Gradient Fall 2018 by Fahy-Williams Publishing

The Magazine of the Association For Creative Industries

FALL 2018

Formerly Craft Industry Today

PR BOOTCAMP BUILDING RELATIONSHIPS & MAXIMIZING COVERAGE

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Fall 2018 / Volume 8 / No. 4

CONTENTS 12

Crafting a Press Release

How to Pitch the Press

The Role of Social Media in Meeting Your Public Relations Goals

ULSE P 7 Free Public Relations Tools

TRENDING Creative Trends We’re Seeing

MOVERS & MAKERS Meet Deanna Russo

INSIDE AFCI Buy Your Tickets for In the MKNG, Designer Directory, Raising Money for a Good Cause, Creativation Registration and Seminars Spotlight, Downtown Phoenix Ambassadors

26 DIY 3 Ways to Build Your Brand With Local Press 28 THE SHELF 30 INDEX 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.

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PULSE

7 FREE

PUBLIC RELATIONS TOOLS By Kristen Farrell, Manager of Marketing & Public Relations, AFCI Public relations is a critical layer in developing a successful brand. Bill Gates, founder of Microsoft, has said, “If I was down to my last dollar, I would spend it on public relations.” While not all public relations tools are free, there are many free resources available online and through your AFCI membership. Here are seven free public relations tools that you can use to raise awareness of your brand.

1. Project PR Project PR is a full-service public relations firm that offers free and discounted public relations services to AFCI members. You get free PR services including: one 30-minute PR consultation, four customizable seasonal press release templates, and a national craft industry media list (North America only). Also, you have access to PR in a Box, which is an affordable, introductory service to jump-start your PR program. For more information about this valuable member benefit, contact Lisa Miller or Victor Domine with Project PR at prforafci@gmail. com.

2. Creativation Media List From major lifestyle brand publishers to national and international networks, business and trade journalists, publishers, bloggers 4

and local news crews travel from around the world to Creativation to report on the latest creative industry trends, products and innovations. Attending or exhibiting in 2019? Request the list of registered media attendees prior to the event to email your pitch and arrange an interview in Phoenix. Contact Kristen Farrell, Manager of Marketing & Public Relations, at kfarrell@afci.global for more information about media opportunities at Creativation. “A good PR story is infinitely more effective than a front page ad.” – Richard Branson, founder of Virgin Group

3. Online Press Room Build an online press room on your existing website to make it easy for media to find useful information about your brand and products. If a reporter is on a tight deadline, he or she is likely to use search engines to find content, rather than trying to get in touch with you by phone or email. This is where you should publish your press releases, company boilerplate, brand story, logo, product videos, photography, testimonials, and any positive media coverage you’ve received. An online press room will enhance your SEO and overall online visibility for media.

4. Help a Reporter Out (HARO) HARO (helpareporter.com) pres-

ents daily opportunities to secure valuable media coverage. The database connects you to 55,000+ journalists and bloggers who are actively seeking sources for their stories. Sign up for the basic free plan to get media opportunities delivered to your inbox three times a day, and email your pitch to source requests that are relevant to your business. Media outlets using HARO include Refinery29, Mashable, The New York Times, The Wall Street Journal, TIME, Chicago Tribune, Reuters and more. “There is only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde, author

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5. Google Alerts Google Alerts (google.com/ alerts) monitors the web for you. Set up an alert for your business to track who’s talking about you. Configure a notification for industry keywords, such as “DIY” or “arts and crafts”, and for your competitors to get regular insight into what’s going on in the industry. When Google finds matching search results, you will receive an email with links to relevant articles and blog posts.

6. Google Trends Google Trends (trends.google. com/trends) is a great place to go for storytelling inspiration. This tool provides data on what

the world is searching, giving you topical content for your pitches. Explore topics by region, keyword, or what’s trending, which is calculated by the number of daily searches for a particular word or phrase. Google Trends is also the source for Google’s Year in Search, which always gets media coverage. If you check out the 2017 Year in Search report, you’ll see “how to make slime” claimed the top “how to” search category. “Advertising is saying you’re good. PR is getting someone else to say you’re good.” – Jean-Louis Gassée, founder of BeOS

7. Google Analytics Google Analytics (marketingplatform.google.com/about/analytics) provides insight into your website traffic. While you may consider the analytics software a marketing tool, it also serves a purpose for tracking publicity value. For example, you can use Google Analytics to determine if media coverage in your local online newspaper led readers to your home page. On the flip side, your website traffic can aid your media pitch. Look into which web pages receive the most traffic and consider if content or products that appear on those pages could be of interest to a reporter.

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TRENDING

Creative

Trends We’re Seeing

ASMR

Spotted by Jennifer Priest, Smart Fun DIY “ASMR (autonomous sensory meridian response) and sensory content are huge right now. The slime, bath bomb, and DIY science experiment trends of the last few years have blossomed into a new series of sensory focused DIY projects. Creators are using art and craft supplies to create sensory experiences via ASMR videos. From crumbling floral foam blocks covered in glitter to cutting handmade soap loaves to watching artists whisper while painting, ASMR is showing up big time in the DIY space. Squishy toys are being replicated as squishy DIYs using foam kits and silicone baking molds. And bath bombs are being created with ASMR effects or in giant size, the fizzing producing a feeling of satisfaction in those who watch.” Watch the crumbling floral foam block ASMR video: https://youtu.be/pySWJPW2hWU

European Trends Spotted by Roberta Birnbaum, robertabirnbaum.com “I recently spent six weeks in Europe and loved witnessing the trends. Back in the ‘olden days’ aka pre-Internet, European trends were sometimes a full year-or more- ahead of the U.S., and even longer for Canada. It was wonderful to see some of the same trends occurring concurrently. What really stood out? Unicorns (still), llamas (very popular), and tassels and pompoms (wow!); they’re everywhere. Tassels and pompoms are decorating clothes, accessories, and home décor. I don’t see it falling out of favor any time soon.”

