Day two of PMA was another day of advocacy for the scrapbooking industry. Lots of folks were curious about "What is scrapbooking" and how it applies to their photo businesses. PMA draws numerous international attendees who clearly weren't familiar with this crafing hobby and it was fun to sort of walk them through our magazines and explain traditional versus digital scrapbooking.

After my second day at PMA I've come to the conclusion that this show would best serve the needs of a retailer seeking to move into the digital service world. The digital scrapbooking product companies present all reported great shows. The traditional scrapbooking people have opportunity there but there needs to be more general education on scrapbooking in order to bring the PMA show buyers to our side.

If you are a retailer ready to make the step into photo services PMA would be a great show for you. You can find all kinds of equipment and software for scanning, printing, book binding and other imaging activities. There is a wide range of price point- under $2000 to get started with Lucidiom's Luci Connect and in up from there depending on the backroom space and financial investment you want to make.

Interestingly there may be an opportunity for scrapbook stores where the business for traditional photo stores are feeling the pinch- Printing photos. Photo processors are printing fewer photos, now that users have the choice to print select photos on demand. (Plus with digital you don't have to print all the bumbled photos of the ceiling or your feet).

However, because scrapbookers use prints in their pages it makes sense for a scrapbook store to have a kiosk where customers can print photos.  It  seems there are more print size options available and the price of the hardware is not off the charts.

And once you do decide to print photos, there are many places to go. Plans for creating a website with photo gifts and digital scrapbook pages are attainable with programs that provide retailer with the web and back room software There is an upfront investment but after that you pay an annual membership fee and a percentage of a sale.

In the meantime.... or if the photo arena is not where you want to be... Scrapbook stores should be reaching out to local photo processors. You have similar interests in that you want folks to print more photos. If you can work with your photo retailer to introduce your customers to new photo products, they can introduce their customers to photo crafting.

In fact, photo crafting is a term our industry should adopt. Scrapbooking is just one type of photo crafting. And photo crafting is a generic term that the non-crafting general public can embrace more easily.

On my way back home to gear up for Anaheim next week. See you all then--Beth

We had a great first show day at PMA today, due in no small part to a tremendous curiousity about scrapbooking, particularly digital scrapbooking. For photo stores, digital scrapbooking is likely to be the point of entry in our business because these retailers are selling digital cameras and tend to be more comfortable with the technology rather than the craft angle.

Three people asked me what a scrapbook was. They had no idea. It was really fun to page through Memory Makers and Scrapbook Retailer and say "They use these products to make pages that look like this. "People there were extremely impressed by the artistry we take for granted.

There was some disappointment that more scrapbooking companies were not represented under the MemoryTrends umbrella. It appears that the The MemoryTrends exhibitors were folded into the PMA Show and this may have worked to their benefit as people who walked the aisles methodically didn't have to make a conscious decision to visit the scrapbook section- they just happened upon them.

Hot Trend: PHOTOBOOKS start with digital programs that people drop their digital photos into. Some pages have a bit of design, others just offer large edge to edge photos. If folks aren't going to print photos, maybe they will create a photobook.

I need to do some more legwork on this but there appears to be options where the retailer uploads the files to a backroom operation that prints and binds as well as the option where the retailer does it all inhouse. Quality and and prices cover a wide gamut from cheap and cheerful to polished and elegant.

Trend on the rise: More substrates (surfaces) for printing. Not just traditional gloss or matte papers but some textile products (canvas, linen) as well.

Products of interest.....

HP PhotoSmart Pro 8850 this is a scanner/printer for the Advanced Amatuer (somebody told me they were also calling this customer the Pro-sumer. )Prints poster-sized prints on a variety of substrates like canvas or linen. I can see retailers having this in the store and selling poster size prints or using it to scan pages-- the $549 retail price made it very attractive as a service vehicle.

ArcSoft had two CD products one for pages and scrapbooks and another for cards and calendar.

Fujifilm had a neat camera that you just held it up to their printer and the digital file transferred wirelessly (no cords are media cards) the photo printed out super quick.

FotoCommunity.com is a social networking site for photo enthusiasts. It's based in Germany and has a large international following.

Tomorrow I am on the lookout for more gifty items that you can easily transfer photos to- there's a fancy term for the dye transfer process but essentially you can put photos on mugs, tiles, mousepads and other surfaces. I'll let you know what looks good.

I'd have to say the thing that makes this show worth a visit is all the opportunities to identify new SERVICES to offer. Yes, they sell all kinds of camera accessories and papers. However, there was tremendous activity in booths that promoted technology that made it possible for retailers to offer new digital photo-related services. Make the investment in the equipment and make money. Excellent way to bring in traffic from non-traditional as well as tradtional scrapbook customers.

