The Magazine of the Association For Creative Industries
Formerly Craft Industry Today
FESTIVALS: UP YOUR MARKETING GAME
SUMMER 2018
Summer 2018 / Volume 8 / No. 3
CONTENTS 10
In the MKNG™ Update
4 PULSE Listen to Your Customers 6 INSIDE AFCI Creativation Registration is open, New Hires, AFCI Perks, Reasons to attend the Mixed Media Event, In the MKNG event information
14
Festival Fever: Why Americans Love Live Events
18
Creating and Managing an Effective Content Marketing Program
24
Under the Influence: How to work with Influencers
8
MOVERS & MAKERS Meet Kari Capone
22 TRENDING Hot Consumer Trends to Watch This Summer 23 DIY Paint Poured Sunset Pill Box Technique 28 THE SHELF 30 I NDEX OF ADVERTISERS
Editorial Keri Cunningham kcunningham@afci.global Kristen Farrell kfarrell@afci.global Jason Baum jbaum@afci.global Advertising Tim Braden tbraden@fwpi.com Darlene Ryan darlene@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 201-835-1207. 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 & 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 • CRE8TIME.org • inthemkng.com
319 East 54th Street, Elmwood Park, NJ 07407 Tel 201-835-1200 / Fax 201-797-0657 Copyright © 2018 AFCI. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.
Gradient • Summer 2018
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PULSE
LISTEN TO YOUR CUSTOMERS.
THEY’RE SMARTER THAN YOU! By Rich Kizer & Georganne Bender, KIZER & BENDER
Knowing what’s going on in the world of retail is critical to the growth of your business – it is to ours as well – it’s why we spend time doing our own consumer research. Our goal is to uncover what’s going on out there, and translate it into strategies you can use on your own sales floor. And because we work in so many different industries, we’re able to provide you with a broader picture of what customers look for in a shopping experience. But it isn’t always easy. If we had a nickel for every time we heard a shopper complain about customer service we’d be richer than Bill Gates. Do customers exaggerate? You betcha, but there’s always a trail to follow if you listen carefully and then piece together what they tell you. 4
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It’s dangerous to think you have all the answers. What if you’re wrong? Retail buzz these days is heavy with talk about technology, but sometimes it’s important to just stop and have a conversation with shoppers. Here are some ideas to help you get started. Focus Groups Invite 10 to 15 customers to participate in your focus group, to be held either in your store or off-site. You’ll need someone to mediate because it’s hard to be objective when a participant says something less than stellar about your store. Serve refreshments and have a list of questions ready to keep the conversation moving. Reward each participant a cash reward of $50-$100, in cash or store gift card, plus a small gift valued at around $20.
Exit Interviews Station yourself near the front door and when a shopper is about to leave, politely introduce yourself and ask if she found everything she was looking for. Exit interviews are great for getting a shopper’s opinion of your service and identifying products customers wish you carried. You’ll be able to save the sale when the shopper discovers you do stock whatever they came in to purchase, but couldn’t find. Customer Feedback Place “Tell Us What You Think!” cards on your cash wrap, in classrooms, on your website for customers to fill out. Add a poll to your Facebook timeline. Give customers every opportunity to tell you what they think. Associate Feedback Ask associates to fill you in on
what they’re hearing on the sales floor. Place a notebook in the lunchroom and at the cash wrap so they can easily record customer comments. Discuss what shoppers have to say during store meetings. Ask The BIG Question You’ll get incredibly useful information when you ask our BIG question: “What ONE thing could we do to ___________?” You fill in the blank. Try “What ONE thing could we do to improve our customer service?” or “What ONE class or event could we add that you would like to attend?” You will hear constructive things you’ll be able to easily implement. You might even hear variations on the same theme. If it’s positive, you have one more thing to brag about; if it’s negative, you know what to fix.
After asking customers for their input, make sure you let them know what you plan to do with what they shared. When you implement their suggestions, and especially when you can’t, let them know. Post your responses in your newsletter, website, and social media. Fly On The Wall Exercise The idea here is to blend in and become just another shopper. Let associates in on what you’re doing because they need to pretend that you’re not there. They can only blow your cover in a genuine emergency. Station yourself in prime shopping spots on the sales floor and just watch. How do shoppers interact with displays and associates? How do associates interact with shoppers? Carry a notebook to record what you see so you
can address changes you’d like to make later on. Listen, Watch & React Engaging and connecting with customers means listening to what they have to say, watching what they do on the sales floor, and making changes based on what you find. React by giving them a fun and easy experience that’s unique to your store. Rich Kizer & Georganne Bender are professional speakers, retail strategists, authors and consultants whose client list reads like a “Who’s Who” in business. Companies internationally depend upon them for timely advice on consumers and the changing retail marketplace. For more information about KIZER & BENDER, visit www.kizerandbender.com. COPYRIGHT KIZER & BENDER | ALL RIGHTS RESERVED Gradient • Summer 2018
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INSIDE AFCI
Industry News Increase Sales & Grow Your Customer Base at In the MKNG™ Get involved at In the MKNG, our new creativity festival! In the MKNG was born out of a desire to inspire creativity across demographics and generations. At its core, In the MKNG is an outdoor festival that celebrates creativity, imagination, inspiration and the art of making in its many forms. It’s a gathering of 10,000 people who love to make, DIY, create and craft, including makers themselves who share and sell their work there. The event includes live demonstrations, interactive activities, charity involvement, food, music and a lot of family fun! Event Information September 29-30, 2018 Bethel Woods Center for the Arts (site of the 1969 Woodstock Festival) Bethel, NY 10:00am-6:00pm each day
Contact us at (201) 835-1200 or sales@inthemkng.com to discuss the various options of how your retail, manufacturing, designer or maker business can participate for a small investment! For more information about the event, visit www.inthemkng.com.