Artist Trading Coins Spotted by Candy Rosenberg, A Vintage Girl

“The new trend is called Artist Trading Coins, which measure 2” in diameter. It is not often that something truly new is introduced, but I think this one comes close. The Artist Trading Coins trend was started by Crafty Hodges on YouTube, whose process video shows more about these fun little circles of art. The traditional trading cards have been around for quite some time; measure 2.5” x 3.5”; and fit in a standard trading card pocket for storing. Traditional cards are swapped all over the world and have no rules except the size. I have created and/or traded many cards that are sewn fabric, metal, heavy chipboard, plastic and even good old paper. Artist Trading Cards and Artist Trading Coins are fantastic ways to get your mojo going; use up scraps and bits and pieces in your craft area; and are considered small pieces of art in the craft industry. This sector is often overlooked; however, there is a huge market that is very hungry for products, especially tools and punches that make it easier to create these little works of art.” Watch Crafty Hodges YouTube process video to learn how to make Artist Trading Coins: https://youtu.be/MfpsSWmNi2k

Floral & Nature Designs Spotted by Lisa Kettell, Lisa Kettell Designs

“Designers just can’t get enough of floral patterns. From fashion, food to crafts, florals have taken over. Floral embroidery on clothing, hibiscus lattes, and rose centric décor, this trend has only begun to bloom. What goes with flowers? Insects of course. Birds, butterflies and bees themes are back. They join the floral movement and can be seen in lots of designs. Is it a summer trend? Maybe, but I see these magical insects flying on for a bit.” 6

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Gradient â&#x20AC;¢ Fall 2018

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MEET

MOVERS & MAKERS

DEANNA RUSSO What an honor to be a Mover & Maker in Gradient. I’m Deanna Russo, inventor and owner of Bow K®, a patented line of ribbon and floral design surfaces and accessories. My story may resonate with many of you who have ever had an idea and thought, someone should make that. As my friend’s maid of honor, I was tasked with creating a

ribbon bouquet during her bridal shower. I was given a paper plate and a pair of scissors to work with. Using the bows from each gift, the goal was to create an arrangement that she could carry during her wedding rehearsal. The task was an epic failure. Each gift decoration that was added caused the paper plate to bend under its own weight. What was supposed to be a beautiful bouquet of ribbons, bows, and

silk flowers ended up being a flop, literally. I knew there had to be a way to improve upon this decades-old tradition. Thus, the Bow K was born. The design was simple and efficient, consisting of a 10-inch circular structure, 4-inch handle, and 48 small holes to receive the gift trimmings. I soon realized that many other materials could be used with the Bow K such as

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Bow K Ribbon & Floral Design Surfaces fresh flowers, wired decorations, floral picks, water tubes, and more. Additionally, I discovered many different applications for my invention including centerpieces, tree toppers, and handheld bouquets for any occasion. Bow K can be used again and again and is the perfect tool for repurposing existing craft materials you have on hand. In January 2017, I was selected to exhibit Bow K in the Innovation Center at Creativation in Phoenix. Although not selected as a finalist, I secured an invitation to the booth of Create and Craft TV UK to pitch my product. They were impressed, and in October 2017, Bow K was featured in a live televised segment. The show was a sellout success. With my confidence building that Bow K had legs in the international arena, I applied for, and won, the Craft Business Awards ‘Best Start Up’ Category sponsored by Craft Business Magazine. In March 2018, I was featured in a full-page spotlight editorial. Creativation proved to be equally successful for me in 2018. I had a modest display set up in the booth belonging to The Beadery. It was there – and thanks to a fellow female entrepreneur, Sandy Sandler of Bowdabra – that I met Scott Catanzarite, Vice President of Sales and Business Development of Darice, Inc. In the middle of my demonstration, I was able to witness Scott’s “Aha” moment regarding Bow K. As I lifted a completed floral Bow K out of a vase, I showed Scott how easy it was to both change the water and trim stems without disrupting the arrangement. His eyes widened, as did my smile. I was able to secure an invitation to the Darice

headquarters in May 2018. We received our first order for all 30 Pat Catan Stores shortly thereafter. Throughout the spring, I used the Craft Business Magazine ‘Best Start Up’ win and my numerous connections from Creativation to grab the attention of executive teams at retail organizations that I wanted to work with. It worked. Anthony Piperno, President of A.C. Moore, invited me to the headquarters to present to his bridal and floral teams. A.C. Moore placed an initial order in August. I am excited about Bow K’s future as we have several new products in development. I am also actively collaborating with other entrepreneurs to cross-promote. In closing, I encourage all entrepreneurs to keep the faith. Being a sole proprietor, I have had to seek out my own accolades and always be my company’s biggest fan. Having worked exclusively for large, industry-leading corporations throughout my previous sales career, I was accustomed to having a certain degree of credibility when meeting with a potential customer. As a start up, I had none. I had to find ways to earn trust so that partners and customers felt confident engaging in business with me. The key is to keep moving forward, making connections and contacts, and promoting your product. All of these steps have led me to the pages of Gradient, and I am grateful to AFCI for creating an environment where we can lift each other up, recognize each other’s successes, and give all entrepreneurs the best chance to succeed. Connect with Bow K • www.bowk.com • www.instagram.com/bowk • https://www.facebook.com/ BowKRibbonCrafts/ Gradient • Fall 2018

INSIDE AFCI

Industry News Buy Your Tickets for In the MKNG™ Get your In the MKNG tickets now! Two fun-filled days of making, music by Sister Hazel and The Voice’s Brennley Brown, food, fun and more all included with your ticket purchase. AFCI Members and their families and friends get the best ticket price! Receive $3 off tickets using promo code OTMKNG7 when you buy tickets by September 28.* • $15 per adult ages 18+ = $12 with discount! • $10 per kids ages 3-17 = $7 with discount! • Free for kids ages 2 and younger! In the MKNG will take place September 29-30 at the Bethel Woods Center for the Arts in Bethel, New York. Bethel Woods is approximately 90 miles and two hours by car north of New York City and Northern New Jersey. Parking is free compliments of A.C. Moore. Check out the list of participating vendors, music and activities, and purchase tickets at www.inthemkng.com.

