CIT Winter 2013 by Fahy-Williams Publishing

T H E C R A F T & H O B B Y A S S O C I AT I O N M AG A Z I N E

WINTER 2013

Face TO

FACE

Tim Holtz talks about • discovering creativity

• inspiring your customers and

• absorbing it all at the CHA Winter Show

contents

Winter 2013 12

CHA Young Executives

Meet some of the industry’s young professionals who offer their insight on the importance of networking.

Lose Customers – Here are 10 Ways

4 Speak Out

Customer service expert Michael Bergdahl offers tips to prevent practices that drive customers away.

6 The Buzz

The Invisible Man

What changed Tim Holtz from “anonymous merchandiser” to “craft industry rock star.”

In Every Issue Facebook Ads: 10 Tips to Make More and Spend Less

8 Industry News

Visit Craft Industry Today’s Advertisers at the CHA Winter Show

11 Trend Report Crochet and Lace Homespun Trends

24 Do-It-Yourself Tussie Mussie Treat Cones by Jennifer Priest

26 Chit Chat How to Network on the Trade Show Floor

30 New Products

32 Creativity Is Our Business Designer Directory 34 Index of Advertisers

20 2013 Closing Dates

Craft

Winter 2013, Volume 2, No. 1

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Catherine Martell cmartell@craftandhobby.org

Advertising Tim Braden tbraden@fwpi.com Darlene Roberts darlene@fwpi.com

Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA). CHA is an international not-forprofit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about CHA, the value of membership, or its award-winning Conferences & Trade Shows, please visit www.craftandhobby.org.

February 15 2013 New Products Issue June 14 Summer Show Issue September 20 Fall/Holiday Issue The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 www.craftandhobby.org www.CRE8TIME.org Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 www.fwpi.com

Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for non-CHA members is $25 a year. Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207. Copyright © 2013 The Craft & Hobby Association. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.

Craft Industry today • Winter 2013

Speak Out Hope for the Next Generation I loved your article about “teenpreneurs” in the fall issue (“Craft Business Teenpreneurs,” Fall 2012, Volume 1, No. 3). In this age of electronic everything, it was refreshing to read about teens who not only enjoy the art of crafting, but took the initiative and started their own businesses at such young ages. Perhaps there is hope for the next generation after all! Peggy O’Dell O’Dell Writing Services Detroit, Michigan

We want your feed bac

We welcom e you to subm it letters and commen ts on any topi c covered in Craft Industry Today! Please include your full name, co mpany name, phone numbe and address. r E-mail us at C IT@craftandho bby.org; or write to: Cra ft Industry To da y, 31 9 E. 54th St., Elmwood Park, NJ 0740 7; or fax to 201-835-1268 . (We reserve the right to edit letters fo r publication. )

Love for Craft Family Businesses Thank you for including me and Momma Aleene in the Family Ties feature! (“Family Ties: Industry Business Crafting Their Legacies,” Fall 2012, Volume 1, No. 3) It was so cool to read about the history of other companies in the industry. Tiffany Windsor Craft TV host, designer, author, product developer, keynote speaker and founder of Cool2Craft TV Network Los Osos, California

Correction: The Nestabilities Majestic Elements collection referred to in the Fall 2012 Issue (Volume 1, No. 3, page 26) includes unique, intricately detailed die templates that are perfect as single elements or mix-n-match to create 20-plus different options. From Spellbinders™ Paper Arts Co., www.spellbinderspaperarts.com.

TAKE YOUR CRAFT TO THE NEXT LEVEL

www.ImpressArt.com

Winter 2013 • Craft Industry today

CHA booth 733

nd t he World in 80 ...

Visit us at booth 477 Winners of the Innovation Award at the 2012 CHA Show craftattitude.com

The Buzz FACEBOOK ADS:

10 Tips to Make More and Spend Less by Tony Ford, CHA 2013 Technology Expert

Earlier this year, I worked with a local business owner in Tucson to purchase Facebook ads for a promotional event he was running. He spent just under $600. For that price he reached 170,000 people in the city who fit his target demographic, and, on average, they saw his ad 17 times in three days. He made $15,000 in one weekend from the ad. He buys a lot of Facebook ads these days, and continues to drive a large number of customers into his business with them. Purchasing ads on Facebook can build a major increase in fans for your business page, or send traffic to your business. Here are some of the tricks I showed him. You can use these to get a better return on your

1) Target your ads to a “sweet spot” in potential viewers. I look for 50,000 to 100,000 for city ads, or under 800,000 for national spots. Think about your best, highest-paying customers. Adjust age, education and interests to reach more of those. A narrow target audience means better click rates.

2) Test a minimum of five different headlines. These should ask questions, offer value or be intriguing. Read some articles on writing ad copy to get ideas on how to best create these. Use the same picture for all five headlines to test the headline.

3) Once you find a headline that works, test that with at least 10 different pictures. Make the pictures novel, odd or beautiful. Do not use anything blue (it blends in). Eyes, faces, animals and sparkly jewelry (for crafters) seem to do well. Remember to crop your pictures before uploading to avoid pixilation of the final image.

Facebook ad investment.

4) Use the Facebook ads Chrome extension (for the Chrome Internet browser). This software plug-in allows you to quickly create dozens of ad variations and target them to different groups. Without this plug-in it will take you two to three times as long to build a good campaign.

5) Run multiple campaigns, each targeting a different audience. This way you can run 10 to 20 ad variations per campaign. The ad that really drives clicks with knitters will likely be different than the ad that works for people interested in fashion.

6) Use page-post ads (which are ads generated from one of your Facebook fan page posts) to drive people to your fan page. Then use your Facebook “cover” (the banner at the top) to promote your sale or event. This adds more fans, and allows you to double dip with your advertising. You get fans, whom you can market to repeatedly, and customers who buy because of the ad graphic you use for your “cover.”

7) Use page-post ads to get more ad space for a lower price. Page-post ads get more graphic space and more text than regular ads, and they usually cost less because they are CPM, not CPC.