Reasons to Attend the Mixed Media Event Join us for the creative industry’s summer wholesale buying event exclusively for independent and online retailers, July 16-18, 2018 at the Mountain America Expo Center in beautiful Sandy, Utah, presented by AFCI in conjunction with SPC (Sierra Pacific Crafts). Get your store ready for the holiday season! Meet one-onone with suppliers. See new product releases and learn how to use those products in hands-on workshops. Look who’s exhibiting and register at http://mixedmedia.afci.global.
AFCI Perks – A New Member Benefit The AFCI Perks Program through Hotels for Hope offers your company unique travel discounts. Use Hotels for Hope to book all of your company’s business travel and save up to 50 percent OFF retail hotel rates around the globe! When you earn AFCI Perks Points, your company receives a bigger discount! AFCI Perks Points equal cash savings! These points are automatically applied when you book a hotel through the AFCI Perks portal. There are two ways your company can earn AFCI Perks Points: 1. Earn 250 points* after you check out of a hotel room booked through the Creativation booking portal through Hotels for Hope. 2. Earn 500 points* each year when your company renews its AFCI Membership. Have a question about your company’s AFCI Perks Points? Contact membership@afci.global or (201) 835-1200. *Perks points cannot be applied to hotel rooms for Creativation.
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Creativation Registration is Open
Phoenix By the Numbers
Don’t miss North America’s largest and longest-running creative industries event! Register for your free badge for Creativation today at www.CreativationShow.org.
1.615 million people live in Phoenix, Arizona, making it the fifth biggest city in the United States. Phoenix is also the quickest-growing city in the country, according to the Census Bureau.
Thousands of retailers, designers, professional makers and DIYers, media and other creative professionals attend each year to learn, connect, and discover new products, trends and business success. Join us January 17-21, 2019 at the Phoenix Convention Center in Phoenix, Arizona. Education begins on January 17. The trade show opens January 19-21. Secure the Best Hotel Rates For Creativation We’ve made it easy for you to book hotels for Creativation! Through Hotels for Hope, our new official hotel booking partner, we’ve expanded the number of hotels to give you more choices of where to stay in and around Phoenix, Arizona. Plus, for every Creativation hotel room night booked through Hotels for Hope, $2 will be donated to the Kids In Need Foundation, AFCI’s Charity of Choice. Book your hotel today at www.CreativationShow.org.
Creativation Attendee Spotlight “I was able to connect with two new companies. We are now bringing their lines into our store. From seeing them at the show and the new product, we will be the first in our area to carry the lines which puts our business at an advantage. This would not have been able to happen without attending
Meet Our New Hire Linda Wolf joined AFCI as membership coordinator on May 1. Linda is responsible for processing and onboarding new members, and assisting members with day-to-day questions and needs. You may contact Linda at (201) 835-1232 or lwolf@afci.global.
Mark Hill Recognized as Trade Association Spokesperson
this event.” – Tanya Fox, owner of Crafty Crafters Ltd in Camrose, Alberta, Canada
AFCI President & Chief Executive Officer Mark Hill has received an Honorable Mention in the first ever SPOKEies® Awards in the Non-Profit Trade Association category. The SPOKEies Awards honor the best in-house spokespeople for their ability to achieve organizational goals while communicating honestly and effectively with their constituents. Hill is recognized for expanding and strengthening AFCI’s position as a thought-leader and business catalyst for its membership through the rebranding of the Association, Creativation, and Gradient. For more information about the SPOKEies, visit www.spokeies.com. Gradient • Summer 2018
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MEET
MOVERS & MAKERS
KARI CAPONE
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It’s a pleasure to meet you on the pages of Gradient! My name is Kari Capone. I’m the owner of Kari’s Kits, and the founder of Knitters Unwind. I balance life as a single mom, and as a full-time manager at a publishing house, with the joys and demands of growing a creative business. My career path until now can best be described as circuitous. I’ve taught elementary school music; worked at a talent agency; processed invoices for a chocolate import company; and owned and operated a coffee shop – before I embarked on a career in publishing. Several years ago, as my (now 15-year-old) son grew more independent, I found myself with abundant free time outside of working hours. I often taught knitting at the local yarn shop. To assist with teaching brand-new beginners, I designed a garter stitch buttoned cowl kit, complete with knitting needles, yarn, the pattern, the button, and a tapestry needle. The shop owner asked for a few extra kits to stock her shelves, and a business was born! At first, I sold Kari’s Kits through Etsy (thespinninghand.etsy.com) and at craft shows. I met Jason Baum, director of membership for AFCI, at Maker Faire in Queens! I soon became frustrated, though, at how much work and time away from home the craft-fair circuit demanded. I also felt like Etsy had some limitations. I couldn’t store blog posts on my Etsy shop, for
example, and I couldn’t sell kit subscriptions. So in 2016, I enrolled in a websitebuilding course. In seven intense weeks, I learned to use Photoshop and built kariskits.com, using WordPress and HostGator. Having creative control and the ability to make updates whenever I like is very important to me. I’m proud of the product development we do at Kari’s Kits. Invent, validate, improve, iterate – our kits are always being tweaked and revamped. In 2017, I started the Insider’s Club: a core group of customers who review three products each over the course of several months. Insiders test patterns, rate and review the yarn and the project itself, and provide feedback via surveys and e-mails. I charge a membership fee to defray the cost of shipping and materials. My Insiders love the special treatment and the chance to try products before they go to market. They send photos of works-in-progress and brainstorm creative ideas that I’d never think of myself. This year, I’m so excited to introduce a subscription community called Knitters Unwind. Knitters Unwind lives at the intersection between crafting and mental health. During the customer validation process in spring 2018, I heard again and again that women knit for relaxation, for meditation, for therapeutic benefits. They expressed a strong desire for deeper, more meaningful
connections in their lives; a consistent creative outlet; and a safe space to share their struggles and successes in knitting and in life. This summer, Knitters Unwind will begin in beta mode with 14 charter members. Membership will open to the larger community in fall 2018. To learn more about Knitters Unwind, please e-mail me at thespinninghand@gmail.com. Can you tell by reading this article that I absolutely love building a business? I love all of it – website development, SEO, trend research, product development, customer validation, market research, writing sales scripts, making sales calls, sourcing materials, Facebook marketing, and so on and so on. Funny – none of that is the core work of design and knitting that I’ve loved for decades! It’s exciting to learn new skills and grow – when it’s something that fascinates you. My dream is to build Kari’s Kits and Knitters Unwind to the point where I can step back from my day job and dive into the creative businesses full-time. In fact, I’m writing this article in a hotel room in Oxford, UK. I’ve just come back from a business dinner. During the day, during long team meetings, I’d most certainly rather be back at home building my business! I feel so lucky to be able to build a business around my full-time day job. AFCI has really expanded my idea of what is possible.
