Lady Bird Fabrics is a sewing craft store offering fabrics, craft supplies, and classes. Ann White started the business in June of 2019. One employee is full time and then the business has 3 part time employees. Lady Bird Fabrics is located in Edmond, OK.
The thesis for Lady Bird Fabrics was a social media campaign that was conducted for Lady Bird Fabrics in 3 months that added social media followers and local business awareness in Oklahoma City and surrounding areas by being overseen by a master’s in public relations student from Full Sail University.
The business is new and needs to find out how to market to the business’ customers. A social media campaign will be conducted for Lady Bird Fabrics in 3 months that will add social media followers and local business awareness in Oklahoma City and surrounding areas by being overseen by a master’s in public relations student from Full Sail University. Before the social media campaign starts, a survey was done to find just who the customers are.
The target market are Baby Boomers and Generation X. Baby Boomers are not as active on social media as Generation X is, but they do have a healthy usage of the internet. Generation X have smart phones, are active on social media, and buy online. Among this target market is a Do-It-Yourself community of crafters who love to quilt, sew, cross stitch, and embroidery. Baby Boomers like marketing that is straight to the point, and Generation X isn’t much different.
Lady Bird Fabric customers are loyal to the business by purchasing from the store weekly and monthly based on the results from the survey. The social media campaign will spend 3 months posting twice a week about what next event will be coming up. The events are contests, demonstration classes, and craft night that customers will want to invite friends too and repost about. The survey concluded that there is a lot of interest in events, and that’s a great way to bring in new customers.
Target Audience
The book, Advertising to Baby Boomers, by Chuck Nyren, suggests that advertising to Baby Boomers need to straight to the point (Nyren, 2007). Baby Boomers aren’t dumb because they have been around the longest to the point that they want their information right in front of them without any games (Nyren, 2007). Research was done by Jönköping International Business School by conducting a survey with Generation X and Y. It showed that Generation X and Generation Y did not have differences in impulse buying online (Johansson & Persson, 2019). The open-ended questions from the survey showed that Generation X “often are affected by advertising,” (Johansson & Persson, 2019).
A survey conducted by SurveyMonkey will be posted to followers on Facebook and Instagram to get their feedback on crafting. The survey will run for 7 days.
The question will ask for short specific questions to relate to the target audience.
What is your age?
Are you on other social media sites? (i.e. Facebook, Instagram, Twitter)?
What kind of crafting do you like to do?
What do you think about quilting?
How often do you buy craft supplies?
Would you be willing to go to a craft night at a local craft store?
Would you take free quilting lessons at your local craft store?
Do you have friends that craft?
How likely are your friends to buy crafting supplies?
What do you use crafting for?
The responses will help determine how to spread the word locally about the business by understanding the customers buying habits. The survey will also help understand how active customers are online and if the business needs to be involved with more sites than just Instagram and Facebook. The business already conducts contests with customers but knowing how social they are to come to a quilting night will help plan events the customers can bring friends too.
Primary Research Findings
Introduction
It is important to understand Lady Birds Fabric’s customer. Who are they? What are their interests? What products do they like? After understanding who they are, the business can correctly market to them. The primary research was setup to accomplish this by conducting a survey on social media.
Method
The recruitment of participates was based off the followers of Lady Bird Fabrics on Facebook. Lady Bird Fabrics has approximately 900 followers on Facebook, so it was a good place to start to get follower’s opinions. The survey was posted for 5 days and there was a total of 29 participates that took the survey. The survey was posted by the Owner, Ann White.
The survey was conducted on SurveyMonkey.com. The questions were picked to get specific information form the customer like age and interests. Ten questions were asked and there was not a skipped question from the results. The questions were run by the owner, Ann White, to make sure the questions fit the clients’ interests.
The results were gathered on the website where the survey was conducted. Each question was answered by the twenty-nine participates. The age range was between twenty-seven years old and eighty-two years old. The mean age of the participates was fifty-five. Twenty-two responses were above the age of 40 and 7 were surprisingly below the age of forty.
Results
Social media habits of the participants included twenty-nine users on Facebook, eleven users on Instagram, 3 users on Twitter, 1 on Pinterest, and 1 on Etsy. Hobbies of the participants included quilting, knitting, crocheting, needlework, sewing, embroidery and cross stitch. The most favorite hobby among those listed was quilting and the least favorite was crocheting and cross stitching. The participants loved crafting because it was creative, relaxing, and fun to give gifts to others. Participants said they would mostly buy craft supplies weekly and monthly. It was very popular among participants to want to be a part of an event or demonstration at Lady Bird Fabrics. All but 1 participant said they have friends that would craft, and most said their friends would buy craft supplies a moderate amount.
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Quick Art Therapy Techniques
Daily art therapy techniques you can do with your children.
This webinar is quick art therapy techniques parents and children can do at home in 15 minutes. These art therapy techniques are small and quick, but will make a big impact the patients of a child. The webinar will discuss 3 art therapies done for a non-direct approach and 3 art therapies for a direct approach. Non-Direct involves doing art without guidelines while direct involves a more structured toward feelings and emotions.
Frequently Asked Questions
What inspired Lady Bird Fabrics to open?
Edmond, OK does not have a local fabric and craft supply store and the quilting community is always looking for a diamond in the rough.
Why is the business name Lady Bird Fabrics?
Lady Bird Fabrics is named after the owner's dog.
Why did LBF want the store to be a therapy outlet for children?
Quilting has always been a therapy for owner, Ann White. She wanted to make her passion about business, but also about giving back to the community.
What made LBF choose Edmond as the current location to start up the business?
Lady Bird Fabrics is centrally located in a popular strip mall in Edmond. It is also close to a big shopping area in Oklahoma City.
How many locations will LBF have in the future?
Lady Bird Fabrics long term goal is to have two locations. If two locations prove to be profitable, then the goals will be to open in other small communities.
Does LBF sell online?
Yes! The entire store is on our website, so please order as much as you want!