8) Bid high early on. You will rarely pay what you bid because you will beat other bidders at a lower price. But bidding high gets your ads shown and generates data so you can optimize them. You can lower your bid once you maximize your click through rate (CTR). Facebook considers both bid and CTR when deciding which ad to show.

9) Rotate your ads often. If they’re in front of the same audience for more than a few days, the audience will begin to suffer “ad fatigue.” Rotate your ads every few days to keep people interested.

10) Experiment, measure and track. Be sure to use Google analytics or a coupon code for fans to track impact on your sales.

Tony Ford is co-founder of ArtFire.com and principle consultant for Bounce Rocket Media, a new media and social marketing consulting firm in Tucson. Bounce Rocket provides staff training, account management and education for a wide range of firms with a special focus on creative professionals in the art, music and literature space, as well as small business and non-profits. More information can be found at BounceRocket.com.

Winter 2013 • Craft Industry today

Industry News

2012 A LOOK BACK AT

by Mike Hartnett

t was a solid year for the industry in the U.S., despite the slow-growth economy. Most product categories saw improved, if not spectacular sales.

CHA

began the year by naming Andrej Suskavcevic as President/CEO. That was the first of numerous changes: The launch of CHA’s new quarterly magazine, Craft Industry Today • Sponsoring events for its Canadian division • Launching CHA-UK in Great Britain • Increasing the number of webinars for members • Sponsoring member meetings in New Jersey, California, Illinois and Utah • Preparing to launch a new consumer initiative, CRE8TIME • Appointing Sue Turchick, former President of Crafter’s Home and Independent Retailer, as Vice President of Membership • Announcing changes in the site and structure of the Summer Show.

Retailers

Hobby Lobby, Jo-Ann, and Michaels have collectively opened 100+ new stores. After nine consecutive quarters of declining same-store sales, Wal-Mart reversed course and reinstated strong craft and sewing departments in most stores. E-commerce continues to grow; most retailers and manufacturers now sell online, and Amazon greatly expanded its industry-related product inventory. Michaels plans to launch an Initial Public Offering to sell stock were put on hold when CEO John Menzer suffered a serious illness; he later resigned. The retail group Sierra Pacific Crafts continued to expand, and is launching a new program to grow its membership.

Technology & Media

QR codes became commonplace, and Pinterest emerged as a major source of inspiration for crafters – and sales for craft retailers. Industry companies expanded their use of Facebook, Twitter and other social media. Television helped, too. The “Craft Wars” series on the Lifetime network probably boosted sales of various industry products such as glitter, and the numerous cooking shows helped boost interest in food crafting.

Consolidation

Pink Paislee now handles the manufacturing and distribution of Heidi Swapp’s products

Winter 2013 • Craft Industry today

• Canvas Corp. acquired Tattered Angels • F+W Media acquired The Martha Pullen Company and Interweave • Colorbök announced a new partnership with Lazear Capital Partners and acquired the paper crafting business of ANW/Creativity Works and Making Memories • Colonial Needle acquired Silver Needle • C-Thru Ruler, now named Little Yellow Bicycle, sold its non-craft brands to Acme United • Colart Group acquired Letraset • Hampton Art™ acquired KI Memories® • Big Picture Classes acquired Ella Publishing • Warren Buffet’s Berkshire Hathaway agreed to buy Oriental Trading • Annie’s/DRG acquired Country Sampler, the publisher of Country Sampler and Smart Retailer magazines • Speedball acquired the Akua line of professional printmaking inks and accessories • Hampton Art and Jillibean Soup announced a partnership in which Hampton will handle many of the

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operational aspects of Jillibean Soup • Nally Studios will operate the Craft Critique website

Some wonderful friends were lost in 2012, including Pat DeSantis of Simplicity Creative Group • Etta Brown of DecoArt • Robert “Bob” Williams of JW Etc. • Alan Getz of JCA • Artist Thomas Kinkade • Judith Cunningham, formerly of Plaid • Retailer, Vinny Amato • Jim Tierney of Activa • Arnold Grummer of Greg Markim • Peter Gerson of The Gerson Companies • Estelle Kreinik of Kreinik Manufacturing. • Retailer, Evie Rosen, who founded Warm Up America!

Congratulations to iLoveToCreate! winner of the Winter Conference & Trade Show Video Contest. They even wrote their own original song to the tune of Janet Jackson’s “Escapade”! It doesn’t get more crafty than that. To see it, visit www.youtube.com/ craftandhobby.

Bella Crafts Quarterly, a new craft publication, released its first full issue, Winter Journey, in December. The free and downloadable digital magazine is published by four of the industry’s top craft designers (and CHA members): Ann Butler, Carol Heppner, Lisa Rojas and Theresa Cifali. Its Thanksgiving Special Edition in November was number eight on MagCloud’s list of its 15 most-popular magazines.

Craft Industry today • Winter 2013

demonstrate that crafting can be done in small increments of time, and validate that crafting is true “quality time” – one of the best family activities. This awareness campaign supported by the CHA Foundation empowers crafters to recover time and devote it to their particular craft, and to create a place for them to share their experiences. The goal is to get onetime crafters to rediscover their passions, and welcome new crafters into our community, generating an increase in crafting and an increase in craft material sales. As with any campaign, unified participation is critical to success. Get involved TODAY, and help get this movement in motion.

1. Incorporate the CRE8TIME concept into marketing programs you’ve already established. Promotional assets are available for download on www.facebook.com/ groups/cre8time/. We encourage you to customize the assets with your unique message and brand. 2. Upload creative content (how-to videos, project sheets, etc.) to CRE8TIME.org. It should revolve around the CRE8TIME theme,

Winter 2013 • Craft Industry today

3. Make a tax-deductible financial contribution to the CHA Foundation. It is a 100-percent charitable contribution with all proceeds going toward the CRE8TIME initiative. As an official CRE8TIME Supporter, your company will receive recognition for participating in and supporting the movement. Get more information at the CHA 2013 Winter Conference & Trade Show, booth 1437, or contact cmartell@craftandhobby.org.

