"If you can find a path with no obstacles, it probably doesn't lead anywhere."

-- Frank A. Clark

by Jami Petersen

Digital scrapbooking may be the key to future success of the industry, but we don't have to choose between it and traditional crafting. Use both to your advantage with simple and easy solutions from guest writer, Lane Hill. Lane suggests embracing technology and using it to draw in curious consumers. He thinks you might even find some new market groups who are interested in expanding their knowledge and creativity.
Breast cancer is a hot topic for September, with many groups holding crops for the cause. It's a great idea to get involved with a charity. Check out the Press Release section for a great example.

Jami Petersen
newsletters@a-z.com

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Press Releases

News you can use about the latest media coverage of hot trends, noteworthy events and dynamic industry leaders. Learn more about the current headlines in arts and crafts by clicking on the title of each article segment.
 

Wilton Brands, Inc. Announces Agreement Between its Parent Company and its Largest Creditors. Wilton Brands, Inc. announced that its parent company, Wilton Holdings, Inc. and its subsidiaries have reached an agreement in principle with their largest creditors, JGF Credit, LLC and Deutsche Bank Trust Company Americas, regarding a comprehensive restructuring of Wilton Holdings' capital structure. The Company is optimistic that the restructuring will be consummated in the near term and will position Wilton Holdings as a stronger, more financially viable company.

Canadian Craft and Hobby Association is pleased to announce the appointment of Paula Jones as the new Director of Operations for the national association. Prior to this appointment Paula was co founder and former Director of Education and Marketing for Canadian scrapbook distributor Open Page Wholesalers Inc. She worked with over 500 independent retailers across Canada, the United States and internationally, creating trade shows, marketing and education programs along with in house business consultations. Paula is known in the paper crafting industry for creating great mutually beneficial relationships between manufacturers, retailers, media and consumers with innovative educational and marketing programs.

Canon launches first Mac-compatible high-speed business scanners. Canon U.S.A. Inc., introduced the latest additions to its imageFORMULA DR-Series scanners -- the imageFORMULA DR-2510M and DR-2010M desktop scanners. These new scanners represent the first fully Mac-compatibleI high-speed document scanners from Canon. The new models are ideal for the varied document capture needs of creative professionals, educational and scientific users, and Small Office / Home Office (SOHO) businesses alike, the company said.

by Lane Hill, Lasting Impressions

My cell phone died yesterday. What an inconvenience. As I drove to the cell phone store, I was amazed by how many cellular stores I passed. The world has changed since I was a kid. At that time, a typical household had only one phone plugged into a wall. The cellular changes brought convenience and attracted new users. Back then, someone in the rotary telephone business probably viewed the move toward cellular as threatening. But today most homes have several phone lines and nearly every family member also has their own cell phone. Is there more money being made today than in 1969? A cursory glance at every mall or city block settles any question about the viability of today’s phone business.

There are voices that suggest the craft market is in serious trouble; that 83 scrapbook stores close every month. Is this the time to panic? Is it time to put our head in the sand and do what we’ve done before? No! Now is the time for us to search for the opportunities that will grow our market. We are faced with challenges but we have great tools, experiences and expertise to combat them.

Let’s look at the facts:

- There is a decrease in the amount of papers and embellishments purchased by traditional scrapbookers.
- The amount of new scrapbookers coming into our stores is declining.
- Virtually everyone has a digital camera.
- Because of the convenience of technology, there is great interest in digital scrapbooking.
- There are many more digital camera users than scrapbookers.
- Many digital camera users don’t do anything with their photos and lack ideas, which is frustrating for them.
- You are knowledgeable about storing and sharing valuable memories, which is respected by your community.

With thousands of pictures stuck on memory cards or in computer files, we all need a solution. Your neighbors, friends and community need answers; they look to you to be the expert in caring for their precious memories. They want to save and share those important moments in life. There are millions of potential customers who are looking for someone to help them understand their options and guide their decisions. They want someone trustworthy, an expert they can rely on to help make the right choices for their personal stories. The need for leadership is real and the time is now. You can be that expert in your community.

You may have a great talent in color matching or paper cutting, and now you can be the source for all the scrapbooking tools that are available - traditional or digital. Expanding your expertise will allow you to better serve new and existing customers. Consider those brilliant folks in the phone business, who saw the value of cellular. Right vision, right time, right commitment delivers great results.

People have always wanted to remember the special events and people in their lives. It has never been easier to record so much. We not only have cameras, but cell phones, video cameras and many other ways to capture mementos, words and sounds.

