More about what was seen and heard at the Great American Scrapbook Convention...

Wanted: more products for military-themed scrapbooking. There seems to be a wide range of scrapbooking activiites going on here. There are albums documenting military service, albums that document home life while the servicemen and women are away and documentation of various trainings. As military families move around for different jobs or trainings they meet new people and make new groups of friends. One woman told me that her husband did some kind of training with a new group every six months. She painstakingly documents every training group and leads the other wives to do so.

Now available: Scrapbook-themed tee shirts in plus sizes. Two Chicks Designs brought tee shirts up to size 6X and found a grateful audience for shirts at the top end of range.

Incoming: Scrapbookers are eager to learn more about stamping techniques. Retailers -start with the basics and go from there, especially embossing and aging techniques.

Going Digital: Digital Scrapbooking 101 classes were full as were sessions on getting photos off of your digital camera (I should take that one) and photo retouching. The fact that that attendees that come to this show are hardcore scrapbookers should prove that traditional scrapbooking and digital scrapbooking can co-exist under one roof. Will next year be the year of Hybrid Scrapbooking classes?

Loving Layouts: The class roster featured a variety of classes but at the end of the day, the layout classes ended up the winners. No matter how many great ideas are out there, consumers want more more more.

Retailers Make the Show Work: I noticed that at least one store owner hired a bus to bring scrapbookers into the show. Other retailers took booths on the show floor or tables during the evening crops (150-350 folks depending on the night). A couple of nights work could yield more than you make in two weeks at your store provided you have the right merchandise to sell to this eager, captive audience. Taking a booth on the show floor may be a large commitment for a small store but you will reach out to 5000 buyers who may never otherwise come to your store. I am always amazed at how many buyers stumble across stores that are within 10 miles of their homes.

Next time I think I may buy a ticket for the crop. I am going to insinuate myself into a big group of new girlfriends and belly up to the crop party buffet. I haven't seen that many platters and deli trays since my community Lunch with Santa event! Not only do these women schlep carloads of supplies, the bring coolers of food too. Now THAT is my kind of crafting party!--Beth

Just back from the Great American Scrapbook Convention in Chantilly, VA. The Internet Gods weren't with me this weekend but no matter, the days were one long scrapbooking party!

No matter what your crafting niche I highly urge you to attend consumer shows whenever possible. There is nothing better than seeing the industry through these customers' eyes. When crafting is your business there is a danger of getting jaded when it comes to products and projects. A short trip to a consumer show is like a shot of adrenalin.

My favorite part was seeing scrapbookers of every age, color, size and level of expertise. We saw three generations of scrapbookers visiting the show together and plenty of new moms looking to start a baby book. The crops were packed. Over a three day period, hundreds of scrapbookers dragged all their stuff in for the fun of scrapping with friends and soon-to-be-friends.

Chantilly is in the Washington D.C. metro area. We had a lot of Department of Defense family folks there looking for products to record memories of tours of duty but also home life while family members are off serving our country.

Vendors who do these shows actually lift the entire industry through class sponsorship and being a part of an event that promotes the hobby. These grassroots events draw people from many surrounding states. So ... attention retailers in Pennsylvania, NJ and North Carolina and...New Zealand, we got some folks pumped up and are sending them back your way.

I'll post again later today to talk about some interesting ideas and products that came up at this show.

But if you want to learn more about GASC (they are a sister product to CNA, Scrapbook Retailer and Memory Makers) visit them online. The Grand Rapids, MI show is right around the corner.--Beth

As yet another indicator of the power of the WalMart chain, the fact that the company is retiring its ubiquitous blue vests is headline news for all kinds of media outlets. It's reported that getting rid of the vest is part of the Company's campaign to update its image.

Will anyone miss the blue vest? Doubtful. It's a good idea actually. Can you think of any cutting-edge company that has kept the same uniform for 20+ years? WalMart is moving to what seems to be the new world-favored professional uniform of polo shirt and khaki pants. From a corporate image that may help in employee presentation. The vests could not do enough for an employee who was inappropriately dressed for work in a retail environment. Plus the vests got a little sad and tired looking after many washings.

I like the idea of an identifiable "uniform" item in a retail store. It helps the customer identify who works there. Plus it helps establish some decorum with employees who don't always make appropriate fashion choices. I do not have to go into detail. You all know what I mean- you've seen it with your own eyes.

A retail store "uniform" doesn't have to be a polo and khakis (PLEASE! I am polo-ed and khaki'd out). A great looking and functional apron is just as good. If you do require a certain clothing item, consider providing at least three of those to each employee.  One to wear, one in the wash and a spare. Don't make them pay for something they have to wear to work (deductible or not).