Help Us Raise $12,000 For a Good Cause Book your hotel for Creativation through Hotels for Hope, our official hotel booking partner. Every Creativation hotel room night booked through Hotels for Hope generates a $2 donation to the Kids In Need Foundation. With your help, we can raise $12,000 to supply students most in need across the United States with pencils, notebooks, paper, folders, glue and crayons. These supplies have a huge impact on students’ class preparedness, class participation, self-esteem, and interest in learning.

Designer Directory Download the latest edition of the AFCI Designer Directory! The Directory is your resource for finding and hiring creative industry designers to meet the needs of your design team, blog post writing, demoing, teaching, and more. Check it out at www.afci.global/designerdirectory.

www.etchall.com • 623-933-4567 orders @etchall.com 10

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Creativation Conference Registration Registration for Creativation workshops, seminars and events opens on September 12. Register for hands-on, high-quality workshops and business seminars to learn new skills and absorb expert advice that will help grow your business in 2019. View the conference preview guide and register at www.CreativationShow.org.

Creativation Seminars Spotlight DIY SEO: An Intro to Search Engine Optimization – Do you understand the basics of SEO? If you sell your handmade work online, this is a must! Mallory Whitfield of Badass Creatives will share tips that you can implement so your potential customers can easily find you through Google, Etsy, Amazon and more. (Read “DIY: 3 Ways to Build Your Brand with Local Press” on page 26 for a sneak peek of this seminar.)

Be Found: How to Write Content People are Searching For – Learn how Google and searcher behavior has changed over the last five years. Kaylee Pope with Prime Publishing will teach you to master how to find the keywords and content ideas that people are searching for. Discover small formatting changes that can help your content appear higher in search results, and how to futureproof your editorial plan and site for upcoming algorithm changes.

Behind the Creative Scenes: How 3 Creatives Craft Their Social Media – Go behind the creative scenes with Anna Ebert of FunnelCake: Social Media Architecting and other creatives and hear how they make their social media content happen. Learn from their wins and obstacles. Take home tips to integrate into your social media content.

Gifting Trends in the Age of Retail Experiences – Experiences have replaced “products” as desired gifts. Craft artists and artisans are perfectly positioned to transform their primary focus from delivering “goods” to delivering “experiences”. Join Patti Biro of Patti Biro and Associates to learn how to use experiences to promote and sell your products across multiple channels and opportunities. Community Over Competition: How to Curate Collaborative Business Relationships – It’s a competitive world out there, so how do you form collaborations with brands, bloggers, content creators, and peers without competing with one another? This panel discussion with Jennifer Priest, Alexa Westerfield and Kathy Cano-Murillo will explore how to form relationships with sponsors, creative ways to collaborate with others, how forming a tribe can help your business, and ways to share your knowledge effectively, all in the context of the “community over competition” mindset.

Downtown Phoenix Ambassadors When in Phoenix for Creativation, look for the Downtown Phoenix Ambassadors! Whether you’re looking for a restaurant suggestion after the trade show or would like someone to walk you to your car so you’re not alone, the Downtown Phoenix Ambassadors are at your service! The Downtown Phoenix Partnership provides 24 Ambassadors specially trained in customer service to serve as a welcoming presence for Creativation attendees and exhibitors. On duty seven-days-aweek, Ambassadors can be found nearby the Phoenix Convention Center, hotels and restaurants. Ambassadors are at your service to give directions, answer questions, or walk you to your destination – anything to make your visit more convenient and enjoyable. Ambassadors are easy to recognize in their orange and khaki uniforms with the “Ambassador…Ask Me!” logo. Watch our conversation with Guy, one of the Downtown Phoenix Ambassadors, to learn more: www.youtube.com/ watch?v=MstN7K9p4EY

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FEATURE

CRAFTING A

PRESS RELEASE by Bob and Susan Negen for American Quilt Retailer

the outlet’s readers or viewers, then your release might get read. Media outlets get tons of press releases every day, and most are from publicity pros. But writing a press release is not tricky. Here are a few tips to make yours effective.

Write Your Press Release for the Editor or Producer Your press release has got to grab the attention of that journalist who is looking for a good story and make him or her think three things. 1. Hey, now that’s something interesting my readers or viewers will really want to know. 2. Whew, it’s not going to be hard to write this story; part of it is already done. 3. Yeah, my boss is going to love this one. If your press release comes across as purely promotional or filled with fluff, it’s going to go directly in the trash. If it looks like it might be interesting to 12

Tell a Good Story A press release is not an ad for your business. When writing your press release, find a good story angle. Consider the example of the Mackinaw Kite Co. and its annual kite festival. A local kite business having a kite festival is not a very interesting story angle, so if we sent a press release that started, “Mackinaw Kite Co. Sponsors 10th Annual Great Lakes Sport Kite Championship,” it probably wouldn’t generate much publicity. However, these headlines would be more likely to grab attention: • “Japanese Team Hopes to Win Big at America’s Premier Kite Event” • “50,000 Expected to Crowd Grand Haven Beaches for Windy Fun” • “World’s Largest Kite to Fly Saturday in Grand Haven” The story angle makes the event newsworthy. The story of the

Japanese team or the world’s largest kite gives a reporter something to write about. Of course, the end of the press release will contain details about the Mackinaw Kite Co. and the festival along with business contact information.

Make Your Press Release Sound Like a Newspaper Article Your press release should be written in the third person (eliminate the words “I,” “you,” “we,” “our,” “us”) and sound like it’s already a news article. If you want to say something personally in the press release, phrase it like this: “According to business owner Bob Negen, the best kite fliers from across the country and around the world will gather at the Grand Haven State Park this Friday.” Or you can make it a quote: “The Japanese team is definitely the emotional favorite,” says event organizer Bob Negen, “but the Chicago team will be giving them a run for their money this Saturday.”

