“It was a lot of communication in the beginning, but [Jessica] was an extremely quick study and really delved into our brand and figured out what kind of look we wanted, even though she doesn’t sew or knit.
“[But] I didn’t need a sewing guru; I needed a social media specialist. We have people that are specialists with our products.
“So [Jessica] was pretty amazing.”
And it all came down to Jessica’s innate curiosity and drive to learn.
“I asked a lot of questions,” Jessica shares. “‘What does this machine do vs. that machine? How is this yarn different from that yarn? Oh, that’s a really pretty fabric. Is it this one? Or is it this one because the color looks a little different? How would you use it once you get it?’
“I asked a lot of questions to immerse myself in not only the brand but the work and the products themselves. That comes easily because I’m a learner. I want to absorb and I want to learn something that I don’t know.”
It also helped that Maggie filled any gaps with trust.
“Maggie trusted me way sooner than I expected her to trust me,” Jessica says. “And I can’t tell you how much I appreciated that. It communicated that I was getting something right. And that she knew that she could trust her brand to me earlier than I expected her to. That meant a lot.”
And that trust yielded some seriously extraordinary results for Maggie, including ads for BERNINA, a global maker of sewing, embroidery and quilting machines of which Pintuck & Purl’s a successful retailer.
“I was tasked to come up with an ad campaign to reflect the brand and to communicate the sales,” Jessica says. “We got a lot of really meaningful information from those ads. [It was] a huge, successful BERNINA ad campaign.”
Loyal customers and new customers alike have become aware of Pintuck & Purl’s new-and-improved social media presence.
“I’m not a follower-chaser, but I want to see consistent growth,” Jessica says. “What matters more to me is meaningful engagement, meaningful content, and consistently growing impressions and reach – and we’ve had that.
“We’ve also had over 2,200 video views, which is a big deal because we’re doing videos now [because] when we first started, there was no video content. Now, it’s getting her brand out there in a really new, positive way.”
So with not only her social media presence growing and evolving, Maggie also started to see a windfall of sales from Jessica’s efforts.
“Jessica has had the ability to create sales,” Maggie shares. “We were able to launch this ‘12-Days of Christmas’ sale that we would’ve never done otherwise for sales generation.
“I could go through [my sales] and be like, ‘These are definitely sales from social media. These are sales definitely from coordinated marketing that Jessica has helped us do. The ‘Make It With Maggie’ [campaign] – we’ve sold four or five machines on that. The ‘Fall In Love With Your Serger’ [campaign] – we’ve sold three $6,000 sergers over the past week.
“It’s great to have more engagement and more customers, but really when it comes down to it, the bottom line is, ‘Is it going to actually help my bottom line?’ And [the SMS service] absolutely is paying for itself. It’s kind of an investment, and I’m willing to do it if it’s going to help us grow in the long run. And it definitely has, for sure.”