Think about the apron idea. Sturdy butcher aprons out of a fabric that doesn't wrinkle are nice. You can get them embroidered with your logo even. And, you only need one apron per employee, they can even hang them up before they leave the store.

I'm off to the GASC show in Chantilly, Virginia for a few days. That will be me with the humidity-volume hair, black polo shirt and of course... khakis- Beth

Most people connect summertime with the beach, barbeques and vacation. When school's out I always think of the library.

The library was my summer haven. Most kids in our neighborhood went to Scout Camps or vacation bible school, so we were hanging out most of the summer. And on those particularly hot days the library was one of the few air-conditioned places to go if you didn't want to make a 45 minute ride to the closest mall.

These days a weekly trip to the library is on my family calendar. My son uses the computer and explores new books. I check out the magazine selection for ideas and inspiration. My husband digs into the financial publications.

Our new library has become a hub of community activities.They are even adding a coffee bar soon. All kinds of local and state publications and meeting notices are displayed. Added meeting rooms provide spaces for clubs to gather. Last week there was a group of women knitting together in one room and across the library, a group of children-Scouts, I think, doing a paper craft project.

In the children's library, the notices promoted story time indicated that after the reading, children would participate in a related craft project. Many of the titles in the "new book" section were craft and home decor books.

If your community is like mine, the library is a great place to promote crafts. If you haven't visited your local library lately- check it out and see how you can support their efforts. For ideas read the featured article at www.cnamag.com for ideas on how you can support your local library and at the same time encourage more participation in crafts.--Beth

Here's one to put under the category of "cool idea that has taken on a life of its own."

My friend (and frequent source for "things that make you go hmmmmmm") Daniel R. Boone shared this link with me:

http://twopeasinabucket.kaboose.com/mb.asp?cmd=display&thread_id=2270508

Two Peas in a Bucket is known for their active message boards. Recently some folks with a special interest in stamping had this idea to promote the fun and creative possibilities of stamping. A conversation via forum postings has evolved into Worldwide Stamping Weekend which is scheduled for June 23-24.

Here's why I love, love, love this idea:

• It evolved organically- hey let's put on a "show."
• It is bringing folks from around the world together.
• It doesn't have a lot of rules other than stamping is the key focus.
• It is education based. People who love stamping sharing their ideas with others for the purpose of teaching or doing something good. Now I now that RAKs are Random Acts of Kindness.
• it gets the word out about stamping and creates community.
  

 I encourage  you to check out the link and see how you can support this activity either by forwarding the link onto colleagues and friends or creating your own event.

I'll be celebrating down at the Great American Scrapbook Convention in Chantilly, VA  (NW of Washington D.C.). Check back next week for my blog postings from there.

Wishing all the fathers out there a warm sunny Sunday-- Beth

Isn't it funny how you can experience the highs and lows of customer service in a matter of a day?

On a Monday i took my son to the dentist. This dentist is a pediatric specialist who offers so many bells and whistles I could have skipped my trip to Disney earlier this year. Her operation is top notch. Lots of staff and great use of technology. When my son sat in the chair a photo of him from his last visit popped onto the screen. Lots of incentives to let them take xrays and all the other yukky stuff that happens at a dentist's office. The team of hygenists was great entertaining my son with temporary tattoos and teeth brushing games but the doctor was obviously running behind schedule. It couldn't have been more than 15 minutes. Hardly something you'd think odd if you ever spent time in a pediatrician's office.

But when I went to pay, the receptionist said the doctor would pick up my bill because she was running late. She said the doctor was very sorry for the inconvenience, that my son was adorable and hoped we'd have a great rest of he day.

Talk about hitting the hot buttons: apology, something for free and complimented my kid. You guessed it, she had a customer for life (or until he turns 13).

Conversely, the local grocery store celebrating a grand reopening and remodelling earned a strike. Riding high on the no cavities announcement my son sauntered over to the pizza counter and said "I know, let's buy a pizza for daddy." The take and bake pizzas were marked with a sign that said they were $4.99 so I acquiesced and picked one up. "Is this right?" I asked the guy behind the counter. "Yeah, whatever the sign says," he replied. Otherwise I would have passed for the regular price.