Celebrity Watch at the Winter Conference and Trade Show Leeza Gibbons, best known for hosting “Entertainment Tonight,” “Extra,” “LEEZA” and “America Now” will join Prima Marketing in booth 1473 to distribute her new book Take 2: Your Guide to Happy Endings and New Beginnings, and present her new Prima scrapbooking line. • Saturday, January 12, 11 a.m. to noon – Meet & Greet for retailers and press • Noon to 1 p.m. – Book signing Mark Montano, designer extraordinaire and TV host (TLC’s “While You Were Out” and “10 Years Younger”) is the prolific author of the number-one bestselling craft books in America. Mark will be signing and giving away his latest book, The Big Ass Book of Bling at booth 2381, Eclectic Products, makers of E6000 Craft Adhesive. • Saturday January 12 and 13, 10:15 to 11:15 a.m. CIT

Trend Report by Rebecca Ludens, Craft Trends Expert and About.com Scrapbooking Guide

Crochet and Lace Homespun Trends

Crafters have been in love with vintage colors, patterns and textures for years. The trend expands this season with crocheted embellishments and intricate laces. The look of detailed, handmade tatting and painstakingly tiny crocheted stitches can now be added in seconds to your paper-crafting projects and home décor. Vintage texture combines with bright modern colors in these Crochet Flowers with fun button centers from Bella Blvd. (MSRP $3.25) “PB&J Time” designed by Megan Klauer

The Crochet Doilies in the Winter Frost collection from We R Memory Keepers come in crisp pastel blues, smoky grays and icy whites. (MSRP $3.99) “She Loves Snow” design by Shemaine Smith

If your store primarily focuses on paper crafters, be sure to include laces, trims and fabrics The Victorian Parlor Line from Colorbök can be used to embellish paper crafts or home décor. (MSRP VP Crocheted Flowers or Pearls and Lace Accents $3.99)

that will add vintage texture to

“B” designed by Colorbök

but can also be used on home

Delicate laces in the Pink Crochet Lace Pack by Melissa Frances complement vintage scrapbook pages, home décor projects and greeting cards. (MSRP $5.60)

décor and quick paper-crafting

“Congratulations” designed by Carolyn Peeler

their projects. Show quick samples such as gift tags and greeting cards. If your base clientele is focused on fabrics and trims, showcase how these embellishments are not only for sewing,

projects such as greeting cards.

Full 12-by-12 sheets of lace, stitched to cardstock from Making Memories, allow crafters to add lace in a variety of new ways including as scrapbook page backgrounds and mini book covers. (MSRP $1.99)

Self-adhesive lace trims from the Jolee’s Boutique French General Collection by EK Success allow you to quickly add an elegant border to pages of a mini book or journal, and more. (MSRP $5.49)

Mini Book designed by Making Memories

CIT

Craft Industry today • Winter 2013

CHA

Young Executives ALYSON DIAS AGE: 32 BACKGROUND: Alyson is the Consumer Experience Director for iLoveToCreate, a Duncan Enterprises Company that’s been a leader in the ceramics arts and crafts industry since 1946. MY YE EXPERIENCE: “One of my YE peers called to discuss the changes I made recently to my team structure. She wanted to restructure hers. Her questions caused me to challenge certain aspects and make additional tweaks. Her perspective of retailing was instrumental in shaping my structure within a manufacturing company.” WHY NETWORK: “Perspective is everything. The larger your network, the more opportunity to gain perspective. I love to bring fabulous people and ideas together to create magic!” ADVICE FOR OTHERS: “My dad always told me to ‘do my best.’ I believe to do that, you have to find a job that you love.”

Winter 2013 • Craft Industry today

CHRIS POTTER AGE: 30 BACKGROUND: Chris is the Media Relations Manager for Xyron, Inc, a leader in adhesive and laminate products. MY YE EXPERIENCE: “The YE group has given me a place to connect and voice my opinions with industry decision makers. It’s a genuine cross-section of the industry and a great ‘think tank’ to help solve concerns of the industry as a whole.” WHY NETWORK: “It’s great to understand the problems and successes of other companies, and to share our own. It is a great way to get to know the people behind the scenes at companies you may never have had the chance to meet.” ADVICE FOR OTHERS: “As the ‘new blood’ of the industry we have the opportunity to shape the industry for the years to come. Get involved and speak up!”

JESSICA GOURSOLAS AGE: 41 BACKGROUND: Jessica is the Vice President of The Creative Network, Inc., an executive recruiting firm with emphasis on the craft industry. MY YE EXPERIENCE: “It has provided me the opportunity to meet members who are early in their careers, identify new contributing leaders and understand fresh, innovative thought processes.” WHY NETWORK: “This industry is very trend- and fashion-forward; it is important that we network so that we are connecting with people and are exposed to new ideas and developments.” ADVICE FOR OTHERS: “Be a part of the process to make a difference!”

In January 2011, the CHA Board formed the Young Executives Committee (YE) to get the next generation actively involved in the Association. Motivated and driven individuals work together throughout the year to gain and share craft industry perspectives and experiences with each other and the CHA Board of Directors. The YE provides valuable insight about the constantly

changing trends of the younger generation. Ideas and concepts generated from this committee have been incorporated into the strategic goals of the Association, including the new CRE8TIME consumer awareness movement. Craft Industry Today had an opportunity to catch up with some of the YE members to hear their experiences and discuss the value they find in networking with their industry peers.

