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TNNA Survey Says: How to Reach Fiber Artists

Posted By India Hart Wood, Hart Business Research, Tuesday, March 08, 2016
Updated: Tuesday, March 08, 2016

Welcome to the biweekly edition of TNNA Survey Says! Every two weeks you’ll receive useful business advice based upon the TNNA State of Specialty NeedleArts 2016 surveys of more than 15,000 fiber artists, retailers, and wholesalers.

Tell ‘Em Three Times, Starting with Email

Use three ways to communicate with fiber arts consumers. If you can only afford one way, send email newsletters. Also have a website or blog. Include Ravelry if your audience is knitters, crocheters, or spinners. Consider Facebook or printed catalogs depending upon your segment and customers. Pinterest, Instagram, and Tumblr may not be high priorities for your efforts right now.

Survey question:
“How would you like to hear from your favorite fiber arts retailers, brands, and designers?”

Percentage of each segment selecting source:

Knitters Crocheters Weavers Spinners Needle-pointers Cross-stitchers Hand embroiderers
Email newsletters 73% 68% 77% 69% 79% 79% 71%
Website or blog 52% 45% 53% 54% 48% 50% 49%
Printed catalogs 41% 46% 55% 45% 42% 56% 56%
Facebook 41% 53% 30% 44% 48% 45% 31%
Ravelry 71% 54% 26% 61% 8% 13% 23%
Pinterest 19% 36% 18% 19% 19% 21% 29%
Mailed newsletters 14% 20% 20% 19% 23% 23% 28%
Instagram 18% 11% 4% 15% 7% 5% 7%
Total 329% 331% 283% 326% 275% 293% 294%

Notes: Darker color indicates higher percentages. Total shows fiber artists typically chose three ways they would like to hear from you. “Nothing” and “other” each received less than 5% of responses.

  • Source: TNNA Fiber Artist Survey (full results available April 15)
  • Freshness: Surveyed January 25 to February 15, 2016
  • Respondents: 15,288 from seven fiber arts in USA

More information: http://www.tnna.org/?Survey2016


Learn more about building your marketing mix with our webinar recording:


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