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Social Media Corner: Why Facebook?

Posted By TNNA HQ, Thursday, May 18, 2017
Updated: Monday, May 8, 2017

Social Media Corner: Why Facebook?

By Anita Mumm Wheeless

Setting up a successful company Facebook page can be more complicated than merely posting your address and telephone number. Facebook is not a business directory, nor is it a giant marketplace to sell your wares. As the term “social media” implies, Facebook is an outlet for connecting with other human beings. It’s about nurturing a community with common interests and ideas.

According to digital analyst, author/blogger Brian Solis, “Facebook is a social network to help people communicate, share and discover. With more than one billion people calling Facebook one of their digital homes, a social economy is a natural byproduct.” He also says that communities are built upon a foundation of:

  • Mutual value.
  • Entertainment.
  • Empowerment.

In other words, when you post, don’t overtly promote your business. Use your posts to strengthen the relationship you have with your audience.

“Facebook does not like promotional content — unless you’re paying for it,” writes Jenn Herman of Jennstrends.com. “So it’s best to avoid anything ‘salesy’ in your updates. This means avoiding things like ‘visit our website...’” Instead, Herman advises clever wording, such as, “‘We’re in love with this new scarf! It’s gonna look amazing with your fall wardrobe.’ And then post the link to the sales page, and/or include a beautiful image of the product.”

According to Andrew Tate of Hootsuite’s AdEspresso blog, “A successful content strategy should involve a mix of infographics, videos, photos and other visuals” to attract and keep your audience interested.

As a social outlet, Facebook is constantly changing how and what its users see. Posts that are receiving a lot of attention (i.e., likes, shares, etc.) will be promoted, while posts with little activity might get buried. Although it may be frustrating if your posts aren’t reaching the number of people they used to, experiment with what you’re posting and when.

“If engagement drives reach,” Solis says, “then design content to not just be consumable, but also shareable. Likes, comments, shares, tags, et al, spark a social effect and extend the life and volume of your updates. Simply publishing or paying for each without considering shareability or SMO [social marketing optimization] is done so in vain.”

Louise Myers of Louise Myers Social Media offers these points to consider when you’re setting up your company’s Facebook page:

  • Have a strategy.
  • Build a community.
  • Figure out what your audience wants.
  • Create and curate top-quality content.
  • Post and engage.
  • Keep up with [Facebook’s] constantly changing algorithms, features and graphics sizes.
  • Watch your Insights to see what’s working — and flopping.
  • Pay to run ads to be seen (unless you can post amazingly engaging content).

If this seems daunting, Belle Beth Cooper of Buffer Blog encourages you not to give up! She recommends using your Facebook page as only one of several different marketing platforms.

As fiber and needlework artists, designers and teachers, we naturally enjoy sharing projects and techniques, which is why Facebook just might be worth your time.

I would love to hear from TNNA members with business Facebook pages. What strategies are working for you? Do you have any advice for members who would like a Facebook presence?

Additional sources:

Facebook Marketing Declines: How Business Should React (Social Media Examiner)

11 Facebook Tips, Trick and Facts You Probably Don’t Already Know (Buffer)

Setting Up Your Facebook Business Page (Facebook Business)


About the Author

Anita Mumm WheelessAnita Mumm Wheeless has been a member of TNNA since 2012. A former newspaper writer/editor, she designs knitting patterns for toys and novelties. Leisure Arts published her book, Storybook Dolls to Knit in 2011. Her patterns are also featured on Knitty.com, Knitpicks.com and Craftstylish.com. You can find her on Ravelry.com and Love Knitting. She maintains a website: thepatternbox.com and a blog: mummble-jummble2.blogspot.com. Connect with Anita on Twitter @AnitaPatternBox or by email: mailto:anita@thepatternbox.com.

Tags:  Ask Social  business  business tips  TNNANews 

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What To Expect As a First-Time Attendee at the Summer Trade Show

Posted By TNNA Editor, Thursday, May 18, 2017
Updated: Monday, May 8, 2017

TNNA Summer Trade Show: What To Expect As a First-Time Attendee

By Angela Davis

You’ve made the decision to attend the TNNA 2017 NeedleArts Summer Trade Show to grow your business and connect with industry professionals. Now what? The benefits of attending the TNNA Summer Trade Show are numerous and knowing what to expect will help you plan ahead and get the most out of your experience.

