BadAss at business is where I yammer on about the business side of the quilting and retail life.
National quilt shows, Row by Row, and local guild events, oh my! You don’t have to look far these days to find some sort of sewing or quilting related event. Each of these events offers opportunities to vend, sponsor, or in other ways become part of the action, and of course this all comes at a cost.
The Situation
The average quilting customer has little idea of the costs shops incur to be part of these events, let alone the angst-ridden weighing of choices about what to participate in, when, and where. These events take money, manpower, and a certain amount of risk, but with the right mindset they are part of a solid long game to the shops that take on them on.
The Background
Currently, we at SPOOL don’t vend at any shows due to our size and family obligations, but on the horizon we will and it will center around BadAss Quilter merchandise and our awesome BAQS members. Where we DO put our attention is sponsoring a good number of local events, both quilting related and not, as well as taking part in Row by Row Experience.
The BIG Issue – Money Money Money
Being part of even a local small- to mid-sized guild show can be a serious expense for many shops. Of course each is entered into with the hope of big $ales, yet often these dreams are dashed on the quilting rocks. As the 2-3-4 days of the show go by, the shop owner/ staff become more and more discouraged; this leaks out in how they relate with the customer whether they know it or not. Competition at these events start fierce and then the price dropping starts! Sometimes these situations end with vendors giving away ridiculous deals in a panic simply to cover booth rental costs. For others it makes them pushy for a sale. The customer can sense that and it rarely ends well.
But what if ….
But what if as a shop owner you had a paradigm shift (Thank you Dr. Covey!) and took part in these events with, not the money, but the long-game in mind? What if that $500/$1000+ entry fee was all advertising dollars and it was about how many people learned about you and your store and came away with an amazing impression about you and your shop? What if your booth was so intriguing and eye catching, your staff so bent on education and not sales while at the event that people felt pampered and cared for not ~sold to~? What do you think would happen?
Paradigm shifts are not easy. They take time and staff (let alone self) education. But just noodle around the idea that as a brick and mortar or even online only store, maybe shows are not the place to sell, but the place to gather.
Moving past the show to Row by Row
While RXR has been great for many shops and there is call for year-round RXR (which is such a craptastic idea that it boggles the mind), others are vexed, if not totally disappointed in how their efforts are going. These shops are only using one yardstick to measure their success: the green yardstick of the dollar bill. Of course there are many things shops can do to rock their RXR game and I wrote about those the other day, but a change of attitude is by far the best change any store could ever make when it comes to this event.
To think that sales of row kits could or should save any store is poor business acumen by any measure. While tracking kit sales and pattern giveaways can help give a peek into traffic from the event, it is what you do with that traffic that matters.
It is true that many who cross shop thresholds this RXR season are tourists; this is still the time to capture e-mail addresses and pull out all the stops giving them a good impression of your shop and your area, whether they are there for just the complementary pattern or buy two shopping bags full.
Always keep in mind that this year’s RXR quick stop in is next year’s vacationer who is looking forward to coming back to your shop, mentions it to their neighbor who will be in the area, or becomes a fan on your FB page.
Each person who comes to your store (or show booth) walks out into the world as an unofficial ambassador of your business – what are they sharing about you?
And that my friends is long-game thinking.
Your time to Respond
Tell me about your experience at quilt shows and the like. What do you love and what could you do without??
Having just finished a local show and involved in the RXR I have way too much to say for this forum. The local shows are difficult and you have to weigh your relationships with the guilds in your area. Just a show is not involved – you have to make your choice and commit. Show up at meetings, have your clients do show and tell, donate door prizes. Living in a large city with 15+ guilds within 50 miles, it is difficult to determine the best fit with a guild but it is worth it. Now, RxR. If you’re not making money with your kit, you shouldn’t be in business. Your profit margin should be at least 100% because that is where you’re going to make back your fees. We have a statewide RxR Facebook page which we all can take advantage of to increase sales and ideas. Look to your pages to increase your profits.
Maddie – you nailed it again! Bravo and well said. While I’m not a quilt shop owner I do own a a small business and many of these things you say are things that even those of us who believe we’re already doing them need to be reminded of every once in awhile. I’ve also been a vendor at craft sales and your words are so great about thinking of it as an advertising experience (I often used it to tell folks about my orchard as well as my art).
okay – onto your question – my experience at shows.
I love a friendly, yet not too pushy sales person. If I have a queston I’ll ask but it’s nice to know you’re happy to help. Displays that draw me in are things that I’m not seeing in every other booth … something unique.
The worst thing you can do is read a book. I know there are slow times at shows but never ever ever read a book. Books can suck you in so you don’t even notice you have a customer. And if you don’t notice me I guarantee I won’t stick around to buy. If you have to do something with your hands – knit or hand sew ONLY if you can do that and still give 100% focus on your customers. I do find that if I’m knitting or hand sewing in public folks assume I’m friendly and come and chat with me. I may mention that I’m a quilter/apple orchardist in our chats.
well, I’m not a store owner but I am a Spool customer. Last time I came in you stopped what you were doing to see if I needed help selecting fabric. Then you listened carefully as I described my project and made some helpful suggestions. You showed me the RXR project and how you had secured the geese and I’ll be using that technique for a banner I’ll make this fall. You apologized for not having the batting I needed before you told me of another store where I could buy some. My trips to Spool always make me feel like you want me to be happy with what I make and you are glad I came there. And that absolutely guarantees that I will return!
very well said. I have been both a store owner and manager. Knowing what to take to shows is a difficult decision. What sells out one year is a bust the next. I had an owner that looked at only the amount we made at the show to decide if it was worth it or not. She was never in the store so did not see the many new customers that came to the store after seeing us at a show. I usually did shows within a 75 mile radius. Out here in the desert people are willing to drive that far or more. We usually did a demo of some new tool at times through the show to booster sales and create interest. Also had supplies of bookmarks with name.,address,phone and hours and store class schedules to pass out.