Let me start this little editorial by saying I am unabashed supporter of trade shows. During my career I have been on all sides- show management, exhibitor and buyer. I have seen the good, bad and the ugly of shows (nothing is more excruciating than being in show management when the aisles are empty). But what I've learned is there is usually one bright spot for everyone in attendance.

So when vendors call me to tell me their retail customers are saying they likely aren't going to a trade show, I am saddened.

Folks, I know many of you are worried about the economy or have hit a rocky patch.  I am not denying that these are valid concerns.

But now is not the time to skip a show.

Now is when you need new inspiration, friendly rapport with colleagues in the same boat, a meeting with a new vendor... a few seminars on best business practices.

Let me take a stab at overcoming your reasons not to attend a show.

Travel is more aggravating and expensive- Can you look at what you spend on travel and see what you can trim? Stay a little less time, take a middle seat if it means a cheaper air ticket. Bunk in with a pal? Can you take a shuttle instead of a cab, spring for a few less pricey dinners and instead split a pizza with new retailer friends? Little economies add up.

I can't afford to bring any staff- Well, one person at a show is better than no people at a show. If you are uncomfortable travelling alone, find out if anyone else is going from your area- a sales rep, a competitor or a local designer and tag along for the travel part. Stay in a show hotel and you're bound to run into other showgoers to connect with.

I have no money to spend on new product- Note to Vendors ...now don't get mad... but  retailers, who says you have to place  thousands of dollars worth of orders at the show? I bet at past shows most retailers picked up  catalogs from folks they didn't place an order with at that particular show. Sure vendors prefer it and they do need your orders to prove to their bosses that the show is worth their financial investment. But vendors also want the chance to introduce you to their new products and for you to see demos.

Plus shows are much more than new products. Spend lots of time at seminars you won't have access to at home. Take advantage of inexpensive or free networking events. Look for ideas for demonstrations, make and takes and classes. Chat with retailers in other parts of the world and find out how they are coping.

Can you find some money to spend by clearing out the product that has been sitting around too long? Plus you don't have to order things for immediate delivery.

My rep will come to me. Yes, some will. But what about all those small (not usually sold in chain store) suppliers who don't have sales reps on the road. How will you find them? Plus your rep misses you, he/she likes to see you often!

I order online- Web sites were created to enhance the face to face sales process not to replace it. Plus few promotional products are offered online.
 I don't know about you but my screen never shows the real color of anything.

Friends, we want to see you at the show. PMA is around the corner and CHA is less than a month away. It's not too late to hop online and find that discounted fare. Do it for your business but most importantly ... you need a break... do it for yourself.

Have a great weekend--Beth

End of year consumer confidence results are starting to come in. That coupled with the frequent usage of the "R" word- Recession - suggests that small business owners need to review their promotional strategies.

According to the pundits- we have to be in recession a few months before the data suggests we are.  The jury is still out as to whether we are actually in recession but all seem to agree we are heading for one.

 I am old enough to remember the 1970s gas crisis- long lines, only being able to purchase gas every other day. Here in Philly we are paying 3.09/gallon, I can save 15 cents/gallon if I gas up across the river. We are already in gas paranoia mode- topping off- gassing up at a half tank and strategizing every trip out to maximize the gas expenditure. Rising gas prices are on our minds and people are talking about it.

According to a Nielsen Homescan Survey, because of higher gas prices consumers say they will:

Shop more at Supercenters              23% (June o7)      27% (Dec. 07)
Switch to lower price gas stations      26%                   26%
Use more coupons                           21%                   25%
Use less expensive grocery brands     19%                   23%
Use lower grade gas                         14%                    15%

Interestingly, before people make gas-related cutbacks they are willing to cut coupons and trade in their Sugar Smacks for generic puffed rice cereal.

As you plan promotional activities for the next year. Give special consideration to how you can help people practice the craft of scrapbooking less expensively.

Some ideas:

More store demos so people can see how a tool is used before they purchase it. Also demos provide inspiration for folks who can't make paid classes.

Look for promotional goods at the trade shows. You don't have to discount every product in your store if you buy a few items wisely. Use the less expensive items as bonus buys to generate store traffic from those folks who are cutting back.

Partner on promotions with other business owners - such as your local photo processor.

Review your couponing strategy. I have mixed feelings about couponing, especially when we train our customers that every week without fail they will find one 20% off coupon for a single item in their newspaper. That said- people are looking for value. What can you do? Instead of creating your own coupons, honor those of competitor stores. Use coupons as rewards for a sale,  attending events, or buying particular items.

What we shouldn't do is assume that business will be slow. It doesn't have to be. When people can't afford vacations or expensive leisure activities they look for other hobbies. Promoting scrapbooking as a hobby that gets photos out of boxes and into memory albums shows folks they can have fun while doing something productive.--Beth

Here is some news from the recent PMA Newsline published by the Photo Marketing Industry Association.