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A clipped style and factual orientation is a hallmark of newspaper writing. You should emulate that style in your press release, so read well-written newspapers to familiarize yourself. If you write a good press release, you might find all or part of it in the newspaper or read over the air.

9. At the end of the press release center the marks ### or write “END” to signal the end of the release.

Format in a Professional Style

Send Your Release to Correct Media

Follow these 10 key points to produce the standard format for a press release.

If your main objective in generating publicity is to get customers to come to your store or attend your event, you should send the press release to your local and/or regional media. There’s no point in sending your press release to every major news organization in the

1. Put the words “FOR IMMEDIATE RELEASE” at the top of your press release, or “HOLD FOR RELEASE UNTIL (date)”

10. After that, add a line similar to this: To get more information or schedule an interview please contact Bob Negen at 616-8424237 (day), 616-555-4237 (cell) or email Bob at bob@whizbangtraining. com

country if what you want are local customers. Note every newspaper, TV station, radio station and magazine you want to send the press release to, and then look online for contact information for the journalist in charge of the department that best fits your story. If your story is about the first local church to install audio technology that directly broadcasts the worship service into the hearing aids of congregants, you might want to send it to the editor at the health desk, or to the lifestyle editor. If your story is about a new tax break people can take advantage of if they use your services you might send it to the business or finance editor.

2. Place your complete contact information below the “immediate release” statement. 3. You headline comes next. Bold it and Capitalize the First Letter of the Main Words. 4. Before the first line of the first paragraph comes the dateline: city, state, date of press release. 5. The first paragraph should be a powerful summary of the story and capture the journalist’s attention. 6. The text of the press release tells the rest of the story. 7. If the press release takes more than one page, center the word “MORE” at the bottom of the first page so the recipient knows there is another page. 8. At the end of the body text include a short paragraph called the boilerplate that tells a little bit about the company sending the release. Make sure this is factual and not overly promotional.

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SAMPLE PRESS RELEASE FOR IMMEDIATE RELEASE Contact: Joe Smith, Joe’s Hobby Shop Phone: 616-555-4237 • Fax: 616-555-2977 • Email: Joe@Joeshobbyshop.com

CITY’S LARGEST MONOPOLY TOURNAMENT TO BE HELD NEXT MONTH Over 100 Participants Expected to Set Record Grand Rapids, MI – July 1, 2017 Joe’s Hobby Shop announced today it will host a Monopoly tournament, inviting players to participate in a 10th anniversary celebration of the store’s grand opening. The event, slated for July 26-27, coincides with the anniversary of Joe’s first weekend of business 10 years ago. In this “open” format tournament, Monopoly players of all ages will be paired against other participants at the tournament location. Each player will receive a special commemorative premium token from Monopoly for participating in the celebration event. Thousands of Monopoly tournaments are hosted worldwide each year. More than 100 Monopoly players from all over the state are expected to participate in the event. “We hope to set a record for the largest Monopoly tournament ever held in Grand Rapids,” commented Joe Smith, president of Joe’s Hobby Shop. “One of the things that sets Joe’s Hobby apart from other stores is our community of players, and we wanted to give our game players a fun way to participate in the 10th anniversary celebration.” The 10th anniversary celebration event will take place at the Grand Rapids Pavilion. For details on start times and participation, please call Joe’s Hobby at 616-953-9393. More information regarding the 10th anniversary tournament event will be available soon on www. joeshobbyshop.com. The Monopoly game, first released in 1935, is available in 80 countries and 26 languages. Monopoly is a trademark of Hasbro, Inc. (NYSE: HAS), all rights reserved. Joe’s Hobby Shop, Inc. has been a leading retailer of hobby-based entertainment products in the Grand Rapids market since 1995. For more information, visit www.joeshobbyshop.com.

Press Releases Can Be Sent Via Fax, Mail or Email Once you have made a contact at the various media outlets, nurture those relationships by providing a good story every time you contact them.

Publicity vs. Advertising Getting publicity may seem like the holy grail of marketing because, unlike advertising, it’s free. However, keep this in mind when you start thinking about generating free publicity: with marketing and advertising you control the message, but with free publicity they control the message. You can’t control what independent journalists say about you. They might change their mind about the angle of the story or decide not to run your story.

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There’s Good Publicity and Bad Publicity Imagine a store is having a circusthemed promotion to raise money for the local children’s hospital. There is a brightly colored circus tent in the parking lot, pony rides for the kids, a clown making balloon animals, juggling lessons and free lemonade for all. Reporters come to cover the heartwarming story. This is great publicity unless one of the ponies bites a child in front of the TV cameras. A reporter discovers that BoBo the Clown is a paroled sex offender. The tent collapses, injuring seven store workers. Any one of a thousand other things goes wrong. From the media’s standpoint, it’s a great story. But for the store, not so good.

This doesn’t mean you should never seek publicity, but be aware of the differences between publicity and advertising. Sometimes controversial publicity can be profitable, even though it may not be strictly positive publicity about your business. One great publicity story involves a small freestanding restaurant, a favorite of kids and grown-ups alike, serving hot dogs, chili dogs, hamburgers, soup and fries. Several years ago the owner decided to spruce up his place inside and out. Inside he put in new booths, fresh white paint and caricatures of happy, dancing hot dogs and hamburgers. They were such a hit that he decided to get bigger versions of the dancing hot dogs painted on the outside of the restaurant too.

The local bureaucrat in charge of sign ordinances decided the dancing hot dogs were equivalent to signs (the business name has the words “hot dog” in it) and cited the restaurant for a sign violation. The owner challenged the citation in court and every time the newspapers, radios or television covered his tussle with the city, his sales shot through the roof. Some of the diners came to support him in his battle against the city; some were just reminded that they were hungry for a hot dog when they heard his business name on the radio. He swears his sales will never again be as high as they were the year he was embroiled in the sign controversy. This is a strong statement about the power of the press. Harness it to work for your business.

