, leaving a clean bond. “A Dot Can Do A Lot.” For inspiration check out our blog. blog.gluedots.com/inspiration.

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Tell our advertisers you saw their ad here.

American Orthopedic.......................................theraglove.com................ 6 American Quilt Retailer............americanquiltretailer.com.............. 31 B & B Etching Products Inc....................................etchall.com..............24 Crafter’s Companion...................... crafterscompanion.com............. 32 Crescent Cardboard.......................crescentcardboard.com................ 2 Dare 2Bartzy........................................................dare2bartzy.com.............30 Eucalan Inc.................................................................... eucalan.com.............20 Flex Knit Needles..................................... flexknitneedles.com..............24 Glue Dots Int’l............................................................ gluedots.com.............. 21 Lawn Fawn................................................................. lawnfawn.com................ 6 Lindy’s Stamp Gang.............................. lindystampgang.com.............30 My Two ladies.................................. mytwoladiesknitting.com..............24 F R E E -T

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

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

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PMA Industries, Inc.............................. pmaindustriesinc.com.................7 Ranger Industries...................................................rangerink.com.............. 16

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Ribb-its............................................................................... ribb-its.com..............24 Stitchcraft Marketing.................. stitchcraftmarketing.com............. 25 Witzend Workshop LLC............................. twisteezwire.com.............. 14

To reserve your ad space in the Fall issue of Gradient Magazine contact Ashley Cavanagh by August 2, 2019 (800) 344-0559 • ashley@fwpi.com 30

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We are Your

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

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VOL. 23 • ISSUE 134

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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 print s were placed.”

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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 mind wh the sewing to p new sho now a who are Maxwell, J. h was er, Sara game. ic design lt and fabr qui er, own . an inner, too lt made by once a beg a 1930s qui to college.

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

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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.

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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

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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

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spectrumnoir.com

Spectrum Noir™ levels the playing field when it comes to creativity by delivering high-quality art supplies for crafting, colouring, art and design.

TriBlend™, by Spectrum Noir™ includes a perfect gradation of three colours, 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, now anyone can colour and blend like an expert!

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