Now this information is for the month of October (because it takes time to collect this stuff) but considering these numbers do not include the mammoth volume of photos inspired by holiday cards and gifts... pretty significant.

Online ordering activity grew at the rate of 62 percent in the 12 months ended October 2007, and printing volumes in minilabs and kiosks grew 24 and 31 percent.

Most digital prints were made in the retail channel, including kiosks, while approximately 35.7 percent of printing was done by home computer printers, small format consumer photo printers and docking combos.

 NPD reports a 14 percent increase in demand for film and digital still cameras for the month of October. Analog camera demand was down 45 percent and one time use camera demand dropped 34 percent. Digital camera sales were up 16 percent and more than nine out of 10 units sold were 6-megapixels or more.

So what can we take away from this?

1. If most people are printing photos in a retail channel (instead of at home) and all scrapbookers use photos-- if you don't have a photo printing kiosk in your store you are missing out on sales.

2 Where oh where is the camera manufacturer who is creating a line of cameras targeted to the scrapbook customer??? (yes I am whining) We scrapbookers like our toys too. Plus, it would be great if scrapbook retailers could have a camera line not sold in big box stores designed with the features a scrapbooker needs most... a product that has a little margin that the retailer can make a little money on.

Are you listening camera manufacturers? Call me! I have lots of ideas on this topic and if you create a line specifically for scrapbooking stores- I will cover it! --Beth

Happy 2008, I hope this new year brings you rewards on many levels.

My resolution was going to be "To not make resolutions." Resolutions seem so formal. But maybe that is the point. After all, a resolution is a promise you make to yourself.

The polls are in for the top resolutions for 2008. Losing weight is #1- no surprise there. Finding a new job was in the top five and finding more balance/time with the family was also in the top numbers.

I was surprised that "find a new job" was so high on the list but of course it may have a lot to do with the desire to find more time with the family. That is always a challenge for small business owners and people who work in high-level corporate jobs.

Organization gurus advise the self-employed and otherwise workaholic corporate folks to schedule free time. But even when we do... there is always the cell phone and Blackberry to ring you back to reality. It is getting harder and harder to really be "off" in your head.

We all need to download the brain cache once in a while, even when we think we don't have time.  Granted, two weeks at a Caribbean beach may not be a realistic goal but small breaks can add up. A few hours fishing on the river, a mid-week visit to an amusement park with your kids or taking the dog out for a long day in the park-- all of these can provide you with a bit of rest that will free up your mind to come up with the next big idea.

Lots of professional women I know swear by their weekly manicure or massage appointments.  Others won't miss their pilates classes.  Wellness should be a top priority for all of us and that investment of time surely will help us in business.

Anybody out there with tips on how they make this balancing the family and job thing work?  I know there are lots of people out there who can benefit from the advice. I'd love to learn from you: beth.mauro@fwpubs.com-- Beth

As the year comes to a close I want to thank our readers, and most especially our loyal advertisers, for their continued support of Scrapbook Retailer. It is our pleasure to serve the scrapbooking and paper crafting business community!

I'd also like to extend a special thanks and recognized the contributions of the dedicated editorial and art staff of Scrapbook Retailer: Christy Miller, Maddy Roe, Melissa Whitehead, Bill Doe, Natalie Kendall and Kjerstin Myers. They make business of scrapbooking come alive in print and online.

Also thanks go to our fine ad sales team under Jemina Keller: Cristy Adamski, Carol Lake, Mary McClane, and Krista Morel for their contributions are so very important.

May you  all enjoy the true gifts of the season-peace, hope and love- and may the new year be a happy and healthy one on every possible level.

I am looking forward to enjoying some down time next week to get a little organized for what will be a very exciting and busy new year.--Beth

I just got my son's school photos back, just in time to tuck into the (late) holiday cards. Boy are school photographers getting savvy.

Now they print the pictures ahead of time which naturally (if I represent the average consumer) you end up buying more photo sheets  because you can't bear to destroy cute photos  of your precious child. Now what do I do with 8 sheets of little photos? There simply aren't that many friends and relatives!

Retailers who come up with great ideas for using all different sizes of school pictures will be doing their customers a huge favor. If you go to the trouble to make lots of samples, consider contacting your local paper because that will be an interesting story for them-especially if they can illustrate the article with your projects!

Here are some ideas to get you started:

• Contact the photographer who serves your local school. The principal's office will know or- ask an employee with school age children for the envelope the photos come in- there is usually info on there.
• Work with the school photographer to get samples of the types of photos included in the package.You'll want all the sizes and backgrounds possible. Also if you can- get grade school photos and high school photos so you can show age- specific ideas.
• Create a variety of projects using the photos and display together with the papers and embellishments you use.
• Work with your local paper and other partners to do a "Scrap Your School Photo" contest.
• Apply these same ideas to sports team photos.

