We just posted a very interesting op/ed from Kim Karnell Chlanda a new online retailer in the scrapbooking field. Kim and I met at a consumer recently and got to chatting about the state of the industry.

She told me the story about how her dad, a builder, got through the tough times in the 1980s and she likened the situation to our current economy and some of the struggles our business is experiencing. She offered to write a commentary and I took her up on it. Take a look.

Kim's premise is that we need to reach out to each other and ride the wave together. Nobody knows better the challenges another scrapbook retailer or manufacterer faces. Reaching out and partnering will allow us to move through the storm.

I've said the same thing on numerous occasions. It's absolutely critical that we maximize every partnership opportunity that could help grow businesses. It may mean finding a middle ground with a vendor or even a competitor. But partnering works- we've seen it with the success of shop hops and the Creative Cafe.

Kim's call to action should inspire us all to see how we can work with others to further our mutual goals. Relationships with our suppliers, our sales reps, our retailers and our customers will sustain us as we bump along the road of rising costs.

It's easy to partner when times are go go, now is the time that you will see who is really serious about driving their businesses forward. I often hear from small manufacturers eager to reach out to larger or similar-sized companies to work on a joint venture who are rebuffed before they make the pitch.

None of us are in the position not to listen. Read Kim's piece. It is very heartfelt and will make you want to start emailing and calling folks you know.

Let's start a conversation here at this blog after you read the editorial.--Beth


P.S. I am off to Chantilly tomorrow for the Great American Scrapbook Convention. If you're there please come by the customer service booth and say hey!

Lots of dismal pictures on the news this past weekend between the floodwaters in America's breadbasket and the Tim Russert headshot with born and deceased dates underneath. My heart goes out to all of the people why have been devastated by these tragedies. No wonder folks are turning the TV off. Seeing those images makes me feel very helpless.

We've come to think of disasters as weather-or fire-related. But losing a leader can also be a disaster for a business. NBC is certainly reeling from their loss.

We don't like to think about disaster planning. It sounds ominous, but heaven forbid you find yourself in five feet of water or with your store manager in the hospital you'll be glad you planned. If it is easier, think of this way, if you carry an umbrella it's less likely to rain. By taking action now you'll feel less helpless later.

Some things to consider:

• Do you have an exit plan in case of a fire? Are youre employees aware of it?
  
• Do you remove the CD after you back up your computer and take it OFF the premises?
• What would you do if you or your store manager was unexpectedly incapacitated? Would your employees know how/be able to keep your business going?
• How would you get in touch with employees or their family members in case of a weather event or emergency?

You need insurance but you need plans as well. You can find a consultant to help you in that area but there are plenty of free or very inexpensive resources in your community- your local fire marshal and American Red Cross Chapter for example. I'll be posting some past articles from C.N.A. that offer some additional resources as well.

The plans you lay now could save your business... or a life. Carry the umbrella, you won't be sorry you did.--Beth

P.S. Tim Russert, the election won't be the same without you.

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

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

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

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

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

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

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