MICHELLE THORPE

REBECA MOJICA

AGE: 38 BACKGROUND: Michelle is the Advertising

AGE: 36 BACKGROUND: Rebeca is the Creative

Sales Director at Annie’s, serving the craft, home decor and nostalgia markets with magazines, catalogs and more. MY YE EXPERIENCE: “The committee provides an outlet in which I can share ideas knowing they will be valued, and build upon others’ ideas, too. They are the basis of the future CHA. It’s terrific to see competitors come together for the greater good.” WHY NETWORK: “Our industry is very relationship centric, it’s one of the reasons I love it. Networking introduces us to new people and the pure benefits that come from friendship.” ADVICE FOR OTHERS: “Get involved. Learn as much as you can from those around you. Craft. Then craft some more. This industry becomes a lifestyle; embrace it and your creative side.”

Guru and owner of Blue Buddha Boutique, the leader in quality chainmaille jewelry supplies. MY YE EXPERIENCE: “I love that we are all highly opinionated and expressive, but very respectful of one another. I feel energized after a brainstorming session with this group, and it is gratifying to see CHA putting into practice some of the ideas we’ve come up with.” WHY NETWORK: “You never know where a connection will lead! The more people you know, the more perspectives and resources you gain, all of which help your business, and you as a person.” ADVICE FOR OTHERS: “Always be open to learning, reach out to others, and beneath it all have fun! Make sure to carve time out for the things you love to do.”

HEATHER MANN AGE: 35 BACKGROUND: Heather is Blogger-inChief of DollarStoreCrafts.com and TheBlueprintSocial.com. MY YE EXPERIENCE: “Being a part of the YE helped me identify a needed service in CHA (blogger marketing), and start a company to serve that need. Now, I’m able to demonstrate my commitment to CHA, and share the perspective coming from the new media side.” WHY NETWORK: “You learn about what each segment of the industry is looking for – from small retailers, to manufacturers of various sizes, to end users who buy our craft products.” ADVICE FOR OTHERS: “Don’t be afraid to become active in CHA. It’s a small friendly pond, so jump in.” CIT Craft Industry today • Winter 2013

10 Lose Customers -

Here are

Proven Ways Isn’t it ironic that it takes years to build great customer relationships, but only moments to tear them apart? Here are 10 ways that can happen – plus ideas to prevent them. The

common thread is staffing great people, then training them properly and retraining them as needed. It also helps to have a company culture that values service over everything else.

Winter 2013 • Craft Industry today

by Michael Bergdahl

1. Broken promises Customers get upset when a company makes promises that aren’t fulfilled – often referred to as “over-promising and under-delivering.” Adopt the philosophy that you will always live up to the commitments you make to your customers. Teach your customer-service team, “A promise we make is a promise we intend to keep … each and every time.” Your company must stand behind its commitments, even when it’s painful and ends up costing you money. Failing to live up to your commitments could end up costing you lost business from several of your other customers, too! Happy customers may tell their entire network of friends how they were treated, another great reason to live up to your commitments.

2. Shuffling the problem We have all experienced the frustration of calling a company with a complaint, then being transferred from one unhelpful person to another. “Customer shuffling” is a nasty practice utilized by some employees to avoid taking responsibility for a customer’s problem. When this has happened to you, do you get the feeling (like I do) that the company doesn’t really care about you, your problem or your future business? To solve the customer service shuffle, your company has to create a clear procedure that each employee must follow in order to address common complaints. When you empower your people with the decision-making authority they need to solve customers’problems, you create positive customer relations. Don’t ever forget that a satisfied customer is likely to return to do business with you again and again, and they’ll have positive things to tell their friends about how they were treated.

3. Poor service attitude We’ve all dealt with people who project the attitude, “It’s not my problem and I could care less.” When I sense this is happening to me, I take action. I assume the employee lacks the empathy necessary to solve my problem, so I immediately ask to speak to a supervisor! I think that’s exactly what most customers do when

that happens to them. For this reason, it’s important to train your team how to respond when a customer has a problem. Establish standards for customer service and deal with employees who are rude, or project an uncaring attitude. The way each of your employees communicates creates a positive or a negative image for your entire business. Often, you get only one chance to make a good impression, so make sure your entire team always projects a great service attitude!

4. Making customers angry I’ve been mad plenty of times when I have had to deal with customer service people concerning product or servicerelated problems. Sometimes my problem is solved to my satisfaction and sometimes it isn’t. When I am still unhappy or angry with the quality of service I received, you can bet I won’t do business with that company again. I suspect you wouldn’t either! Some companies have figured out a way to calm down and satisfy even their unhappiest customers. It’s called staff training. Develop a clear customer service procedure, teach it to new employees, and provide ongoing staff training so your team will be ready to address any customer related concern. Use role playing so everyone can practice.

5. Lack of follow-up You can’t solve every customer-related problem instantly – there are times when you need to research the problem and get back to the customer. There is nothing wrong with explaining that you need time to investigate their problem. Commit to a specific timeframe within which you will get back to the customer with a response. Failure to do so once a commitment is made is like telling them their business is not very important to you. It also sends a message that people in your company lack integrity. If you are going to be delayed in responding, let the customer know. Provide updates as soon as you have them. Customers don’t want to hear excuses! Teach your team to follow this simple standard: “Make commitments, and then follow through on them every time!” Give your customers updates by e-mail, text or telephone!

6. Alienating customers There is an old adage in customer service circles: “The customer is always right!” Those of us who work in customer-related jobs know this isn’t literally true, but when it comes to our customers we must act as if it were! It serves no purpose to argue with our customers, and those who do eventually realize that the outcome is never positive for their business. You may win the argument, but you will often lose a customer. What is one customer worth? If you treat them right you may be able to count on future business and good word-of-mouth advertising. Argue with your customers, and ultimately prove they weren’t right, and you are likely to lose them for life. If you treat your customers poorly they’ll vote with their feet by doing business with your competitors. Adopt the attitude that your customers are always right, and you’re on your way to establishing customer relationships that may last a lifetime!

