Dear ,

For yarn lovers like me, the third weekend in October marks the New York Sheep and Wool Festival (AKA: NYSW or Rhinebeck). 

Beyond yarn-related products, livestock including sheep, alpacas and dogs get their fair share of attention with competitions, auctions and exhibits.

Many yarnies start planning their Rhinebeck adventure months in advance.

Why?

Beyond making reservations for housing, transportation and food, they carefully save their money so that they can splurge on yarn and other goodies.

Further, most attendees make a new sweater specifically to wear at the festival. Acting like peacocks, attendees strut their latest creations with pride.

And it’s not surprising to see eye-popping color combinations that would make your grade school art teacher cry tears of failure.

Stick with me since the astute marketer will find many easy-to-implement lessons at the fair.

Like conferences, the fair offers business opportunities. Having started as a farm-oriented event, the NYSW now involves children and related organizations.​​​​​​​

• Connect with prospects and customers as well as peers in real life. Most exhibitors are either micro or family-owned businesses. Without a physical store or shop many vendors depend on wool-focused events that they supplement with a small online presence.
• Charge admission. Since the line for pre-paid admission moves faster, attendees benefit from buying their admission tickets in advance. Further the organizers offer related classes that cost an extra fee.  
• Provides related opportunities. Kay Gardner and Ann Shayne of Mason Dixon Knits sponsored a related event which took place in a nearby town the day before the festival. Attendees had to buy separate tickets.

Because these merchants are micro or family businesses, examine what they do to increase sales. Then ask yourself how you can expand your revenue opportunities.

• Offer branded merchandise.  Attendees spend their precious time waiting to buy NYSW swag. This year’s knitting bag cost $40.
• Offer free samples. Let prospects try your product for free.
• Show customers how the product looks when used. Many merchants and yarn stores, showcase finished projects. Remove customer doubts about your offering.
• Sell related products.  There’s an entire exhibit hall dedicated to food. (BTW, I’m a big fan of Hunt's NY State ice wine!) Also there are bead and knitting needle vendors.
• Support book signings. Knitwear designers gave talks and signed books to sell their wares and meet their fans. Once a book is signed, the buyer is obligated to purchase it.

Don’t overlook opportunities to package your product to increase revenues or sell more.

• Sell small sizes. Knitters like these small skeins for add color highlights without paying for extra yarn they don’t need. Known as minis, these small skeins contain 10 grams and cost $6 to $10 compared to a 100 gram skein for $25 to $30.
• Package yarns for specific projects. Help buyers who can’t figure out how to coordinate colors or calculate quantities for specific projects.
• Create sets of product. These packages include related colors of minis or full skeins. Again the work is done for the customer removing friction. From a seller’s perspective, you lock in a bigger sale.

As you plan your business through the end of the year, consider how to extend your reach and improve your merchandising with these techniques.

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