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

JANOME INSTITUTE

Education Connection 2009

Janome Institute 2009 focused on equipping dealers with the tools they need to succeed.

Today's tough economy means consumers are looking for stronger reasons to buy, and retailers find they must increase the perceived worth of their goods by including inspired add-on value. Manufacturer support is crucial to making it all work, which is why Janome America recently held a five-day sales and education convention. Janome Institute 2009 focused on inspiring dealers and equipping them with the tools they need to succeed.

Janome America hosts Janome Institute every two years. This year the convention took place at the Marriott World Center in Orlando, FL on July 2-6. Janome Institute allows Janome dealers to attend classes on every aspect of running a successful retail sewing store - from hands-on sewing techniques to machine service instruction to in-depth seminars on marketing, the Internet, legal issues, selling secrets, and more. Dealers also had the opportunity to check out new products from various vendors in the Exhibit Hall.

"This year's event was truly one of the best we've ever had," said Senior Vice President Randy Thomas. "As usual, our dealers came to learn -- and have fun! Janome Institute is very valuable to us as a company, because we're able to spend one-on-one time with our dealers, and really connect with them. Everyone was very receptive to the ideas presented, and the education was a great success."

Like so much else these days, Janome Institute spent a lot of time discussing the current economic climate. Much of the focus was directed toward helping dealers learn to survive and even thrive in difficult times. The event underscored the good news: sewing and the home arts are on the rise in popularity. Surveys show many new entrants in the sewing marketplace; new buyers who see a sewing machine as a practical purchase and a good investment. Janome dealers learned how to approach this new market, as well as serve existing markets, with good support and strong education.

"To make a store stand out and succeed in tough times," explained Thomas, "you have to be fun to deal with and then back it up with a lot of good, old-fashioned added value. That translates into sales, today and in the future."

Janome unveiled an impressive range of mid-level sewing machines with value pricing. Dealers were very excited to add these machines to their selling arsenal in time for holiday shoppers. In addition, Janome announced a new partnership with Tin Lizzie. Janome dealers will now have the opportunity to distribute Tin Lizzie long arm machines in their stores.

"All our new products were received very well by our dealers," Janome America President Jiro Hagiwara said. "We feel they are the right models for the times and are looking forward to a very strong fourth quarter."

Hagiwara emphasized that the number one commitment of Janome Tokyo, the parent company, remains to serve the independent dealer in the U.S. market. Janome America celebrates its 150th birthday in 2010 and plans to be around for many more years to come as a strong and profitable company.

Most importantly throughout the convention were the classes, and dealers found plenty to keep them busy in Orlando. Hands-on sewing classes such as "Sew Fun 101" and "Two Projects for Every Machine and Skill Level" helped dealers learn how to draw customers into their shops by catering to new or returning sewists. These classes showcased projects that can be completed easily, and make people feel comfortable behind the sewing machine. These classes also focused on more value-oriented machines, and helped dealers understand the kinds of projects customers in a less-experienced sewing demographic may find interesting.

Of course, Janome's computerized embroidery and software classes were also well attended. Special focus was paid to the advanced quilting functions found on the Memory Craft 11000 Special Edition, and corresponding software classes helped dealers find out more about the amazing capabilities of this machine. Dealers also learned about how to support small embroidery business owners with Janome's multi-needle embroidery machine, the MB-4.

Lecture topics were far reaching and comprehensive. The Janome sales and education staff shared their insight into making ordinary machines must-have purchases by showcasing valuable and handy features that are sometimes overlooked in the ordinary sales demo.

Other popular classes included an overview of incorporating on-line social media into a small business marketing plan and legal and accounting issues for the small business owner.

Outside of the classroom, Janome provided plenty of entertainment. A Treasure Hunt was a popular diversion, in which small prizes were hidden amongst the booths in the Exhibit Hall. There was also the Janome Amazing Race, which was a fun way for dealers to sit and sew, making numerous projects on a variety of machines. There were eight challenges in all and winners were judged on a point system that included level of difficulty, number of machine features used, construction detail and speed. Dealers who won these contests took home new sewing machines for their efforts.

An old-fashioned Fourth of July Summer Carnival as well as exciting Opening and Closing ceremonies rounded out the week's events. Dealers were also inspired by the keynote address by New York Times best selling author, Marci Shimoff, who taught everyone how important it is to cultivate a positive outlook.

"Events like these are important for our company, and allow us a great opportunity to spend time with our dealers discussing what they're facing in the marketplace." said Thomas. "We spend a lot of time planning for Institute with the knowledge that what our dealers learn and take away with them will allow their sales to grow, and that is what this is all about! The more tools we provide to our dealers for marketing and selling our machines the more our industry will grow."

Reprinted from SQE Professional, September 2009