Planning your time is easy with TNNA’s Buyers Guide, which you can download on the TNNA website. This guide provides the scoop on:

The Buyers Guide also includes what’s new and exciting at the Summer Trade Show, including new features in the TNNA Lounge such as the Education Theater, where attendees can benefit from 30-minute exhibitor presentations, and panel discussions to discuss industry updates, trends and to hear what you have to say.

Walking onto the show floor the first time is a bit like being a kid in a candy store! The show floor is easily navigable, and organized by product segment (check out the floor plan here). You will be able to see new products, talk with sales reps, company owners, authors and designers, place orders, and network. Many vendors offer small-scale samples in the form of mini-skeins, mini-kits, color cards and more.

The classrooms offer a nice opportunity to meet and speak with fellow students for a few minutes before and after your sessions. These educational presentations are a great way to meet others and grow your business while learning.

Most events are business-casual unless otherwise noted, and again offer you the opportunity to be among the first to learn about new products and trends and to network, to connect with friends, and to find inspiration and encouragement in our dynamic and growing industry.

Here are a ten tips to help you plan and get the most from your first time:

  1. Think about your attire. Wear comfortable shoes. Most attendees dress in business casual clothing. The temperatures can vary wildly, so light layers are a great idea. It is tempting (and encouraged) to wear your own handwork and/or handmade designs, and again, light layers will ensure that you are comfortable.
  2. Share information and paperwork electronically. Fortunately, a lot of paperwork is now exchanged electronically, and we encourage this whenever possible as it’s better for the environment and a more affordable option for the vendors. Plus, you’ll save space in your bag!
  3. Bring an organized, spacious bag. You’ll need a bag or tote that allows you to comfortably carry printed items and product samples that you pick up, plus room for that portable, semi-mindless project you enjoy working on during breaks, lectures and classes, and while visiting with old and new friends.
  4. Bring a portable power supply. Most of us rely on tablets, mobile devices and computers to do business — make sure you have chargers and extra power supplies.
  5. Plan a route. Deciding your “must see” booths in advance helps increase the likelihood you’ll make it to them all.
  6. Keep your badge front and center. Make sure your badge is in plain sight while browsing trade show booths for easy identification with other attendees and vendors.
  7. Bring plenty of your own business cards. You'll be meeting vendors and attendees from all across the country on the industry's largest trade show floor. Now is the perfect opportunity to network, network, network!
  8. Be a smart shopper. Take advantage of show specials (like TNNA Buyers Bucks), discounts and sales.
  9. Make the most of each opportunity. There is so much to see and experience! If you’re a designer, take this advice from Dora Ohrenstein, designer and TNNA Content Committee member: “If things are quiet in a booth, I find the person who is a decision-maker, then introduce myself as a designer right away. I am always wearing my own design at a show, and I have photos of my work easily accessible on a phone or other small device to show anyone who’s interested.”
  10. This show is for you! Enjoy and have a good time. If there is anything that we can do to help make the experience more productive for you, please see a TNNA staff member or volunteer and let us know how we can help!

Your first time at the TNNA NeedleArts Summer Trade Show is sure to be invaluable to your business and will provide endless opportunities to help you achieve your goals at the show and in the future. If you haven’t already, register today! We look forward to seeing you in Columbus.


About the Author

Angela Davis

Angela Davis, B.S.B.M., is a fiber artist, Craft Yarn Council of America certified-hand knitting instructor, author, artist and designer. She is passionate about supporting the needlearts, handcrafting, slow-fashion, visible mending, supporting small-batch producers of ethically and ecologically sound fibers, and reducing textile waste. Angela has taught knitting on European and Japanese tour buses, started a knitting-for-charity club at an inner-city high school in Los Angeles, has knitted props for the television show Mad Men, and is a contributing author and designer for publications including Piecework, STUDIOS, Knitting Traditions, and Sockupied magazines.

By day, Angela is director of product development and artist relations for internationally renowned punk, garage, rock and metalcore bands. She lives in Long Beach, California with her three sons. Angela’s Ravelry ID is alittlebird, and you can find her on Instagram as @angelaxdavis and on Twitter as @angelaxxdavis.

