B. Line with Beth Mauro - Tuesday, May 27, 2008

I just read an interesting summary on shopper marketing and how while it offers lots of potential for profit in the grocery store, the advertisers haven't figured that out yet.

If you spend any time in the grocery store you know the shoppers have a different shopping mindset when they run in for a gallon of milk than when then do the "big" shop for groceries. Shopper Marketing is when you display cookies by the milk or crackers by the cheese. Makes sense -by displaying the items side by side you influence additional sales.

So how do we apply Shopper Marketing in the scrapbook store? It's a matter of displaying items in more than one area of the selling floor.

The most immediate opportunity is with adhesives- displaying purpose-specific adhesive by the items they belong to. You can put them on a shelf or a clip strip so that when a customer buys an embellishment, they are encouraged to buy the adhesive as well.
Put a few ribbon organizers by your ribbon selection in addition to your storage product area.
Place the eyelet setters with the eyelets as well as in your tools section.
Display journaling stickers and punch outs in your pen display.

The people coming in for the "the big shop" will come in with a list and move around your store to pick up the items they need. But the customer who is coming in for a specific product will be more focused.

So, if your customer comes in to grab a few rub-ons, she may be planning to grab the rub-ons and go without checking out any other aisles. However, if the tool is displayed nearby you could get an add on sale.

Can you think of any other good pairings? Respond to this blog entry and post them here!--Beth

5/28/2008 8:39:46 AM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Tuesday, May 27, 2008

Do you know your local Professional Crafter
Posted by Beth

Old timers, remove your hands from your ears. You'll want to hear this.

I know the term Professional Crafter or Pro Crafter has a lot of negative connotations. So let me coin a new term for those folks who make craft products for resale- designer/manufacturers.

I met alot of savvy folks at National Stationery Show who were looking for bulk sources for their businesses. These folks make greeting cards, do events and make favors. These were not folks who sell at flea markets (although we love those people too!) these are folks who charge $4-10 PER invitation. These are folks looking for quality supplies that would make their work distinctive from the mass produced stationery items. They are not buying their fill-in supplies from discounters.

Now of course I have no problem with folks looking to get the best possible wholesale prices for supplies but I think there is a role the local retailer can play here if she is willing to work with this customer and do special orders. After all, wouldn't you rather that bulk order go through you to your distributor?

Why should you reach out to these papercraft designer/manufacturers:

1. They buy in quantity- 50- 100 paper and envelope sets times three: invitation, reply card and thank you note.

2. They customize so they really don't need 1000 of anything but they need a large enough number of any one item to merit a bit of a discount.

3. The will bring you business all year round, even when crafters aren't scrapbooking- people will still need wedding invitations and birth announcements.

4. Their special order tagged onto yours may save you shipping or help you reach the minimum for reorder.

5. Their order may allow you to test a new product in the store without making a new commitment- order for them and add a few for you.

Can these people go around you direct to manufacturers? You bet, it's easier than ever for them to go direct. But most would rather support local businesses if you work with them.

There will always be times when they can't get the product they need because the vendor will only sell to retailers. Or maybe they just need 1000 yards of a particular color and width of a ribbon rather than an array of colors.

You have nothing to lose by reaching out to these folks. They may already be buying from you. Check out the local Yellow Pages, visit local wedding websites and bridal shows. Find these folks and invite them in. Tell them you'll work with them and reap the rewards of the relationship! Why sell onesies and twosies if you can sell fiftysies....oh, you know what I mean!--Beth

5/27/2008 3:49:59 PM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Friday, May 23, 2008

Check out www.iamadiva.com
Posted by Beth

Did you ever have one of those situations where you make a mistake and no matter how hard you try to fix it, it just seems to get worse? That's where I am with getting Suzi Finer's Web site info correct. Again Suzi, SORRY!

Suzi Finer's site is iamadiva.com... a Web site with a store located in California.

Suzi has parlayed her experience in retail marketing into a multi-platform retail business (web and brick & mortar). Essentially she carries beautiful things that she likes that others will too.