A note on the photograph: The newest addition to the jumbo yarn market is Fair Isle Yarn’s Three Sisters, shown here in Sandstone. Photography: Matt Peyton. Model: Kari Capone. Gradient • Summer 2018
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FEATURE
UPDAT E
Unveiling our Plans for the Inaugural Hudson Valley
CRAFTING
FESTIVAL
By Keri Cunningham, Senior Director of Marketing & Research, AFCI
On land that once hosted the most innovative artists in rock music, creatives and crafters will gather at the Bethel Woods Center for the Arts on September 29-30 for the inaugural In the MKNG festival. The legendary Hudson Valley site hosted the 1969 Woodstock Music and Art Fair. Though slightly less than “half a million strong” are expected to attend this new arts festival, it will be another one to remember. In the MKNG will showcase DIY creativity, imagination and inspiration. More than 150 vendors and 10,000 attendees will celebrate crafting, creativity, and collaboration over two days. Hands-on demonstrations, interactive exhibits, workshops, celebrity creators, food trucks, and live music will be just some of what can be experienced at In the MKNG. 10
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The Vendors Every type of DIY creative activity is going to be represented at In the MKNG, from paper to needle crafts, to party and celebration and everything in between. Plus, the festival is attracting new companies to the Association For Creative Industries (AFCI). NUNA KNITS (nunaknits.com), founded by Peggie Ehlers, is a lifestyle experience of locally sourced yarns, hand spinning, manufactured farm-to-fashion sourced garments, socks, wool accessories and more. Creations & Libations (creationslibations.com) is a fun paint-in-the-dark experience with glow paint and glow jewelry founded by Carissa Doig, born from her desire to start her own
business while facing Multiple Sclerosis. Blu Arlan (bluarlan.com), founded by creative guru Toni Sweisford, was created as a way to provide educational, trend-savvy DIY projects, instructions, patterns and techniques free to the creative community. You’ll also see your favorite AFCI member companies showcasing and selling their products and services. Design Master, DecoArt, Happy Crafters, Coats, and more will have activations in the form of hands-on activities, creative influencer meet and greets, and awe-inspiring displays to keep people busy and engaged during the event. A full list of vendors can be found on www.inthemkng.com. Low-cost vendor space is still available and
S is t e r
can easily be reserved by calling (201) 835-1200 or emailing sales@ inthemkng.com.
The Music Headlining the festival is the band, Sister Hazel comprised of five gifted, seasoned musicians whose well-spring of natural talent has been called “one of the Top 100 Most Influential Independent Performers of the last 15 years” by Performing Songwriter Magazine. Their song “All for You” is one you know and topped the adult alternative charts during the summer of 1997. The success of that song propelled their album
to platinum status. The band continues to host annual events like “Hazelnut Hang” and “The Rock Boat,” a cruise featuring nonstop opportunities for fan and artist interaction. In addition to events and touring, the band also gives back with “Lyrics For Life.” Founded by singer Ken Block and the Band, the charity unites musicians and celebrities for concerts and auctions to benefit cancer research and patient-care charities. Other performers on tap for the two-day festival include the following. Wild Planes, a pop/rock band based out of New York City labeled as a fun band with an unmatched
Hazel
energy and a big personality. Blending elements of pop, rock, funk and R&B, Wild Planes is creating timeless music that everybody will enjoy. Lauren Davidson, a CMA (Country Music Association) singersongwriter based in New York City/ New Jersey. She has become a popular and much-loved name on the regional country scene, and has opened shows for some of today’s biggest country stars including Old Dominion, Justin Moore, LOCASH and more. Don’t Believe in Ghosts is an alternative rock band from New York City. Their sound is modern and edgy with a passion for infectious melodies and gritty, energetic arrangements. The group Gradient • Summer 2018
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brings a brand new outlook on music, setting the bar higher and blurring the lines between different genres and ideas.
to families impacted by the critical illness of a child. Icing Smiles will be at the festival spreading their mission.
The rest of the music lineup is listed at www.inthemkng.com. All of the concerts are free with the price of admission.
Pets Alive is a no-kill animal rescue located in the foothills of the Catskill Mountains. Their mission is to improve the lives of companion animals everywhere by any means possible, including rescue, adoption, advocacy, collaboration, intervention and education. Stop by to adopt a pet or to see how you can get involved. Charity participation is free of charge. If you have a charity that wants to be represented, contact Keri Cunningham at (201) 835-1229 or email kcunningham@afci.global.
The Charities There is no other industry in the world more giving than the creative industry. The kindness and generosity of brands and individuals will be represented at In the MKNG. Icing Smiles is a nonprofit organization that provides custom celebration cakes and other treats
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The AFCI Creator VIPs The creative industry’s most talented and influential makers will be spreading the festival love leading up to and during the event. AFCI Creator VIPs have at least 10,000 page views per month on their blog or social media handles, and are available for hire to promote your brands, enhance your activation and drive traffic to your vendor space. You may even get the chance to take a selfie or two with one of these creative superstars. Ann Strecko Koeman of Annmakes® loves making stuff and sharing that passion with others through her growing Pinterest page, YouTube channel,
and Blog: Annmakes! As a Mixed Media Artist, Designer, Influencer, and Digital Content Creator, she plays every day with many amazing products from numerous companies and shares information and projects with all her viewers. The viewers and followers of Annmakes appreciate her honesty, down to earth style, and sense of humor in every video and post. Whether she is doing a Product Demonstration, a Review, a Shopping Haul, an Easy DIY, or an Elaborate Project! Seth Apter is a mixed-media artist from New York City. You can find his work in galleries and on the pages of many books and magazines. He teaches internationally, has published several books and workshop DVDs with North Light Media, and has product lines with StencilGirl Products, Impression Obsession, PaperArtsy, Spellbinders and Emerald Creek Craft Supplies.
