Well... the election is over so now the media is filled with stories of economy horror. Now on top of everything else I am supposed to worry about if I need if I need to stock up on parts to my Buick? Yikes. Friends, things could be worse, you could be an American car dealer.

If there ever was a time to absolutely focus on the joy and hope of the holiday season this year is it. Psychologists will say that people can choose to be happy and if feeling better isn't enough motivator- think of it as a marketing strategy.

We're all so stressed out that the last thing we need when we walk into  a retail store is to see a store in disarray staffed with unhappy people. People are shopping as an escape and retailers should be doing EVERYTHING in their power to provide that escape or safe haven for customers. People will spend time in stores that make them feel good.

Note that I didn't say spend money. That's because right now, you've gotta start by getting that foot traffic. You cannot let your customers forget about you!! Foot traffic will lead to sales.

There's lots you can do to create fun in your store.

1. Smile and be welcoming. Tell people THANKS for coming into the store today. Have a bowl of Hershey's kisses at the cash register. Have fun in your own store.

2 Keep the ideas coming. Folks will be crafting gifts- cards, gift card holders, food gifts-  samples sell.

3. Promote a "Holidays are over Hoopla" for January and invite people to show and tell what they scrapped over the holidays. Celebrate the time folks took to explore their craft.

4. Highlight projects for crafting with kids. We're all desperate for more connections with our loved ones. A friend of mine is having a cardmaking party where each of the kids gets to stamp a card for a loved one and a card for someone else, then were going to take the 6 year olds to the local nursing home to deliver the cards.

5. Be a drop off point for cards that folks can send to active duty service men and women, nursing home residents or shut- ins. Give folks a place where they can contribute cards- we're all looking for easy ways to be charitable. Turn demos into cardmaking opportunities, the customer can try a new stamp set and create a card that will be sent to brighten a soldier's day.

6. Move your stock around so it always looks fresh. Even if you're not getting lots of new stuff in, move things around to make it see like things are new. If lines aren't moving do a card and layout with the paper to show what can be done.

7. Offer free table space time- it's your gift to loyal customers.

8. Be grateful. I know it's hard when the bills are piling up but you're working in an industry you love. There's always something to be grateful for. One look around at yours staff is a good place to start.

I know I'm grateful to still have a venue to talk to you. It's awfully quiet, though I hope that means things are busy good...Be well. Beth

Today I am mourning the loss of a friend and mentor. Karen Ancona, former editor of CNA passed away September 30. It pulled me up short as I have been meaning to call her and send another note, I guess I never really expected someone with a spirit as strong as Karen's wouldn't get better.

Karen served as the editor of CNA for 20+ years. She was on the front end of  identifying little trends that eventually became categories of their own- scrapbooking and altered art to name just two.

She loved her job because she loved the people. She would be brutally honest when it required it and the best advocate when a product was a winner. If Karen locked on a product at a show that she really liked, she'd talk about it to anyone who would listen. She was the consummate cheerleader. She championed the independent and loved to get real with the "big guys". She truly enjoyed folks with big ideas and a desire to move the industry forward.

Each month Karen would speak to readers in her editor's letter and often they would respond. Often it was kudos or personal stories but once in a while she'd get crumpled paper. She said that was ok, it meant folks were reading.She was a great advocate of camaraderie amongst competitors. The world was big enough for everyone.

Karen taught me how to be an editor. Under her tutelage I learned how an article may start with one premise and go in a completely different direction. She taught me to "take one for the team" and when it was best to just let go of something. She would give you rope when you needed it and smack you back into reality when you needed that too.

I have so many memories that it would be hard to list them here but I'll share one. One weekend Karen called and my husband told her that I had this flu that I couldn't seem to shake. Karen came by and said to me- I don't think you have the flu, I think you're having a baby. She was right, and that baby will be 6 this week.

The craft industry has lost one of its biggest advocates. If she had the opportunity to say so in her column, she probably would have said "Goodbye dear readers...I wish you well."--Beth

P.S. Today would be a good day to shoot off an email to a colleague- current or former- and tell them thanks and how much you appreciate them. That would be a great way to honor Karen's memory.

We're all sitting around waiting for the election, anxiously anticipating who our next leader will be. While the election has been fascinating, I'm not sure why small businesses are waiting to do any new marketing or purchasing pending who will be our next President.

