Growing Fabric.com - We Want Your Input

[daniel]

The retail fabric industry is in a state of flux. Wal-Mart, the largest fabric seller in the world, is phasing out of the fabric business. Hancock Fabrics is closing 130+ stores and it is not clear what its long-term future holds. Hobby Lobby recently announced they are getting out of the apparel fabric segment of the business. Around our country, people are wondering where they will be able to find quality fabrics at fair prices.

As a customer, you know that fabric.com is a terrific resource for your sewing, quilting, and crafting fabric needs. The question is, how do we reach out in a creative way to the several million+ potential customers that could be fabric.com customers if only they new about us. If we had a few million dollars, we could roll out a national TV campaign or something similar to create national awareness of our brand. Since we don't have that kind of money available to us, we are trying to develop creative ways to create the same brand awareness, without a similar expense. What I am asking for are your creative thoughts. If you were our Marketing Director, how would you spread the word about fabric.com? Let your creative energies flow. Don't limit your thinking to traditional methods.

I look forward to reading all of your creative ideas! Thanks and best regards, Stephen

[KDTX]

Marketing should always be a high priority for any business, specially an online business.
Some of my ideas may be waoff the mark and some not. Clearly there has to be an advertising budget which cannot be exceeded but, with my creative thoughts flowing..............here I go:-)

1) With television out of the question would radio be viable? Maybe even to the point of a weekly phone in with questions and answers.

2) Magnetic or self adhesive signs which might be attached to vehicles. Any member of the site could utilize one on a contactual beasis of 6 or 12 months at a time and be given a shopping discount for that time period.

3) Can you look into the cost and viability of a scrolling marquee at a sporting event?

4) You may be able to sponser school sports days and have a banner on display.

5) Produce TOTES with WWW.FABRIC.COM screenprinted on them as a give away with any order over a certain amount. The idea being that the order can be placed INSIDE the tote when being shipped.

6) Run a campaign asking every member to get one (or more) friend to sign up to fabric.com

7) Might local colleges and libraries allow you to have flyers at their location?

8) Bumber stickers and/or window decals free with orders over a certain amount.

9) Car air fresheners with your company logo...like those pine trees to be given as a freebie with order over a certain amount.

10) Party items like balloons and paper plates at cost to all members. They save money, you advertise at no cost since you get back what you spent.

OK, my brain is in spasm so that's it for now. I hope some of them might at least give pause for thought.
KD

[deborah54]

My idea is to ulitize sewing and quilting expos. Contact the American Sewing Quild and Quilting Guilds. I teach beginning sewing in the intercity so Walmarts decision is really going to hurt me and my students. A lot of intercity schools don't teach regular sewing any more so it is up to people who sew to teach others. The one thing that you do well is having the $1.95 fabric that is still good quality.

[chrism]

I think appearances at quilt shows is the best idea. Some people are afraid to buy on line. Let them see what great quality you have.

[westbrook]

I will post in my sewing machine groups as well as my homesteadng groups.. "check out fabric.com" ... it is going to take a lot of word of mouth communication.

[westbrook]

I just ran into this

"
fabric.com Coupon
Does anyone have a coupon code? "


so perhaps offering coupons and allow us to post them around? 40% off 1 cut?

[rosiehurt]

How about having flyers available for download by your current customers to be placed only in stores that are in the process of closing down their fabric departments or closing completely.

This way we avoid looking like fabric.com is luring away their customers, as local shops are vital to the community.

Rosie

[westbrook]

Our Hancock is closing. There was a little conversation at the check out stand yesterday and I was asked to start a group for fabric lovers in my valley. Last night I started one and in time all sewists in my area will be on line looking for places to purchase fabric.

I put a link in for http://www.fabric.com/

perhaps offer encentives to purchase.. say, first time buyers get % or coupons for a % off certain times of year.

people tend to buy more if they think they are getting a deal.

[FrugalSewing]

Here's a trade show on line - http://needleworkshow.com/index.html (I have no affiliation, but it might help?)