7. Reaching an impasse We aren’t going to be able to satisfy every customer. Even experienced employees run into difficult situations they simply can’t handle. In these cases, it is critical that your customer service team knows exactly what to do. The best strategy may be to simply listen to the customer’s concern. Sometimes letting them vent calms the situation down and reduces the perceived size of the problem. If an impasse still exists, explain as clearly as you can your company’s policy and why an exception cannot be made. The key is to “seek understanding from the customer, not agreement!” Often, once the customer understands your explanation, they are more likely to accept the decision, though they may still disagree with you. Apologize for any inconvenience, and thank them for their business. By listening and politely agreeing to disagree, your customer will understand the thinking behind your decision. As they leave the store they’ll know you care, even though they may continue to disagree. Craft Industry today • Winter 2013

8. Apathy toward customers Do you know who pays the bills at your business? The rent, lights, gas, electric and even the payroll and benefits? The answer is, of course, your customers. They choose to pay all of your bills by spending their hard-earned money on your products and services. But customers can change their buying habits; they do it all the time. Donâ&#x20AC;&#x2122;t ever forget they can choose to walk away from your business in favor of spending their money on your competitorâ&#x20AC;&#x2122;s products and services. What are you doing to make your customers want to continue doing business with you? Are you giving them a compelling reason? Talk with your service team about the importance of treating all of your customers each day like VIPs!

9. Noncompetitive practices Customers have more options for purchasing products and services than

10. Mishandled product issues

ice people are well trained to sell products and collect money, but less time is typically spent on teaching the importance of service after the sale. Customers learn more about a company from the way it deals with the products they want to return than they do from the way you handled their original purchase. The reality is that you should handle both transactions in the same positive manner. Some companiesâ&#x20AC;&#x2122; restrictive return/services create bad feelings among customers. Show your loyalty to your customers by taking care of them when they have a problem. They will reciprocate by being loyal to your business. Hereâ&#x20AC;&#x2122;s a good rule to follow: Take care of your customers the same way you would want to be treated under similar circumstances.

When customers make purchases, it is easy to smile and thank them. But how does your service team react when customers return their purchases for refunds or replacements? Customer serv-

Michael Bergdahl is an international speaker, author and Walmart authority. For more information visit www.michaelbergdahl.net.

they have ever had before. Everyone has Internet access, and customers use it for comparisons. You, too, should make it a practice to study your competition. Study their pricing structure compared to your own, and make adjustments accordingly. Donâ&#x20AC;&#x2122;t underestimate the intelligence of your local shoppers. People are smart, and the market will dictate what you can expect to charge for your products and services. The customer expects you to make a fair profit, but no more! Customers will pay higher prices if your location is convenient, if your products are high-quality, and if your customer service is topnotch. To the customer, that represents value worth paying for!

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Discover the power of RED.

When Tim Holtz isn’t traveling, he’s in his studio creating projects like these.

The Invisible

Man 20

Winter 2013 • Craft Industry today

by Tina Manzer

Years ago, Tim Holtz took a job at an Arizona craft store because he didn’t want to deal with people. “Ironic, isn’t it?” says the megawatt craft star whose innovative brand and energetic demos inspire audiences all over the world. “I unpacked boxes and set up endcaps. Customers would walk right past me like I was invisible to ask my female coworkers for help. What was a guy doing in a craft store anyway?” The guy was seeking asylum. His former career in restaurant management had left a bad taste in his mouth. “Customers in restaurants are hungry and often short-tempered,” he told me in a recent interview. “Craft people are always nice.” “Anonymous merchandiser” was his dream job in 1999. Then he was asked to learn about two new trends: rubberstamping and scrapbooking. “My boss wanted me to attend a class at a store in Phoenix to see what ‘those people’ were doing,” recalls Tim. “I could think of nothing worse. I told him if he made me go I would quit, so the assignment went to a coworker. She called me the day of the class and said, ‘I don’t want to go either, so let’s go together and make a day of it.’” They sat in the very back of the room. When the teacher said, “The only thing I want from you today is to be creative, whatever ‘creative’ means to you,” Tim just rolled his eyes. “When we started working, I was hooked,” Tim says.

“Just ask any stamper today what it felt like the first time they saw embossing powder melt, or how ink goes onto a stamp. I bought about $350 worth of stuff before I left. Back at the store, I kept telling people, ‘Wait ’til you see this … and this … and that!’” I had this whole new excitement for an industry I knew nothing about.” Next, Mr. Invisible started to share what he’d discovered. The workshops and demos he offered in the store attracted a creative, enthusiastic and growing audience.

The craft ranger When your creative goal is to become an accountant, something like this is a pretty big deal. “I never thought of myself as a creative person – I was going to be a CPA,” explains Tim. “I didn’t think I was worthy to be in the creative arena. I knew what I liked when I saw it, and – growing up in the Old West – was always inspired by vintage things. They have a story and a purpose.” The store manager began taking him along to trade shows. “I went to the Hobby Industry Association show [CHA’s Winter Show today] when there were two aisles of scrapbooking and the rest was general crafts,” says Tim. “I liked the products from Ranger because, as a guy, I wasn’t embarrassed to buy a brand called ‘Adirondack’ with colors like ‘Denim,’ ‘Rust’ and ‘Pesto.’ I stopped in their booth to show them a couple of cards that I made, and told them I loved their ink.”