The truth is the decision won't make the economic woes and concerns magically disappear. So while we watch the elections we cannot wait for their results to make our plans. We need to move forward now.

Assume some things won't change... our concern about the economy our jobs, the price of our homes, rising food and gas costs...you know the list. So now is the time to bring out the one tool we have in our marketing tool kit that many other businesses don't have.

The economy of crafting.

Crafting may not save money on certain finished items but we do know that lots of time can be spent enjoying crafts for very little cash outlay. CHA research shows that gifting is a big crafting motivation so now is the time to really cash in. Consider some of these ideas as we move into the holiday season...

Cardmaking allows you to have very special cards at a fraction of equivalent store bought ones. Plus cards make a great gift. Consider inviting folks to a swap- each person makes 25 cards and shares with others to get 25 different cards that can then be packaged up into gifts.

Check out the adhesive albums at Maude Asbury- they can be customized with high school and college tee shirts or remnants of expensive decorator fabrics. Return the album to the white box it comes in and it is ready for gifting. I really like this product and think it offers retailers a great opportunity to offer one of a kind items.

Look into options for photo jewelry. Nunn Designs has great things. Gioielli also has a new program that uses stamps to ensure the photos are exactly the right size. If you can create a class around a foolproof project that is giftable for the holidays- you have a home run.

Promote multiples that are easy to make and look really amazing. Shaking up Twinkling H20s or other paints in a glass ornament can create amazing one of a kind ornaments. I do this at the holidays with the gaggle of nieces and nephews then we package them up in clear cellophane bags with a bit of shred and a velvet ribbon. Nobody ever believes the kids made them.

As you look ahead think "economy" in every marketing strategy. Economy in terms of saving money but also economy in terms of saving time. Crafting can bring families together and can be a fun alternative to an afternoon at the movies or the mall. You can help your customers maintain or simulate a luxury lifestyle for pennies on the dollar. They'll love you for it.--Beth

A few weeks ago on Johnny Appleseed's birthday I visited my son's kindergarten class to do a craft project. My project was apple stamping with washable paint. First we wrote our names on the cards (all artists sign their work). Then we matched the color of the apple to the paint then we stamped the apple on a white folded card. Then those who wanted to added a flourish of a green (or blue or yellow) feather. Each child left with three adorable apple cards.

Talk about fun. They really enjoyed sliding the apple in the paint and tickling each other with the feathers. With everything going on in the scrapbook business it was a high point- a great reminder of how much fun this craft is.

So my advice... for those of you who have been a little bummed about your business lately... you need a little infusion of hope. Call your child's school and volunteer to spend an hour doing a scrapbooking project. Encourage your employees to do the same and provide some cool supplies. You will be so glad you did.

Hopefully it will remind you why you got into this business in the first place!--Beth

I've been putting off writing this entry. Mostly because I was trying to think of something eloquent to say. Nothing prolific came to mind so I'll just do what I always do... tell it like it is.

Last week we sent the final issue (December/January)of Scrapbook Retailer to print. The reason for ceasing publication was simple. The model didn't work anymore. You see, revenue for magazines comes (mostly) through two streams- subscriptions and advertising. Scrapbook Retailer's model was that subscriptions were sponsored by advertising. Advertising started to tick down a while back. That shouldn't surprise you. I've fielded many comments regarding how thin the magazine was getting.

As I often tell you in blog entries, classes and articles, you can't love your product too much. If it is not making you any money you need to move it out. We wanted to finish out SBR on the highest note possible and we did with our technology issue. I hope you read December/January cover to cover.

I have moved onto F+W Event's division which is allowing me to explore some interests of mine. There I will be responsible for marketing the Great American Scrapbook Conventions- so I am still very connected to the industry.

F+W will continue to support my blog and I will be speaking at the CHA winter show. If you are interested in receiving the Great American Scrapbook B toB newsletters- let me know and we'll get you on the list.

There may be no Scrapbook Retailer Magazine but F+W Media remains committed to scrapbooking and crafts in general through Memory Makers magazine and books, North Light Books, Krause Publications and the MyCraftivity.com social networking site.

I'm not sure if you know, but I never worked in the office that actually produced Scrapbook Retailer. I work remotely from home. So I wasn't able to take the gang out for a thank you lunch. (lasagne simply does not mail well).