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FEATURE

HOW TO THE By Kristen Farrell, Manager of Marketing & Public Relations, AFCI

We live in a world of stories. Everyone has one. You have a story; your sister has a story; your neighbor who walks his Chihuahua by your house has a story; his Chihuahua even has a story. As a business owner, your store has a story too, and you probably think it’s worthy of media coverage. You’re probably right, but is your story more newsworthy than a dog? Before you laugh, consider this. There are more 152 holidays in the United States for pets. Some of my new found favorites are National Answer Your Cat’s Question Day (January 22); If Pets Had Thumbs Day (March 3); and Hug Your Hound Day (2nd Sunday in September). While these holidays don’t appear on your wall calendar, they’re memeworthy and if enough people post pictures, videos, stories and snaps of their pets on these days, the media is likely to pick up on it – even the national morning shows. Your story’s newsworthiness is determined by every other story that is pitched and told online in 16

a particular day, hour or minute. News changes so fast that your story could have been picked up if millions of people weren’t sharing pictures of hugging their hound dogs at the same time. How do you determine if your story is newsworthy? Who do you pitch and how do you pitch it? I interviewed two successful public relations professionals who have a combined 31 years of experience for insight into these questions in terms of both national and local media coverage.

The National Pitch Mary Lester owns MPL Public Relations, a communications agency that specializes in notfor-profit, business-to-business, consumer, and tourism. Mary has developed cost-effective strategies that support specific goals for Kids In Need Foundation (AFCI’s Charity of Choice), Visit Granbury, Greater Dallas Veterans Foundation, ThermoServ, Old Time Pottery, and Medieval Times Dinner & Tournament, to name a few. Mary has 18 years of experience in communications, where she honed her media relations, key message development, executive positioning, and social media strategy experience. Her success in public relations comes partly

from spending several years as an anchor/reporter for two CBS affiliates. Newsroom experience serves Mary well today, as she turns clients’ stories into headlines in outlets including NBC Nightly News, Good Morning America, TODAY Show, USA Today, The New York Times, and The Wall Street Journal. Mary holds a B.A. degree in journalism from American University in Washington, DC. Gradient: “Mary, how do you determine if a story is worthy of national coverage?”

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Lester: “I have frequent conversations with top national producers and editors about what they are looking for. Right now, news outlets are interested in ‘trending’ news that is getting a lot of attention digitally and socially. News outlets want pitches that allow them to expand upon news people are already talking about. In addition to print and broadcast impressions, they want to see their news stories shared digitally. I am working on a national morning show segment right now,

where we made a connection to a trending story that allows us to amplify the message of our organization. I still think the most important factor in considering national coverage is a great human interest story. The media loves to tell the stories of people doing interesting things—and this goes for every organization and corporation we work with.” Gradient: “How do you craft a national pitch?”

Lester: “I put the most important thing I want to say first. Editors and producers are getting dozens of pitches a day and they do not have time to read a full page pitch. If they are interested or want more details, they will ask for them. Sometimes the most successful national stories I have ever secured have been one paragraph pitches, with a request for a quick phone call to discuss.” Gradient: “In your experience, what’s the key to pitching national Gradient • Fall 2018

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broadcasts, like the TODAY Show and Inside Edition?” Lester: “The secret here is knowing exactly who to talk to for your specific story idea. Within these broadcast outlets, producers have different goals and focus areas. Just like any organization, there are decision maker producers. I may pitch ten different ideas throughout the course of a year before a producer finally says yes. I watch the shows. I read the articles. I absolutely craft pitches specific to each individual I am talking to. Mass pitches and mass distribution does not work. With Inside Edition, I am working on a fourth segment within one calendar year for a single organization. I have open dialog with the producers about what

they are trying to accomplish, and how we can help them meet their goals in a way that allows our client to share our stories in a meaningful way.” Gradient: “How is pitching broadcast different than print and digital?” Lester: “Pitching broadcast is all about the visual elements. This is fun for me, as I am a former television news anchor and reporter. I love to bring producers creative ideas and elements that will allow them to make the story most interesting to the viewer at home. We have to ‘think in video’ when pitching broadcast.” Gradient: “How do you build productive relationships with journalists and producers?”

Lester: “Each time I pick up the phone, or hit ‘send’ on an email, I aim to deliver information that will be valuable to the recipient. In order for a relationship to work long term, it has to be mutually beneficial. I learn what time they like to accept calls and emails. Most importantly, I do what I say I am going to do.” Gradient: “What are your top 3 pitch tips?” Lester: “1. Customize each email for the specific producer or reporter you are pitching. 2. Bring your contacts information and sources that are useful to them. Ask them what they find most interesting, and collaborate based on what you can offer. 3. When pitching a broadcast story, think about the visuals first.”

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The Local Pitch Morgan Vanderwall is the owner of Vanderwall PR, a Phoenix-based boutique PR firm that specializes in small businesses. Vanderwall has owned and operated her independent public relations firm in the Valley since 2005. She is recognized for her skill and expertise in media relations. Having worked as right hand to many of Arizona’s elite, she injects her media savvy and flair of style into all assignments. She has always been a fan of variety in her workload, working on both small and large companies, with both local and national scopes. Vanderwall grew up in Elkhart, Indiana on a family farm and graduated from Purdue University where she earned a bachelor of science in psychology, coupled with minors in both communication and graphic design. When she is not working, she enjoys traveling and spending time with her friends, husband and children. You can also catch her on TV on Friday’s as a frequent guest on 12 NEWS, Arizona Midday show for “Coffee Talk.” Gradient: “How do you determine if a story is worthy of local/regional coverage?” Vanderwall: “Being in the PR industry for 13+ years, I have definitely developed a sense of whether something is press worthy. A lot of times clients might suggest something that I know isn’t enough, but I work carefully with them to expand and take the story to the next level. The bottom line is thinking about whether it is something others would be interested in watching, reading and learning about.” Gradient: “How do you craft a local/regional pitch?” Vanderwall: “I work directly with my clients, including AFCI Member Brooke Roe, founder of Pinspiration, on a weekly basis to see what we have going on, new projects we have added, and talk about different themes, holidays, etc. I have my head to the ground with watching an insane amount of news and staying active on social media to see if anything pops up that we can take and run with. I take photos, and write a detailed, short pitch with the idea and try to provide as much detail as possible. You know you craft a great pitch when the only thing the reporter needs to do is respond back with a time and date. You are here to make their job look easy and give them a great story that looks great in print or on TV.” Gradient: “In your experience, what’s the key to pitching local and regional media?” Vanderwall: “My biggest tip is to know the writer or reporter inside and out before pitching them. It’s important for you to not just want something from them, but also appreciate the work they do and other stories they tell. It is very clear to them based on the story you are pitching and the introduction if you