Bring In Those Coveted First Timers & Never Before Happy Customers! People who’ve never been inside an art store will come to yours because of Bob Ross --be sure you have what they’re looking for.
Bob Ross Distribution a division of Bob Ross Inc.
Erin Reed has been crafting since she was a little girl and now loves to help create and develop products and samples for various manufacturers. She is a lifestyle crafter that focuses on home decor, cards, ATCs, scrapbooking, art journals, party supplies, handmade gifts, kids crafts, and altered items. Her passion to help educate the world to enjoy and have fun with crafts is evident in the content she shares daily on her social media channels. Tamara Kelly is the owner, designer, author, and blogger behind Moogly. Tamara has been crocheting for more than 15 years, and designing professionally since 2011, so it’s no surprise that Moogly has become a powerhouse in the crochet and crafting world, with fresh modern designs, top-quality video tutorials, fun giveaways, and an annual crochet-along that draws followers from around the globe. For a full list of your favorite Creator VIPs, visit www.inthemkng.com.
Join the Adventure In The MKNG promises to be a spectacular event and we want you to be part of the fun!
Our Summer release will have you and your customers shell-ebrating summer paper crafting! *New stamps, dies, stencils, paper pads, and inks shipping to our retail partners now! www.pinkandmain.com
Visit www.inthemkng.com to purchase a ticket or learn how your business can participate as a vendor, sponsor or volunteer. You may also contact us at info@inthemkng.com or (201) 835-1231.
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FEATURE
FESTIVAL
FEVER Why Americans Love Live Events By Kristen Farrell, Manager of Marketing & Public Relations, AFCI According to Eventbrite, which is one of the largest event technology platforms, 78 percent of Americans attended a festival, concert or cause-related march or rally in the past year. This statement is especially true for Millennials with 75 percent of the country’s largest living generation choosing to spend their money on an experience over a tangible product. (1) This is why more brands than ever before are investing in experiential marketing. Experiential marketing is a tactic for selling products and services through activities that engage consumers. Rather than making crafters passive recipients of your ad or email, experiential marketing makes crafters active participants in your marketing campaign and allows them to develop a personal relationship with your brand. Have you organized a make-n-take or craft competition at a retail store or a local craft fair? If so, then you’ve already used experiential 14
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marketing to drive interest in your company. One of the most significant benefits of participating in a live event is cutting through the email clutter. According to the Radicati Group, a provider of quantitative and qualitative research on email, an estimated 269 billion emails are sent each day. Furthermore, DMR, a curator of statistics, reports approximately 50 percent of emails are considered spam. (2) As a business owner and consumer of products, you can relate to your customers about how easily messages can be overlooked. The amount of noise decreases when you engage your customers in person.
There are more benefits of experiential marketing, especially at an event like In the MKNG™, AFCI’s new outdoor festival that celebrates creativity, imagination, inspiration and the art of making in its many forms. I spoke to a few vendors who are participating at In the MKNG, who shared their experiential marketing plans and how they’ve found success by participating in direct-toconsumer events.
Creating Real Connections AFCI Professional Maker, Natasha Dzurny is the inventor of TechnoChic™ tech-craft kits: kits of craft supplies and
Hudson Valley Spotlight Did you know? Paper House Productions is located about 75 miles from Bethel Woods Center for the Arts, which is the venue for In the MKNG. Paper House Productions is proud to be part of the Hudson Valley, which is steeped in history, natural beauty, culture, and a flourishing foodie scene; all of which has inspired artists, writers, and crafters alike to call it home.
Inspiring Consumer Generated Content
DIY electronics, which Dzurny describes, are used “to make awesome, educational and totally rad projects.” “I’ve been showing and selling my kits at events for about three years, and have tried all sorts of ways to engage and interact with my customer base in person,” says Dzurny. “As a designer, showing my products in person lets me see and hear real reactions to what I’ve created – and it feels great to see the joy and excitement as creators build their projects. Plus, it gives me a chance to chat with potential customers about what they like in a no-pressure setting. I can ask why they chose a certain color or what they would love to be added to the product. This in-person
connection is way better than any focus group or online survey.” Gretchen von der Lieth of Paper House Productions, an AFCI Supplier of stationery products, agrees. “We love making creative, fun products that our customers love to use to express their own creativity. Meeting consumers face-to-face, hearing what they have to say, and gaining valuable product feedback is so important. It energizes us! We want to give our customers something more meaningful than a sales pitch; we truly want to connect with them. We love the crafting industry, we are passionate about our products, and we want to share that with everyone we meet, since we know that highly-engaged customers buy more and are more brand loyal.”
“Events are a goldmine of easy, interesting content,” says Dzurny. “When everyone’s having a good time, fans love to talk about my products, share their experience online, and are excited to be featured in social media posts too! It’s also a great way for online followers to feel connected to the event even if they couldn’t be there (or create some FOMO). I also use it as a prime place to grow my email newsletter list; in fact, over 50 percent of my list has come from in-person sign-ups at events!” Socialization and the desire to share experiences is another reason why so many Americans have festival fever. Again, this statement is true especially for Millennial parents. Eventbrite reports that more than half of Millennials are parents, and that Gradient • Summer 2018
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61 percent of those Millennial parents attend live events so they have things to share on social media. 1 Getting people to talk about the brand is one of the opportunities Nicholas Hankins of AFCI Supplier, Bob Ross Inc. sees at In the MKNG. “In the MKNG promises to be an exciting new festival, which we feel will provide a marvelous opportunity to connect with people from all walks of life and offer them a flavor of the joy found in being creative. Our hope is that this newfound joy will be shared with their friends, family and colleagues, reaching new people and continuing to spread Bob’s quiet and kind message of, ‘you can do it!’”
