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Want to increase your bottom line? Schmetz has announced the educational “Get To The Point” marketing campaign for 2009, which includes the new Designer Program. According to Rhonda Pierce, marketing director for Euro-notions, USA distributor of Schmetz household needles, “We have hand-picked 12 of the most popular sewing speakers in the country to launch this program. They each travel extensively, teaching at consumer sewing shows, guild events as well as in-store classes.” Luveta Nickels of The Junk Jeans People participates in the Schmetz Designer Program. She travels throughout the country to teach sewing and present recycle-denim events. She does nearly 50 events a year, including consumer sewing shows, fairs, sewing guilds and store events. When she is not on the road, she lives on a ranch in South Dakota with her husband Steve. At the 2009 Puyallup Sewing & Stitchery Expo, Luveta sold out of her special bundles of Schmetz needles. Euro-notions: You are the original “Junk Jeans” girl! How has the huge popularity of the “Green” movement affected your sales? Luveta: It’s been amazing! I’ve been cutting up blue jeans since I was a little girl. In 1979, I invented the “Jean-a-ma-jig” and I’ve always been very pleased with the attention my topic gets at sewing shows and events. But right now recycling old blue jeans is THE HOT TOPIC! Everybody wants to get on the Green bandwagon! Euro-notions: If a store that has never brought in a speaker for a special event, how should they start? Luveta: The store would call or e-mail me to get information and discuss fees and available dates. If we decide it’s a good fit, I do everything I can to help promote the event. I provide seminar descriptions, a press release, in-store posters, some pre-show samples, a product list -- and I put it up on my Web site. Euro-notions: Why should a store sponsor a special event? Luveta: First of all, it sets them up as the “sewing expert” in their own community. Secondly -- I sell a LOT OF MERCHANDISE. Bringing an “expert” sells product like nothing else. Also, because I send my merchandise on consignment, there is no risk to the store. I also bundle products in a unique way that encourages customers to buy much more than they normally would. Euro-notions: For example? Luveta: Choosing the correct needle is key to sewing-on-recycled-denim success. Because I am a Schmetz Designer, I bundle my three favorite Schmetz needle sizes -- along with the Schmetz ABC Needle Guide and my own “Sewing on Denim” tips and techniques. These merchandising tips can triple the needle sales for my store event. Sewing machine needles are the “consumable” item for every sewing machine dealership. They should encourage their customers to change their needles OFTEN -- and to always buy the BEST -- SCHMETZ. Euro-notions: Could you give us an example of a unique “Luveta Denim Tip”? Luveta: I love working with decorative threads, and I bring many samples where I used the Schmetz Topstitch needle. It’s a lifesaver because it has a larger eye to accommodate more “showy” threads. AND I often use two strands of regular thread to create a more pronounced topstitch affect. When I show them the finished projects -- THEY WANT ALL THOSE SCHMETZ NEEDLES! Pierce of Euro-notions said, “We are delighted to have Luveta Nickels in the Schmetz Designer Program, which is just one part of our Get To The Point marketing campaign.” To benefit from the Get To The Point campaign, order Schmetz educational and marketing support materials from sewing and notions distributors:
Reprinted from SQE Professional, June 2009 |