I have had several conversations with quilters lately about quilt show attendance. It looks like we’re in a “transitional time” for guild shows due to the proliferation of commercially-produced sewing/quilting/craft expos. Local quilt guilds continue to hold quality shows in local communities, but they are having a more difficult time getting folks to turn out and enjoy the show.
So here are some ideas that I have used, some that I have
seen guilds use to their advantage, and some that I have not tested but sound
pretty good to me!
Full disclosure
I’m a big fan of quilt guild-produced shows and I believe
that quilters and quilt-appreciators should support them wherever
possible. The big commercial shows are
nice but they lack the home-town flavor of shows conceived and executed by
(your) family and friends. Quilt guilds
often use the proceeds from their shows to fund guild activities all year
long. This certainly includes the
enormous amount of charity work that guild members do as well as bringing quality
speakers to your town. So I’m here to
help spread the news about quilt shows wherever I can!
Premise
Let’s begin with the premise that people would like to
attend your show but they have very busy lives.
So they need to be reminded often, to feel as if they are welcome to
attend (even if they’re not quilters), and
to relate something that is already important to them to your show. 1. Remind them often
More is better. The ideas listed below will work best if you use LOTS OF THEM.
2. Make them welcome
3. Help them relate to the show
Non-quilters attend shows to see Mom’s/Grandma’s/Auntie’s quilt. Yes, and to see Dad’s/Grandpa’s/Uncle’s quilt, too. They want to see it and vote for it. They want to take a photo of the quilt with the quilter standing in front of it. Possibly with the grandchild for whom the quilt was made. Make sure that there is enough aisle room in front of your display to allow for good photos. And we all know the value of choosing a show venue with good lighting.
The pattern you’re seeing here is that PEOPLE ATTEND LOCAL QUILT SHOWS TO SEE THE WORK OF PEOPLE THEY KNOW AND LOVE. Any way you can find to make that easier will make your show more popular and create more buzz.
The Committee
Assemble a Public Relations committee for your show that
works all-year-round! This activity
needs to be separate from what your (overworked) show chair is doing. Create a written
plan and schedule the publicity activities for your show.
You probably have members in your guild whose professional
life has included some kind of publicity responsibilities. Even if they’re not the chairman of the
committee, use their expertise and creativity!
TRY NEW THINGS.
Print Media
Traditionally, “print media” means newspapers. Newspapers are profit-driven. That means some important things to you:
·
Anything you can do to help the newspaper sell
more copies/increase circulation will be welcome.
·
Your quilt show is not breaking news; so submit
your articles early and make them short.
Every word counts.
News releases – keep them short and crisp. Expect them to be
rewritten by an editor (who will also be using the newspaper’s editorial
standards, which you do not know). Use PEOPLE’S
NAMES in the article because that’s what sells the paper.
Paying for publicity – consider buying a layout ad (for
which you will need design services and will need to comply with the
newspaper’s standards), or a classified ad (easier but buried in the classified
section). If you pay for advertising,
the ad will be published on the day you choose.
If you send a general news release, the paper will choose the
publication date.
Develop a relationship – with the editor of the section
where quilt shows are news. Take that
person’s advice and learn how to make the editor happy.
Newspapers online – most newspapers have an online presence
and many have an online “calendar of events”.
Your committee can upload your show’s details to the site. Sometimes a review and approval is required. Many newspapers take the data from these
calendars to populate the community calendar in their print version. Many newspapers outsource their calendar
function to a subcontractor, who may spread the calendar details throughout the
subcontractor’s network (regionally or nationally). If you use an online calendar of events (and
you should) be prepared to let go of the show information, as it will take on
an Internet life of its own.
Some Samples
When publicizing other events held by your guild, take
advantage of the opportunity to mention your show like this:
The Quipsters Quilt Guild will hold
a day of quilting fun to benefit [local charitable children’s group] on
November 10 at [this location] from 9 a.m. to 4 p.m. Guild members will be assembling and
finishing small quilts to be donated.
