Schmetz: Help Your Customers GET TO THE POINT

Rhonda Pierce, marketing director for Euro-notions, USA distributor of Schmetz household needles, had standing-room-only in her “Get to the Point” presentations at the 2009 Puyallup Sewing & Stitchery Expo.

“I was delighted with the consumer response,” said Pierce. “Clearly, sewing enthusiasts understand the importance of using a high quality sewing machine needle -- and they know Schmetz delivers. They were eager to learn more about sewing machine needles.”

According to Pierce, “Doing such a large consumer sewing show was a great way to launch the ‘Get to the Point’ campaign. It was an opportunity to elevate respect for this small and vital engineering marvel -- the Schmetz sewing machine needle -- and to build the Schmetz Designer Program as a part of the ‘Get to the Point’ campaign. Schmetz understands that the first point of contact with a customer is in your store. Our goal is to provide you with the knowledge and tools to make YOU the expert in your sewing community. How can YOU benefit from the Schmetz ‘Get to the Point’ marketing program?”

If you position yourself as “THE” sewing machine needle expert with your customers -- you will INCREASE YOUR BOTTOM LINE. Take these simple steps:

• Use the “Get to the Point” PowerPoint presentation. It’s available FREE! Download from your distributor’s Web site or go to www.euronotions.com/brochures.htm. Use the fully scripted PowerPoint in programs for your sewing clubs, as part of your machine owners’ classes and at in-store special events.
• Post the Schmetz video to your Web site. Get excited about Schmetz needles in a snappy and inspirational five minute video. Download from your distributor’s Web site or go to www.euronotions.com/brochures.htm. It’s FREE!
• “Bundle” sewing machine needles. Instead of selling one package at a time -- increase your average needle sale by selling “assortments” which focus on your customer’s sewing area of interest. i.e., Embellishment, Quilting, Embroidery, Double Needle and General Sewing.
• “Added Value.” To encourage your customers to purchase the needle assortments -- include the Schmetz ABC Needle Guide.

Pierce also made a special red dress she modeled in the “GO RED” Style Show -- a special charity event at the Puyallup Sewing & Stitchery Expo benefiting the American Heart Association.

“Schmetz needles were included in Goody Bags at the Go RED event -- and hundreds of those consumers came back to our booth for a free ABC Needle Guide,” said Pierce. “Many sewing machine dealers participate in local charity events -- and it’s a great way to build an awareness of your store and set yourself up to be ‘THE’ sewing expert in your community.”

Also available in summer 2009 through your distributor is the Schmetz Super Needle. This large-scale household needle is 17” tall and made of a metal alloy. Use in class and in-store displays. The Schmetz Super Needle shows the structural details that make each Schmetz needle an engineering marvel.

Reprinted from SQE Professional, May 2009