The most interesting element is the social networking element and her cadre of Divas who are stylemakers- reporters- marketers in their own right. It is a place where the latest trends and ideas are shared. And if you are a trend junkie like me- a person who always wants to analyze what's hot now, and what's next- you must tune in.

I think people come back because Suzi is a sharer. She is warm, smart and funny. When she presented at our seminar she engaged the crowd because she sounded like she was letting us in on a secret. Throughout her conversation she kept saying "you can do it" and "you can make money at this." For her consumer following she encourages them to expand their creativity without all the rules of crafting.

So take a look at what Suzi is doing www.iamadiva.com- three A's- got it.

And have a great weekend. I know i'll be downloading a seriously overloaded brain cache-- Beth

5/23/2008 9:11:03 AM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Thursday, May 22, 2008

Stationery in Review
Posted by Beth

I'm back from New York and Scrapbook Retailer's very successful run at National Stationery Show.

I want to start by saying a special thanks to our vendor partners who supported our presentation at National Stationery. Suzi Finer of iamadiva.com and Katey Franchescini of the Paper Company made the "Gold in Scrapbooking" program sing. Bob Radcliffe of Display Dynamics offered some very compelling and honest advice on the realities of selling scrapbooking products in a merchandising session. I always get great ideas from Scrapbook Retailer education sessions thanks to folks who contribute their time and expertise.

Also thanks to Sharon and Teresa from Preserve It Frames for their demos and to Quikutz, Hot Off the Press, Scrapbook Adhesives by 3L with providing us products for demos. We appreciate your support of our efforts.

Stationery and paper greetings seem to be an area where artist/entrepreneurs are making their mark. We saw a lot of folks who where interested in scrapbooking products that they would be using to hand make cards for resale.

I was pleased to see that the trends come to scrapbooking product as fast as stationery and gift. For example... owls and birds were everywhere... a trend we reported on in February. Could it be that folks are shopping CHA for supplies to make custom cards then exhibiting these products at Stationery? Could be. It could also be that many of the same high end suppliers of scrapbooking products also sell into the stationery market so I was seeing some of the same lines we first discovered in February.

Green as a category is becoming more than a trend in product manufacturing. Vendors are going green in their packaging (less packaging or more usable packaging), marketing efforts (online catalogs), sampling (product available upon request rather than automatic mailing).

Some other trends in materials besides eco-friendly papers were wood paper or thin sheets of wood being used as card or album surfaces. It's a good texture for all that old fashioned letterpress imagery.

My colleague Beth Williams from Memory Makers clued me into the "teeny" trend. Smaller notecards but also smaller embellishments and typography leaving the paper to speak for itself. You could have a postage stamp size image in the middle of a social note- that's it.

Charms were being used judiciously- nice to see charms back. I've always liked charms and small metal findings for crafting because they are inexpensive, you can buy them in bulk and there are lots of choices.

We'll report more on trends from National Stationery Show once we sift through all the materials we brought home. My only sorrow is that I didn't get photos of all the amazing display ideas. Stationery is such a great place for ideas on how to display paper! We look forward to going back in 09 and seeing you there.--Beth

5/22/2008 12:25:28 PM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Tuesday, May 20, 2008

Day 3 Wrapping it Rich
Posted by Beth

ok, I confess, I am not sure when I got old and creaky but a four day show is seeming longer than I anticipated.

Day three of National Stationery Show is all about wrapping paper and new options. Both Anna Griffin and American Crafts introduced new wrap collections related to their paper offerings. Today we saw a cool demo of an Epson printer that works with MountainCow software to create customized wrapping paper. Super super cool.

Sharon and Teresa from Preserve It frame were on hand to demo their frames and to suggest that home decor and framing come together within scrapbooking. Thanks Ladies- let's brainstorm more ideas!

