April 12th, 2010
My apologies. Learning to live with them has never been easy. If you’ve tried to get to the blog the last 12 days you’ll note that we’ve been down. It’s been a conversation between two host sites, one ‘flipping’ a switch that they shouldn’t have, then getting them to switch it back and not until today. Goodness.
I’m back to looking at other hosting packages, from other providers, that have easy upload of this Database to their site. It’ s been done in Wordpress, which I love, but my new provider (soon to be old) provider can’t seem to understand that the DB is not even able to upload from an FTP site. Sigh.
Until we have that sorted out, the site and blog will remain here. Bad email system and all.
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March 30th, 2010
My apologies to all, I’ve been on a hiatus due to two recent passing’s of family in the last six weeks. I’ll be back very soon. Taking the time to heal, think and remember.
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February 10th, 2010
I subscribe to several branding and marketing email newsletters. This one rolled into my in box this morning from Marcia Yudkin of The Marketing Minute. I thought. Wow. Simple and effective.
Behavioral Branding
The impression people have of you as someone to do business with comes only partially from carefully orchestrated sources like your web site, appearances on stage and writings. It derives just as much from informal settings and interactions.
Use these questions to assess whether you are coming across in a way that highlights your values, skills, character and distinctive strengths:
If someone happened to look at the 2-5 posts showing today on the front page of your blog, would they understand why fans avidly refer business to you?
If someone looked at your most recent 20 tweets, would they get what you’re about or think you’re a lightweight complainer, a hypercritical heavy drinker or something else unflattering?
The same goes for your newsletter. Are there patterns in what you write about (and how) that suggest a skewed picture of your temperament or priorities?
Other points to audit are how you answer questions from potential clients, how you debate with colleagues and how you sound in your voice mail.
Today’s let-your-hair-down business environment might be encouraging you to sell yourself short.
Some very good food for thought.
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January 27th, 2010
It’s been a world wind month, with the best of intentions to get a post up and then falling flat. Quite a bit has been going round in my head on how I can make this a place that builds slowly and adds value to you the reader. Not as easy as it seems. My big question to myself has (is) what to bring you in this blog that can help you. What might be valuable, thoughtful, fun and real for me to write as the blogger. It coming together in my head a bit more, but in short – more of me.
It really gelled for me at the recent TNNA conference, where I was fortunate to be able to spend a day teaching a class on Marketing and PR. On the whole, both went really well. Attendance was down, but those that were there, were there to learn. I was able to sort out some new ways to present material in a three-hour class – always helpful. What really hit home and something I’m reminded of on a regular basis is that many people intuitively understand both, but are not sure how to do and in some cases when to do. It also hit a cord that people are interested in what one does daily (in the life) as a marketer and pr person. I spend many of my days wrapped up in the tactical activities of getting work done. Dealing with the joys and pitfalls of work that I love.
The Breakers, Long Beach
Fog in the Harbor
For 2010 I’m going to work on bringing you a more rounded me that includes me the marketer/pr person as well as the knitter/needle artist, knitting designer, teacher, student of Nihon Vogue, and tech editor. I’ll work to post each week, with no deadline day of Monday or Tuesday, etc. To much pressure. (Oh so sad, oh so true). Some may be long, others not so long. I’m also taking some courses for a certificate in Digital, Interactive and Social media. I’ll weigh in on this and how it can be helpful or not.
A month into this year, and all points of reference continue to speak to me that it continues to be a year of discovery, hard work and change. And it’s all good.
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December 29th, 2009
With Christmas just having come and gone I’m reminded how thankful I am that I continue to be able to help people and companies understand how marketing, communications and PR can help them succeed. For many of us it’s been a challenging year and 2010 looks to be relatively flat (no backslides please) with an uptick (we hope) in the second half.
For those of you with LYS’s and online stores have you planned any last minute gift packages, kits or KAL’s that could help you with sales as the year comes to a close? If not, pull out your calendar and check out this fabulous blog by Kizer and Bender for some ideas. I couldn’t have said it better myself.
