B. Line with Beth Mauro - Thursday, June 12, 2008

Staycation is the latest lingo to describe what many Americans will be doing this summer in lieu of big vacations- staying at home and discovering the wonders of their local areas.

Here's an opportunity to partner with other business owners to promote local events and points of interest while weaving in the scrapbook angle.

Find out what's going on- Get the information from your local tourism office or convention bureau and identify all of the parks, small museums and other destinations (world's largest ball of string or a house that looks like a shoe).

Create a local interest endcap or table top display with product that relates to these destinations- include some samples.

Reach out to some of these small museums and state parks. Some of them have give shops. The manager might be willing to give you some space for a percentage of sales (and to make their selection look more extensive). Display scrapbooking products related to the the theme (gardens, history, camping, vacation). This could include papers, embellishments even some themed albums.

Create your own family Staycation workshops and invite families in to create pages based on their visit to the State fair, swimming at the pool, picnics at the local parks or fun at the amusement park.

Here's where independent retailers have the agility to fill a local need. You can respond to the trends in your community and service your customers with product that relates. No chain or web store will be able to create such a targeted mix.

Oh and I forgot the ZOO! That's definitely on my family's staycation to do list this summer. Stay cool--- Beth

6/13/2008 8:50:56 AM (Eastern Daylight Time, UTC-04:00)

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Thursday, June 12, 2008

Get Unfrozen
Posted by Beth

During some discussions with a few sales reps and manufacturers over the past few days an interesting trend started to shape. Each said it in a different way but essentially, their premise is that retailers are waiting until after the Presidential election to make any decisions about new products and some reorders.

That is November- almost five months before adding new lines or services. Good and bad idea...here's the if.

If a retailer, or any busines owner for that matter, is putting efforts elsewhere such as marketing, education, developing consumer relationships, elevating awareness of the business...that's all good. All good assuming the business is staying in stock and refreshing displays to make merchandise look new.

If you are frozen, and hey we've all been there at some point in our professional lives, and aren't doing anything... not so good. I know it is a scary time to risk on anything but if you get some input from trusted advisors you'll see there are things you can do that have minimal risk.

There's a country song with a line that goes "if you're going through h_____keep on going so you get through to the other side before the devil knows you're there."

We all need to keep moving in some way. If you can't figure out how, convene a brain trust. These could include employees, trusted friends, professionals from the local chamber of commerce, a trusted vendor or sales rep. Tell them your situation and ask them for ideas. Dont pooh-pooh anything and don't rule out anything because it sounds like it will cost alot of money. Once you get some great ideas you can put your energy into executing that idea in a cost- and time-effective way.

Ask for help- I said it in my last editorial I will say it again. There is absolutely no shame in it, especially when you pay it forward.

Always feel free to contact me- not sure what I can offere but I am sure happy to share some ideas or some moral support.

Don't just stand there. Do something!

(And i meant that in the nicest, I'm trying to motivate you way).Stay strong.-- Beth

6/12/2008 10:33:15 AM (Eastern Daylight Time, UTC-04:00)

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Tuesday, June 10, 2008

Earn with Ideas from a scrapbook convention
Posted by Beth

I'm back in the office after my stint at the Great American Scrapbook Convention. I was pleased to see such great attendance and it goes to prove that people stick with their hobbies even when money gets tight.

Being at a show with a cross section of our consumer base allows for some market research. This market research can confirm what you think is true, and correct you when you're not.

For example, clear acrylic stamps are ubiquitous in our marketplace- or so it seems. Yet the majority of folks who I met at the make & takes weren't sure how to use the stamps at all. This suggests the need for continuing education on stamps!

Start with the very basics- how to mount an acrylic stamp. So many people told me they never used acrylic stamps because they didn't know how they work.

If you can't do on demand demos in your store, consider doing a storyboard with step by step photos showing how to peel the stamp off the paper, how to mount it on the block, how to stamp and how to clean and remove stamp for storage. You could also do an 8X11 handout that can be stuffed into shopping bag.

One thing is for sure- customers are not wildly spending. They are going back and forth, shopping for the right deals. If you can show a customer a variety of ways a product can be sold- your chances for making that sale increase.

Kudos go out to A-Design-Intervention for strategic planning. She contributed kits to the free make & take areas (150!). The project was an embellished chipboard piece that incorporated glueing, stamping, rub-ons and dimensional embellishments.

Then she built a page kit around the free element. For $5 she could sell a kit based on the make & takes- that's a great idea for a retail store to try- do a small element then sell a card kit or page kit that incorporates that element.

So there you go- two great ideas for the price of a $10 admission and I wasn't even looking that hard! Get thee to a consumer show (I'll be at the one at the Dulles Expo in Chantilly a week from Friday) and you can turn that learning into earning!--Beth

6/10/2008 8:38:22 AM (Eastern Daylight Time, UTC-04:00)

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Tuesday, June 03, 2008

Headin' for TX- Great American Scrapbook Convention
Posted by Beth

I'll be offline for a few days as tomorrow I leave for the Great American Scrapbook Convention in Arlington (Dallas/Ft. Worth area), Texas.

For me, consumer shows are the perfect place to go when you need a great idea or just a good dose of "this is a fun business." I never get tired of hearing stories of our customers' scrapbooking activities. Their stories, as well as comments from industry professionals often lead to future blog posts and articles.

