Unlocking Marketing Potential at QuiltCon 2025 in Phoenix, AZ
- Tori McElwain
- Mar 14
- 5 min read
Updated: Apr 9
Attending a quilt show offers an incredible opportunity to market your business to your ideal customers. Whether you're a vendor, a sponsor, or simply looking to build brand awareness, QuiltCon 2025 in Phoenix, AZ, showcased various innovative strategies that engaged attendees meaningfully. Here are some key takeaways from the show that can inspire your next marketing move.
Effective Marketing Strategies through Quilt Shows
Sponsoring Quilt Tags
Major brands like Windham Fabrics and String & Story sponsored the quilt tags displayed at the show. Each tag provided detailed information about the quilt, including the maker's name, story, and techniques used, along with a QR code for purchasing the pattern. This strategy links designs directly to purchase opportunities and is an excellent way to promote brands.
Quilters and Designers at Their Quilts
It was common for quilt designers and makers to hang out near their displayed quilts. This created informal meet-and-greet opportunities, fostering personal connections between designers and attendees. Photos, conversations, and social media tags helped extend the reach of these interactions beyond the show floor.
Instagram Handles on Tags
Most quilt tags included the quilter’s Instagram handle, making it easy for attendees to follow and engage with the artist. This simple addition can effectively boost social media followings and maintain attendee engagement long after the show ends.
Sponsored Lanyards and Bags
Did you love the Riley Blake lanyards? Thousands of attendees sported them all weekend. This was an effective and long-lasting brand placement. Similarly, sponsored tote bags handed out during registration ensured that brand logos traveled around the event and beyond.
Podcasts and Media Interviews
Participating in podcasts or interviews offers another fantastic way to build brand recognition. Local newspapers and quilting press interviewed attendees throughout the event. My co-host, Andi from the Quilting on the Side podcast, and I recorded a series of rapid-fire questions with attendees—check it out here! If you're attending a show, consider pitching yourself as a guest on quilting podcasts or industry interviews. You can even check out another fun interview series from QuiltFolk Magazine here!.
Maximizing Engagement through Vendor Booths
Interactive Booth Elements
Many vendors incorporated selfie stations, mirrors, or wing backdrops to encourage attendees to take and share photos. These visually engaging elements significantly increase organic brand exposure when attendees post images online.
At QuiltCon 2025, vendors also had the unique opportunity to enhance visibility by contributing to the event's Digital Goodie Bag. This virtual collection offered attendees exclusive deals, discounts, and free patterns. For instance, AccuQuilt provided a complimentary booklet of 10 quilting patterns, while Aurifil extended a 20% sitewide discount including free shipping. Such contributions enriched the attendee experience and allowed vendors to drive traffic to their offerings. See it here!
Karlee Porter’s Signature Branding
Karlee Porter’s booth stood out with her Graffiti Quilting technique. She created a recognizable style and leveraged it through classes, books, and product sales. Her approach shows the power of niching down and building a distinct brand identity with a diverse product suite for customers. In the picture below, I am holding one! It is an iron-on motif for clothing — I think I’ll add it to a sweatshirt! Click here to see more from Karlee Porter.
Longarm League Lounge
A dedicated lounge for Longarm League members fostered networking and relationship-building among professional longarm quilters. Hosting a lounge or private gathering can help brands nurture community within their niche audience. Click here to see it!
Meet the Author Events
Authors attended various booths for book signings and meet-and-greet sessions. This is a great way to connect with readers and promote publications directly to an engaged audience.
Brand Ambassadors in Booths
Inviting brand ambassadors or influencers to your booth creates a welcoming space. Attendees were excited to meet their favorite quilters. They shared firsthand experiences about the products on display. For instance, Chris Marchini was at several booths, including AccuQuilt. Click Here!
Swaps and Freebies
Sticker Swaps & Block Swaps: Many vendors participated in sticker swaps, reinforcing recognition with collectible items. Block swaps engaged the community while subtly incorporating branding.
Take-and-Make Kits: Hands-on kits allowed attendees to experience products before purchasing, increasing conversion rates. See this post by Cotton + Steel!
Candy & Freebie Grab Tables: Sometimes, a small freebie (even just candy!) is enough to draw attendees into your booth. This can initiate conversations that lead to potential sales.
Pledges & Community Engagement
A wonderful interactive element was the pledge station at the Quilt Alliance booth (*see it by clicking here!)*, where quilters committed to always labeling their quilts. This aligned with educational goals while reinforcing brand messaging creatively.
Building Community Around the Show
Networking Dinners & Social Groups
Social quilting groups, including guilds and professional networks, hosted dinners, happy hours, and networking events to unite people outside of show hours. These informal settings provided great opportunities for business connections and collaborations.
Before QuiltCon, my co-host, Andi from True Blue Quilts, and I decided to host an in-person business retreat. It was a blast meeting in person, having lunch, and teaching about launching an offer! We called it AUDACIOUS! Here all about QuiltCon from Andi and I on our Quilting on the Side Podcast Episode here!
Our gathering was a fun way to unite our community and offer a business-centric class.
Sponsored Social Events
Events like the Windham Social gathered designers, makers, and industry professionals in a more relaxed setting. This encouraged conversation and relationship-building with key players in the quilting industry.
Quilted Clothing, Bags, and Name Tags
Quilted fashion was everywhere! Attendees showcased their skills with handmade quilted jackets, bags, and custom name tags. Vendors and sponsors could capitalize on this trend by offering branded fabric bundles, patches, or accessories that quilters would love to wear and use.
QuiltCon Selfies with Quilting Besties: A Social Tradition
One of the most fun QuiltCon traditions is taking QuiltCon Selfies with your quilting besties! Whether you're meeting long-time friends, reuniting with online quilting pals in person, or making brand-new friends at the show, snapping a selfie is must.
Sharing this fun experience on social media amplifies your reach. Tagging each other and using event hashtags allows quilters to cross-promote their accounts. They introduce their audiences to new makers and continue building relationships long after the show ends.
QuiltCon moves quickly—there’s so much to see and do! Capture a quick selfie to remember the incredible connections you made and the fun you had. These pictures help keep post-show inspiration alive as you scroll through and relive the experience. Whether it’s a goofy group shot, a stylish pose with a favorite designer, or a behind-the-scenes moment from a workshop, QuiltCon selfies are a modern way to document the magic of the show and build lasting friendships in the quilting community.
For Industry Professionals: Strategy Sessions at Quilt Shows
A highly effective way to connect with your audience at a show is to offer personalized sessions, such as strategy meetings. At QuiltCon, I hosted in-person strategy sessions to help quilters and creative entrepreneurs develop tailored marketing plans. These sessions provided one-on-one insights, equipping attendees with actionable steps to grow their brands. If you're seeking personalized marketing guidance, let’s chat! Book a strategy session with me to take your quilting business to the next level. CLICK HERE!
QuiltCon 2025 demonstrated that quilt shows are invaluable opportunities for creative marketing. Through sponsorships, interactive experiences, social media integration, or brand ambassador programs, you can significantly increase visibility and engagement at such events. If you're looking to make an impact at your next quilt show, consider implementing these strategies to connect with your ideal audience in meaningful ways!
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