He continued to attend craft shows twice each year for the next four years, and brought a sample to Ranger each time. “In 2002, the company’s education person said, ‘I think you like our product more than we do. Can I introduce you to the owners?’” Ranger Industries, a family-owned business, makes all its products in its factory in New Jersey. The company has its own in-house chemist, but, back then, its art department was small. “Not many employees actually used the products they manufactured,” says Tim. The owners asked him to demo their products at their booth at the next trade show. Tim did, using vacation time from his craft store job. To him, demoing was a vacation. “I never once considered that it would become my livelihood,” he says. “I was offered two book deals among other opportunities at that show, and I turned them down. I didn’t have time – I had to go back to work on Monday!” He did, but Ranger couldn’t let him go for good, not after so many retailers at the trade show specifically requested “that guy” to teach at their stores. “When Ranger offered me a job, I asked what I’d be doing,” Tim relates. “They said, ‘We don’t know, but we don’t have anyone like you on our staff.’ Then they asked me to move to New Jersey and – regretfully – I had to turn the job down.” On Tim’s way to the airport, they called and asked

Tim Holtz Hometown until age 5: Long Beach, California Favorite teacher: Mrs. Patterman, second-grade art. “One time we had class in the cafeteria. All the tables were folded up and against the wall. In the center of the room was a big pile of sawdust. We sat around it, and Mrs. Patterman gave us each a bottle of Elmer’s Glue. Imagine 20 little kids squirting it out on that sawdust! It turned into, like, clay or dough. She said, ‘I want you to realize that this looks like nothing until your imagination tells you what it can be.’ Then we got to work. I used my share to make a teddy bear. My mom still has it.” Favorite color: Brown Favorite projects: (See page 20) Making mini-books and journals. “That’s where I put my photos. I also like mixed media for dimensional stuff like trinkets collected on a trip.” Favorite trend: “I don’t follow trends, but the mustache trend makes me smile. At the CHA Winter Show, I am introducing a mustache stamp and a mustache die cut, along with many other innovations. Three years from now I want to look back and say, ‘Remember how crazy we were putting mustaches on everything?’” Craft Industry today • Winter 2013

Once Upon A Time, There Was No Distress Ink … …until the folks at Ranger Industries asked Tim Holtz if he had any product ideas. “How about an ink that when you put it on paper, you can bleed it out and create some really cool effects?” he responded. “And then, when it gets wet, it kind of moves across the paper.” The company chemist said, “No! That’s not what you want! It would be incredibly unstable. People don’t want their ink to move all over.” And Tim said, “But that’s the thing!” In 2004, Ranger made just six ink pads in each of these colors: brown, brown, brown … five different browns and a black, to introduce at a show. The people at Ranger shook their heads. “Dirty isn’t in,” they said. “Let’s call it ‘Distress Ink!’” Tim said. Before he walked into the CHA Show to present it for the first time, Tim was tapped on the back by Ranger’s owner. “Just know that not every idea is a good one,” he said. “Everyone struggles at first.” Instead of a flop, Distress Ink was a hit and continues to be – it’s produced daily in Ranger’s factory. In addition to brainstorming ink ideas, Tim is the company’s creative director. What’s more, he’s been allowed to team up with other companies like idea-ology, Stampers Anonymous and Sizzix to expand his brand. “I’m a full-time employee here, but never once did they say, ‘We own you,’” says Tim. “Ranger makes ink. Ink can be used on a variety of surfaces. They see my work with other manufacturers as a way to connect the dots to tell the story.”

him to come back in. He did, and they worked out a plan in which he could work from his home in Arizona on a trial basis. This April, Tim will celebrate his 10th anniversary with the company.

“You get what you give” When I asked Tim how he felt about his rock star image in the craft world, he replied: “It’s humbling, because I’m just lucky enough to get to do this for a living. The everyday crafters are the rock stars. They instill in me the fire to create.” He travels a lot – 20 to 25 days a month, 10 months of the year – demonstrating the products in his signature brand at trade shows, and teaching classes at retail stores. “Back in the day, I taught at four stores a month,” Tim told us. “The first couple years with Ranger, I was in a store every single week. Today, I travel across the U.S. and around the world to events in South Africa, Australia, Japan and the U.K. I’ve seen the world by teaching people how to use ink!” At stores, he teaches anywhere from 25 to 100 students in each class. “I’m a planner, so everything’s on PowerPoint,” he explains. “I get to walk around the room and be hands-on with the students.” So, yes, it’s fun, but it’s also hard work. And absolutely necessary for maintaining a successful brand. “Look: my philosophy is you get what you give. It’s all about sharing what you know. You have to put it out there. “When I first started, everything in this industry was a trade secret,” Tim continues. “If a company was doing something new or unique, they wouldn’t show anyone how. I wanted to put every-

thing out there right away. Crafters love to share, and I shared everything I could. Today, I have a blog with an amazing number of loyal followers – anywhere from 25,000 to 35,000 views a day depending on the day. Best of all, it’s free information.” He advises retailers to follow the same get-what-you-give attitude. “It’s all about educating the beginners and inspiring the advanced crafters. Storeowners have to balance that with the realities of running a business. If you’re too busy with the day-today, then hire a creative person to inspire the folks who buy your products. That’s what Ranger did when they hired me, and when they saw an increase in sales, they knew they had done the right thing.” Tim implores retailers to take advantage of the networking and inspiration available at the upcoming CHA Winter Show. “You still need face-to-face. You can place an order online in a click, but you cannot talk to the creative people who designed the product, or share thoughts with other businesspeople if you’re not at the show,” he says. “Take pictures! Get project sheets! Ask questions! Take notes! CHA’s got a great education program. Utilize it. “People can best understand CHA’s creative environment if they remind themselves of the day they started in this industry. What drove their passion?” he asked, and then said: “They should keep on that, keep that creative desire, and they’ll have a more positive impact on their business.” For inspiration and product ideas, visit Tim’s website, www.timholtz.com.

New Show. New Conference. New Innovations. New Connections.

July 22-25, 2013 Las Vegas, Nevada

Time to Get Excited! Hereâ&#x20AC;&#x2122;s Whatâ&#x20AC;&#x2122;s New: > New appointment program for superior connections. s. > Free Show floor access for CHA members. > Inspirational workshops. e. > Convenient Conference Program schedule.

Making new connections at Create-n-Connect in Las Vegas is a sure bet!

For more information visit www.craftandhobby.org/CNC

Brought to you by:

Do-It-Yourself by Jennifer Priest

Tussie Mussie Treat Cones

The term “tussie mussie” may have a sordid past, but today the Victorian-age nosegay has evolved into a cone-shaped vessel that holds everything from a floral bouquet to candies. These tussie mussie treat cones make for fabulous décor, gifts and favors. Plus, they are easy for crafters of all ages to create with basic craft supplies.