Tags:  Summer Trade Show  TNNANews 

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Industry News & Notions: May 2017

Posted By TNNA Editor, Thursday, May 18, 2017
Updated: Monday, May 8, 2017

Industry News & Notions: May 2017

Contributed by Ellen Lewis, Dora Ohrenstein, and Janet M. Perry

The latest needlearts industry news

In this round-up:

  • "The Knit Show with Vickie Howell"
  • New yarn-related magazines available
  • Fresh points of view from young needlepoint designers
  • Expanding needlepoint lines

Yarn

On the Air

Big news in the knitting and crochet industry! A new how-to knitting web series, “The Knit Show with Vickie Howell,” has been greenlit by the global crafting community, which fully funded the Kickstarter campaign ahead of schedule, allowing extra days for stretch goals crowdfunding. The result: The campaign finish at 110 percent of its goal.

Produced by the award-winning Austin-based production company ProductionFor, “The Knit Show with Vickie Howell” will start as a web-based series combining all the popular segments from Howell’s DIY, HGTV and PBS TV shows: industry experts and superstar guests; knitting & crochet tips and techniques, and modern, totally make-able, high-quality projects in a range of levels sure to satisfy the global craft community.

Howell, who brings more than 20 years of broadcasting experience to the table and will also executive produce the project, will be joined by yarn industry leader Karin Strom, who will help develop the show content. Production begins this summer. You might see the production crew at TNNA in Columbus!

In Print

Three new yarn-related magazines launched recently, proving that print media is alive and well. It's no wonder, the fiber community is tactile — we like to feel fibers in our hands, so it’s no wonder these magazines have enjoyed a warm reception:

  • Laine Magazine, a biannual magazine of Nordic knitting and lifestyle. Through knitting patterns, travel articles, and recipes, the magazine promotes living seasonally and in connection with nature.
  • Designer Carrie Bostick Hoge has focused her talents on Making, a new magazine that promotes cross-crafting. Knitting, crochet, sewing, embroidery and more come together around each issue’s theme.
  • Koel (pronounced Cool) features fiber art and modern home decor. Patterns and beautiful images inspire crafters with fresh knitting, crochet, weaving and needlework projects for the home.

Needlepoint

A Fresh Point of View

New young designers, like Tess & Thorn and Lycette Designs, have entered the market with ironic, cheeky and bright designs that appeal to Gen X and younger stitchers. These designers have a fresh point of view that helps attract younger stitches to a form of needlework that is very artistic and creative.

Two Sisters Needlepoint, run by the daughters of TNNA Board Vice President and Associated Talents’ Don Lynch, began by buying the line of Barbara Bergsten when she retired. They have expanded her popular lines, especially her needlepoint shifts in exciting ways that will appeal to younger stitchers. Many Lycette Designs canvases are inspired by her “playful mix of Palm Beach whimsy and New England sensibility.”

Consolidation and Expansion

As long-time designers retire, their popular lines are being scooped up by other companies. Some designers simply prefer to concentrate on designing and let another company handle sales and distribution. This consolidation has several effects on the needlepoint market as a whole.

First, you may have to look to find a favorite designer if the line has been sold. While most of these new owners maintain a wholesale line, some designers are purchased by retail shops that make the lines exclusive to those shops. This is constantly changing, so do not be surprised if those “disappearing” designers reappear and become available.

Second, this consolidation means that you can offer a wider variety of canvases to your customers without having to open new accounts. As an example, let’s look at Painted Pony. Perhaps you picked up the line because of their popular angels. With their expansion, you can now carry a varied line of fraternity and sorority canvas, as well as the always-popular designs from Petei, Mary Engelbreit, and other artists. More product lines mean more marketing possibilities and new customers for your shop!


Have industry news or notions you'd like to share? New style or hot trend come across your radar? Tell us about it! Send a brief write-up or description to TNNA Editorial Coordinator Jaclyn Moriarty at jmoriarty@tnna.org.

Tags:  membership  TNNANews 

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TNNA 2017 Summer Trade Show Class Previews: Jill Wolcott

Posted By TNNA Editor, Wednesday, May 17, 2017
Updated: Friday, May 12, 2017

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TNNA 2017 Summer Trade Show Class Previews 

Spotlight on Jill Wolcott

Jill Wolcott

The TNNA 2017 NeedleArts Summer Trade Show, taking place June 10-12, 2017 in Columbus, Ohio, is the perfect place for needlearts professionals to learn about the newest products and techniques in the industry!