You can do this - here are some simple how-to’s:

A. Offer digital scrapbooking classes along with your traditional classes.
a. Talk with vendors about curriculum and teaching opportunities.
b. Hire teachers for specific classes .
c. Become educated. Designate one staff member to become the expert who is willing to teach and answer questions.

B. Advertise digital scrapbooking classes. Be sure to advertise as usual but also think about how to attract the new crowd.
a. Newspaper and local circular.
b. Posters in your community.
c. Fliers inviting current customers to bring a friend, receive a little gift and learn together.

C. Create a “Digital Destination” in your store. Organize all fonts, software and technology products together. Keep it simple and clean with clear pricing and branding.

Making money selling digital scrapbooking products is as easy as….

1. Software: This is typically a higher priced item, creating greater margins but, most importantly, a product that invites new customers to your store. There are simple and powerful solutions, like MemoryMixer, designated for scrapbooking. And other products that are geared more to designers, like PhotoShop.

2. Content: People want new designs, whether it is digital or traditional products. Your existing paper and embellishment vendors may offer digital content on disc you can sell. There are also other providers of digital content like Polka Dot Potato, Digital Scrapbook Place, Digital Scrapbook Memories and Lasting Impressions’ MemoryMixer.

3. Digital accessories and services: Microphones, specialty printer inks, photo paper, designer CDs, fonts and albums are some of the additional items that you can include in your “Digital Destination”. Offering in-house printing services can expand your customer reach and bottom line. See Noritsu, Lucidium and Epson for some of the printing options.

4. Classes: Digital scrapbookers also enjoy the social element of scrapbooking. After the class provide perks to your students like 20% off anything for 15 minutes. This promotes cross merchandising for traditional products as well.

5. Affiliate Programs: Some vendors offer programs that share revenues with participating stores for online purchases made by their customers.

All of the above add up to an enormous increase in potential new customers. People who would have never considered buying anything in your store before may become your new best customers. A one time purchase by a new customer is a valuable opportunity to invite her or him to become a life long customer. You may read this last line and think I’ve lost my mind or that I just don’t understand …scrapbook stores sell to women. But as you offer help and are viewed as the expert in memory keeping, you’ll also attract busy women, teenagers and even men.

I now have a new phone; it works great and has dozens of features I may never use. The nice folks at the phone store asked me several questions, and then helped me make a choice – I’m sure I’ll be happy with it. Does this mean I’m done with this store? No way - I’ll need a car charger, some advice, a new holster and now my wife thinks she needs an upgrade. My entire transaction could have been conducted on the phone or on the internet but instead I drove over and committed the time to be there. Why? Understanding the answer to that question could make all the difference to your business.

When Ma Bell started installing phones, they could not have imagined what a cell phone store would look like today, nor do we know what the scrapbook store of the future will look like, but I’m confident the future is bright.    

Online Registrations have begun for this year’s Survivor Crop on National Scrapbook Day

Survivor Crop is an event to raise money for breast cancer awareness and research. The format is a 24-hour Scrapbooking marathon from 9am Saturday to 9am on Sunday. This is the eighth year that Ever After Scrapbooks has sponsored the event. Each year we have doubled not only size but in the amount of donations collected by our participants as well.

Survivor Crop mirrors the theme of the Survivor television show in that the tent is decorated in a “jungle” theme and the participants are separated into “islands” of 10 people. At the conclusion of the event there will be one “Ultimate Survivor”. Lots of prizes will be awarded and fun activities take place during the event. Last year, as well as this year each participant is required to collect a minimum of $100 in donations.

For every dollar raised 75% stays within the San Diego community for education, screening, treatment, and to support individual grants; 25% goes to the Foundation Headquarters for research grants. What this meant to the Susan G. Komen Breast Cancer Foundation, was we have been able to completely fund 4 of the grants that the foundation awarded to individuals or companies to help the search for a cure through research and education in the last four years. This year our goal is to raise $100,000.00 in donations and continue to support this worthy cause.

The Susan G. Komen Breast Cancer Foundation was established in 1982 by Nancy Brinker to honor the memory of her sister, Susan G. Komen, who died from breast cancer at the age of 36. Today, the Foundation is an international organization with a network of more than 75,000 volunteers working through local Affiliates and events like the Komen Race for the Cure® to eradicate breast cancer as a life-threatening disease. A global leader in the fight against breast cancer, the Foundation fulfills its mission through support of innovative breast cancer research grants, meritorious awards and educational, scientific and community outreach programs around the world. Together with its Affiliate Network, corporate partners and generous donors, the Komen Foundation has raised nearly $600 million for the fight against breast cancer.

For more information about the event please visit our website, www.scrapbooks.info.