Members of the public are welcome to attend and help. Donations of fabric, batting, and thread are
appreciated. Guild president Sue
Sunbonnet advised that members will display additional quilts at the QQG’s annual
quilt show, June 1 -2, 2013. For more
information call Mary Smith at [this number] through the day of the event.
Quipsters Quilt Guild president,
Sue Sunbonnet, announced today a call for entries for the Quipsters’ quilt show
June 1-2, 2013. Categories include
large, medium, and small quilts, as well as miniatures, wearables, and art
pieces. A special category has been
created for quilts representing the show theme “Farm Life”. Entries are due by May, 15, 2013. Entry forms are available [here] or by
calling [number]. Quilt turn-in day is
May 29. For more information call Mary
Smith at [this number] or visit the Quipsters’ web site at [URL].
Photo caption: Quipsters Quilt Guild member Claudia
Sunbonnet holds her quilt as Mary Smith measures it for size. This quilt and many more will be displayed in
the Quipsters’ annual quilt show, to be held June 1-2, 2013 at [this
location]. “Our show will be fabulous
this year,” advised Smith, “with over 150 quilts displayed, a vendor mall,
daily door prizes and raffles, and demonstrations of quilting techniques.” For more information visit the Quipsters’ web
site at [URL].
Publicize the show dates and some details early and
often. Refer the reader to a web site
with more information.
Flyers/Bookmarks/Postcards/Posters
Here is your opportunity to distribute a piece of paper for
people to keep (hopefully) and remind themselves that a great quilt show is
coming!
Design
Have a great poster or logo designed. If you need to hire a graphic designer, do
it. Many charge very reasonable prices
and you may be able to acquire a piece of artwork that you can use every year
if you are budget-challenged. A logo
will help people identify your show with your group. Ask a local printer how much your items will
cost for printing before you commit to the final design, so you will know if
you can afford color or black and white.
This is important:
Get the graphic artist to provide the design to you in several
electronic formats. PDF format is
un-useful for graphics. Get the designer
to provide the image with the highest possible resolution and in two or three
formats (on a disc). Your professional
printer will be able to accept and handle them all. You will also need a low-res version to use
on your web site or as a graphic in e’mails you send. Remember – high res is for printing, low res
is for Internet.
Posters are great – If you have a particularly popular one,
some of your members may want to buy a fresh one to keep as a souvenir (develop
a price).
Bookmarks (the long skinny handouts on card stock) are
another great way to advertise. Print
information on BOTH SIDES; your show graphic and details on the front,
including your sponsors, and your web site.
On the back you might put directions/a map to the show, a list of
activities, a list of vendors, or information about a special event at the
show.
Flyers – many groups prefer a paper stock flyer as a
handout; maybe a tri-fold with more information, like how to join the guild, or
how to participate in their charity work.
Postcards – these have come down in price and can be used in
place of bookmarks but also mailed individually if you have that need.
Distribution
Make a list of all of the places to distribute your
handouts, targeting the places where quilters and quilt-appreciators hang
out. Here are some ideas, but you’ll
have your own!- Quilt/fabric shops (of course)
- Other quilt guilds and quilt shows (your target audience)
- Knit shops
- Other needlework shops
- General craft shops
- Card and scrapbooking shops
- Senior Centers
- Senior living communities (contact the activities director, too)
- Laundromats
- Grocery stores (especially the mom and pop ones)
- Restaurants (quilters love pizza!)
- Museums (they may want to have a textiles exhibit in concert with your show dates)
- Chambers of Commerce (and their web sites)
- Hospital waiting rooms and employee break areas
- Exercise clubs
- Hair and nail salons
- Pet grooming salons
- Churches
- Send a supply to your vendors!
Use a spreadsheet program to list all of the places you have
thought of, and list them by city. If
you sort them by city and distribute the list, your members can sign up to take
the posters, etc., around and you can keep track of who has already been to
each place. Personal contact at each
location increases the likelihood that your items will be displayed.