Register today and choose from more than 40 classes taught by 20 industry experts, including several new to TNNA shows! Learn techniques and strategies to help you run your business and exchange ideas and best practices you can implement when you return to your shop. But hurry, once a class is sold out, it will no longer be available for selection.

Today's spotlight is on classes being taught by Jill Wolcott. Read on below for a teaser of Jill's classes and her thoughts on the importance of education for needlearts professionals.

Jill is teaching the following classes at the 2017 Summer Trade Show:

  • Basic Garment Grading for Designers | Saturday, June 10 | 8:00 a.m. - 10:00 a.m.
  • Using Color Trends to Entice and Entrance | Sunday, June 11 | 1:00 p.m. - 3:00 p.m

 

 





We asked Jill to share her insights on needlearts and business education, as well as its value to members of our industry.

Have you taught classes at previous TNNA trade shows?

Jill:  I’ve taught before at TNNA, and it is always fun to spark interest among peers. I love finding out what designers and shop owners/workers are doing and how they are looking to grow.

Why should attendees consider registering for your classes at the TNNA Summer Trade Show?

JillUsing Color Trends to Entice and Entrance: Shop Owners spend a fair amount of time choosing yarn, then put it onto shelves or into other displays. I taught product development classes at a fashion college for more than 15 years, and color is the thing customers respond to first.  Yes, people buy the core colors, but you need to entice them with the fashion and accent colors. Creative displays are an opportunity to show how different colors will punch up that hand painted yarn, or make the perfect foil for a bit of trim, or ________!  There is color information available at no or low cost, which I will introduce, along with ideas for creating enticing displays featuring great seasonable or exciting colors.

Basic Garment Grading for Designers: For every designer or tech editor wanting to offer patterns in more than one size. Take this class to get rooted in the theory of grading you need to understand the applications. I provide useful tools and handouts and will walk you through the basic principles and concepts. I am tying this into a larger program of online grading classes which will build on the content of this class. Grading as a concept isn’t hard; application is a puzzle with a lot of pieces. Let me get you grounded so you can move ahead with building your skills and confidence.

Why do you think education is an important part of attending the Summer Trade Show?

JillI’ve been taking classes myself recently, and sometimes I don’t get what I thought I would get, but there is always that little gem, or sometimes a huge "ah ha” that makes something click. I love providing that moment, and know that it is what can carry a shop or designer forward in a really positive way.

Aside from education, what else are you looking forward to at the Summer Trade Show?

JillI come to interact with colleagues, friends, and to meet new people. I love seeing what is new, getting my own interest sparked, and all the interaction with people who understand what I do.

When preparing for your trip to the Summer Trade Show, what's the one item you can't forget to pack?

Jill: I keep an umbrella and a corkscrew in my suitcase, but the really important item that I can’t forget is my mini French press and favorite coffee. There are too many early hours at TNNA (and really, anywhere) for me, a non-morning person, to face without the comfort of that elixir first thing!  

Jill Wolcott is a teacher and designer with expertise to lead you where you want to go as a knitter/designer. Find her blog, newsletter and fab things to knit on her website www.jillwolcottknits.com.


TNNA classes are categorized by objectives to help you select the class that best matches your education needs. See the objectives and listing below. Sign into Attendee Registration for the complete class presenter information, fees, and materials needed.

Business Data Made Simple Learn to effectively manage cash flow, plan your marketing, and invest in your future using data you already have.
Expanding Your Expertise Develop new skills and techniques to grow your business and increase profits.
 
The Two-Way Conversation Learn how to effectively engage with customers and vendors through various communications channels.
Leveraging New Tools & Technology Gain insight into the latest tools and technology, including social media, photography, software, and mobile devices.


 Discover all the exciting education opportunities at the 2017 Summer Trade Show!

View Classes and View Teachers.


Tags:  Summer Trade Show  TNNANews 

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TNNA 2017 Summer Trade Show Class Previews: Zontee Hou

Posted By TNNA Editor, Tuesday, May 16, 2017
Updated: Friday, May 12, 2017

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TNNA 2017 Summer Trade Show Class Previews 

Spotlight on Zontee Hou

Zontee Hou

The TNNA 2017 NeedleArts Summer Trade Show, taking place June 10-12, 2017 in Columbus, Ohio, is the perfect place for needlearts professionals to learn about the newest products and techniques in the industry!