So I do want to say a very public thanks to some of the fabulous folks who produced this magazine.

Christy Miller- art director extraordinaire worked magic with every issue of the magazine. A business magazine can be beautiful AND informative.

Katie Hilbert- a person with the most can-do attitude I've ever worked with kept all of our e-media products on track.

Beth Williams, executive editor of Memory Makers and my secret mentor- wordsmithed every issue of SBR since the beginning of this year and taught me a lot about the role of an editor.

Ad sales -Mary McLane and Krista Morel are terrific, terrific (ok I'll say it sometimes a bit pesky) advocates for their clients.

Many people contributed to Scrapbook Retailer. It was was a real joy to work with and learn from all of you. I hope you will find more opportunities to share your knowledge.

Two particularly special people are Tamara Lipori and Pat Herring. Their deep knowledge of retail and genuine love of not just business-but crafting-made their articles sing in every issue. I loved their articles as much as our readers do.

Paging back to an issue earlier this year I said "Stay with me folks, the sky is not falling." I bet for many of you lately it sure feels like it is. You're not alone.

 If you are someone who is taking a hard look at your business and trying to decide whether to continue- I send you positive mental energy and wish the wisdom to make the right decision for you. For those of you holding onto the wheel for dear life, Yep it's gonna be bumpy for a little while yet. Hold on tight, maybe close your eyes sometime and imagine you're on the Comet roller coaster. Continue moving forward and things will get better.

In the meantime, I hope you will stick with my blog and stay in touch. Anybody out there interested in learning more about the Great American Scrapbook Conventions and how you can get involved ( we have lots of opportunities) please get in touch.-- Beth

Hey there, sorry I dropped off the face of the earth for a few days. Busy getting our December/January issue out the door.

I'm watching closely all of the goings on in Washington not just because of the effect on the world economy but how it influences consumer confidence.

Diminished consumer confidence certainly contributes to our country's current financial woes. Even those who are good about paying their mortgages and don't have an excruciating amount of unsecured debt are seriously evaluating major outlays of cash for home improvement, cars, travel... all of those big ticket items that when soft, have ripples across the economy.

But something I am hearing and reading and seeing that we haven't heard in a really long time... people are really and truly afraid for their jobs. Companies are talking about layoffs in 4 and 5 digits. That's alot of folks getting dumped into the job market at at time when it will be difficulty for new entrepreneurs to get start-up loans.

Now some employers may get a little cocky about this...after all, doesn't that make it an employer's market rather than a job candidate's? Careful, now more than ever you need to recruit, and most importantly retain great employees.

An interesting item from the Wharton School of Business got me on this topic. Some retailers have adopted computerized employee scheduling systems. For the most part, these systems ensure that there are enough employees on the floor during busy periods and less so during slow ones.

Women's fashion retailer Ann Taylor has taken that a step further and their scheduling system is also assigning employees by their individual productivity- better sellers at busiest traffic times. On the surface it makes sense to assign your best producers to times when most customers are in the store. But upon more consideration, you'll see there is the issue of employee morale and staff retention that needs to be factored in.

I would argue that rather than penalizing salespeople that don't perform as well as others, that you partner those folks with an excellent sales person- to mentor them. Staffers can learn by watching a great salesperson in action. Or perhaps those individuals get more training from you.

One of issues with the computerized system is that the better salespeople get more hours while the less productive ones get fewer. Just because someone isn't your top seller doesn't mean that person is not valuable to your company.

Do you really want a person why you've already invested in to walk away and take their skills somewhere else because they need more hours? I am not talking about poor employees, I am talking about folks who are lower on the bell curve.

Technology is a huge asset in the workplace but employers cannot abdicate their responsibility of employee training and motivation. Lead by example... not a new concept but definitely one that applies here.

Read the Wharton article, food for thought--Beth

Reading this research brief put out by a foundation that evaluates independent businesses reminded me that our industry is not alone in our day to day business challenges.

73% of businesses said in the last quarter they could not fill an open position because they could not find a qualified person. I'm not surprised that folks find it difficult but I am surprised at the percentage.

A college education rarely prepares someone for an industry that is not a specific career track. You can major in art and you can major in business but to my knowledge nobody is offering a B.S. in Craft Business.

