Engage Your Customers with a Show & Tell Event

A customer Show & Tell is a fantastic way to celebrate your makers, showcase creativity, and keep your community engaged.

Whether in-store or online, this program encourages customers to share their projects, learn from each other, and become more invested in your shop.

Here’s a guide for setting up and running a successful show & tell event:

1. Introduce the Program

Start by educating your customers about what the show & tell is and why they should participate. Include key points such as:

• Customers can share their completed projects or works-in-progress.
• Everyone can learn tips and tricks from each other.
• Participating may earn recognition, small rewards, or store credits.

This can look like… creating a bright, eye-catching sign near your register or craft area, bag stuffers, or a pinned post on your socials showing examples of previous projects and explaining how to submit for the show & tell. Include clear instructions so participants know exactly what to do.

2. Encourage Participation

Make it easy and inviting for customers to join:

• Set clear guidelines for submissions – size, type of project, and photo quality for virtual events.
• Offer incentives like small discounts, prizes, or featured posts on your shop’s social media and newsletter.
• Create excitement by highlighting early participants or sneak peeks of submissions in social platforms and email newsletters.

This can look like… offering a small gift card or store credit to the first five participants, and featuring a “Project of the Week” on your social channels and emails. You can also create a highlight reel with customer photos and tag their accounts, giving them recognition and encouraging others to join, while building momentum for the next event!

3. Run the Event

In-store:

• Reserve a display area where customers can showcase their projects.
• Schedule a casual meet-up where customers can present their work and talk about techniques or inspiration.
• Encourage questions and discussions to make it interactive.

Virtual:

• Host a live session on social media or via Zoom where participants present their projects.
• Have a moderator or staff member guide the conversation, ask questions, and highlight key techniques.
• Record sessions if possible so customers can revisit them later.

This can look like… setting up a rotating display area where new submissions are added weekly. For a virtual session, send participants a checklist of how to prepare their projects, lighting tips for photography, and talking points so they feel confident sharing.

4. Follow-Up

After the event, reinforce connection and maintain engagement:

• Send a thank-you email to participants, including photos or videos from the event.
• Feature standout projects on your website, newsletter, or social media.
• Provide a gentle reminder for customers to continue sharing and participating in future events.

This can look like… creating a recap post or a blog featuring participant highlights, and offering a sneak peek of the next month’s theme or prompt. Always include direct links for submissions so it’s easy for them to join again.

Quick Action Checklist:

• Define the rules and objectives of your show & tell program
• Promote the event in-store, email, and on social media
• Set up a display or virtual meeting space
• Collect submissions or coordinate presentations
• Engage attendees during the event
• Follow up with participants, share highlights, and encourage ongoing involvement

Customer Show & Tell events are a win-win: they foster community, educate makers, and keep your shop top of mind. 

By encouraging participation, providing clear guidance, and following up thoughtfully, you create a vibrant and engaged customer base eager to return for more projects and purchases.

Industry Insight:

Jessica Taylor, Account Executive and former quilt shop owner

“In my experience, events like these often do more than fill seats—they create a buzz that lingers long after the chairs are stacked. When quilters gather, they tend to share not only their projects but also their enthusiasm, and that kind of energy naturally flows back into your shop. Customers walk away inspired, talking about what they’ve seen, and often thinking about what they’ll need for their next project.

The exact way this plays out will look different for every shop. Some owners notice more chatter on social media, while others see an uptick in repeat visits or even a surge of interest in classes. The real takeaway is that you don’t have to control every detail—you just need to provide the space and the spark. Quilters are naturally generous with their creativity, and when they feel welcomed, the sense of community they create will keep weaving itself into the life of your shop.”