The expense of the handouts will probably mean that you will
distribute more of them closer to your show’s location and fewer as the shops
get farther away. But you know your
region and you know how quilters travel to get to your show; consider the most
common routes (like Interstate Freeways) and make sure that your items are
strategically placed in shops with easy access routes to you!
Personal distribution
Encourage members to carry a few handouts with them and give
them to friends, family, and strangers in parking lots.
Your VENDORS will take a supply of the handouts to each of
the quilt shows they are attending before yours. Other quilt shows will display your handouts
on a table at the show for their attendees to review. NOTE:
Plan to have a table just like that at your show, to advertise future
shows and events!
Reciprocate: Quilt guilds will distribute your handouts to
their members at meetings and you can do the same for them!
JUST BEFORE THE SHOW:
About a week or two before the show CHECK BACK with the local quilt
shops to be sure they have a supply of handouts, as their customers are your
target market, too. Keep a few extra
handouts on hand for last-minute distribution, but don’t have any left after
the show!
Broadcast Media
Radio and television stations (including cable) are a little
tougher to crack but you can do it.
Your biggest advantage in television is that QUILTS MAKE
GREAT COLOR IMAGES ON TV. That, coupled
with the people hanging them (and maybe a cute kid for cute kid quotes) should
appeal to a TV crew. Contact them weeks
before the show. Explain that show-hanging
days (or quilt-turn-in-day) are the best opportunities for video. On show hanging day assign a guild member to
be their exclusive liaison (read:
handler) so that they can get great video and get their questions
answered. Expect them EARLY in the day
because they are on deadline. Offer them
coffee or a cold drink. Have the show
chairman and guild president standing by for interviews. Be sure they have the liaison’s cell number
in case they get back to the studio for editing and need more information. Verify their spelling and pronunciation of
people’s names.
If you can’t interest a TV station, at least get a guild
member or guild friend to take some video and upload it to YouTube!
Radio stations don’t need video but they need great
interviews, quotes, and sound bites.
Again, contact them early and assign a person to be their liaison. What are the sounds of a quilt show being
hung? Who can explain what’s
happening? Who is articulate and speaks
well?
Even if a TV station or radio station is not interested in
your quilt show, per se, there may be
other activities going on in the area which they are covering. This is why early contact is important and
why a contact name and cell number on hanging day or the day of the show are
important. They may be able to
incorporate a visit to your show on a news run to a nearby location.
Finally, many TV and radio stations also have on-line
calendars as part of their Internet presence (see print media, above). Log on to their community calendars and enter
your show information months in advance.
Internet
I surely don’t have to discuss the importance of having a
guild web site – or blog! But there are
additional options: A web site or blog
exclusively for the show, a social media page (like Facebook) exclusively for
the show, other shops, guilds, or organizations that invite you to send them
your show details for publicity, community calendars as discussed above, and so
many more! One of the dynamic things
about the Internet is that things change and new ideas pop up all the
time. Keep surfing to find them!
EVERY ONE of your guild members should be posting
information about the show on their Facebook or blog pages. This is essential to creating a positive buzz
about the show.
Publicity DURING the
show – made possible by the Internet!
If you have a show or guild blog, post a few photos and some
teaser information every day leading up to the show and every day of the
show. Build interest in attending!
Don’t assume that no one is reading your blog – you’ll be
amazed at how many people do!
Local organizations
Chambers of Commerce are an excellent contact, because quilt
shows bring visitors to town to shop.
Quilters will not only attend the show, but will eat at restaurants,
shop at local stores, buy snacks, and buy gas.
Chambers of Commerce also have great web sites and e’mail distribution
lists – get on them! You don’t need to
be a member because your show is benefiting their members and they need to hear
about you!
Your members probably belong to other local groups, like
service organizations. Make sure they
announce the show at a meeting just prior to the date and have handouts for the
members.
Signs
The cost of signage has also come down in recent years, so
you can invest in signs; some for the current show only and some generic signs that
can be used every year (“Quilt Show Here Today”).
What kinds of signs?