Partner with some of the more popular sewing sites. Perhaps for a site like mine, you could offer a 'special' discount for shopping through the site. I'm speaking for myself only, but I do shop at Fabric.com (have been since it was a Yahoo store), and would gladly tout the benefits of the site if it suited my viewer/member needs (frugalsewing.com and the book on blog that accompanies it attract certain types of people).
Get yourself out there in the bricks and mortar world with coupons in stores that still do exist that sell sewing machines. Attend sewing, embroidery, and quilting shows.

Make sure the world knows you're trying to fill the WalMart void. Make sure people know you're keeping the sewing tradition alive by offering a venue where fabrics and notions can be purchased from any corner of the planet.

Keep in touch with site owners who know what their members/visitors want. Have an online focus group run by a professional which can address your "how to" question.

Hire me to get the word out - okay, that one's a long shot! :)

[mangojam]

Mahalo Nui Loa!

I look forward to each fabric.com newsletter and Deal of the Day! I just realized that I have placed over 30 orders in the past year:D I have never had any problems that haven't been solved to my satisfaction. I know that you listen to suggestions because there are lots of rayon fabrics to choose from after I had suggested that you carry more rayon.

In other words, with your wonderful customer service, high quality products, great prices, and alluring promotions, you are doing so many things right!

As for increasing your customer base, a wise use of advertising dollars would be directed at niche marketing...the sewing, quilting, needle arts customers. I hope that word of mouth has served you well. People like to tell others when they have found a really good thing! You could help this along with company personalized items that you can include in customer orders for them to pass on to their friends. Pencils or some sewing tool that people would find useful (needle packet/case, seam ripper, box of pins, pin cushion, sewing ruler, or some clever, unique gadget) that will catch attention.

I don't know if you already advertise in sewing and quilting publications. I don't know if sewing classes in home ec. classes are still popular, but I imagine that home ec. teachers must have a professional journal. Send several company personalized items to home ec. teachers for students to use in school sewing labs.

Girl Scout troops (and maybe even Boy Scout troops) might appreciate starter sewing boxes that have been personalized with company logo and info. Girls and Boys Clubs? 4-H Clubs?

I have always found it a shame that home arts are not taught as much as they used to be. Give newbies to the art an offer they won't want to refuse! If they realize that their creative efforts make them feel good and are not expensive, you may have customers for life!

Suggestion:
I was intrigued when I read that Stephen had gone to China on a buying trip. I wanted to learn more about the people he met there and the manufacturers that he visited. The fabrics I buy would mean even more to me if I could see the smiling faces of the people who make them, and maybe even learn something about the process. How are batiks made in Indonesia? Are these family businesses or big companies? This information and personalization would make customers realize that they are an important part of a global marketplace that provides employment for people all over the world and preserves the arts and crafts of other cultures.

With Aloha,

Jeannette Fukuzawa

[kimmie]

Hello, I didn't read all the posts in this thread but you could advertise on some crafting forums like www.createaprim.com (http://www.createaprim.com), or www.thesimplertimes.com/community (http://www.thesimplertimes.com/community) I belong to both of these and we are always looking for good souces of materials. Us crafters know how to spread the word.

Kimmie

[pamk]

I have purchased fabric from Fabric.com and i was very satisfied with my purchase,i tell everyone about Fabric.com. I think anything would help getting the word out to all the people in the sewing and crafting world. I wouldnt mind having magnetics or anything to pass out to potential customers. Our Hancock Fabrics closed here and now i have to drive at least 30 minutes away. I never bought alot of fabric from Hobby Lobby,I never really found anything there i could use in most cases. I hope you are able to get the word out fast,new customers wont believe what their missing by not buying from you.

The thing I would love to see more of is Toile fabrics. I have been looking for navy blue and white for 3 yrs,i found it once when i went to buy it was gone. I would also like to see some other types of silk ie,raw or some others,I love the dupioni i purchased dont change that just get some more colors in them.I would love to see some of Kona Bays oriental fabrics more of them,im looking for some at this time have only found it in Austrailia really would like keeping my money in the States.