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Making It Interactive Paper House Productions is sponsoring a craft competition on the Creator Stage at In the MKNG, which will test the abilities and versatility of all the contestants. Von der Lieth shares, “Similar to popular cooking-show formats, our Mystery Creative Challenge will have 10 qualifiers competing in a speed round to narrow the field until two finalists remain. The most creative, resourceful, and quick-thinking crafter will win!” “This competition is sure to be a fun, creative, and inspiring way to engage the crowd, as well as a great way to connect with consumers,” says von der Lieth. “Not only will the audience
learn some tips and tricks about crafting along the way, we will have random giveaways to audience members, and the winner will get a whole lot of free product. Who doesn’t like free stuff?” Giveaways and teaching new skills are excellent ways to make a brand activation memorable – and it’s possible to do on a small budget. “Even on my small budget, I create an inviting booth by decorating it in a style that matches my brand and the products I’m featuring,” shares Dzurny. “I always like to have a big ‘statement’ piece, like gigantic paper flowers or a 6-foot
inflatable unicorn to draw the crowd in and get them in the mood to have fun! “To create a rewarding DIY activity, my booth design features the smallest possible pointof-sale where customers can actually browse and buy my kits. That leaves the most room for an engaging and interactive experience. The interactive space is where makers build either a Flashy Flower or Blinky Bow Tie, which are single light-up projects from one of my kits. By creating a DIY experience, it creates a small crowd around my booth, which in turn draws more people in to see what the crowd is looking at! The instructions for the activity are shown on video monitors that grab the attention of passersby and make the building experience easy to follow (without explaining what to do to each attendee – that would be exhausting!) “Finally, I set up a photo backdrop and props so that there is a designated place to share what you’ve made, and invite makers to follow me on social media and sign up for my email newsletter.” For Bob Ross, simplicity is at the core of everything they do. Hankins shares, “Bob has a lasting legacy of engaging and encouraging would-be creators to pick up a brush and put paint on a canvas with a simple philosophy: ‘This is painting for anyone who has ever wanted to put a dream on canvas.’ I think Bob knew that millions of people harbored a desire to try painting and enjoy a creative outlet. The effectiveness with which he made painting a ‘safe’ activity by eliminating the fear that first time creatives experience is still evident with each airing of his PBS Television series, “The Joy of Painting.” We’re very excited to perpetuate Bob’s desire to share his joy of painting by inviting new and experienced painters alike to paint along with us at In the MKNG.”
Festivals are a great way to engage your end customer, increase sales and grow your customer base. As with any marketing campaign, developing an experience at a live event takes time and preparation. But the return on investment can be worthwhile. If you get stuck in a rut along the way, remember as your Association, AFCI is here to help you! And remember what Bob says: “You can do it!”
Become a Vendor In the MKNG was born out of a desire to inspire creativity across demographics and generations. At its core, In the MKNG is an outdoor festival that celebrates creativity, imagination, inspiration
and the art of making in its many forms. It’s a gathering of 10,000 people who love to make, DIY, create and craft, including makers themselves who share and sell their work there. The event includes live demonstrations, interactive activities, charity involvement, food, music and a lot of family fun! Contact us to discuss how a supplier, retailer, designer or maker business can participate. Email sales@inthemkng.com or call Nadine Schwartz at (201) 835-1203, or visit www.inthemkng.com for more information. Sources 1 https://www.eventbrite.com/l/ millennialsreport-2017 2 https://www.lifewire.com/how-manyemails-are-sent-every-day-1171210
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FEATURE
G N I T E K R A M T N E T N O C
Creating and Managing an Effective Content Marketing Program 18
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by Sandi Rosner, Stitchcraft Marketing
Festivals and consumer events are a terrific way to introduce new customers to your company. The opportunity to touch and try your product can be just what the maker needs to finalize the decision to buy. But how can you maintain this new relationship when the festival is over? Of course you’ll collect email addresses at the event. But in this era of information overload, you and your customers are bombarded with marketing messaging nearly every minute of every day. Much of our time on email, social media, or web browsing is spent filtering, consuming, and discarding marketing messages of one kind or another. How can your business stand out from the crowd? How do you ensure that your messages aren’t drowned out by the noise? Content marketing focuses on delivering messages customers want to hear to those who want to hear them. The Content Marketing Institute defines content marketing as “…a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.” This differs from traditional marketing techniques. Instead of a barrage of scattershot messages pitching your products or services, you are providing information your prospects and customers find useful and relevant. With effective content marketing, your customers will anticipate and welcome your messages. How do you create and manage an effective content marketing program? In this article, we’ll give you an overview of the steps involved.
audience. If you don’t have a clear idea of who your customer is, how can you anticipate what content will be considered valuable to them? Spend some time developing a detailed description of your target audience. Resist the temptation to define your potential customer too broadly. For example, “anyone between the ages of 18 and 65” is too broad a group to address effectively. Consider breaking that down into more specific profiles. “Active mothers under 40 who enjoy crafting with their kids and watching HGTV” is much more useful for visualizing your customer.
Create Compelling Content Decide what form(s) you want your content to take. Blog posts? Video tutorials? Inspirational images? Free patterns and howtos? Whatever form you choose, be sure your content reflects your brand and is optimized for SEO. Quality counts! Every piece of content may be a potential customer’s first introduction to you and your company. If you feel the need to apologize for the quality of a piece of content (poor photography, questionable taste), don’t use it.
Distribute Your Content Through Social Channels What social media channels are most appropriate for the promotion and distribution of your content? Where is your target audience likely to be found? Each social media platform requires a different strategy for success. Be sure to maximize your efforts by following best practices for Facebook, Pinterest and Instagram.