Register today and choose from more than 40 classes taught by 20 industry experts, including several new to TNNA shows! Learn techniques and strategies to help you run your business and exchange ideas and best practices you can implement when you return to your shop. But hurry, once a class is sold out, it will no longer be available for selection.

Today's spotlight is on classes being taught by Zontee Hou. Read on below for a teaser of Zontee's classes and her thoughts on the importance of education for needlearts professionals.

Zontee is teaching the following classes at the 2017 Summer Trade Show:

  • Become a Video Whiz: Create Videos to Build Your Business | Sunday, June 11 | 8:00 a.m.- 10:00 a.m.
  • Create Content by the Numbers | Sunday, June 11 | 1:00 p.m.- 3:00 p.m.

 

 





We asked Zontee to share her insights on needlearts and business education, as well as its value to members of our industry.

Have you taught classes at previous TNNA trade shows?

Zontee:  Yes! I love teaching at TNNA because it's an opportunity to work with small business owners, like myself, and support them on their business journeys. Plus, as a passionate yarn-crafter myself, it's always fun to see how passion and business intersect. 

Why should attendees consider registering for your classes at the TNNA Summer Trade Show?

ZonteeI'm teaching two classes this summer. And as always, all of my classes focus on pairing tactical, actionable ideas that you can do the day after you get back home from TNNA with strategic thinking that focuses on your business goals.  

For those who are interested in using video content to promote their store, their design business or their classes, "Become a Video Whiz: Create Videos to Build Your Business" will cover a wide array of skills from novice to advance that will help you get more out of your own video production and better connect with your audience, in order to drive conversions (sales, class bookings, store visits, etc.). Video is becoming more prevalent as a medium for communication in social media, on your website, and even in email, so shouldn't you know how to make the most of it? 

For those who have a digital marketing program up and running, but want to take it to the next level and be more strategic and analytical in their approaches, my class on content marketing using metrics, "Create Content by the Numbers," is a great workshop on asking the right questions and using the data available to you to make better marketing and business decisions. 

Why do you think education is an important part of attending the Summer Trade Show?

ZonteeBeing a small-business owner is ever more complex. In a niche industry, it's such an incredible opportunity to learn from others who face similar challenges and understand where you are coming from. Taking advantage of the classes at TNNA is an amazing way to tap into the deep knowledge base within the industry and become a better, more effective business-person. 

Aside from education, what else are you looking forward to at the Summer Trade Show?

ZonteeI'm always excited to catch up with my friends and colleagues in the industry. Over the years, you build relationships within the TNNA community, and even though we only see each other a few times a year, it's great to know that there are other business people who you can learn from and connect with at this event. 

 

 Zontee Hou is the founder of Brooklyn-based consultancy Media Volery and a part of the respected Convince & Convert Consulting team. Her 10 years of experience in the marketing industry, including as marketing manager for Lion Brand Yarn, has garnered multiple awards including a Forrester Groundswell Award. Whether consulting for clients including Telogis, Indiana University, and the UN FAO or teaching at the City College of New York, Zontee seeks to connect marketing methodology and business goals.


TNNA classes are categorized by objectives to help you select the class that best matches your education needs. See the objectives and listing below. Sign into Attendee Registration for the complete class presenter information, fees, and materials needed.

Business Data Made Simple Learn to effectively manage cash flow, plan your marketing, and invest in your future using data you already have.
Expanding Your Expertise Develop new skills and techniques to grow your business and increase profits.
 
The Two-Way Conversation Learn how to effectively engage with customers and vendors through various communications channels.
Leveraging New Tools & Technology Gain insight into the latest tools and technology, including social media, photography, software, and mobile devices.


 Discover all the exciting education opportunities at the 2017 Summer Trade Show!

View Classes and View Teachers.


Tags:  Summer Trade Show  TNNANews 

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TNNA 2017 Summer Trade Show Class Previews: Grace Akhrem

Posted By TNNA Editor, Monday, May 15, 2017
Updated: Tuesday, May 9, 2017

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TNNA 2017 Summer Trade Show Class Previews 

Spotlight on Grace Akhrem

Grace Akhrem

The TNNA 2017 NeedleArts Summer Trade Show, taking place June 10-12, 2017 in Columbus, Ohio, is the perfect place for needlearts professionals to learn about the newest products and techniques in the industry!