Step 1 Assemble your supplies Rollagraph Stamp Wheel and Handle by Clearsnap ColorBox Premium Dye Inkpad by Clearsnap Mono Adhesive Dots Permanent Tape Runner by Tombow 12 by 12 patterned paper

Scrap paper in coordinating colors Heart-shaped paper punches Scissors Hole punch Assorted ribbon and trim Beads and crystals by Connie Crystal Eye pins Jewelry pliers

Step 2 Stamp a pattern onto the patterned paper using the Rollagraph Stamp Wheel and ColorBox Premium Dye Inkpad.

Step 3 Cut the 12 by 12 in half diagonally. Apply adhesive to half of the longest edge of the paper triangle, from the right corner to the center.

Winter 2013 • Craft Industry today

Step 2

Step 3

Step 4 Roll the right corner of the triangle into a tube shape, matching the corner to the top point of the triangle. Repeat with the left side.

Step 5 Add ribbon, trim and punched hearts to decorate the cone. Punch two holes in the top of the cone, and thread ribbon through to create a hanger. Use an eye pin to hang beads or crystals from the bottom of the cone if desired. Fill with candies, gifts or flowers!

Spin & Store

Step 4

Jennifer Priest is an accomplished paper crafts designer and instructor, as well as a social media expert and consultant for the craft industry. Purveyor of the Hydrangea Hippo etsy shop and retail space at Crafted at the Port of Los Angeles, Jennifer puts her design skills to the retail test daily, pushing herself to create innovative, yet commercially appealing handcrafted works of art. To learn more about her work, visit www.hydrangeahippo.com or e-mail her at hydrangeahippo@yahoo.com.

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Craft Industry today â&#x20AC;˘ Winter 2013

Chit Chat How to Network on the Trade Show Floor

Stop us if you’ve heard this before. “It’s not ‘What you know,’ but ‘Who you know!’” While this statement might be a cliché, the meaning is valid and vital to professional success. What better way to network than at an industry trade show? Craft Industry Today met with two networking experts to get their take on how to make the best use of your time at a show, whether you’re exhibiting or walking the floor. Jefferson Davis, president of Competitive Edge, is known as the “Trade Show Turnaround Artist.” His consulting and training services have helped clients improve their trade show results to the tune of over $500 million. Retail strategists Rich Kizer and Georganne Bender are speakers, authors and consultants whose clients depend on them for advice on consumers and the changing retail market place.

Craft Industry Today (CIT): What is the most common mistake attendees make when they set foot on the trade show floor? Kizer & Bender (K&B): Not doing your homework before

Winter 2013 • Craft Industry today

you leave for the show. Exhibitors send all kinds of information pre-show, post on social medias, and advertise in industry trade publications. If you’re not paying attention, you could miss out on new items, hot show-

only deals and not-to-bemissed technique classes and business seminars. While you are in the booth, ask the best way to sell the product line, who else is selling this merchandise, and what they’re doing to move it. Inquire about planograms, display racks and inventory control systems, plus signing and pointof-purchase materials like QR codes and project sheets. Find out if they offer DVDs for training purposes and for in-store play. How about made-up samples for model boards? CIT: What resources do exhibitors and retailers need to improve their networking ROI?

Jefferson Davis (JD): A little time and thought in preparing their elevator speech. That short statement that tells someone what they do, and creates curiosity on the part of the listener. K&B: We recommend retailers focus on building two networking areas of opportunity: other retailers and vendors. You should be able to speak clearly about the trends you see in your store, items and lines that are selling (and not selling), operational and merchandising strategies you have successfully implemented, problems you have solved and problems you need help solving. When networking with

vendors, be open! Ask for the best ways to merchandise, promote and sell their product. Your vendors will add to your retail success when you show your willingness to share ideas they can share with other retailers. It’s a win-win. CIT: A common mistake people make when networking is finding themselves engaging in too much small talk. How do we avoid that? JD: A little small talk can be okay as a way to break the ice and get the conversation

going. Preparing a list of questions that encourage the other person to talk about himself or herself will help you guide the conversation to where you want it to go. K&B: Small talk – or should we say relationship building – is critical. If someone is not interested in small talk, he or she will let you know. Men like to get to the point. Women, on the other hand, are relationship-oriented. She cares about people and feelings – and she wants to share her story. By the way, if she’s nodding her head while you talk, don’t think it

means you’re getting somewhere. Women nod their heads while listening; it doesn’t necessarily mean she agrees with you. With both men and women, lose your agenda, ask open-ended questions and don’t interrupt. Look for common ground that will allow you to continue the conversation after the show. CIT: How do you avoid being overly aggressive when trying to meet new contacts? JD: Be relaxed. Using good basic people skills like smil-

ing, not being too fast-paced in speech or mannerisms, and demonstrating good listening skills all will help avoid being perceived as overaggressive. K&B: Whenever we meet new people, we don’t look for dollar signs on their foreheads. How many times have you met someone who immediately launched into a sales pitch or told you how his or her product could change your life? If you’re like us, you can’t get away fast enough. Be yourself. Get to know the person you are speaking

Craft Industry today • Winter 2013

with and see where the conversation takes you. Word-ofmouth is the number-one thing that brings new customers to your business. CIT: What is your answer to this common question: “Why can’t I seem to get anyone to stop by my booth?” JD: Your booth does not grab attention. You’ve got a barrier across the front of your booth like a table. Your booth staff is not looking or acting like they are interested in talking to people. They are sitting down, talking to one

Winter 2013 • Craft Industry today

another or on cell phones talking or texting. CIT: What do exhibitors need to do in order to stand out in the crowd to retailers? K&B: The same things retailers need to do to attract shoppers to their stores. Your booth, regardless of size, has a Decompression Zone– lakefront property and power areas that sell better than other parts of the booth – the same as any retail footprint. Get visitors involved with your product. Hold a

contest. Play music or add scent merchandising. If your booth is merely tables laden with product, you’re missing the boat. Jazz it up, make the product irresistible. Visitors to your booth are the same as guests in your home. Say hello. Make eye contact, and smile even when you are working with another customer. CIT: What is the best way to follow up with someone you’ve met? JD: Ask the person when and how they would like to be followed up with. Surprise

him or her with a handwritten thank-you note before the actual follow-up. K&B: Ask yourself this question: “What ONE MORE THING can I do to keep this customer close after the show?” Can you connect via e-mail blasts or social media? Think about what you can send customers after the show to keep the conversation going. Wouldn’t you rather have your information land on their desk instead of the wastebasket in their hotel room? It takes work, but it’s worth it!

