Posted By Hal Ozbelli, Universal Yarn, Inc.,
Thursday, October 15, 2015
Updated: Thursday, October 15, 2015
The people who use the yarn we make and distribute are fascinated by how yarn is made. Have you ever seen young boys watching a hand spinner? They become absorbed in the motion of the wheels and pulleys, then are amazed that this contraption turns loose fluff into sturdy string.
Those of us in the business of yarn sometimes take the processes of our daily work for granted. By sharing “how the sausage gets made”, we can foster a deeper appreciation of our products and services. Consider the success of the Discovery Channel TV program How It’s Made, and the popularity of factory tours of all kinds. When people get a look behind the scenes, they feel a greater connection to the product.
In September, I took a small group from my company to visit Fistaş, our mill in Bursa, Turkey. Our Executive Creative Director, Sandi Rosner, used her phone to take a 30 second video of the machine that prints our self-patterning yarn. Sandi posted the video on her Facebook page. We were all shocked when the video had over 60,000 views in the first 48 hours.
Take a look for yourself:
The comments from viewers confirmed their interest in the process:
“I always wondered how they did that.”
“I’ve watched this 3 times with my kids.”
Think about how you can give your customers an insider’s view. Could you invite groups to schedule tours of your production facility? Could you hold a periodic “open studio day”? Can you post candid behind-the-scenes shots of a photo shoot on your social media accounts? Any of these can engage your customers and help create a connection with your product and your company.
Hal Ozbelliis the founder and President of Universal Yarn, Inc., and has been a TNNA board member since 2010.
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