Who Is Your Customer?
Building Your Tribe With Newsletters
An essential element of content marketing is a clearly defined
When consumers opt-in to your email list, they have specifically Gradient • Summer 2018
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asked for more of what you offer. What could be better than that? The people on your email list are your richest source of potential sales. Once customers have joined your list, reward their trust by producing a newsletter worth reading. Consider segmenting your list so you can deliver content specifically targeted to that customer’s interests. Has enrollment in your list stagnated? Consider using a lead generator to introduce interested consumers to your company. Continue the conversation beyond regular newsletters. Consider using an auto-responder to generate an email (or series of emails) in response to specific customer behaviors.
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Putting the Plan Into Action Your content marketing plan will not be effective if it isn’t implemented consistently over time. That means your plan must include manageable steps and a workable timeline. Many content marketing efforts start with a bang, then quickly fizzle as the daily demands of running a business push your marketing plan to the side. Don’t let this happen to you! Be realistic about how much time you and your staff can devote to content creation and distribution. Set aside time on your calendar to develop and update content. If you don’t have the skills in-house to create content you’re proud of, outsource this work to a trusted
marketing agency or freelancer. Use scheduling tools to automate social media, blog posts, and emails. Once the initial plan is in place, you can manage a good content marketing program in as little as 30 minutes a day by breaking the execution into specific tasks. Consistency is key: when your calendar says you’re going to spend 30 minutes every Wednesday morning scheduling social media posts for the next week, you’re more likely to get it done. When resources are limited (and when are they not?), aim for quality content over quantity. Remember, you want your customers to anticipate and welcome your messages. A helpful, informative email newsletter once a week will
generate more revenue than daily social media posts with little real content. How will you know if your content marketing plan is effective? Identify some Key Performance Indicators (KPIs) to help you quantify the impact of your efforts. Is your audience growing (more followers, more views)? Is engagement growing (more likes, shares, comments)? Did content which featured a specific product result in increased sales of that product? What paths are customers taking to your website? Remember to track these numbers over time. On any given day, you’re just seeing a snapshot – long-term trends are a better reflection of what’s working and what’s not. In addition to overall impact, monitor the performance of specific pieces of content. Which
blog posts or videos are viewed most? Which website pages get the most visitors? This will tell you what your audience finds most relevant. Of course, the best KPI is revenue. All the Facebook likes and Instagram hearts in the world mean little if no one buys your product or service. When followers back up those clicks with actual purchases, you’ll know your content marketing has hit the spot. Stitchcraft Marketing can help you jumpstart your content marketing plan. Our 5-module, self-directed online course is
designed especially for crafty businesses. Each of the 20 lessons will lead you through a phase of planning and executing your content marketing program. You’ll get exercises and checklists as well as advice on technology tools to help you define your strategy. Our private Facebook group only for participants will provide support from other members, as well as consulting and feedback from the Stitchcraft Team. You’ll get sample timelines designed to help busy people keep their plans on track. And all of this material has been developed and proven by successful owners of craft businesses.
The course is available at www.stitchcraftmarketing.com/onlinecourse. Contact Leanne Pressly at leanne@stitchcraftmarketing.com if you have any questions about the course.
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TRENDING
Trends
Hot Consumer By Keri Cunningham, Senior Director of Marketing & Research, AFCI
to Watch this Summer
Ice cream colors I scream, you scream, we all scream for ice cream hues! Lilac, sky blue, mint green, light shades and blush tones reminiscent of ice cream are hot in home décor and fashion. They work well alone or together; mix up the colors to suit your taste!
Sidewalk chalk art
Knotted plant hangers If you’re one of the millions of people who watch HGTV’s “Fixer Upper,” you’ve seen the Magnolia Farms’ macramé plant hangers in at least one of the beautiful reveals. Plants hung with knotted rope are popping up everywhere, and DIY tutorials are plentiful. From cotton cord to paracord, people are bringing back ’70s home crafts and filling their living spaces with stylish knotted plant hangers.
Decorated kicks Pinterest is also showing an increase in searches for embellished women’s sneakers. Whether you prefer pom poms, glitter or hand-painted accents, revive your boring old sneakers with a little extra “kick” this summer! 22
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According to Pinterest, searches for sidewalk chalk art are up 170 percent compared to a year ago. When searching, you’ll see that the possibilities are endless! Watch your kids cruise around your handmade chalk roads on their bikes and scooters, DIY some chalk paint or create some innovative outdoor chalk board-games to keep their little minds active. Everyone needs to check out the amazing chalk illustrations on Pinterest. If you have artistic ability, you’ll be able to capture some creative photos that will definitely get your Facebook posts a lot of love.
DIY
Paint Poured Sunset Pill Box Technique Products Americana Acrylics Sunset Colors • Bright Yellow • Bright Orange • True Red • Raw Sienna • Lavender • Aqua Sky Mountains • Raw Sienna • Aqua Sky • Burlap Silhouette • Lamp Black
Provided by DecoArt
Step 2
Step 5
In pill box wells 1 and 2, layer Bright yellow with all of the sunset colors.
Create a “Mountains” pattern (see example below) and mask off the design with freezer paper and tape. Dirty pour the mountain colors, letting the paint drip vertically. Let dry.
In wells 3, 4 & 5, layer Bright Orange with all the other sunset colors. In wells 6 & 7, layer True Red with all the other sunset colors.
Supplies • • • •
Pouring medium • Cups Canvas (12 x 24) • Craft Sticks Freezer Paper • Pill Box Masking Taps/Painters Tape
Step 1 Pour all sunset colors into individual cups. Add equal parts pouring medium and stir.
Step 3 Pour the paint on to the canvas, letting it stream down until the entire canvas is covered.
Step 6 Create a “Mountain and Tree Silhouette” (see example below) and transfer it to the canvas. Use a paint brush to paint the silhouetted mountains and trees in Lamp Black. Use a pouncing motion to paint the leaves.