Plus, I am always duly impressed with the buffets that are rolled in (not by us, by ticketholders!) for the evening crops on Wednesday, Thursday and Friday nights. I'm not sure how many pages actually get knocked out but it sure is a party! The only part I don't relish is having to turn someone down who REEEEEEEEEEAAAAALLLLYYYYY wants to get into a sold-out crop party. I feel bad but the person who determines maximum room occcupancy trumps me!

Consumer shows are a great place to do research. Even if you just walk the aisles and eavesdrop on various conversations on which classes were great and who is selling what hot new product you can learn alot. Hang out in the hallways between classes or in the cafeteria between noon and two and you can conduct your own little focus group.

You can also find some new suppliers who do not have the resources to advertise yet or those who are selling close-outs- you can stock up for a class or promotional giveaway.

The GASC Shows are presented by our sister magazine Memory Makers so you'll always find an editor or two on hand. I will be attending Arlington and Chantilly,VA two weeks later- if you're there- come find me to say hey! I'll be working the customer service booth.

Until Monday....--Beth

6/3/2008 3:45:17 PM (Eastern Daylight Time, UTC-04:00)

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Monday, June 02, 2008

Orphan Works Bill-Whose Intellectual Property is it
Posted by Beth

CHA has issued a call to action regarding the Orphan Works Bill. Even if you aren't political you should read it and consider it.

As someone whose career has been built on selling her intectual property (through writing articles as a freelancer) this type of thing scares and angers me. And, if you design scrapbook products or projects you should be concerned too.

Info from the CHA Memo:
The Orphan Works Act of 2008 does the following:

It changes the 1976 U.S. Copyright Act, and makes it virtually impossible for artists to protect their work. It allows anyone to use a design without the copyright holder's permission.
It requires artists to attempt to protect their work by registering it with a digital database system (presumably for a fee, in addition to the copyright filing fee) when no such system currently exists.
It eliminates statutory damages wherever an infringer can successfully claim an Orphan Works defense, thus eliminating the only tool the law provides to prevent deliberate infringement.
It allows for an infringer to create and copyright a derivative work from the original design.
It leaves infringing works (and products incorporating them) subject to seizure in other countries.

Ok, so if I interpret this right, it says that if the artwork cannot be attributed to a designer, someone else can pick it up and use it. So if you designed a really fabulous paper or even a card and it didn't have a copyright notice on it or somehow the copyright got trimmed off it- it's an orphan. Someone could take that paper or card and manufacturer. How hard does someone have to try to identify the owner? It seems scarily easy to call something an orphan.

Oh, you could sue. But then the burden is on you plus who can afford...it?

Folks, there is such tremendous talent in this industry and your artwork could be at risk. Your design is your intellectual property until you sell it or give it away. If you want to give it to the world -great for you. But if you make your living from your creative talent, stop and think how much this bill could impact you. Please learn more--Beth

6/2/2008 9:12:12 AM (Eastern Daylight Time, UTC-04:00)

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Friday, May 30, 2008

The Need for Gasoline Trumps Dad
Posted by Beth

Dad won't be feeling the love on Father's Day as much as mom did on her day according to some research from the National Retail Federation. News from their press release:

Higher prices at the pump and the grocery checkout line might be cutting into Father’s Day budgets. According to the National Retail Federation’s 2008 Father’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers plan to spend an average of $94.54, compared to last year’s $98.34. Total spending is expected to reach $9.6 billion.

“When it comes to dad, a simple greeting card and family dinner really goes a long way,” said NRF President and CEO Tracy Mullin. “Unfortunately, consumers are torn between their love for dad and their need for gas this year.”

The large majority of consumers (68.4%) will invest in a greeting card for dad, spending an average of $7.49.

8 bucks for a card? That's almost two gallons of gas! Retailers who promote cardmaking can do something fun with this. Why not send out an email with this message:

"Research says consumers will spend an average of $7.49 on a card for dad this Father's Day- check out our Father's day card kits and you can make a great Father's Day card and still have money left over for a gallon of gas!"

And, since many people will be giving gift cards, consider adding a pocket to the card where the giver can tuck in a gift card for gas or otherwise.

You could even cross promote with other local retailers whose businesses are popular with men. Provide them with a couple of card kits to sell alongside gift cards.

Here's a time where cardmaking can be money saving- a timely message if there ever was one.

Enjoy your weekend!--Beth

5/30/2008 8:35:56 AM (Eastern Daylight Time, UTC-04:00)

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Thursday, May 29, 2008

Farewell Wade
Posted by Beth

The sewing and quilting industry lost a truly fine person last weekend with the sudden passing of Wade Roberts of Gutermann America.

I had the opportunity to work with Wade during my years at the home sewing association and he was a passionate advocate of the art of sewing and a great supporter of the association's industry growth efforts. Integrity is the word that comes to mind when I think of Wade and he'll be on my mind when he's laid to rest this Saturday.

I feel blessed for the opportunity to work with so many fine people in the craft industry. I've learned so much from my colleages over the years and they have truly made my life bigger. This type of event reminds me that we should say thanks to our colleagues as often as possible.

So there's my challenge for today- tell at least 3 colleagues that you appreciate them. Life can change in an instant so always be sure to say the good things sooner than later.

Hugs to my friends at Gutermann.--Beth

5/29/2008 8:43:59 AM (Eastern Daylight Time, UTC-04:00)

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Wednesday, May 28, 2008

Shopper Marketing in the Scrapbook Store
Posted by Beth

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)

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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)

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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)

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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)

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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)

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