Posts tagged ‘MetroWest Guild’

For many weeks, I have been biting my tongue whenever I remembered the crime scene. I had walked into the Natick Mall Sears to participate in what I expected would be a busy 3-ring circus. Why the expectation? Lands End was hosting two of the knitting world’s rockstars, Kate Jacobs and Vickie Howell, in an event to knit hats for the homeless. Since the e-mail I received about this event was very last minute, I was worried that I would be lost in the crowd of fans. Instead I was in a front row seat to witness Lands End’s failure to reach a highly sought audience for their targeted goal of 250000 knitted hats.

With today’s fluctuating economy, savvy businesses utilize social media tools to increase their customer base. Being active in the realm of weblogs, podcasts, and online networks have enabled these businesses to advertise their products and services. For specific niche markets, narrowing the target to reach a solid customer base is a must to reaping high ROI. Lands End’s charity drive stop in Massachusetts is an example of how not to use social media.

In chatting with Kate, Vickie, and the woman who represented Lands End’s charity drive, I discovered a few keys affecting the low turnout of knitters (about a dozen at most) who appeared:

- The lack of utilizing Ravelry – a worldwide social network for knitters, crocheters, and weavers.
It seems that a particular publishing company dislikes its knitting authors to be on Ravelry. This publishing company feels that the authors would be wasting time and should be writing books, even if there is a group dedicated to specific authors. Because of this break in communication between the author and the readers, the author has no way of announcing appearances or news. Lands End had also contacted the owners of Ravelry to promote their charity. Unfortunately, it would not be feasible nor fair to the hundreds of charities that other Ravelry members promote themselves (mine happens to be Sweet Binks Rabbit Rescue). If protocol were followed, the suggestion that Lands End sign up for a Ravelry account would have been made so as a member, Lands End could easily promote themselves by creating their own group or contacting the local groups where their charity drives would be visiting. From my last check, Lands End did not follow that suggestion.

- Publicizing to a group located nowhere near the scheduled events.
Where the events were located is over an hour’s drive from the group base. The Greater Boston Knitting Guild meets in Boston. The events were at Burlington, MA and Natick, MA. Both areas require a long bit of driving, and do not allow easy public transportation. Since only that Boston guild was contacted, only one other guild was shared that news, the MetroWest Guild of which I am a member. How I had learned of the events was through a last-minute e-mail sent a couple of nights before the scheduled dates. It was sent as an “FYI, in case you are interested” type of feel. There was no “Wow! Come help Kate and Vickie knit hats for charity”" excitement. The small amount of notice made it difficult for many to plan on attending. Another note is that Lands End stated they had sent newsletters to its customers asking of any of them knitted to come and participate in the events. I quizzed a number of Massachusetts residents afterwards and not one received such news. Many of them were unhappy at missing the opportunity.

- Ignoring the power of local popular figures and specialty shops to promote the events.
Every town and city has their own respected community rockstars. They are many in New England, particularly Massachusetts, for the knitting world. Designer Kristin Nicholas, Julia Farwell-Clay of Twist Collective, Pam Allen of Classic Elite, Kathy and Steve Elkins of WEBS, Guido Stein of “It’s a Purl, Man” – these folks are just the tip of the iceberg. With the location of the scheduled events, it would have been more lucrative to include nearby New Hampshire and Rhode Island. This fibery network of community rockstars do connect with one another, and could have helped Lands End promote the charity events. By not including the local yarn shops and stores, Lands End failed to spread the word effectively, particularly in the locations where the events were scheduled.

I sometimes find myself reflecting on that Saturday when I met the small quiet crowd who came to the event. I always end up shaking my head in disbelief on the lack of the numbers that could have been. Since that day, I noticed that Kate is now on Twitter (another network she was told not to participate), and I wonder if it is really her or her publisher. (Update 2009-11-19: I was informed that it definitely is not her publisher, but I still think that the Tweets sound like hollow marketing.) I am just glad that Vickie is the real deal online, and that contacting her results in genuine responses. =:8

Finally I am sneaking in time to enter a blog post! For the past couple of months I have been occupied with work and found myself feeling detached to everything else. Sure, I managed to make it to special guild meetings (courtesy of Guido Stein and the Common Cod Fiber Guild), knitting SNBs/circles, and conferences (Stitches East with the awesome Ravelry Helpers). However there are little bombs inside my head that want to explode. I am wrestling with them during my daily drive, and sometimes hourly at home.

Every year I make resolutions and then immediately break them. They all fall in the same line: weight loss, driving more at work, turning WIPs into FOs, fixing up the house, volunteering more charity work, saving money, and then blogging about it all. Last year of 2008 was full of surprises — both good and bad. I hope to make 2009 a bouquet of sweetness whenever possible. Doing so may involve in closing off harmful relationships (all are muggle ones) to my psyche. If these old ties were true friends, they would understand. For now I shall sharpen my skates and sprint across my icy network as fast as I can. I may even bunny dance during my run!

In the knitting realms, Ravelry has definitely kept my attention — and the attention of over two hundred fifty thousand (250,000) members. Though the membership seems small, Ravelry made its debut to a very select handful on April 11th, 2007 and has skyrocketed membership like a “hockey stick” in a graph. The niche of “internet crafting” is amazing to behold, and Ravelry caters worldwide primarily to knitters and crocheters who are also spinners, sewers, weavers, and jewelers. The site can be very overwhelming to those not familiar with forums, but the information and social networking aspect can be harnessed into powerful business connections.

A few examples are presented in the following:
1. All members are given a Notebook to track their projects, yarn stash, needles/hooks, library, friends, and other items. The organizational aspect helps leash each member’s tigers of piles.
2. Local yarn shop owners on Ravelry have found that when customers come into their shop and are fuzzy on pattern material details (“I think the pattern’s name is ‘Wavy Wimple’ but I am not sure.”), the LYSO can go online and look up the pattern and suggest the yarn and tools necessary to make it.
3. For events like Rhinebeck S&W, TNNA, and Maryland S&W, vast information including what vendors to check out, which hotels to stay/avoid, where to find the best eateries, and when the meet ups occur were communicated in specific forums.
4. Designers have the ability to create their own shop in which members can browse their patterns and decide to buy/download after seeing how other folks did in following them. There are future works that will allow Dyers and Spinners the same ability.
5. Specific guilds, groups, and shops can communicate with their friends, members, and/or customers. Kate, the president of Massachusetts MetroWest Knitting Guild’s group posts messages about upcoming meetings and sponsored events. The “Cuppa Tea?” group brings folks from all over the world to profess their love of tea types and where to find them. The “Ocean State Crafters” group discusses items like where to shop or local events. Gina’s Mosaic Yarn Shop Maniacs host various knit-alongs, list classes, and updates on their fellow members.

These lines of communication have networked folks around the world together. Digesting all of this information is a constant work of art, but I love it. Adventurous stories to come soon — I promise!! Meanwhile, please note the other social webs that I live and feel free to include me. Now, I leave you some of Richie’s chocolate cake with white vanilla “almost buttercream” frosting… Bunny hugs! =:8