If you are already doing things with school photos, let me know! Perhaps we can create a gallery of ideas on scrapbookretailermagazine.com so you can learn from each other's efforts.--Beth

Today it was announced that the Home Sewing Association, the trade association representing the sewing/fabric category is folding.

For those of you who don't know, I started in the craft industry in the sewing category and worked for HSA as the director of marketing communications & education for seven years. So I am greeting this news with mixed feelings. It is my hope that the industry will rally and come up with a new and different type of group that promotes the positive benefits of sewing. We need that.

HSA has a proud industry promotion heritage that demands acknowledgement.Following are some of elements that showed a lot of vision for an industry group. I think there are some nuggets of inspiration for the scrapbooking community here.

• In the mid-1980s, association members ponied up $1 million to fund a series of tv commercials promoting sewing. The theme song "It's original, it's one of a kind" was performed by a pop star of the day and the commercials appeared on an upstart television network called MTV.
• HSA provided the seed money and developmental support to create the American Sewing Guild, a now independent club of sewing enthusiasts that is about 20,000 members strong.
• In the mid-1990's HSA commissioned the first-ever clinical study that linked sewing to stress reduction- the sewing is a stress-buster campaign made papers and tv networks around the country.
• HSA worked with youth organizations such as the Girl Scouts of America, Campfire Boys and Girls and National 4- H Council to fund sewing education programs in States across the country resulting in thousands of children learning to sew.
• In the late 1990's HSA raised $1 million for breast cancer research by encouraging retailers and sewing enthusiasts to raise funds for this worthy cause.
• In the new millennium HSA implemented a teacher training program that  taught best practices to people who wanted to teach sewing.
  

There were so many other projects large and small from dramatic runway fashion shows to National Craft Month promotions that urged Each One, Teach One. HSA was a leader among associations when it came to proactive media outreach.

The leaders in the sewing industry saw early on that sewing had to be made relevant to a younger consumer group if the industry were to survive. The industry had to completely reinvent it's message from promoting the benefits of sewing to save, to the benefits of sewing for creative fulfillment. And I truly believe that now, more than in the past decades, there is a renewed interest in young people to learn this age-old art.

What do you think scrapbooking industry? Maybe we could take a page from HSA's book...-Beth

Did you ever hear the tale of the shoemaker whose children had no shoes? The shoemaker was so focused on making shoes for his customers that he didn't make shoes for his own children?

I am that shoemaker these days. Christmas is a bit more than 20 days away and despite the friendly reminders I get in my mail from the U.S. Postal service I have not begun to make ( or even secure a photo for) my family card.

Oh,I've purchased the blank cards, envelopes,stickers, stamps and assorted stuff. I keep moving the bag to a prominent location to zing the guilt bone every time I walk by... but no movement yet.

Yesterday I got a thank you card from a birthday that took place a week ago. Forget that I haven't mailed the ones from my son's birthday party a month ago. Her's was a cute stamped and collaged card. Mine is the "Thanks for the______ for my birthday! I liked it alot. Love,___________" variety.

I simply cannot brag that I work in the scrapbooking industry any longer. People have expectations that I sit around all day and make cards and pages.

I wish.

Somehow I suspect there's a few of you out there who feel my pain.

I think I'll give myself permission and make the time to do what I urge scrapbooking consumers (and professionals) everywhere to do. To not do it all- but to choose maybe one project and enjoy the process.

For me Christmas=crafting (after the reason for the season of course!) as much as the tree and cookies.

I think maybe tags and paper ornaments with my son who will be decorating his own tree for the first time. Or maybe I should get a jumpstart on Valentines?

Now if I could just figure out how to use the digital camera so I could post photos here...- Beth

Retail forecasters were pleased to see some pretty hefty numbers for Cyber Monday, the biggest online shopping day of the year (on the Monday after Thanksgiving). Sales were up 15% coming around $700 million.

147 Million people shopped on line last Monday with one estimate of 4.6 million visitors per MINUTE! They spent $700 Million on Monday CNN reports that online seasonal sales could reach $39 Billion.

Wow.

What are these folks buying?  Looks like Best Buy and Circuit City had the best days. It seems folks are ordering online from Big Box stores to avoid lines and hanging out waiting for sales people. Moms are also discovering that in order to have Santa surprises, presents need to be shipped to offices or grandma's house for secret keeping.

A good Cyber Monday suggests to me that independents who promote holiday spirit and a relaxing atmosphere can draw in the folks who are "done" their shopping after an hour at the computer.

Because while I believe that alot of people "hate" holiday shopping, it's as much a holiday ritual as trimming the tree and lighting the menorah. Online shopping won't keep folks out of stores, it will just redirect them to stores with a more pleasant environment.

What do you think?--Beth