Oh and FYI if you read my entry yesterday...the magazines showed up. They were sitting on a pallet behind the booth next to us that was curtained off. Literally five feet behind our booth but miles away in terms of a visual and show traffic. Nobody could find them until a nice person said "Hey did you know there is a skid of boxes with your name back there? Good thing because we weren't getting anywhere with the discovery process. Ah well- all's well that ends well. Good night!-- Beth

Greetings from Las Vegas, if I hadn't spent 5 hours on a plane getting here I'd swear I was still in Philadelphia. This is the first time I have ever set up a trade show where the hall has been cold during set-up!

Learned a little lesson about shipping things to a trade show floor that I feel compelled to share. 1. Always send whatever you can to the advance warehouse. 2. If you ship to the show floor get vital pieces of information like the driver number, van line number, location of where goods are delivered and the shipment number.

Often truck lines will consolidate shipments at a local depot so a driver is delivering shipments (as in our case) for 7 companies. If the driver checks in as a "multi" delivery instead of under your company name or booth number it will be very hard to find the exact location of your stuff. You'll be able to confirm it arrived at the convention center but from there... it will take some time to sleuth whose booth your boxes landed in. Trust me... you never want to end up in the no man's land of the shipper having a signature for delivery and a decorator representative who says there is no record of a delivery from that company.

So if you are missing boxes and the shipper insists they are delivered, get the fax number for the decorator and ask the trucking company (the local office) to fax the bill of lading- ask if it is a multi delivery and if it is get the list of other companies freight was delivered to. That will reduce the size of the haystack. The delivery may not show up under your company name in the computer BUT the decorator may be able to track it under the driver number. Do that right away and you will save hours of back and forth.

Now onto the event at hand...
Tonight is a press event called Digital Focus, featuring representatives of digital camera products manufacturers. I can tell you just nosing around the show floor to see what is going up I think there are some great items at this show- particularly for retailers who promote photo printing and digital scrapbooking in their stores. More on that tomorrow.

Met one person from Argentina who wants to know why scrapbooking isn't big down there. I'm betting it's because our products and magazines haven't aren't distributed there. I need to turn her on to the Scrapbook Retailer and Memory Makers websites!

I'm off to the press event.I'll fill you in on details tomorrow a.m.--Beth

The Channel Integration and Benchmarks in the Retail Industry report says that commercial and nonprofit marketers spent $173.2 billion on direct marketing in the United States.  Measured against total US sales, these advertising expenditures generated approximately $2.025 trillion in incremental sales.

That's not a typo, Trillion with a T.

Here are some other tidbits from DMA's report  that are worth consideration as you plan future retail expansion and movement into e-retail.

• The absence of a brick-and-mortar store is becoming prevalent among retailers, since 41 percent of survey respondents don't have a physical store.
• The website is the most consistently used direct marketing channel, followed by email and direct mail.
• Mobile is the direct marketing channel retailers are least likely to use.
• Only 33 percent of respondents provide cross-channel order fulfillment.
• Discounts remain the most popular loyalty program, with 80 percent of respondents using them.
• Brick-and-mortar stores (20 percent) and websites (22 percent) produced the highest level of revenue in 2007.

Keeping in mind that DMA is the trade group that advocates for direct marketers, there is some food for thought here. Clearly commodities like office supplies and product parts are easily purchased online. But scrapbook retailers sell more than scrapbooking supplies.....

You sell possibilities.... and possibilities can't be shrinkwrapped and mailed in a standard size box.

This research supports my belief that brick and mortar stores cannot just be places that sell stuff. Stores have to be a haven for their customers, a place to find a sympathetic ear, to learn something interesting.

Brick and mortar stores that stay alive and thrive offer experiences that cannot be replicated in front of a computer screen. Do you need to look at e-retail as a way of expanding sales. Yes, that is where the trend is going.

But remember, selling supplies is not the only revenue stream you can find in your store- clubs, classes, loyalty programs. All those things are not found online.-- Beth

P.S. Tomorrow I am off to the Photo Marketing Show in Las Vegas. Be sure to check back for reports from the show!

Sorry I've been awol for a few days but like you I am knee deep in PMA and CHA Show preparations.

I've also been shaking alot of trees to see what kind of new product comes out. I should have had a lot more press releases come in by now. I had hoped to share a bunch of new products before the show,but I can't share what I don't have.

Please Vendors- share your new product info- I don't stand on ceremony- just send me a good photo and a few sentences on what you like about it and we'll take it from there!

You know that British Airways commercial where the guy shouts "Where is everybody?" that's what it feels like right now. Not alot of communication happening which tells me folks are maxxed out on show prep.

I suspect manufacturers are introducing fewer new products and lines at this show. I think this conservative approach is merited in light of the economy but also the fact that retailers simply cannot keep up with new product introductions at the old velocity.

Fewer good lines means less choice overload... think of a diner menu versus one at a fine restaurant.  Hard to choose on the 12 page diner menu. But the fine restaurant offers you the chef's best choices- much easier to make a successful choice.

 Thanks to all you scrapbook product chefs helping retailers make decisions about products that will have a little longer life span. Now THAT's good.--Beth

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