know them or not and pitching the wrong person at the media outlet makes the entire pitch fall flat. It’s important to pitch stories and guests that match up with their shows’ topics, formats and time slots. I also have found that while many agencies email everyone the same story, and while that is okay to do with some things such as an event or national holiday; I find that pitching different story ideas to different outlets works very well locally. Other outlets watch what they do all the time, and the last thing a reporter wants to see is a story they worked with you on another network. Lastly, my local/regional contacts do not like sending pitches to multiple people at the same newsroom or station. It is important to know they sit within 30 feet of each other and they know when they all get the same email.” Gradient: “How is pitching local/regional media different than national media?” Vanderwall: “Local/regional coverage is vital to a small business. It connects you to the ground where you work, play, and is a great networking tool. Local pitching helps publicize events, happenings and is great to show off your business to your target audience. While many clients want national press, local press is where it is at for small businesses. Pitching local media also is a great opportunity to bring in other local businesses and partners and is very helpful in creating trust with your consumers.” Gradient: “How do you build productive relationships with journalists and producers?” Vanderwall: “This was something I was very intimated by when I first started in PR, but now is my favorite thing about my job. I check in with my contacts very frequently and 30% of the time it does not contain a pitch. They are human too and have lives and families, and sometimes I just see something they write or a story they do on TV that I love. My relationships with both journalists and producers have really become more friendships than ‘work’. I also make a point when at the local stations to not just keep to the studio. I love to walk through the newsroom and catch up while I’m there if they have time to talk for a bit.” Gradient: “What are your top 3 pitch tips?” Vanderwall: 1. “Be fast! Some of my favorite local pitch ideas come from watching the news and tying a pitch into a relevant story idea. 2. Pitch fun, interesting and new topics that not just you find intriguing, but things you know will pique others’ interests. Do not pitch stuff that has already been seen or done. 3. Be creative and detailed! The more visuals you provide with photos and words, the less work the reporter or producer needs to do and the more likely you will lock in coverage.” Gradient • Fall 2018

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FEATURE

The Role of Social Media in Meeting Your

PUBLIC RELATIONS GOALS

By Sandi Rosner for Stitchcraft Marketing

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We usually think of social media as a marketing tool, and there’s little doubt about the important role it plays in your marketing plan. But social media is also an important channel for public relations. Social media is a helpful tool for monitoring your company’s reputation, reacting to negative events, making announcements, and communicating your company’s values. In this article, we’ll look at the overlaps and the differences between these two uses of social media. We’ll dive deeper into the role of social media in meeting your public relations goals. We’ll also look at some of the public relations challenges presented by social media.

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What’s the Difference Between Marketing and Public Relations? Marketing is the work of promoting your products and services to potential customers, with the goal of generating sales. Public relations is the work of creating and maintaining a positive image or reputation for your company with a variety of external stakeholders. These stakeholders can be investors, regulators, vendors and your local community, in addition to customers. If your company is small and privately held, you probably don’t have a PR department. But a positive reputation, both within the industry and within your community, is important for companies of any size. The line between marketing and public relations can be blurry, especially in smaller companies. For most crafty businesses, marketing and PR will be handled within a single department. That department (or person) is likely to be responsible for the company’s social media presence. Ultimately, you can’t do marketing without doing a little PR, and you can’t do PR without doing a little marketing. The objectives – promoting your products and services versus making people trust and love your company – are just too entangled. If your products aren’t good, people aren’t going to think much of your company, and if customers have a negative view of your company, they probably aren’t going to buy your products.

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Monitoring Your Reputation Social media gives you an unprecedented opportunity to hear what the public is saying about you and your company. By using social media as a tool to listen, you can identify and address threats to your reputation before they become a hot topic and potentially hurt your brand. You can also amplify positive brand feedback by reposting positive comments and reviews (with permission, of course). Be sure you’ve set up Google alerts for your company name, key brand names, product names and company owners’ names. Include common misspellings. You can set these to automatically notify you when there is a new result.

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Check in on your hashtags regularly. You can follow hashtags in Instagram just like you follow people. To follow a hashtag, 1) tap any hashtag (example: #beadcrafts) you see in Instagram, and then 2) tap Follow. Once you follow a hashtag, you’ll see its photos in your feed. There are several free or low-cost tools available to streamline this monitoring. Hootsuite allows you to create customized social content streams based on your keywords. Sprout Social combines mentions on multiple social networks into a single inbox, making it easy to respond. Keyhole focuses on Instagram and Twitter, tracking hashtags, keywords, URLs, and @mentions. All of these tools offer free trials, so you can play with them and see

which interface is most comfortable for you. Follow industry press and prominent craft influencers to stay abreast of hot topics and trends. Stay alert for opportunities to link your company to these trends. For example, if a blogger posts a how-to showing new hand-lettering techniques, and you make markers that would work well for her, offer to send her a sample kit. You might even arrange for her to visit your office for a demonstration, which could be shared with both her audience and yours via video!