CIT

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16 ..................#1343 Item #1600B, Promotional Pillowcases, $3.30/pr. (72 pr./case) Craft Industry today â&#x20AC;˘ Winter 2013

New Products ▼ Jack Dempsey Needle Art This spirited new design flutters in to give you “butterflies!” The clever usage of contrasting hues will enhance most any color scheme. The 18-inch quilt blocks are handembroidered to create a lasting treasure. www.jdneedleart.com

▲ Deep Red Stamps These natural red rubber stamps feature finely detailed and deeply etched designs that may be used with any crafting inks. They may be purchased in singles or collections with a variety of themes, and are available as both cling stamps with mounting foam attached, or unmounteds, rubber only. www.deepredstamps.com.

▼ John F. Allen Use Preciosa Crystal Sew-On Stones and Hot Fix Stones to create patterns or to add sparkle and color to your designs. Available in a variety of sizes, shapes and colors. www.jfallen.com

▲ Purple Cows Creating beautiful flowers with your Pick of the Bunch Punch and Stamp Sets couldn’t be easier! Each set contains four punches, four detailed stamps for creating a variety of realistic looking flowers, one small clear stamp block, and full instructions to easily create floral-themed cards and scrapbook pages. www.purplecows.net

Winter 2013 • Craft Industry today

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These official NCAA licensed Laptop Stickers and Spirit Stickers are the perfect products to show your team pride on any surface with style. www.meandmybigideas.com

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Decorating Magic Spray Glitter is easy to apply – even on irregular surfaces – with this superior adhesive and fine glitter combined in a single spray. Adds sparkle to artificial flowers, wreaths, pinecones, baskets and pottery; and on ribbons, fabric, wood, metal, glass, plastic and Styrofoam. Has a low odor and comes in six colors. www.chaseproducts.com

▼ Mosaic Mercantile Crafter’s Cut is available in a wide variety of colors and special finishes. This new mosaic tile is a fun and unique way to create mosaics. The Sparkle, Shimmer and Mirror tiles work great for blingy and colorful projects! www.mosaicmercantile.com

▼ OttLite The innovative and functional design of the Craft Caddy Light helps artists and crafters do what they love, longer. Its premium illumination gives crafters true colors, clear detail and reduced glare. www.OttLite.com

▲ Crafty Cat The Tool Catty’s winning combination of abrasive tapes with the tailored frame tool provides a delicate touch for hairline accuracy. Tapes have the ability to thread through small openings, remove excess materials from plastic or metal castings, and polish rough surfaces and seams. www.alphaabrasives.com/craft-abrasives.php CIT

Craft Industry today • Winter 2013

Creativity Is Our Business Lorine Mason Product & Project Design &ĂďƌŝĐ ƌƟƐĂŶ͕ ƵƚŚŽƌ

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Give The Queen A Call!

Winter 2013 • Craft Industry today

Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.

Cardmakers! Scrapbookers! Crafters! Original art from artist Penny Pierick. Images are on transparencies so you choose the background. Many subjects to create with. Also available, small paper images to embellish your project. Call or visit our website to see the complete product line, and open an account today!

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INDEX OF ADVERTISERS Winter 2013 Company....................................Pg.

Company....................................Pg.

B C Designs ..............................................33

Ellison/Sizzix ............................................35

Megan Moran Smith ............................33

Bella Crafts Quarterly ..........................32

ImpressArt ..................................................4

Mosaic Mercantile ................................28

Beth Watson Design Studio ..............33

DetailsOfDesign.com ..........................32

Ottlite Technologies ............................25

Carmen Flores Tanis..............................32

Jack Dempsey ........................................16

Pioneer Photo Album ............................2

Chase Products ......................................10

John Bead Corporation ......................36

Purple Cows Inc. ......................................9

Cheryl’s Window ....................................33

John F. Allen & Son ..................................8

PureRed ....................................................17

Clover Needlecraft ................................34

DeepRedStamps.com ............................8

Scene-A-Rama/........................................27 Woodland Scenics

cool2craft..................................................33

Katie Hacker - Katiedids ......................32

Cottage Mills ............................................34

Kid Giddy ..................................................33

Craft Attitude ............................................5

LBO Studio ..............................................32

Crafters’ Home ............................................7

Licensing Works! ............................32, 33

Crafty Cat..................................................34

Linda Swingle Art Studios..................33

Design Master Color Tool ..................25

Lion Brand Yarn ....................................34 Sress Relief Gloves

Theresa Cifali ..........................................33

Lorine Mason Designs ........................32

Whimsical Craft Studio ........................32

Sha & Co. ..................................................32 Sierra Pacific Crafts................................29 Spellbinders PaperArts..................18,19 Stampin’ Queen Creations..................32 Susan Louise Arts ..................................33 Eileen Hull Creative Design Studio ......32

Winter 2013 • Craft Industry today

Open the Door ... â&#x20AC;¦ and meet the newest Sizzix designers, including Brenda Waltonâ&#x201E;¢ and Susan Tierney-Cockburnâ&#x201E;¢. Tim HoltzÂ® special appearances, 1-2 p.m. Saturday, Sunday and Monday Hands-on demonstrations! Giveaways and prizes!

Booth

819

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