Planning 2010 yet? If not take (make!) the time to review your marketing plan and budget. Take stock of what worked and didn’t for the year and how you can improve upon or change all together. Identify your goals and objectives for 2010. I have a running list of about seven (paired down from an unrealistic 15). Realistically if I can accomplish 4 of them next year I’ll feel not only positive, but that I will have contributed to my bottom line and set myself up for growth past 2010.
If you are in the planning process or beginning one don’t forget to incorporate time for family and friends, your environment and community, thereby enriching not just your life but your employees, community and family.
If you don’t have a marketing plan or budget, why don’t you make 2010 the year that you take the time to create one? If you’re a member of TNNA there are several options in January in Long Beach. If you’re not, check back here in January for some online class opportunities that are in the development stages for launch in 2010.
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November 17th, 2009
I’m a firm believer that packaging that promotes a product should deliver on the intent of the product and that the medium used should be chosen well. I recently had an experience that wasn’t the best. A little background. One of my biggest commitments this year in the knitting/technical-editing realm is the Nihon Vogue course. I’m closing in on year one and will start year two September 2010. It’s been a wonderful course and learning experience. It’s also led to me being interested in and using Japanese stitch dictionaries, which at times can be a bit confusing (it’s the symbols). I recently found some DVD’s at an LYS in San Francisco and thought – brilliant I’ll be able to resource these stitches and subsequent meaning via a DVD while traveling.
The DVD is not usable. I was not amused. Especially after I had paid $24.00 for the set. And I paraphrase (from the original source), “I thought the DVD would be a cool way to print the material. However, it’s not a usable DVD…” Which means its use is zero, at a value of $24.00.
Japanese Symbols
What would have been even cleverer would be to actually place the PDF of the symbols and English on the DVD with accompanying videos of the techniques to symbols. That I would have paid the ~$12.00 for each DVD.
The moral of the story? Really think about the packaging. It may be a cool idea, but will it deceive the buyer. Or clearly sate that something isn’t what it might be perceived as, but a clever play on an idea. Ultimately, use the right medium to package and make sure to include value for the price you charge. In this case, one couldn’t determine that the DVD’s weren’t usable due to packaging. It was only after it was opened that it was apparent.
Disclaimer. I have not named the person behind the packaging as I don’t think that’s appropriate.
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November 3rd, 2009
A recent article I wrote for Yarn Market News on the value and promotion of independent designers and publishers has recently been published. I had some great contributors (not all made it in.) It’s the first article that I’ve written that’s been published in my name. Pretty cool.
I was really excited and honored to do this article. The topic is near and dear to my heart. I have a thing for the underdog and anyone with an entrepreneur’s spirit. However, in writing this article it became clear that designers that have taken on the role of self-publishing do so for love of what they do (designing) and to share their knowledge through their books. It means they can add more to the end product vs. less. However, writing and self-publishing a books is a daunting task of time and money (that they invest themselves). Marketing it is another. Those that I interviewed all have some strategy and are committed to working with shops, distributors and events in promoting their books. But they need your support LYS’.
I also spoke with several shop owners in the interview process (apologies that not everyone made it in either) and learned that many do not have a book buying strategy. I was surprised. Why not? Books, booklets and knitting patterns are the lifeblood of selling yarn in the shop. This was brought home to me when I worked at Noe Knit (now closed) in San Francisco. Sure we had customers come in with a project in mind, but 80% of that time they didn’t. Invariable once we sorted skill level, time and what they wanted to knit we headed for the book section and then to the yarn. We were fortunate; we had a great selection to choose from. But then we had a book buying strategy as well as loose leaf and pamphlet strategy. Not only did it help sell yarn, but it also meant repeat customers.