As happens occasionally, the pizza went through at full price so back to the the courtesy counter i went thinking it was no big deal, they'd just refund the difference.I approached the counter with a smile. The three folks standing there noted the bag and you could see their eyes darting around for an exit.  When I explained the situation the girl ( I was nice, smiling and understanding this stuff happens) said "i'll go check" and promptly walked in the opposite direction of the pizza counter. The young man told me "I don't think that's right" and  stared at me for a minute hoping I would go away.  The older person, I'm guessing the manager, made a loud dramatic sigh and addressing his fellow employee says, " Sometimes those idiots forget to take the sign down." Again we waited. "That's ok, I'd like to return it then." I said. Finally, the manager opened the register (never once looking at me) pulled out four dollars and shoved them across the counter, never once acknowledging me or ceasing the conversation with his colleague. Here in Philly the  locals call that "being ignorant" and it is a cardinal sin.

Yet some replay of that last experience has happened to just about everyone I know. And, not just in cities, in small "Friendly" towns as well.

I can't fault the two 16-year olds since the most dismissive behaviour came from the manager. He probably trained them so how would they know better?

The experience is a reminder:

• Good customer service starts at the top- Employees will mirror what they see you do.
• A service-oriented attitude is a must when hiring sales help- You may have to teach that person how to run a register, which glue to use for which project or how to create a display that won't fall down. But the most important thing- a willing spirit would be at the bottom of it all.
• People share customer service stories- My dentist got two referrals from me and the grocery store will never get anything but my "I'll pick it up when I'm this part of town" business.
• Good customer service may cost a bit once in a while but the expense of finding new customers is always higher.
• Just because a customer doesn't make a scene doesn't mean she'll continue to come back. Most folks will just walk away never to return after a bad experience.

Insult to injury- the pizza was that looked so great tasted just fair-- Beth

Just read a super interesting commentary about how employers of newly-minted grads, and probably candidates across the board, are doing online searches and finding information about candidates that they posted on public meet-up websites and forums. Some are making decisions NOT to hire folks because of what they read.

Seems "the younger generations" have no qualms letting it all hang out, possibly sharing too much information in places that are  accessible to anyone with a computer. Adding to that, stuff seems to live in cyberspace forever, so a misguided decision to post information about drinking habits or other deep dark secrets will have a serious half-life.

Today I also read that Google collects information from the web and makes it easily searchable. Do not expect search engines to make decisions about what information should not be for public consumption. If it's out there it's fair game.

So employers are taking advantage of this availability of information when making decisions about new hires. Wow.  Buying a new interview suit seems almost silly to think about now.

Is this just another tool for ruling out a candidate when they both seem right for the job? You bet, especially in some industries which require security clearances and credit checks.

Bottom line when hiring staff, trusting your gut can be as good as research. Everybody has done something stupid and embarrassing in their lifetime. The confession can be cathartic. But the point here is that confession doesn't clear the slate so that you can move on. It follows you.

So word of advice, watch what you post in your online bios... especially if you ever plan to hold public office. Have a great weekend-- Beth

 I am sitting here writing up new products for the July/August issue (CHA Summer Show) and I'm thinking... I thought I had more than this. This isn't the first show that two months out I am sifting through new products and thinking, there should be at least three times as many products here.

Three scenarios spring to mind. 1. People are forgetting to send me new product info (no formal press releases required- just send details and a high res photo) 2. People aren't introducing any new products at CHA summer (highly improbable) or 3. Products are "on the water" or details on features or packaging are yet to be finalized (likely).

I am seeing more prototype packages and products printed on an inkjet than ever before. The ripple effects of the  closer-to-the-show introduction is that Marketing folks end up behind the eight-ball and expected delivery? Way down the road.

As an industry I think we are going to have to manage our consumer's expectations (demands?) for new product. This condensed production process doesn't work for anyone. Manufacturers' staffs are becoming leaner and leaner, leaving fewer people to execute new products. Plus how does a manufacturer evaluate the success of a new product? Is a product a dog if it doesn't take off within the week? I think not. Some great products need a little nudge, especially the ones that have to be demonstrated.

The challenge facing our industry today- especially within the paper crafts category: how do we manage our customer's voracious appetite for new product? It's alot easier for a paper or fabric company to respond to seasonal trends but what about the tool companies?

 And what about that new product- is it being stockpiled and collected or is it being consumed? A two-part solution is needed- one that will rachet down the velocity with which new products NEED to be introduced and two, identify ways to get consumers to actually consume the products the craft industry sells so that they feel free (read without guilt) to buy more. Suggestions? Send them on to me Beth.Mauro@fwpubs.com--Beth

For folks interested in the National Stationery Show Report, it's posted in the forum section of cnamag.com paper crafts. If you have trends to add, please be sure to send them to me: Beth.Mauro@fwpubs.com.