Register today and choose from more than 40 classes taught by 20 industry experts, including several new to TNNA shows! Learn techniques and strategies to help you run your business and exchange ideas and best practices you can implement when you return to your shop. But hurry, once a class is sold out, it will no longer be available for selection.

Today's spotlight is on classes being taught by Grace Akhrem. Read on below for a teaser of Grace's classes and her thoughts on the importance of education for needlearts professionals.

Grace is teaching the following classes at the 2017 Summer Trade Show:

  • Converting Basic Garments to Include Short-Row Shaping | Saturday, June 10 | 8:00 a.m. - 10:00 a.m. 
  • Cast Ons and Bind Offs | Sunday, June 11 | 12:00 p.m. - 4:00 p.m.

 

 





We asked Grace to share her insights on needlearts and business education, as well as its value to members of our industry.

Have you taught classes at previous TNNA trade shows?

Grace: I haven't ever taught at TNNA before, but I have been teaching locally and nationally since 2004. I'm excited to teach subjects and techniques I'm truly passionate about to an audience that is inspired and motivated to learn more about their craft and their trade. I can't wait to share with you my passion and knowledge!

Why should attendees consider registering for classes at the TNNA Summer Trade Show?

GraceA little more than ten years ago, I took a few classes at TNNA when I was still working for a small yarn shop. I was excited to learn from a professional in my industry, someone whom TNNA felt knowledgeable enough to teach me.

Since taking those classes it has been a goal of mine to expand my knowledge to the point where I could someday be invited to teach at TNNA. That day is finally here. After more than a decade of learning and teaching, I feel that I have picked up so many valuable morsels of knowledge that can share with industry professionals. I have worked on my teaching style to create a comfortable environment for learning. I would love to share that knowledge and experience with TNNA attendees.

Why do you think education is an important part of attending the Summer Trade Show?

GraceI think that education is the core of our industry. Our industry as a whole has evolved greatly over the last ten years and continues to evolve.

I think it is important for the survival [of] our LYSs (Little Yarn Shops) to continually be ahead of this evolution and offer new and relevant products, knowledge and inspiration to their customers  I feel this all starts with the classes at TNNA.

Aside from education, what else are you looking forward to at the Summer Trade Show?

GraceAs every [with] every TNNA [show], I'm looking forward to seeing all my friends and sharing laughs. But I love walking the show floor, multiple times even. I love to see the new yarns and products. I love to lose myself in the colors, ideas, and inspiration.

After each show I always feel a surge of invigorating inspiration and excitement for my craft  I always look forward to that!

When preparing for your trip to the Summer Trade Show, what's the one item you can't forget to pack?

Grace: Knitting, of course! And somehow I always seem to think that I'm some kind of knitting superstar and I end up bringing like 6 to 8 projects.

I'm lucky if I can squeeze in a few rows on just one of them in between all the work I do. Nevertheless, I still pack all those projects ... it's become a little inside joke and tradition with myself. Ha!

 

Grace Akhrem started out her interest in the arts with drawing and painting, then moved to photography and ceramics. Knitting was a natural progression for Grace that didn't require clean-up! Grace's designs are inspired by color, texture and fashion. She loves working with vibrant and saturated colors that make her smile. Her love of color is where she draws most of her inspiration. Grace has designed for many publications including Noro, Interweave Press, Sixth & Spring books, and many more. Grace is always trying to design patterns and classes around construction and technique.


TNNA classes are categorized by objectives to help you select the class that best matches your education needs. See the objectives and listing below. Sign into Attendee Registration for the complete class presenter information, fees, and materials needed.

Business Data Made Simple Learn to effectively manage cash flow, plan your marketing, and invest in your future using data you already have.
Expanding Your Expertise Develop new skills and techniques to grow your business and increase profits.
 
The Two-Way Conversation Learn how to effectively engage with customers and vendors through various communications channels.
Leveraging New Tools & Technology Gain insight into the latest tools and technology, including social media, photography, software, and mobile devices.


 Discover all the exciting education opportunities at the 2017 Summer Trade Show!

View Classes and View Teachers.


Tags:  Summer Trade Show  TNNANews 

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