Brenda Rogerson of Highland, Michigan writes:
“The American Sewing Expo is the largest independently owned sewing expo in the country with over 15,000 people attending our three-day show from all over the U.S. In addition to classes, vendors, a sewing cafe and special exhibits, we have several challenges for sewers of all abilities and interests.
“We are having a hard time getting contestants for our Baby Lock Passion for Fashion design contest inspired by Project Runway. This a live challenge that will let avid sewers showcase their sewing and design talents complete with professional models and a fashion show. The participant will be given a design challenge scenario and have all day Friday, September 28, to create their ‘secret project.’ Expo attendees will have the opportunity to follow the progress of the designers as they work on their creations. Contestants return on Saturday, September 29, for a last-minute fitting on their professional model before the fashion show and photo shoot in the afternoon.
“We have contacted the local colleges, run ads in several sewing publications, posted several places on the web, and have information and rules on our website but have not had much response
I agree with Joan, the blogoshere is the way to go.
There are hugely popular fan websites dedicated to Project Runway. Specifically bloggingprojectrunway.blogspot.com and bravissimoblog.blogspot.com They attract a wide readership of Project Runway devotees, including designers, stitchers, etc. Plus, just google “Project Runway” blogs, as there are many people whose blogs include project runway with other shows or fashion related items.
Quick question: why is the name of your contest “Baby Lock Passion for Fashion?” Is there an angle you can take that tells the story behind Baby Lock that you could pitch to trade pub newsletters and local media?
Also, on the sewing expo website, it may be helpful to place right on the homepage “Baby Lock Passion for Fashion” with a link to the contest details. Is it possible for the entry form to be an online fill-in form or something that describes it could be emailed with the right information? (e.g. maybe it’s a Word document that can be easily opened, electronically completed and emailed). Making the contest easier to find and register for may help increase participation.
Sounds like a fun contest. Good luck!
An attendee that’s paid to attend the event doesn’t want to spend their time being entertainment for the event — they’re there to shop, eat, learn, and party. Also, usually these events have a much older audience (i.e. 50 years and up) who don’t care about Project Runway. If you’ll send me a ticket, I’d be happy to be a contestant!
One last thought — if there’s a local fashion design program in a college or junior college I would contact the dean — they love this kind of challenge for students.
Hi Brenda,
I just searched ‘Baby Lock’ and I didn’t see your promotion/contest or event listed on the highly ranked pages found under the term: ‘Baby Lock’. The 3 sites listed below all have a dedicated ‘event, blog or annoucement’ link which appears to be to be used as a resource or feature an event such as yours. So I think the first thing you should do is contact these websites with the details about your contest. Present them your information as newsworthy and exposure for their target audience, and not as a ‘paid advertisement’. Offer to share photos of some of the contest entries that can then posted on their websites and ultimately help to sell more Baby Lock machines (be sure to get permission from the contestants first). Here are the 3 sites:
http://www.babylock.com
http://www.jennys-sewing-studio.com/Babylock.asp
http://www.quiltingbee.com/products/machines/BabyLock.html
Also, the contest information is not located or featured in a prominent place on your site. Can you starburst it on the page or make a pop under so that when someone logs on to your site it populates a reminder to register for the contest. And when you click through the link to go to the details page, the details are a little wordy and it makes it seem as if it is too much ‘effort’ to enter. Can you simplify all of that to an all ecompassing question or catchy title? And follow up with quick bullet points. For who? Baby Lock Beginners, Novice or Veterans, or Baby Lock Junkies in general? Use an invitation style format with just a few words that describe the objective of the competition, the prize, the entry fee and the feature attraction & benefits. Then it should be a link to register online, followed by more specific details about the contest (i.e. what is on the page now) and then followed up by yet another online registration link or an option to print and fax or email the registration form.
Can you post a gallery of some other Baby Lock creations to give users a broader idea of some of the project types they can submit? i.e. currently we have a few more slots remaining in ‘baby apparel, blankets, womens work to social.
Hopefully one of these ideas will trigger others.
Best Wishes.
Calling the local colleges that have art and design and fashion programs may not be the best way to go. You will probably get someone in a department who will promise to tell one other person. You need to get an article in the student paper, or, if there’s not enough time, print up flyers and hang them where the fashion students go. Most colleges have certain spots where flyers are posted. At mine, it was on the ground in colorful groups along the paths students walked to class! Or find a student group with a good email list and get someone to send out the information to all their friends. See if you can find a facebook or myspace page for the fashion majors at your local college, and post the information there.
There’s a huge problem in marketing a design contest like this in several ways.
First, you have a product that is for home sewers. The problem is, home sewers don’t go in for this sort of thing, the way you’re set up isn’t their modis operandi. Few of them can design patterns much less under a time limit. It can’t be like project runway. There’s also their problem of diffidence. They like time to tweak things, they’re not likely to be excited by the challenge of being on stage and possibly flubbing it. If you want to find home sewers like this, the place to post (the ONLY place to post really) is patternreview.com. Once it goes up on patternreview, it’ll be all over the home sewing blogosphere.
Btw, imo, it’d be useless to advertise it on project runway fan sites. Those people don’t sew. You don’t have to love sewing or know how to do it to be a devotee of the show. I’d guess that over 80% of them don’t even own a sewing machine much less know how to use one.
The second problem is again, the machine (your company) is a homesewing product. Most professionals or semi pros or even students (the ones who’d take a gamble like this) won’t be circulating in home sewing circles. They won’t even know of it (my site is the number one site frequented by this second group), I haven’t heard of it. I don’t know how many would be interested; they’ve been around awhile and realize that it wouldn’t be much exposure for them and I doubt few would be interested in the product unless they could give it to a friend and in such case, they’d have to be close to the event and have nothing else to do those days.
I realize that sounds callous but among those who could do this project, there’s not much in it for them. They KNOW what it takes to produce a line, nobody gets discovered on a stage. It’s not like being a marvelous singer who’s handled material to sing…you have to produce marketable designs, season after season to make a name for yourself. It’s not just showing up with a one shot deal. Otherwise all those people on the real project runway would be successful fashion designers now and at last count, maybe one of them is.
So, I see this as a miss-match btwn those who have the skills and the inclination, versus the benefits the contest would bring them and, the problem of your product’s appeal to a segment that is not likely to participate in the project because they don’t have the skills and experience to pull it off, especially in front of an audience.
Project Runway is great and we always watch it at home, hope they employ more interesting and talented contestants.~”;