Reacting to Negative Events “A lie can travel halfway around the world while the truth is still putting on its shoes.” While versions of this quote have been around since the

mid-19th century, it is even truer in this age of social media. If there is problem with your products or your company, you can be sure the news will spread like wildfire via social media. It is critical that you are part of that conversation. There will be plenty of people happy to spread rumors. While you don’t want to engage in public arguments, you can be the calm, authoritative voice providing factual information. This is an occasion where your monitoring will pay off. The quicker you respond to a negative event, the less likely it is to escalate into an online conflagration. Of course, you’ll often have the opportunity to respond to positive events related to your company.

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Whether it’s a record turnout for Worldwide Knit in Public Day, or a Chamber of Commerce recognition of your 25th anniversary, use your social media channels to spread the good news.

Making Announcements

of a profile in the local press, post a link. If your design director will be the featured guest on a popular podcast, invite your social followers to tune in. Increase the impact of your earned media by sharing links on Facebook, Twitter and Instagram.

Social media has largely replaced the traditional press release for most public announcements. Have you just signed a licensing deal with a hot new designer? Moved to a new location? Joined with another company in a strategic partnership? Use your social media channels to tell the public what you’re up to.

Take advantage of the immediacy of social media to make timesensitive announcements. Are you closing the store for the day because of an impending blizzard? Has a power outage taken your customer service department offline? Twitter and Facebook will help you get the word out.

Don’t hesitate to blow your own horn. If your CEO has been named to a local business advisory council, share it! If you’ve been the subject

Your company is more than a vehicle for selling products and services. You’re also involved in the life of

Communicating Your Values

your community. Let the public know about the causes and organizations that are important to you. Do you sponsor a Little League baseball team? Do your employees participate in charity fundraising walks? Do you contribute to local arts organizations? Do you donate products to local schools? Take lots of photos and use them for social media posts. Not only will you communicate your commitment to these causes, you might inspire others to contribute as well.

Social Media Challenges The pervasive nature of social media has created some new PR challenges. Many of these challenges arise out of confusion over what is business and what is personal.

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Modern marketing theory encourages us to show the people behind the brand. Consumers would rather buy from a person they know and trust than from a faceless corporation. As we move toward making business more personal, our

personal social media presence can have an impact on our business. Here’s a recent example: A family-run company has passed ownership and control to the second generation. The first generation no

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longer has any involvement with the company. One of the first-generation owners posts controversial political opinions to their personal Facebook page. Readers impute these opinions to the company and begin calling for a protest boycott of the company’s products. What should the second-generation owners do? Take away Mom’s Facebook page? Disavow Dad and his politics? What a nightmare! There are probably several people who are publicly associated with your company. Are they mindful of the crossover between their personal social media presence and the public perception of your brand? Social media can also impact your ability to recruit new employees. Employer review sites such as Glassdoor have grown in popularity as the economy reaches full employment. Potential employees may check the reviews before they even apply for your opening. These reviews probably skew toward the negative, since happy employees are less likely to write a review than those with an axe to grind. If you find you’re having trouble attracting applicants for open positions, take a look at the reviews. Show that you’re paying attention by posting thoughtful replies to negative comments. And take note of any common themes to see if there is a human resources management problem you need to address. Effective use of social media is an essential part of public relations. Stitchcraft Marketing is a platinum partner with AFCI and can help you design and implement a social media strategy that meets your public relations and marketing needs. Contact leanne@stitchcraftmarketing. com to find out how.

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By Mallory Whitfield When I started my first handmade business in 2004, I didn’t know much about marketing or how to get the word out about what I was selling. Luckily, I’m a fast learner. In 2005, my friend Rachelle reached out and asked me to join her as one of the founding members of the New Orleans Craft Mafia (NOCM), a mastermind group of like-minded alternative craft artists. I soon found myself in charge of much of our group’s marketing efforts. USA

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Through marketing the NOCM’s events and my own businesses over the years, as well as working full-time in marketing since 2014, I’ve learned that local press can be one of the best ways to get the word out about what you do. Here are 3 ways to leverage local press to build your brand. 67916-004_CRW_allg_Gradient_Magazine_58x254 • FOGRA 39 • CMYK • yi: 02.08.2018

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#1: Host Your Own Local Events One thing I learned from my NOCM days is that hosting your own local events is not only a great way to strengthen your relationship with your audience or customers, it’s also a great way to get press. Every time we would host a new event like a series of monthly art markets or our annual “Last Stop Shop” holiday craft show, it would give me a great excuse to send out a press release to local media. Writing

a press release is pretty straight forward, and there are plenty of templates online. First, I gathered a list of relevant local press contact email addresses. When I was ready to send, I included the press release in the body of a regular email and sent a copy to myself, with all of the journalists and bloggers BCC’d. #2: Build Relationships With Local Journalists One year the NOCM was invited to host a “T-shirt Upcycling” DIY booth at a local music festival. While we were there, the fashion writer for the local newspaper discovered us and interviewed us about the event as well as our group. We soon got a nice article in the paper about our work. After that happened, I made sure to nurture that relationship. Whenever I’d send out new press releases, I would send her one separately, in an email that was personalized and spoke directly to her. Later, she would reach out to me directly as a source for stories she was working on. #3: Pitch Yourself For Local Awards In New Orleans, the local weekly news magazine, The Gambit, has an annual “40 Under 40” award. Years ago, I decided I wanted to one day be on that list. My friend Shercole had the same goal, so in 2016, she

