Birthday gag gift

Marketing Guru

Kimberly Hazen, owner of The Laurel Plum, Madison, Wis., is new to the world of commercial embroidery. "I just purchased my commercial singlehead machine in August 2003," says Hazen, "but I feel that I'm off and running at lightning speed. Embroidery offers so much potential."

With a graduate degree in marketing, Hazen turned principles from her education into a plan for her embroidery business. "First," says Hazen, "I decided on my niche. I wanted to sell high-end products. I wanted to offer excellent service, to have the customers come to me because my things were beautiful and made great gifts. The idea was that the things I would sell would be exquisite - customers would have to have them, and price would not be an issue." Hazen went on a search for such products and has collected a large assortment of items with which to wow her clients.

"My next step was to follow a principle I really believe in: Babies, animals and sex sell. Presentation is a very important part of displaying product. I purchased a great coffee table book that had artistic black and white photographs of parts of babies - i.e., little hands, feet, a chubby naked belly. I cut the pictures out of the book and framed them in simple wooden frames. I put my baby products around these pictures. The pictures grab the customer's attention, and then she stops and looks. Now I can sell my products," continues Hazen.

"Of course, we all know that interest in sex is universal; it attracts everyone's attention," says Hazen. "I sell a line of great throws and micro fiber robes. To draw attention to these romantic kind of gifts, I display them with simple, white thong underwear. This gets everyone's eye. Often people will laugh and then buy a pair as a gag gift. I have sold an amazing amount of thong underwear."

"I sell my things through fundraisers or private parties. My next party is at a mansion. I joined with three other artisans. One makes vintage handbags, another custom jewelry, and the third does beautiful mosaic picture frames. We merged our mailing lists and invited over 400 customers to the mansion for a private showing of our products. Of course, it will be catered - with a fun, party atmosphere. We split the expenses four ways, making the event much more economical," concluded Hazen. She may be contacted by e-mail at thelaurelplum@charter.net.

Estimating A Logo's Stitch Count

Bodek & Rhodes, distributor of imprinted sportswear for the embroidery industry, has developed the following guidelines for estimating the stitch count of a logo:

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One solid square inch of embroidery equals approximately 2,000 stitches.

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One solid 1/4 inch of embroidery equals about 500 stitches.

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No letter should be smaller than 3/16 inch.

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Each letter 1/4 inch in height equals about 100 stitches.

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Drop shadows in your logo will translate to 200 extra stitches per inch.

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Straight lines under logos typically require 200 extra stitches per inch.

In addition to these guidelines, Bodek & Rhodes provides a grid on which to put your artwork. There is a key with the grid to help you estimate the number of stitches in a logo. Although it is not an actual count, it will really allow you to estimate fairly closely. Fabrics, colors and artwork detail can all affect the number of stitches in a logo.

You can get a copy of the grid and the table by ordering the 2004 Ultra Club Collection catalog. Email ngiardinelli@bodekandrhodes and you will receive a catalog free of charge. The estimation tools are on page 58 of the catalog.

Tips From The Post Office

The Post Office has a great Web site that gives you a wealth of information about growing your business. Go to www.usps.com/grow. You will find 14 subjects that cover getting new customers, keeping customers and managing your business to improve your bottom line.

One of the sites gives 12 ways to drive traffic to your business. According to the site, you have to give your customers a reason to come into your store. And there is no better way to provide that reason than a personal invitation through the mail. Here are some of the ways to make that invitation something special:

*Hold a private sale

*Hold a drawing

*Mail often

*Hold a block party

*Start a birthday or anniversary club

*Get behind a local charity

*Send a coupon calendar

*Start a store newsletter

*Have guest speakers, demonstrations and seminars