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Building Better Business - 2016 Summer Trade Show
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BBB | Building Better Business

Friday, June 10th

The BBB is designed to provide you with more in-depth study in key areas that affect you and your business. This show we feature Social Media Savvy, be led by industry experts to provide you with the knowledge you need to take your business to the next level. Plan to attend the optional BBB Lab where youwill have the opportunity to put into practice what you have learned. The BBB day ticket also includes a breakfast roundtable program and the Retailers' Luncheon with special guest speaker. Building Better Business

You won’t want to miss out on this amazing opportunity!

Admission: $195 Member/$215 Non-Member


Sessions: Social Media Savvy


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8:00 a.m. - 9:00 a.m.

LIke Sew

BBB Breakfast - Fuel for your Body AND your Brain!

Sponsored by Like Sew

They say breakfast is the most important meal of the day, and we’ve got a great breakfast program planned to start your BBB Day right! Your BBB ticket includes continental breakfast – and this year we’re adding early morning round tables focusing on Social Media. This will be a great opportunity to learn about the various social media channels, share your own success stories, and leave with some useful take-aways to broaden your shop’s social media strategy. Grab a bagel and some OJ, then get your creative juices flowing with fellow retailers!

9:15 a.m. - 11:15 a.m.

First session

11:30 a.m. - 1:30 p.m.

Universal Yarn

Retailers' Luncheon

Sponsored by Universal Yarn

The learning never stops on BBB Day! All BBB Day participants will come together for our Retailers’ Luncheon (luncheon ticket included with your BBB day registration). Join fellow retailers for a tasty buffet lunch while listening to keynote speaker, Erin Andrew from the U.S. Small Business Administration.

1:45 p.m. - 3:45 p.m.

Second session

Saturday, June 11th
7:45 a.m. - 9:45 am


(Optional for an Additional Fee)


Sessions: Social Media Savvy


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Track 1 ~ Social Media Savvy

With Beverly Army Williams and Gale Zucker

Session #1 | Crafting a Cohesive Online Presence

Friday, 9:15 a.m. – 11:15 a.m., Room 201
No doubt your shop—whether brick-and-mortar, online, or a combination—started as a reflection of your carefully considered aesthetic. However, it’s often challenging to translate that vision to your online marketing tools, whether About pages, social media platforms, or newsletters. In this workshop, photographer Gale Zucker will offer tips for making product photos that pop. She’ll also teach you some techniques for ensuring your images reflect just how special your shop is. Writer Beverly Army Williams will share strategies for writing enticing descriptions framed by marketing best practices. By the end of this session, you’ll be ready to imbue your online presence with your shop’s style and create a consistent presence. You’ll also explore

  • How to define your shop's aesthetic in photos and words
  • Tools for writing an effective About statement
  • User-friendly photo-editing tools
  • Word lists that make writing consistent copy a breeze

Session #2 | Smartphone-Based Social Media Strategies

Friday, 1:45 p.m. – 3:45 p.m., Room 201
The argument for developing a strong social media presence can't be denied: whether you use Facebook, Twitter, Instagram, Ravelry, or Pinterest, the opportunity to engage customers even before they walk into your shop translates into increased sales. It goes deeper than that, though. Connecting with customers on social media enables you to gauge what will grab their attention, listen to what they need, and build your brand. We’ll talk about how to choose the right social media platforms as well as how to make the most of them on the go with your smartphone. You’ll learn how to

  • Determine which social media platforms will help you meet your goals
  • Navigate each platform
  • Use apps that will transform your pictures to garner more likes, retweets, hearts, and pins
  • Write micro-stories that evoke your aesthetic and draw in your audience
  • Use hashtags more effectively
  • Determine when to cross post
  • Automate your posts
  • Decide which images will work best on each platform

Learn from the Best:

Beverly Army Williams

Twitter Ravelry Website
Gale Zucker
Instagram Ravelry Website

Beverly Army Williams

Beverly teaches creative, professional, and digital writing at Westfield State University in MA. She’s also a freelance writer, editor, writing consultant, and co-editor of

Gale Zucker

Gale is a commercial and editorial photographer with the niche specialty of knitwear design and fashion. She's the co-author/photographer of the books Craft Activism and Shear Spirit (both from Random House) and the photographer for Mason-Dixon Knitting Outside the Lines as well as several other knitting books. Her next book, Drop Dead Easy Knits (Random House), is due out September 2016. Her industry clients include Vogue Knitting, Tahki Stacy Charles, Green Mountain Spinnery, Swans Island Company, Zen Yarn Garden, and many designers. She’s also widely published outside of the handmade world in books, the New York Times, TV Guide, Smithsonian, and photographs for businesses.


Sessions: Social Media Savvy


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LAB 1 | Explore, Engage, Entice: Hands-On Social Media

Saturday 7:45 a.m. – 9:45 a.m.
Must have taken the Building Better Business Track 1
Admission: $65 Member/$85 Non-member | Limit 20 Tickets

Participants in this lab will experiment with backgrounds and explore user-friendly editing apps to create images that build on their shop’s aesthetic. Writing exercises tailored for major social media platforms (Facebook, Instagram, Ravelry, Twitter, and Pinterest) will teach participants how to craft micro-stories that work with the images to build community, generate excitement for products, and lead to sales. We’ll review the effective use of hashtags before participants share their work with the group and get feedback. Leave with ready-to-post content.

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