Thank you for your time and good luck.

Thanks
Pam :D

[merryjo]

Recently I was in 2 fabric stores (looking for a certain elastic which I didn't find). I noticed high school and college sorority girls, travelling in the usual packs of 2 to 5, buying yardage for special projects.

Promote yourselves to schools - arts and crafts dept., theater dept.,as well as home arts. Also sororities and 4H Clubs. Tell them about your First coupon for shipping, your Live Chat, you return policy, swatching... and a deep discount coupon for 20 yd. or more of one fabric. (Good news for the theater dept and for sororities putting up curtains.)

Get your flyer to the teachers and dept heads. They'll happily post or distribute anything that can help their kids' budgets.

I don't know how you'd reach sororities, but maybe their national headquarters would help? Or ask any sorority sisters on your staff.

A bonus: Any new 20-yr-old customers you gain may shop with you for 60 years!

MJ

[Carl224]

Here are a few more ideas I don't think anyone's mentioned. They are unconventional and a little out there, but sometimes that's what works.

1) Flyers work, but samples are more effective. Try handing out swatches with "fabric.com" or something like that written on one side. It would be a real attention getter. Plus, while most people ignore flyers, people love feeling like they're getting something for free.

2) This one is great for very low-budget marketing. Make bookmarks and insert them into fabric books at various bookstores and libraries. When people read a book and see an ad, they may naturally connect the book with the ad, whether the author had anything to do with it or not. If it doesn't work, bookmarks are cheap anyway.

3) Donate fabric to good causes like nursing homes, churches or girl scout projects. In addition to getting the support of those involved, you may get some good press and publicity. (Especially if you leak it to the press.)

Good luck.

[ESB]

I've been thinking about this since I read this post but I wasn't yet able to post myself! I think you should have a podcast. There numerous knitting podcasts and very few podcasts that have to do with sewing. There are so many things you could talk about: fabric in general-what it's made from, how to care for it, what kind of garment it would work well for, new arrivals, what's on sale. Take knits for example, so many types! What makes a jersey a jersey? How does it differ from a double knit? Is that polyester knit on your site what everyone thinks of as polyester knit from the 70s or has polyester improved since then? My pattern calls for jacquard, what are the properties of jacquard and what fabric can it be substituted with? You could talk about sewing techniques, favorite notions, what the employees at fabric.com are sewing, favorite garments ever sewn, fabric buying adventures... the list is endless. One of the previous posters wrote that she'd love to hear about buying trips to China. Me too! Podcast about the buying trips! Do you ever pass up on fabric that is available to you? Why? How do you pick the fabric you chose? How do you decided how much to buy? You could talk about the patterns that are available on your site, even what silhouettes work well for what types of body. You could pick a simple bag pattern and have a sew-along- break the steps of making the bag down and talk your audience through a step each podcast for a series of podcasts. Have interviews with fabric and pattern designers. Cover topics like these and I know that my sewing would be more efficient (I'd buy more fabric because I'd get more done!) and my knowledge of fabric would greatly broaden (I'd want to try new things and use new fabrics which I'd buy from you).
How does this work as a marketing tool? I would tell my friend who would tell their friends. I think you'd find that a lot of crafters/ sewers like to listen to things like podcasts while they craft or sew. Once you've made your podcast available on iTunes, people who have never heard of fabric.com would find it. One way new people would find it is by going to a podcast they like for example, the Sew Forth Now podcast. There is a section that says "Listeners also Subscribed to"... so there would be links to your podcast from other podcasts, introducing your podcast to more people. I'm sure your podcast would be linked to many other podcasts, like knitting and crafting podcasts. And all your new listeners would be so curious about the fabrics you carry that check out your website.
Here are some podcasts to listen to to get and idea. 1. Sew Forth Now It's done by a woman who loves to sew. 2. Cast-On with Brenda Dayne This is a knitting podcast, but I think the early shows (the first year or two) in particular provide great examples of how something so visual and tactile can turn into something interesting for your ears! 3. Knit Picks podcast. Knitpicks.com is a yarn store on the web, kind of like fabric.com. 4. Stash and Burn This podcast is done by 2 women who love to knit. I think they do a good job with coming up with interesting topics and covering them in their podcast.
A little personal story... a couple years ago Krystal sent an email talking about some skirts she made out of quilt fabric. I didn't know that quilting cotton would fall well for a skirt! I contacted fabric.com asking about the quilting fabric for garment sewing. Krystal herself wrote to me and talked about the kinds of things quilting cotton would work well for. I was so pleased that she took the time to respond to me personally, and so happy that I had gotten this new knowledge and found a way to use your gorgeous quilting cotton (because I don't quilt)!
I *really* want you to do this. I have a feeling that there's a wealth of knowledge at fabric.com that I can't get to! I really feel that a podcast would introduce fabric.com to a new and broad customer base.