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Photo by Sarah Deragon

reached out to let me know that the Gambit was accepting nominations for that year’s awards. We nominated each other, but I didn’t stop there. I don’t know how the “40 Under 40” are chosen, but I figured more nominations couldn’t hurt. Via my social media accounts, I asked my friends to nominate me, but I also reached out directly to a few prominent, successful folks that I had worked with previously. One of these women responded that she’d be happy to nominate me, but she was about to head out of town — would I be wiling to draft a nomination on her behalf? Of course! I wrote a draft for her, adapting it to reflect the ways in which we’d known each other and worked together. I’m sure she tweaked it before sending, but I made it a lot easier for her to do me a huge favor. In October 2016, Shercole and I found out that we’d both made the “40 Under 40” list! I was ecstatic, of course, especially considering how much work went into orchestrating this win for myself. While chatting with other “40” recipients at the awards ceremony, I had a feeling that many of them made similar efforts to achieve this recognition for themselves. While I’ve had a few pieces of national press over the years, I’ve found that targeting local press can be much easier and more effective, especially when you’re starting

out. When you do get that press mention, be sure to follow up and request a link back to your website or blog, if possible. Not all publications are able or willing to link back to you, but links from those that will do it can be invaluable in boosting your website’s SEO. Want to learn more DIY tips for improving your SEO? Join me at Creativation in January in the seminar: DIY SEO: An Intro to Search Engine Optimization. Register at www.CreativationShow.org. Mallory Whitfield has been making things and performing for as long as she can remember. She began her journey as a creative entrepreneur in 2004, selling her handmade creations at local craft shows. She later wrote a book about everything she learned, called How to Make Money at Craft Shows. Mallory is the producer and host of the Badass Creatives podcast, and she has spoken extensively on digital marketing topics at events that include New Orleans Entrepreneur Week, WordCamp NOLA, VenturePOP, Craftcation, and more. Mallory is passionate about cultivating creativity, curiosity, innovation, and inclusion. In 2016, she was honored to be included in the 19th class of Gambit’s 40 Under 40, which salutes the brightest innovators, artists, and professionals in New Orleans.

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THE SHELF New Happy Fall stamps and papers from LDRS Creative feature adorable fall critters frolicking in fallen leaves and gathering for the harvest. This collection has something for everyone who wants to create for the fall season. LDRSCreative.com, CustomerService@ LDRSCreative.com Metal is better! Bob Ross paint in metal tubes – instead of plastic – will gradually become available. Metal is superior because it’s collapsible to inhibit trapped air inside so the paint remains pliable (not clumpy) for a longer life. Be gentle – use wringers to harvest paint from metal tubes. info@bobross.com

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Honey Bee Stamps offers stamps and dies for all occasions! Check out our brand new “Bee Bold” alphabet and # dies, as well as our “Bunch Of Bouquets” dies (both used to create these gorgeous cards!) honeybeestamps. com

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THE SHELF

Ready to have yoursELF some crafting fun? This cute set of elves and toys are perfect for your holiday and Christmas cards! lawnfawn.com

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Wave hello to AI’s NEW Flutters Sets! Add a fun, interactive element to your holiday crafting with our Bat Flutter! Each of the Flutter sets include clear stamps, matching dies, and some brads to get you started! Simply assemble your character and create a pull tab to connect with a bit of string! artimpressions.com

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Our HOLIDAY BOUQUET COLLECTION is just in time for this holiday season. We have a beautiful mini line of quality scrapbook paper that is 12x12 and double sided for a total of six designs. The die that coordinates with the Holiday Rose bouquet stamp set also cuts four of the rose bouquets out of the paper! Visit www.dare2bartzy.com for all of our holiday stamps, dies and papers. dare2bartzy.com Gradient • Fall 2018

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• Stencils • Stamps w/Dies • Scrapbook Paper • Inks

Tell our advertisers you saw their ad here. American Quilt Retailer........................................ americanquiltretailer.com............... IBC Art Impressions.........................................................................artimpressions.com..................22 B & B Etching Products Inc..................................................................etchall.com..................10 Bob Ross Inc................................................................................................bobross.com...................21 Chase Products Co................................................................chaseproducts.com..................23 Crafter’s Companion.................................................. crafterscompanion.com.................BC Crescent Cardboard...................................................crescentcardboard.com.....................7 Dare 2Bartzy...................................................................................... dare2bartzy.com.................30 Design Master Color Tool..................................................................dmcolor.com..................27 Glue Dots Int’l............................................................................................gluedots.com...................14 Honey Bee Stamps LLC..............................................honeybeestamps.com.................. 18 Lawn Fawn................................................................................................lawnfawn.com.................30 Lee Products Company............................................................leeproducts.com................IFC Lindy’s Stamp Gang...........................................................lindystampgang.com.................30 Little Darlings Rubber Stamps..............................................ldrscreative.com...................13 Messe Frankfurt...................................................................... messefrankfurt.com..................26 OMEGA DISTRIBUIDORA DE HILOS S.A.C.V............................................................................9 Pink and Main..................................................................................pinkandmain.com...................21 Ranger Industries................................................................................ .rangerink.com...................15 F R E E -T

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We are Your

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

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june 2017

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

RESOURCES Shop owners have busy schedules and multiple responsibilities. AQR wants to be a one-stop location for information on techniques, products, trends, and opportunities for you to run your business with ease. BEHIND THE SCENES Every shop owner knows that many things have to happen before fabric and patterns ever reach the sales floor. Let AQR help you better understand distribution channels and help you work with your vendors.

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BUILDING & NURTURING RELATIONSHIPS From the quilt shop staff members, to your customers, to your family and community, there are tips and techniques for building relationships that help you run a successful business. INSPIRATION & CREATIVITY Shop owners are required to provide inspiration to customers every day, yet they need that inspiration, too! AQR can provide that with ideas for events, classes, retreats and marketing ideas.

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BUSINESS GROWTH & SUSTAINABILITY Build your store for longterm success by learning strategies that work from experts. Explore opportunities to generate revenue to keep business on track.

How To Subscribe: • Visit americanquiltretailer.com and subscribe online • Call 641-751-3395 • Mail check to address below.

ON THE SALES FLOOR Train your staff to learn how to handle customers, upsell products, and build your customer base. And, AQR will guide you to better visuals and displays for selling your products.

AMERICAN QUILT RETAILER

101 N. Main St. • PO Box 205 • Conrad, IA 50621 • 641-751-3395 info@americanquiltretailer.com • www.americanquiltretailer.com

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POWERFUL FAST AUTOMATIC

POWERFUL FASTER SMALLER

POWERFUL SMALLEST PORTABLE

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