This week has been crazy and hazy at the same time. The season that I refer to as Summer Brains is about to begin.  It starts Memorial Day and turns off like a light switch the day after Labor Day. There is something about the summer that just makes us check out. It may be the great weather, vacation activities or general slowdown as folks adapt to people not always being in the office. Here in the Northeast,Friday afternoons and Monday mornings are basically blacked out as folks are on their way from or to the beach or mountains. Do other parts of the country have this?

Speaking of vacations, when was the last time you took time off? (Knee surgery or a day to be at home while they came to shampoo your carpets doesn't count). This is a friendly reminder to take a few days and download your "brain cache." If you don't rest you can't renew.

I know I always come back from vacation with some new ideas. I love to visit stores when I am away. My friends know vacation= shopping. Last summer I discovered a great scrapbook shop (in addition to a great bead shop) on Cape Cod. I think this time I will plan some "me" time and take a class one night while husband and son poop out after a day at the beach.

I hope your summer brains season is a good one and that you enjoy some restful moments. Safe travels on busy roads this weekend--Beth

I spent yesterday at the National Stationery Show (NSS) which started Sunday at the Javits Center in NY. I've been attending the show on behalf of CNA for a few years now and I strongly believe this show offers lots of products and inspiration for craft retailers.

Stationery/gift/home dec trends feed into each other so trendspotting at NSS is highly useful. The other thing about stationery is that because greeting cards tend to reflect the emotional priorities of consumers it gives you a window into how consumers are feeling.

I'll tell you...they're feeling cynical. I was surprised by what seemed like a lot of tongue in cheek and downright snarky card messages.

That said, consumers are also looking for beauty, perhaps to surround themselves with pretty things during uncertain times. The print story was very elegant (venetian prints) and whimsical (letterpress and vintage children's book art). Pink and kelly green was the runaway color story. Not just with preppy looks but with contemporary ones as well. Pink is a hopeful color. Kelly green suggests new growth and a healthy earth. Can you be cynical and hopeful at the same time? I really think you can.

Scrapbook folks will see some familiar faces at NSS: Creative Imaginations, DCWV, EK Success, Ellison, K& Company, Sandylion, Daler Rowney, Glue Dots, and others, but their booths take on a different look in a Stationery environment. Very interesting to see scrapbooking products in the larger stationery market, just goes to show you how "on the money" our industry suppliers are.

You'll have to check back for my full stationery trend report tomorrow (sorry I need to get a code cracker to decipher my notes).

Prior to the Stationery Show, CHA held an event to launch a new licensing pavilion at their show. This Pavilion is for artists looking to license art to craft industry companies for packaging, stickers, paper, fabric, etc etc. CHA has put together a really attractive package so if you are a graphic designer or a manufacturer with a really distinctive look, consider the pavilion. CHA will be agressively promoting it and working to draw in art directors who could potentially license the work. Contact Anthony DeMasi at CHA headquarters for more info.

i always feel inspired when I  leave the NSS and am feeling more inspired because we already have articles in the works for our July/August issue of CNA that address some of the trends I saw there. Stay tuned! --Beth

Great article on MediaPost called Baby Boomers More Loyal To Service Providers Than To Products
by Erik Sass,  highlighting a recent study conducted by Focalyst that was a joint venture of AARP and the Kantar Group. The study measured brand loyalty for products and services with a rather large sample of over 35,000 consumers over the age of 42.

The funny thing about surveys is that they don't always tell you what you expect them to. For years advertisers have been chasing that 18-35 age demographic under the assumption that the brand loyalty adopted by young adults would be carried through life.

Not exactly so, according to the Focalyst study.

This isn't the first  sign that good brands are just good brands and that age-based differences are not that significant.What the Focalyst survey found was that Baby Boomers tend to be more loyal
to service providers and service-oriented brands than other product brands.

This quote from Sass' article says it all...

Heather Stern, Focalyst's director of marketing, remarked: "Boomers are most loyal when companies give customized service, a natural reflection of boomers' desire for personalized attention and rewarding brand experiences."

She goes on to say that consumers are  also willing to pay more if a product or service makes their busy lives easier.

Service is an area where each member of our supply chain can step out and differentiate. If you've ever looked at a competitor and said "What's so great about so and so, my product is 10 times better" or "I have 3 times the selection and better prices," look closely at their service model.

Bottom line-Great service leads to better relationships with customers and breeds loyalty. We know at least 35,000 consumers over the age of 42 (sound like a familiar customer group?) say so--Beth