Checker Newsletter

Grab a cup of coffee, because this one is about education – a lot of information without any pictures….but it is worth the read!  We had a meeting this week on how to attract new business to our stores.  You may notice that I didn’t say new “quilters”!  After all, the majority of inventory in our stores is fabric that works just as well for other projects as it does for quilts. Just look at the distribution of the top 20 patterns today:

Purses: 45%
Kitchen: 15%
Table Runners: 15%
Clothing: 5%
Quilts: 20%

That means that 80% of our most popular patterns have nothing to do with quilting!!!  They use quality fabrics that work well in ANY sewing project!  So why do so many of our shops have names that are geared toward 20% of our Market…and what can we do to attract those people who sew – but think quilting is an old fashioned hobby for little old ladies with time on their hands???

Why not try reaching out into your community?  There are many organizations in your area that are always looking for speakers – and would love for you to provide a program for them.  All you have to do is ask!

Now is the time to get over your fear of public speaking!  Practice makes perfect – and it doesn’t have to be difficult – just pull projects from your shop and talk about them like you would to a customer.  Don’t forget to take lots of samples that can be made in two hours or less.  Now is the time to remove that intimidation factor.  Keep it simple – fill a couple laundry baskets full of samples from your shop, business cards, newsletters, and any other information you have readily available.  You already know your topic so give it a try!

With the age of the Internet, finding these groups is easier than ever!

Chamber of Commerce

Contact your local Chamber of Commerce.  Find out what services they offer that might be good for your business.  That does not mean that you have to join!  When you are considering membership, ask for the information they give new businesses moving to town.  Find the Chamber of Commerce nearest you:
http://www.chamberofcommerce.com/chambers/

Newcomers Clubs

Contact your local Newcomers Club.  Not only do they host get togethers for people moving into the area, they also help organize members who have like interests. Offer to speak at a meeting and possibly organize a sewing group.  Visit: http://www.newcomersclub.com/oh.html

LaLeche League

This organization is a support group for new moms who are breast feeding.  What a great way to meet this segment of our Market – young Mom’s who could be sewing clothing for their wee ones and decorating nurseries. Find the group closest to you by visiting:  http://www.llli.org/WebUS.html

Senior Citizen Centers

In most cases, our core customers are women who are empty nesters or retirees.  They finally have time to do something that THEY enjoy!  These women have all taken Home Economics classes so they are not intimidated by the idea of sewing – they just need to learn that they no longer have to stick to aprons and locker caddies!  Just do a google search  for a Senior Citizen Center in your county and state.

Adult Education Classes

Google is a girl’s best friend .  In our area these classes are offered in the evenings at our local vocational school.  If they already have quilting classes, see if you can add sewing classes.  Or work with the present instructor – offer the students a discount if they buy their supplies through your store.

Mommy and Me

There are organized play groups for stay at homes Moms all across the country.  To find the one nearest you, visit: http://www.mommyandme.com/

Listen

Remember – you are trying to let people know that your shop exists, but use this as an opportunity to find out what they would like from you!  What kind of classes would they be interested in taking?  What hours work best for them? Where do they go to find information on what interests them?  You may be surprised by the answers.  Let them tell you how to use your advertising dollars more effectively!  Go in with an open mind and you may be surprised at the results!