For example, my degree in fashion design didn't make me into an editor or marketing manager. It was good instincts and lots of on the job training and mentoring that got me here.

Which leads me to the bottom line- we must train our own future leaders. We need to let go of the idea that a person who does not scrapbook would not make a good employee.

Not everyone who crafts makes a great business person and not every great business mind can design fabulous projects. We need to find talented people with enthusiasm for what we do. Someone who is great with people and has good ideas. Then we need to make sure those people are mentored and encouraged to grow and try new things.

For retailers that means hiring people that have the personality to be great salespeople. You can always take them to a show to learn about products or teach that person how to create a page. It's much harder to adjust someone's personality and make them customer service oriented.

If we don't find the time to train future leaders, where will our industry go? What is our secession plan? Each one teach one, I say.

In an acceptance speech at a prestigious awards event I heard a woman say "I stand on the shoulders of every woman who helped me get here by teaching me and helping me grow."

I love the idea of honoring the folks who taught you along the way and have many women upon whose shoulders I stand. Consider how you can
lend a shoulder to a future business leader. Not only will you help your company, you will be doing a service for the industry--Beth

Researchers are predicting that this holiday season will be the worst since 1991. No surprise there.

What they're also saying is that folks have gotten used to having all of their perks and treats. They are not willing to totally tighten the belt and give up every little luxury. So, they will be looking for little ways they can treat themselves ( have you read that anywhere before, hint hint) and ways that a small investments can have "rich" looking results.

In other blog entries and magazine editorials I have needled, nagged, whined and begged retailers who are in a hamster wheel of worry to do something, no matter how small, to keep their business moving forward. Today I'll make the same pitch and offer some ideas with a holiday theme.

Look at what the big boys are doing- Macy's already has their Holiday Lane in place. Target is next. These companies have lots of access to research and market trends. If they think it's important to be pushing hard on holiday now- you should follow suit.

Watch and respond- Go shopping at the department stores and mass merchandisers and see what is flying out of the store. Unlike the big retailers who have to set their holiday theme and stick with it whether the customer responds or not- you can switch gears, refresh your samples, bring in some new lines based on what's selling and do demos to sell more stuff. The big merchandisers have all really cut back on their purchases this year so there may not be much selection for the folks waiting for the pre-Christmas fire sale.

Anticipate a Crafty Christmas- Folks will be more interested than ever in making cards. Start showing designs one a week- especially where photos can be built in. Offer a variety of themes including secular and New Year's options (for those of us with good intentions who usually mail the week after the holiday). 

Offer workshops that show how to make beautiful but quick ornaments or little gifts  that can work for a variety of recipients. Showcase products that can transform holiday cookies and other food gifts into gourmet store offerings (again- find inspiration at other retailers).

Make it easy! Consumers want to craft but they are time strapped. Take orders for card kits- when things are slow, your staff can gather ribbons, stickers, stamps and papers to create kits of product for 10 or 25 cards. If you do the design, diecutting and pull everything together, they get to enjoy the crafting part- it's sorta like those complete cassorole kits. Everything is diced and sliced, you get to put it together in a fraction of the time but take full credit.

Tell the story with signage. Show photos  of gift packaging or high end cards from a catalog and say- Get the look for pennies on the dollar- ask us how!

Show the versatility of products- Create a tabletop display that shows how three products (maybe a stamp set, ink set and ribbon) can be used to create a dozen different holiday items from tags, cards, gift-wrap, custom stationery, food packaging,holiday wearables and more. People with pared down budgets will look to do more with whatever they purchase.

Hold your holiday shopping events earlier- Download the template for a wish list at scrapbookretailermagazine.com/marketingtools (upper right corner) and start getting people to sign up. Consider having the events in October or November. You can always hold the event early sell the items then offer to wrap and hold the gifts in the back until the holidays come.

Expect that bonuses may not be as generous this year and it's likely the financial picture for your customers will not greatly improve by year's end. Plus depending on how the election goes- your customer base may respond by cutting back spending. That bonus may only cover the holiday meal or gifts for the kids.