How do you sort a book buying strategy? Listen to your customer. Ask them what they would like to see. Paying attention to what your customers are knitting. Check out Ravelry KALs. Follow fashion trends. Work with your distributors to understand what books are hot (and not). Create knitting KALs with authors (both self- and commercially-published authors) online or at the shop. Invite them to teach. Loo to choose books that represent your shop, customer and philosophy. The possibilities are endless. Once you’ve sorted what might work for you, create a one page strategy. Reference it each time you place an order. Be flexible though, adjust it if you need to.
Most importantly if you love a book, email or call the author! They’d love to hear from you and most are more than willing to go the extra mile to help you! Remember LYS’ far surpass the number of designers on the market. You most likely know of them before they know of you! Who knows, they may have a one page marketing strategy on how to sell their books in your store.
Here’s a list of several self-published authors to check out:
Cat Bordhi, Passing Paws Press
Margaret Fisher
Chrissy Gardiner, Sydwillow Press
Annie Modesitt, Mode Knit Press
Janel Laidman, Rustling Leaf Press
Janet Szabo, Big Sky Knitting
Books coming in 2010:
Cookie A
Chris de Longpre, Knitting @ Knoon
Disclaimer. Two of the above mentioned are clients of Urban Fiber Design.
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October 29th, 2009
I’ll be back next week. I’m in Sunriver at SOAR learning to spin and meeting wonderful people.
Sunriver in the Fall.
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October 19th, 2009
This topic has been on my mind the last week (or so). Actually quite a bit these days, but mainly because we are coming to the end of the year and working with clients on budgets for next year.
As rosy as the news is that we’re moving out of the recession and that jobs are being created (and they are in certain areas) for many small businesses this has yet to show itself. My sense is we have a ways to go yet. This is reflected in client conversations for marketing and public relations for 2010.
It’s unfortunate, but many companies and people (who run the companies) believe that marketing and public relations can be ‘tabled’ during economically challenging times. Fourteen plus years in communications, public relations and marketing has demonstrated to me that those that take this approach will either be out of business and/or be making up significant time (and money) when things get good again. For those that take the financial risk and make the commitment to do something, now have a better change of emerging out of the recession ahead in brand recognition and customer retention. Actually for many small businesses that take this approach, many emerge with a larger customer base as people buy from businesses that are (or appear) stable in a recession.
Why? Customers (existing, new and prospective) are at heart individuals like you and me. I don’t know about you, but I whole heartily appreciate companies that keep me informed and engaged (not advertising) with what they are doing, who they’re partner with, what new products are coming out, etc. Many small business recognize that we don’t have a lot of spare $$ these days. However, the savvy ones know we’ll have money to spend one day and that we’ll most likely spend it with those that ‘kept us in the loop’ when times were tough.
What can you do? Check out this post to explore some examples.
The bottom line. Communications and marketing that is done smart and on a budget can make the difference between keeping and engaging new business. It’s at least something to keep in mind as you think about 2010.
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October 6th, 2009
The term strikes paralysis in many a heart and mind. What is it? How do we do it? What does it mean for my business?
In today’s Google search mad world, SEO has become a must and an unknown for many. Many business owners and people I speak with are trying to understand the complexities of SEO and what it means to businesses regarding search, sales and branding via the web. BTW-it’s powerful. Once you figure it out. It’s the figuring it out that has so many stumped.
In short, SEO as an industry (and I say that liberally) has yet to do a good job of teaching people about SEO. It’s pretty much self-taught in today’s market. There are companies that do SEO as a business. However, many are finding it hard to survive without a background in integrated marketing and communications.
Personally, I think it’s still emerging as a field and a profession. Job postings on Craigslist and Monster attest to the fact that companies are seeing the value in it. Several small knitting businesses and shops are implementing. Successfully I might add. How to harness it and strategically implement it into your existing marketing and PR strategy WITHOUT spending a lot of money is the question.
It’s an ongoing learning curve. I’ve compiled a list of tools I use when helping clients develop an SEO strategy. I hope they help.
Google Analytic
Tools.seobook.com
Webmaster.com (requires a google account)
Keywordenvy.com
Sitemapdoc.com
Rankchecker.com
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