Step 4 Let it dry.
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FEATURE
UNDER THE
By Lynn Lilly, Craft Box Girls
INFLUENCE
Is your brand under the influence? In the last few years, there has been a shift in how consumers react to advertising and make buying decisions. Print ads, billboards and mailers are no longer king, and word of mouth isn’t just making a recommendation to your neighbor, but rather sharing a project, product or opinion with your social community. With the click of a button consumers can share with thousands! Consumers are flipping and scrolling past the product-driven ads, but they are clicking, watching 24
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and listening to interesting and entertaining content that provides value outside of just a product recommendation. Even the traditional forms of advertising mediums are making the shifts. Magazine ads are becoming mini how-to projects featuring the advertisers’ products, or tips and tricks from an industry expert. Television commercials are turning into mini stories and quick recipes. As this new consumer behavior starts to evolve, some brands and retailers are at a loss for how to engage and build relationships with consumers.
Here’s one thought that can help you change your perspective and advertising game – Consumers no longer search for products; they search for ideas/projects/inspiration and are now discovering products through this content. How do you get in on that content game and how does that help grow your sales and build brand relationships with consumers? In comes the biggest buzzword: influencers! Influencer relationships come in many different forms and can be one
Here are some standard ways to work with of the best tools to connect with consumers, build a trustworthy brand and grow your business. What exactly is an influencer? An influencer is a person who has an above-average influence over a select audience. This influence can be through social media connections, associations, connections to media outlets and teaching roles. There is often an assumption that an influencer must have thousands of social media followers, but also consider the power of an influencer who reaches thousands of people through television, contributes to multiple digital and print media ads, or one who teaches niche skills to hundreds each month. Finding the right influencers to work with is the key to a successful relationship.
How to Work With an Influencer As consumers shift their buying habits, and content is becoming the golden ticket to connecting with them, influencers can be key in helping you bridge this gap. Influencers already built an engaged audience that trusts them and their recommendations. Their audience is already coming to them for creative ideas and recommendations. Creating a content marketing strategy with influencers will help you build brand equity, get in the content game, grow new brand loyalists and ultimately grow sales.
influencers: • Sponsored Blogs, Videos, Social Media Posts • Television or Live Broadcast Endorsements • Event Activations/Hosting • Social Media Take Overs • Product Consulting • Ambassador Programs • Product Sampling/Testing instructor or spokesperson fulltime, and it is important for brands to recognize that this is a job, and most jobs don’t pay in cupcakes and glue guns. As much I love free products, they don’t pay our studio rent, my staff’s salary or my mortgage. As an influencer, it can be frustrating to continuously have to remind brands that this is my 9 to 5 (on short days) job. Just like you would plan your budget for print ads, mailers or billboards, you need to add a budget line for influencers. Influencers come in all varieties of the pricing spectrum. There are ones who are new and willing to take a free product and share it with their audience, but know that
you will not get the same results as an influencer with an audience of 100K. Simply, you get what you pay for and embrace that with a positive relationship of growing together. Remember: beginner influencers will not be beginners forever and will probably share a strong passion for the brands that believed in them from the start. Keep in mind that big numbers don’t always mean the most; some influencers might have a smaller following but have an amazingly engaged audience and that can be very valuable. It is important that you do your research before reaching out to an influencer to understand his or her quality and level. Start the relationship on the right foot by making sure the compensation proposal is based on his or her experience and the amount of work you are requesting. Once you are working with an influencer, remember you hired this person because he or she is creative and understands the audiences, so give him or her creative freedom. You can still control how the influencer
How to Have a Successful Relationship With Influencers An influencer/brand relationship needs to be beneficial and fair for both parties. Most influencers work as a blogger, content creator, Gradient • Summer 2018
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represents your brand/product, but let the expert put their creative genius to work for you! One of the biggest mistakes brands make is to let the influencers do all the marketing. You might be thinking, but I’m paying them; they should do it all. They should do all the marketing to their audience, but you should 100-percent be marketing the content they create to your audience. Share it, re-share it, and shout it from the rooftops that you are working with an influencer. Your current customers want creative content and this helps to strengthen your relationship with them. It also builds brand equity and recognizes you as a premier brand that is partnering with industry experts.
Brands often make the mistake of thinking of influencer relationships as one-off engagements with one sponsored blog post or one hosted event. Research shows that a consumer needs to see or hear something three to five times before making an action. Keep this in mind when you are structuring your deal with an influencer. From the initial engagement with an influencer, it is important to think about how the relationship could evolve. How can this influencer truly become a lifelong brand partner? You might start with engaging this person to write one blog post, but what if he or she could become your product tester or be an outside voice if you are rebranding? How can you make influencers feel a true
Being a maker is fun business! You thrive on the ‘Oh, I can do that!’ feeling. In a pile of gathered materials you see endless possibilities. We see endless possibilities too! Our sprays change the color of both delicate and durable surfaces…even fresh flowers! Choose traditional coverage, a blush of color, or use easy techniques to craft rich patinas. And, Design Master sprays are fast drying, creating more time for ‘I did that!’ smiles.
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connection with your brand so that they are talking about you after the post? I always try to build long-term relationships with every brand we work with. As we secure longer-term partnerships with brands, I will pop those brands products into television segments or live broadcasts to show some extra love and that is all earned, non-paid endorsements as a benefit of building a partnership with my company. Influencers often see the consumer differently than a brand because they are consumers. They can recognize ways in which your brand is being misinterpreted or new creative ways to use your products for their audience segment. They are good at discovering your needs from an
outside perspective. About a year ago, we noticed a lot of our clients complaining that their company didn’t have the resources to create high-quality videos for their platforms, and they wished they had the quality of content we were creating. As a craft and DIY influencer, I have a pulse on the consumers and marry that with our in-house video production team. We launched a content agency (CBG Media Group) to give brands creative, high-quality content that was completely white labeled for their brand. We are solving this problem for small companies to international consumer product companies. What problem could an influencer help you solve and take your
business to the next level? Influencers not only offer the ability for a brand to reach an engaged audience through their
trusted source, but they can become a true partner to your business. Isn’t it time you were under the influence?