[ESB]

I've been thinking about this since I read this post but I wasn't yet able to post myself! I think you should have a podcast. There numerous knitting podcasts and very few podcasts that have to do with sewing. There are so many things you could talk about: fabric in general-what it's made from, how to care for it, what kind of garment it would work well for, new arrivals, what's on sale. Take knits for example, so many types! What makes a jersey a jersey? How does it differ from a double knit? Is that polyester knit on your site what everyone thinks of as polyester knit from the 70s or has polyester improved since then? My pattern calls for jacquard, what are the properties of jacquard and what fabric can it be substituted with? You could talk about sewing techniques, favorite notions, what the employees at fabric.com are sewing, favorite garments ever sewn, fabric buying adventures... the list is endless. One of the previous posters wrote that she'd love to hear about buying trips to China. Me too! Podcast about the buying trips! Do you ever pass up on fabric that is available to you? Why? How do you pick the fabric you chose? How do you decided how much to buy? You could talk about the patterns that are available on your site, even what silhouettes work well for what types of body. You could pick a simple bag pattern and have a sew-along- break the steps of making the bag down and talk your audience through a step each podcast for a series of podcasts. Have interviews with fabric and pattern designers. Cover topics like these and I know that my sewing would be more efficient (I'd buy more fabric because I'd get more done!) and my knowledge of fabric would greatly broaden (I'd want to try new things and use new fabrics which I'd buy from you).
How does this work as a marketing tool? I would tell my friend who would tell their friends. I think you'd find that a lot of crafters/ sewers like to listen to things like podcasts while they craft or sew. Once you've made your podcast available on iTunes, people who have never heard of fabric.com would find it. One way new people would find it is by going to a podcast they like for example, the Sew Forth Now podcast. There is a section that says "Listeners also Subscribed to"... so there would be links to your podcast from other podcasts, introducing your podcast to more people. I'm sure your podcast would be linked to many other podcasts, like knitting and crafting podcasts. And all your new listeners would be so curious about the fabrics you carry that check out your website.
Here are some podcasts to listen to to get and idea. 1. Sew Forth Now It's done by a woman who loves to sew. 2. Cast-On with Brenda Dayne This is a knitting podcast, but I think the early shows (the first year or two) in particular provide great examples of how something so visual and tactile can turn into something interesting for your ears! 3. Knit Picks podcast. Knitpicks.com is a yarn store on the web, kind of like fabric.com. 4. Stash and Burn This podcast is done by 2 women who love to knit. I think they do a good job with coming up with interesting topics and covering them in their podcast.
A little personal story... a couple years ago Krystal sent an email talking about some skirts she made out of quilt fabric. I didn't know that quilting cotton would fall well for a skirt! I contacted fabric.com asking about the quilting fabric for garment sewing. Krystal herself wrote to me and talked about the kinds of things quilting cotton would work well for. I was so pleased that she took the time to respond to me personally, and so happy that I had gotten this new knowledge and found a way to use your gorgeous quilting cotton (because I don't quilt)!
I *really* want you to do this. I have a feeling that there's a wealth of knowledge at fabric.com that I can't get to! I really feel that a podcast would introduce fabric.com to a new and broad customer base.