For our seminar we had a small group but a great dialogue today regarding "There's gold in scrapbooking" Suzi finer of iamadiva.com (a website with a store) had a way of speaking that made you feel like she was letting you in a major secret. She reminded one attendee who was opening a shop on a tropical island to not forget tourists and their interest in themed product,

Katey Franceschini of The Paper Company offered sage counsel to look to your suppliers to help you identify which new lines will work in your store. She brought in this happy ad colorful window box full of crepe paper flowers and birds. Why not create your version of "Macy's flower show in your store?

A few other little item trends while we're on the subject

Wood "paper" as a base for mini album covers or cards that are stamped or woodburned with images.
Pre-designed albums-these are memory books with "scrapped" pages sans the photos. These came in a variety of themes, price points and qualities including some very good looking pop up versions.
Single charms on cards and memory jewelry> I love the high end scrapbook Jewelry from Nunn Designs.

I need to sign off now, too bleary eyed to continue. Tomorrow NSS ends I think I'll be a puddle-- Beth

5/20/2008 11:49:20 PM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Monday, May 19, 2008

Tracking trends at NSS
Posted by Beth

Today we started off the day at National Stationery Show with an interview with Andrea Grossman, THE Mrs. Grossman of the eponymous sticker company. She said she survived tough times with faith in God and lots of hard work. It was great to hear a manufacturer say "we love our customers" and really really mean it.

27 people joined us for our Understanding the Scrapbooker presentation.In fact, there seemed to be interest in scrapbooking across the board- quite a few vendors reported that they were pleased with feedback from the show so far. I am not sure if that was translating into actual orders but contacts were made.

Got a chance to walk a few aisles today. Saw lots of flocking on wrapping paper. Scads of letterpress and letterpress-like products. The overall palette was softer, not somber but definitely not as passionate as we've seen in years past we saw more greys, oatmeal, butter yellow and cream.

Notecard sizes were smaller, plenty of allover surface pattern, two color print jobs- color and white or two monochromatic colors plus white.

I'm not seeing as much emphasis on baby products although they were there in full force. However the bridal trends seminar was packed.

We'll see what tomorrow brings... stay tuned.--Beth

5/19/2008 9:45:14 PM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Sunday, May 18, 2008

Great to be in NY NY
Posted by Beth

Here I am in vibrant New York City for the National Stationery Show. I love New Yorkers, they are the best! I knew I was officially back when one outdoor vendor offered to waive the $2 fee for a diet coke for a "leetle kees". I passed on his generous discount offer but it made me smile.

We primarily saw folks from the tri-state area- trains, turnpike, bridges and tunnels. I was thrilled to sign up a bunch of new subscribers to Scrapbook Retailer.

Speaking of trends, Scrapbook Retailer contributed the scrapbooking trend forecast and it was very cool to see the 6-foot tall poster of the trends next to all of the forecasts for bridal, gift, card and stationery trends.
Didn't get out of the booth much so not alot of trends to report. Today I was showing how chocolate bars can be customized as gifts. The Hot Off The Press mini file folder template and little Xyron X box generated quite a bit of interest.

I haven't gotten over there yet but from the buzz, it sounds like Accucut is doing well with it's new dies with pins for creating invitations. With the big crowd of designers and handmade invite at the designers, they seemed to have a home run.

Mrs. Grossman's has introduced a new adhesive product that picks up pet hair. A portion of the proceeds goes to a charity for seeing eye dogs. Tomorrow a.m. I interview Andrea Grossman whom I admire as an entrepreneur and a person who gives back to her community in many ways.

Anw Crestwood presented a coolly elegant booth and it just goes to show you that scrapbooking and social stationery are in the same sphere.

Paper can be a beautiful and visually stimulating product and fixtures from Display Dynamics are sleek and elegant. If you are in town for the merchandising seminar on Tuesday- you will hear a great presentation from Bob Radcliffe. I am definitely going to work on capturing that info to share further.

Just in my own little corner of the show I saw a lot of pink, more than at CHA and texture in decorative papers and wrapping is very strong- especially velvety flocking in polka dots and damask prints. Birds aplenty with 1970's owls and japanese inspired line art prints.

