The next VDTA/SDTA Convention & Show will be in
New Orleans, LA
February 27 - 29, 2012
at the Ernest Morial Convention Center

Schmetz Needles “Got to the Point” at Quilt Market

According to Rhonda Pierce, marketing director for Euro-notions, the USA distributor of SCHMETZ household sewing machine needles, "We were delighted with the enthusiastic response to the SCHMETZ needle education classes at Quilt Market. My Schoolhouse session and Take and Teach classes were sold out with quilt shop owners and educators eager for sewing machine needle education."

Linda Lingner of Sew What's New in Islip, NY, said, "It was so informative! I learned so much I did not know -- and I've been sewing for 20 years. When I get home, we're definitely going to start ‘bundling’ SCHMETZ needles."

Because everybody acquires SO MUCH PAPER at Market - SCHMETZ went "digital" with their Schoolhouse presentation. Store owners can simply log on to the Web site (www.euronotions.com/sewingacademy.htm) and download the entire "Get to The Point" program which includes:

*Professional PowerPoint Presentation for the needle class, complete with script

• SCHMETZ video that can be loaded to store Web site (or played in store)
• Class description to cut and paste into store newsletter, Web site or blog
• Sample invitation (or bag stuffer)
• Suggested time line
• Press Release
• Needle "bundling" ideas, including six different suggested "bundles"
• Needle Round Robin ideas -- a great way to demonstrate needles

The SCHMETZ mission at Quilt Market was to make the quilt shop owners THE "sewing machine needle" expert in their store and their own community. Resources were given so they can go home and teach needle education -- or make it a part of their upcoming open house or special event.

Two other marketing tools were BIG hits in the Euro-notions Booth at Quilt Market:

--The 17" SCHMETZ SUPER NEEDLE. ($100 cost - order from your distributor) The Super Needle should be placed on your counter as customers check out. The Super Needle is an extreme graphic "model" that is worth a thousand words. Use it to explain "needle anatomy" before every single class you present!

--The very popular SCHMETZ ABC Pocket Guide (#D-81) has been completely updated. It is available FREE -- simply order from your notions distributor. This nifty little guide has long been considered one of the finest educational tools in the sewing industry. Be sure to order enough copies so it can be included as a freebie when you have special events in your store. There is a space on the back for your own store information (with a sticker or a stamp).
Another key element of the "Get to The Point" campaign is the "Triple S" (SCHMETZ Sewing Stories) Project. Euro-notions is encouraging consumers and sewers from all over the world to visit the Web site and share their personal sewing stories, either past or present. Each month, everybody who shares a story or a project will be eligible to win a FREE SCHMETZ Needle Assortment. At the end of the campaign, one lucky customer will win $500 worth of SCHMETZ Sewing Machine Needles -- and the store who shared the most "sewing stories" will win dinner with a SCHMETZ Portfolio Designer at Spring Quilt Market. Go to the Web site (www.schmetzneedles.com) to see SCHMETZ consumer projects and watch Triple S videos.
The SCHMETZ "Get To The Point" program is available, FREE, to all store owners. Simply go to www.euronotions.com and log on to download the entire Sewing Academy program. Increase your sewing machine needle sales by becoming THE needle expert in your sewing community. SCHMETZ provides you with the educational and marketing tools necessary to convince customers to use the very best sewing machine needle. Purchasing top quality SCHMETZ sewing machine needles is not only an affordable luxury, but using the right needle will ensure the best sewing results possible and protect their sewing machine equipment investment.

Reprinted from SQE Professional, December 2009