Lynn Lilly is the founder of the creative lifestyle website and Apple TV app, Craft Box Girls, and author of Screen-Free Crafts Kids Will Love (Ulysses 2016). The DIY television personality and founder of National DIY Day, has a passion for making crafting and DIY easy and fun for the average person. Lynn and her team have built a multiplatform creative lifestyle brand and continue to be on the forefront of content marketing. They work with top brands like Michaels Stores (Lynn is a Michaels Maker), Brother International, Teva, Paper House Productions, Amazon, Marabu, Bernzomatic and FabFitFun. When Lynn is not whipping up her next popular craft or prepping for her weekly television gig, she is laughing with her baby girl and enjoying life with her husband and their three dogs.
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THE SHELF
With Twist Ties by Art Impressions, the stamp images and dies align with the card edges to create interlocking animal hugs. There are four new designs featuring Flamingos, Elephants, Giraffes, and Dogs. They also offer a Twist Tie Card & Envelope 8-pack for the perfect card bases to get you stamping in no time. artimpressions.com
Tippi Micro Gel Grips from Lee Products improve speed, control and grip; reduce hand fatigue and deters licking fingers. They are acid, PVC and latex-free, and are perfect for sewers, knitters, quilters, beaders, scrapbookers and other types of crafters. craftersessentials.com, info@leeproducts.com
Removable Glue Dots are a compact way to make planners into a functional work of art. With intuitive easy-tear sheets, removable dots can be placed exactly where they’re needed. Attach photos and other memorabilia instantly. Available in convenient 36 or 60-count poly bags and a 600-count value pack. gluedots.com
The Waxmelter Batik Pen from Witzend maintains a heat of 140º F to melt crayons and all types of wax. A few small chips of wax will draw a long fluid line, and the pen can be tilted to create thicker lines. Includes a removable valve that prevents dripping. 203-393-2397 Busy Bees stamps from Honey Bee Stamps are sweet as can BEE! Both Stamps and Dies are available. honeybeestamps.com
The Coaster Critters clear stamps set from Lawn Fawn works great for a variety of occasions, including summertime, get well and encouragement cards; birthdays and anniversaries. lawnfawn.com 28
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THE SHELF
The color Maroon has been added to the line of COLORTOOL Sprays from Design Master. Maroon is a delicious blue-red that sophisticates many palettes in rich contrast. It’s delicate enough for fresh flower, Styrofoambrand foam, papers and ribbons, but sturdy enough to add color on hard surfaces, too. 800-525-2644, info@ dmcolor.com
It’s all about wild animals and playful die shapes in the latest collection at LDRS Creative. Bursting with cute new critters, crafty dies, and patterned papers, there are loads of fresh, crafty supplies that will kick-start summer projects. ldrscreative.com
Wendy Vecchi Make Art Blendable Dye Inks from Ranger Ink includes 12 classic Wendy Vecchi colors. Blendable Dye Inks are ideal for creating backgrounds, stamping, and stenciling. They are easy to use with the Ranger Mini Blending Tool for backgrounds or the Detail Blending Tools for shading and stenciling small areas. rangerink.com
Coming this September from Walter Foster, Painting with Bob Ross introduces artists to the basics of painting landscapes. With step-by-step art instruction from Bob Ross himself, artists of all ages will love his “happy accidents” approach to a sometimes challenging subject matter. quartoknows.com
New Mermaids and Coffee stamps from Pink and Main feature beautiful mermaids who love coffee! There really is something for everyone who wants to create for the summer season. pinkandmain.com, info@pinkandmain.com Gradient • Summer 2018
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Tell our advertisers you saw their ad here.
American Orthopedic..................................................................................... www.theraglove.com............................................. 30 Art Impressions......................................................................................... www.artimpressions.com............................................. 20 Bob Ross Inc............................................................................................................. www.bobross.com.............................................. 13 Chase Products Co..................................................................................www.chaseproducts.com.............................................. 21 Design Master Color Tool...................................................................................www.dmcolor.com..............................................26 Glue Dots Int'l.. ....................................................................................................... www.gluedots.com.............................................. 16 Honey Bee Stamps LLC...................................................................www.honeybeestamps.com.............................................. 27 Lawn Fawn.. ............................................................................................................ www.lawnfawn.com............................................. 30 Lee Products Company.. .............................................................................www.leeproducts.com............................Back cover Little Darlings Rubber Stamps.. ............................................................... www.ldrscreative.com...............................................17 OMEGA DISTRIBUIDORA DE HILOS S.A. DE C.V... ......................................................................................................................... 19 Pink and Main.. ............................................................................................... www.pinkandmain.com.............................................. 13 Ranger Industries................................................................................................ www.rangerink.com.............................................. 12 Spectrum Noir ®, a Crafter’s Companion ® brand.. ............. www.crafterscompanion.com.............. Inside front cover Stitchcraft Marketing.. ................................................................ www.stitchcraftmarketing.com..............Inside back cover Strategic Search Solutions............................................. www.strategicsearchsolutions.com.............................................. 19 Witzend Workshop LLC............................................................................. www.twisteezwire.com.............................................. 25
To reserve your ad space in the next issue (Fall) of Gradient Magazine contact Darlene Ryan by August 3 • 315-789-2475 • darlene@fwpi.com
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Sick and tired of trying to figure out social media? MAGIC WAND for Social Media
With 5 modules and 20 lessons plus worksheets, guidelines, consulting and a private facebook group, you’ll gain all the knowledge and confidence to master content marketing like a pro in just 30 minutes per day. Stop by the education theatre for our presentation on planning your content marketing strategy: Saturday, June 16th at 11am. Easier than pulling a rabbit out of a hat!
www.stitchcraftmarketing.com/onlinecourse