Early morning call for our 8:30 interview then a seminar on Understanding the Scrapbooker with my friend Beth Williams. I promise to report more on product tomorrow.Good night!--Beth

5/18/2008 10:44:05 PM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Friday, May 16, 2008

Expanding horizons
Posted by Beth

I leave for National Stationery Show tomorrow and I think I am feeling what many of you have experienced attending your first show.

Do I have everything I possibly need? What did I forget? I should have done (fill in the blank here)!

Now I am not a newbie to trade shows. I've been on the show management side as well as the exhibitor side too many times to count during my career. But somehow this is different. It's like the night before a school trip, when your tummy is jumping around because you are nervous and excited at the same time.

This show steps us outside the craft industry box and I really want to be sure we convey the right message. I want to show these social stationery buyers that memory crafting is a lifestyle activity and that deep crafting expertise is not required.

So rather than go into a perfectionist spiral, I'll embrace the fact that most things in life can always be done a smidge better and focus on while we're really at the show- to promote the joys and profits of scrapbooking.

And just like your passion at your first show drew new customers in, I am sure the passion of our staff and industry partners will do the same.

I hope National Stationery Show is on your calendar for next week. If it is, come by and say hi- we're in booth 1309-1303.

If not, check this blog out for reports from the show.

Send me positive mental energy that my gazillion boxes of magazines and goody bags have arrived! Have a great weekend-- Beth

5/16/2008 4:13:38 PM (Eastern Daylight Time, UTC-04:00)

Comments [0]

Monday, May 12, 2008

Time to Inspire Customer Loyalty
Posted by Beth

It is a dreary Monday here in the Northeast thanks to a Nor'easter that is blowing through. So I thought I'd better knuckle down before that rainy day snooze feeling washed over me!

I've been thinking alot about the nature of the craft industry in that when the economy goes down, participation tends to go up.

I spent some time at a consumer show over the weekend and was heartened to see a packed parking lot and good attendance. We're all worried about how the economy will impact our business so this was a good place to do a little research.

Vendors reported that unlike past years where customers bought in a frenzy they were more discerning about purchases this year. They had a planned spending budget and rather than go from booth to booth buying along the way, they reconnoitered the floor and then bought strategically. One vendor commented it was more like a trade show that way. Customers may have spent a bit less but they were still very enthusiastic about scrapbooking.

If we benefit from the spendy nature of our customers during good times we need to accept that when things get a bit stretched, folks will go back to their stashes of accumulated supplies. So even if our customers are not spending lots of money in our stores, they are still scrapbooking. That is a good thing.

Consider that each time a customer now makes a purchase she is putting more thought into the process so be sure to welcome that customer with open arms and give her time to make a decision.

Highlight products that have multiple uses- tools, double-sided papers, adhesives. It's always easier to make a sale if the customer sees more possibilities.
Think how you can reward customers for frequenting your store despite rising costs of gas and groceries. Consider a Paper Purchaser punch card- for every 10 or 20 sheets purchased she gets to choose a sheet of paper for free. It's a little thing but it works.
Designate a specific time of the week that is free workshop time where customers can come in and use your space and tools. You may currently charge for this time, but a few hours one day a week won't break the bank and you may be rewarded with some added sales.
Build some classes around using odds and ends of supplies- card making classes are good for that. Choose a theme for your card classes: Birthday Greetings, Camp hellos (it's that time) and thank you notes. Focus on topics that are broader in theme to engage more customers.

If nothing else, continue to provide a haven for your customers. You want them to come in your store even if they aren't buying anything. If they don't feel welcome when they are spending less, when times get better, they won't be back.

One vendor described that her father was in the construction business and when times were bad a few suppliers extended a little extra credit or worked more on the price. She said her dad never forgot those folks who stuck by him. Twenty plus years later dad is still in construction and now the son carries on with loyalty to those companies that stuck by his dad.