To get some jingle in your pocket this holiday you need to start now and get aggressive. Your holiday does not have to be a no ho, ho, ho. Try some of these ideas and make some dough, dough, dough. Cheers! Beth

Last night at the library I struck up a conversation with a woman who was poring through a stack of Washington D.C. travel books. As a fan of long weekends in D.C. I was eager to offer my faves for consideration (air & space museum, Woodley Zoo, Newseum and the Spy Museum- her kids weren't art fans).

She said she started her research online but got too frustrated because she felt like she was going in circles. We commiserated over similar travel planning experiences.

This morning an interesting email from the Center for Media research dropped into my box. "Y Moms Connect Through the Internet; X Moms Task." X and Y are referring to the generation of moms.

NewMedia Metrics found differences in the type of digital behavior:
"Gen Y is much more attached to media that connects them to other moms (online communities, blogs, video-sharing sites, etc.), while Gen X moms are more likely to embrace the web for task-oriented activities like shopping online and uploading photos."

I know I haven't embraced social media like my younger peers. But I do use the web heavily to research.  So this study makes a lot of sense to me.

Consider what groups you'd like to bring in your store then target your promotional message accordingly.  To reach the Gen Y you need to look at how you can increase visibility on social networking sites, blogs and forums. To reach the Gen X moms your site needs to be very informational- lots of facts, figures & tips. You also need to focus on search engine optimization- ensuring that your website is easy to find.

Read the article to learn more. Very interesting.--Beth

Just like many of you, I was raised by a mother who had rules about certain things. One of those rules was that a gift- an actual thing- was always superior to giving a check or cash. To this day when my suggestion (upon being asked for a Christmas list) that a small toy for my son and a savings bond or gift certificate to spend later is met with such a look of horror, I hand over a short list and say "one of these would be perfect." Sorta takes the fun out of gifting but then hey- he gets what he wants and Santa can spend his money later.

I love any occasion to give a gift because I enjoy the process of finding just the right thing. But even I have to admit my superior gifting abilities are challenged by my teenage nieces and nephews. Plus, I'm looking from the point of view of my son's teachers who don't really need another candle or "World's Best Teacher" Christmas ornament. I've learned they would much rather have a gift certificate to a craft store.

Steve Miller's article in Brandweek cites some compelling statistics about the growth of gift cards. Not only have people discovered it's a way of giving something that is exactly the right size, the money goes further in after Christmas sales. All that said, there are lots of folks like my mom around. Those gift cards just don't seem personal enough and it is a significant deterrent to some purchasers. The article suggests putting better graphics on the card.

I suggest craft stores create a display demonstrating a whole bunch of gift card packaging options. Hot Off The Press has templates and blanks that make it a snap. But think of all the other containers and blanks you can transform into gift card carriers!

Last year 18 percent of people gave out gift cards- almost one in five of your customers. The holidays are around the corner but people give out gift cards all year round. Do demos, classes and kits. Show options for birthday, wedding, new baby and graduation.  In one class you could show how to do card holders for three different events. Get your staff involved- have them create their own designs and kit a few for fun.

Attention digital scrapbooking companies! Consider templates for gift card holders that we can just drop in a name print, cut and glue on a few embellishments. Not everyone wants to play with paper and ribbon scraps.

Think about themes within themes- teen holiday versus mom holiday- for example. Have fun with it and start soon. Gift card season will be soon upon us!--Beth

Check out this article from Advertising Age on the topic of how loyal and enthusiastic employees serve as ambassadors for your business.

The article features shoe retailer Zappos.com as an example. Their employees love the company so much they publish a manifesto of sorts each year of gushing about how great the company is.

Perhaps that may be more than most business owners need.  But it never hurts to remember that your employees can be your  best advocates. Employees who truly believe you have a great selection and fabulous customer service can help you bring new customers in. Their enthusiasm for your business will be infectious.

Interestingly, someone is quoted at saying there is a downside to having employees who are advocates- that when they leave they take customers with them.

Well, thats true but you're scrapbook retailers are not operating a hair salon. If your employees can take good customers away from you something else is missing. Plus, even a great employee at a poorly run company won't keep those "poached" customers for long.

So I say do what you can to get your staff enthusiastic about the workplace. There are so many benefits other than the word of mouth advertising. Not the least of which are less employee turnover and fewer callouts for sick days. When people love their jobs, they don't like to miss work... right?

Post comments regarding the article to this blog- I'd like to hear your thoughts!--
Beth