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Don’t let the packaging decieve you.

Tuesday, 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

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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Promoting Indie Books

Tuesday, 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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SEO Thoughts.

Tuesday, 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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Taking a deep breath.

Thursday, August 13th, 2009

A quick comment before I head in to the topic of the week. I’ll be changing up the routine a bit with the blog and will be posting each week Tuesday, Wednesday or Thursday vs. ‘on’ Tuesday. I hope to get to the point where I can make it ‘on’ a specific date each week but for now life, running two businesses and some career classes have me juggling a lot and in need of a bit of a flexible delivery schedule.

This past weekend, while at the Sock Summit (can I just say fun, fun, fun!) I was asked if I felt like I’m giving away the ‘secret sauce’ of what I do with these blog posting’s.

Nope. I believe that running a small business successfully isn’t nor should it ever be considered a hobby. Sadly many small needlearts business fall into this category. Some evolve, many don’t. For those that become the later or start from the right ‘place’ understanding and executing a business plan and a marketing plan are a must. Sharing ideas is what this blog is about. If it inspires you to do. Even better.

In taking a big step back from the last couple of weeks I realize that I haven’t really, really set out a map/steps for you (or me) in how this might unfold. That marketing (and creating a plan) really starts with understanding the fundamentals of the marketing 4Ps.

Product—define the product(s) or services that you offer, or are going to offer.
Price—what should be the price at which you offer the products or services?
Place—how will these be made available to your customers? Through direct sales at your store or other place of business? Via sales over your Web site? Will you sell directly, or use sales representatives? Or distributors?
Promotion— how will you inform customers and prospective customers about your company and the products and services that you offer?

So where does research, budgeting, distributing mechanism of products/services, public relations, advertising, social media and the web come into play in the 4Ps?

I keep racking my brain (thinking) on how to present materials and ideas to you in a fun and organic way. I don’t want this blog to be a ‘lecture’ series. With that in mind, I’ll begin working to tackle each ‘P’ individually and then as a whole. I’ll also work to intersperse examples and an interview or two to help you (and me) along in this process. I may stray off the path or meander down a few lanes. But in the end we’ll get there.

Goodness I hope all that makes sense. I’ve been doing this for so many years that to break it down is definitely more daunting than I thought. But that’s the fun as well.

Ever the optomist. Onward. Onward.

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