Customer loyalty is something that has to be earned. And a company that shows it cares about customers even when times are bad is a business that inspires loyalty. Stay warm--Beth

5/12/2008 9:19:04 AM (Eastern Daylight Time, UTC-04:00)

Comments [3]

Friday, May 09, 2008

Appreciating Teachers
Posted by Beth

National Teacher Appreciation Week is winding up today. Talk about a profession where contributions outweigh their compensation! I know I wouldn't be able to do what I do if Mrs. Manahan didn't beat the passive voice out of my reporting. And 30 years ago, I had no idea Mr. Fairorth's detested "pop bluebooks" would prepare me to process breaking news in order to blog from tradeshows.

I know teacher appreciation week was created for schoolteachers but I hope you will take a moment this weekend to let your teaching staff know how much you appreciate them. At the very least send each a note acknowledging their contributions.These teachers keep consumers bonded to your business!

I salute all of the teachers in this industry- not just the folks who make their living by teaching students every day- I mean everyone who teaches us something new about scrapbooking. There's no designer or demonstrator day. There's no art director day. There's no project instructions writer day. Perhaps there should be.

So let's make sure during teacher appreciation week we offer up thanks to all of the "creatives" who continually keep us inspired. Who regularly contribute to this dynamic industry without a day of special recognition. Have a good weekend--Beth

5/9/2008 10:34:39 AM (Eastern Daylight Time, UTC-04:00)

Comments [1]

Tuesday, May 06, 2008

Entrepreneurs 5 Fatal Flaws of Retail
Posted by Beth

Check out this article on Entrepreneur's Web site. Very interesting piece on the five ways retailers fail: "5 Fatal Mistakes for Small Retailing" by Ronald L. Bond.

While I don't prefer mortuary language when it comes to talking about retail there is some very good advice here.

Perhaps what's most interesting is what Bond doesn't say- he doesn't say that retailers must have the cheapest prices or the most product or the biggest store.

What you'll take away from this article, is that customer service is absolutely critical and even if you don't have everything else in place, poor customer service can trip you up.

Read the article and let me know what you think.--Beth

5/6/2008 5:26:54 PM (Eastern Daylight Time, UTC-04:00)

Comments [5]

Monday, May 05, 2008

Kids not interested or classes not right?
Posted by Beth

Happy Monday,

Interesting way to start the morning- writing the summary of our April online survey. This past month's survey addressed teaching classes for children.

I'm a huge proponent of youth crafting education that incorporates the three F's FUN, FINISHED, FEELING GOOD.

Unlike other sports and lifestyle activities, nobody is teaching America's youth to craft- so it is up to the industry to do it. But I am always suprised by the attitude from some folks who don't want to be bothered. The (profitable) future of our industry is rooted in inspiring children to create. If we opt out of youth classes because they "mess up the store" or are "kids are too wild to teach" we are missing out.

Some thoughts on this.

The majority of folks who responded to our survey said that they don't offer classes because there is no interest. I find that curious seeing as there are bunches of moms and grandmas who scrapbooking in stores every day. Those are the folks most likely to influence a future generation.

All I ask is that you give some thought to why there is no interest. Could it be that you haven't hit upon the right timing, teacher, location or class subject? Many a fabulous class has gone unattended and dismissed because the timing wasn't right for the audience. Look at the teacher- not every great scrapbook teacher is great with kids. Do you have any customers who are school teachers that you might be able to engage as a teacher? Ask your customers- I bet there are some moms and grandmas who wouldn't mind taking on the occasional youth class.

Maybe you need to take your youth classes outside the store- through local park and recreation or Scout groups. When are the classes offered? Do they conflict with soccer practice, religious studies, school activities? Some craft retailers have had great success sponsoring scrapbooking workshops during the school year on inservice or teacher conference days.

To the 75 percent of you who are currently teaching young people to enjoy papercrafting -- KUDOS. You are laying the groundwork for a solid customer base in the next few years. To those who say there is no interest, please take a moment to analyze why there is no interest. You may find it is a problem that is fairly easy to resolve.--Beth

5/5/2008 11:03:40 AM (Eastern Daylight Time, UTC-04:00)

Comments [3]

Free Updates

Navigation

Search

Archives

More Links