[sew & sew]

I respect some professional sewers like Sandra Betzina, Margaret Islander, favorite quilters, etc. and I feel more confident and excited about my project when I use the fabric they suggest.

Sometimes I don't want to wait for mail order. But also the only store around is JoAnns and I can't always get quality.

I think as fewer and fewer stores are available sewers will go to the internet. Sometimes internet stores are not friendly - you dont see the same face, ever. There is no response, when you order. Like "have fun" or "let me know if I can help"

I belong to the American Sewing Guild and a local Quilting Group. And members say "buy locally" which is becoming more and more difficult.
I don't believe that price is always the most important thing when you purchase fabric, but sometimes I must feel and touch.
Just a few thoughts when I read your post.

[beckyslittletreasures]

Fabric.com,

I love to browse through the numerous sewing patterns on Simplicity, McCall, Butterick, Vogue, and the like. I spend a lot of time on these sites and I have notice that I clicked on almost every fabric ad (banner ads they were) that the sites displayed. To let you know, I rarely click on banner ads, but for some reason I am always interested in online fabric stores. This trait is probably the same for a lot of other people.

I believe, by placing ads on these sites, your web traffic will pick up significantly. People will then know where to head to for their fabric once they choose a pattern!

Good luck with everything!

Rebekah, a very pleased customer ;)

[kellen46]

It seems to me that the key is not only to retain loyal customers but to foster the craft of stitching. Stitchers, garment, quilt, home dec...they all buy fabric. There is I feel a great hunger out there for creating an original and unique style. Young folks coming up may not have learned sewing or crafting as children and schools do not teach it anymore. They want their clothing and rooms to reflect their uniqueness. The problems with mass produced goods is that they are mass produced. However if I make my own purse or curtains I have done something no one else as done. Cost is also an issue. Not a lot of kids starting out can afford to pay big bucks for fabric and supplies.
I see a lot of sites that feature simple sewing techniques and put a premium on handmade. Thread Bangers is one example. Janome has a heavy sponsorship on that site. I think it is good business sense to make entry into the new stitcher market with the lower cost machines knowing that if a love of sewing is fostered young at some point as the income of the crafter increases so will their need for an upgrade.
I also see in the magazines, a trend towards "simple sewing" focused on the younger consumer. Recently I read that quilting is the domain of "middle aged women". I don't agree, but I think even if true there is a built in market place for growth, men and non middle aged stitchers.
I think you have a great built in pool of designers out there in your customer base. They don't think of them selves as designers, but they are. They take an idea and make it unique. I would look at the Internet, for groups like Craftzine, Handmade, Thread Banger, and Decor-it to sponsor them and get their dedicated audience in some way. I would look to your own customer base for project ideas that could be submitted to magazines for publication. The fabric manufactures do it all the time. Just look at any national quilt publication..they promote their new lines all the time under the guise of "quilt patterns". Contests with gift certificates to Fabric.com, the glory of being published, bragging rights, this might be all you need to get them to participate.
I will leave you with one last thought. Make the forums and blog the kind of destination that makes the Internet shopper put a shortcut on their desktop. I give you www.craftzine.com (http://www.craftzine.com). They are a commercial site, they have a magazine to sell, but their blog does not feel that way. They draw on creative sources from all over the net, folks, like me, go their daily to see what is up. I will give you a suggestion of what not to do.....It seems to me that the blogs for the big quilt mags are just cannibalizing their own magazines. Why should I buy the publication for six plus dollars, half full of adds when I can wait a bit and download the "free pattern".
I have a vested interest in seeing you and other resources survive. I am a dedicated stitcher/quilter/crafter. I live in a largely rural area with few shopping alternatives. I do most of my shopping online, sewing or otherwise. To be truthful, I get most of my ideas from cruising the internet and a lot of my quilty support from blogs and yahoo groups. So, Fabric.com keep on keeping on and please don't let you acquisition by Amazon.com change who and how you are.