Banners with grommets – attach with wire or cable ties.Campaign-style signs – with frames that stick in the ground
Sandwich signs
Readerboards – reserve space with readerboard owners early
Handmade quilted banners
Flutter/feather flags – these are the ones that must be stuck in the ground
Magnetic signs – to display on members’ cars
Hand-lettered signs on posterboard, especially with kids’ artwork!
Get advance permission to post signs on private or public property.
Your members may have the perfect place to display signage
at their home or business. Use your
internal resources!
Be sure to post signs at
your show location in the 2-3 weeks prior to the show.
Write contact information in small lettering on each sign
with an indelible marker. That way if
the wind blows it down the street the person who finds it can give you a call.
Special show attractions
Adding a Featured Quilter (guild member or well-known
professional quilter) to your show gives you new avenues for publicity and
attracting groups of attendees.
What about a Featured Teacher? Schedule some classes during your show, if
you have the room. Hands-on, lecture, or
make-and-take classes can attract more attendees.
Demonstrations – guild members can demonstrate quilting
techniques. During the show hours and
answer questions. Frankly, these are the
people who have the most fun during the show because they get to sit and sew
the whole time! And demos attract
beginning quilters, wannabe quilters, and the friends of the demo artist!
Featured charity – ask a local group that makes quilts for
children, veterans, or other good causes, to come and have a display and/or
demonstration. They will attract more
attendees from among their friends and fans.
Be sure they have a supply of handouts prior to the show!
Member boutique – publicize if there will be finished quilts
or quilted gift items for sale at the show.
This attracts folks who don’t want to quilt but who want to buy
one! There are many of these people!
Special guests
Invite a local group or two to be your special guests – with
no admission charge – at your show.
Schedule them to arrive and assign them a show docent to take the group
around and explain quilting. This group
can range from a kids’ class with teachers, to developmentally disabled adults
with their caregivers, to a 4-H club, to local dignitaries (Economic
Development Council board?), to whoever you think would make great guests and
would go home that night and tell their friends and associates about your
show. Have them come on the first show
day! Or even to the preview party.
Vendors
Although having vendors at a quilt show is a relatively
modern trend, they can be a significant attraction for your show. Many quilters follow their favorite vendors
to shows around the region. They’ll
publicize your show on their web sites, calendars, and at previous
appearances. You also owe your vendors good quality publicity in your show
literature – emphasizing that there will be vendors and listing them by name
and contact information is good content for your handouts and web site.
Zingers
This category is for those wacky things you do that are
probably different in every community and create buzz and the expectation of
fun at your show. Here are some quick
ideas, but this is where you need to come up with your own!
Establish a quilt walk that ends at your show! What about quilted footprints on the
sidewalk?
Create a quilting scavenger hunt for kids to do at the show
and award them a little gift when they turn in their completed sheet. This makes your show a destination for folks
who are looking for something to do with their kids.
Hold an event on National Quilting Day in March (like a
flash mob parade…) and show your signs.
March in a local 4th of July or other parade with
your show banner.
Invite a celebrity to attend your show on the first day and
upload photos and details on your blog.
It creates the impression that “anything can happen” at your show and
that people should be there to see what happens next!
Opening Day
Mornings at the quilt shows are the busiest times, so make
sure you have multiple lines for collecting an admission charge (if you have
one) to avoid making attendees wait. You
want to make the experience for them fun, welcoming, EASY, and exciting.
Speaking of admission charges, many guilds set their
admission charge based on their “revenue requirements” (my old career is
showing – this refers to their costs plus the amount of profit they want to
earn). Also consider your admission
charge relative to the VALUE you are presenting to attendees. They want to see a lot of quilts. They want good parking and easy navigation
into and around the show. They want to
see their friends’ quilts and they want to be able to tell their friends about
their experience at the show. Most of
all they want INSPIRATION. Make sure you
meet or exceed all these expectations.
Go!
These are but a few ideas for you on how to bump up
attendance at your show. Create positive
expectations in the community and engage your quilters and
quilt-appreciators. Give them something
as special as the quilts you have on display and you’ll have a great show!
Create the buzz!
