"In times like these, it helps to recall that there have always been times like these."
-- Paul Harvey, broadcaster

by Jami Petersen

Advertising, in-store promotions, make-and-takes - these plus countless others are the components needed to grow your business - but you don't need us to tell you that. What we can tell you is that you have to be SMART to really make your business work, especially in today's economy. Reading through this week's newsletter will give you profitable advertising tips, keys to successful make-and-takes, and several other business ideas. 

Jami Petersen
newsletters@a-z.com

Wooky Entertainment

Target New Consumers:

Teenagers with the Paris Hilton Creativity Collection. This new line is for teens from 10 years old and older who are interested by scrapbooking. Following the latest trends and fashion, the Paris Hilton Creativity Collection is adapted for teen girls of 2010!

Visit us online: http://pariscreativity.com/
For more information : info@wookyentertainment.com

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.
 

New Stamps From Hot Off The Press! Looking for the latest stamps to inspire your customers? You’ve got ‘em—from elegant borders to thrifty 99¢ stamps, there are tons to choose from with our new Winter releases! All Hot Off The Press stamps are made of a top-quality silicone that won’t crack or yellow. They’re easy to clean with soap and water, and easy to use with a clear acrylic block. Stamps come with images printed on the liner sheet so it’s easy to store them. And the designs and quality simply can’t be beat!

Ranger is pleased to introduce Wonder Tape™ to the Inkssentials line of products! The same quality product you've known and used is now part of Ranger's essential crafting accessories! Wonder Tape is a double-sided, super-sticky, clear mylar tape (also commonly known as "red liner tape"). Heat-resistant, it will not lift or curl, and it holds everything from paper to small embellishments permanently.

The Memory Tradeshow

The Memory Tradeshow is the premiere market for scrapbooking and related products, family history and digital imaging.

It is the most important gathering of this industry regionally, and it’s attracting executives from all sectors: manufacturers, retailers, distributors, suppliers, sales reps, designers and press. The show’s goal is to provide the highest ROI show within the industry with a greater focus on the business of the memory industry, education and best business practices.

Learn more and save >>

by Dennis A. Conforto, A-Z Media Group, Inc.

Retailers and manufacturers send me tons of emails discussing the difficulties they face in the scrapbook business today. Of course, when I get these messages, I simply call each sender and ask a few questions. One of my first questions to them is, “How much are you spending on your advertising as a percentage of sales?” For both retailers and manufacturers, it takes time to come up with a figure, but it usually works out to be just over 1%. So then I ask, “Do you think that is enough to spend on the lifeblood of your business?” The answer is almost always, “I don’t really know!”

That’s the funny thing about advertising. Those who really do it well by creating great call-to-action ads and by spending enough to get ample reach and frequency know that it works. But they also say that advertising is like kissing someone through a picket fence: You have to do it just right to get the desired effect. The point is simply that good advertising is not easy and just when you think you have it right, everything changes.

For starters, you must have the right merchandise at the right time for the right price. You then have to select the most appropriate marketing vehicle with an effective message to attract potential consumers. That’s six points right there that have to be on target. Of course, you also have to spend the right amount of money, have the right store signage and the right displays. Now we have nine points that must be right for an ad to pay off big.

Consider this; advertising is like a Rubik’s Cube. All the sides have to be lined up perfectly if you are going to solve the puzzle. If you are a retailer or manufacturer, solving the advertising puzzle is everything. Read the entire article by clicking here.

If you would like to comment directly to Dennis about this article or have him address a subject matter in future articles feel free to email him directly at dconforto@a-z.com.

American Crafts and scrapbooker Elizabeth Kartchner announced Dear Lizzy, the first product line from the company created in conjunction with a guest designer.

The spring-themed Dear Lizzy line adds another stellar collection to the American Crafts range of products, providing novice and expert scrapbookers, cardmakers and crafters with fun new products and inspiring materials.

Kartchner is the 2007 Creating Keepsakes Scrapbooker of the Year and author of the recently released book 52 More Scrapbooking Challenges. She worked closely with American Crafts’ design team to produce a line that strikes a balance between American Craft’s clean, vivid shapes and patterns and the decidedly feminine, playful touch of the designer herself.

Kartchner, who also authors a popular blog, says, “I’m so excited to debut our months of hard work on the Dear Lizzy line. I’ve always loved the bright, fresh look of American Crafts, so I knew they’d be the perfect company to help bring these ideas to life.”

The Dear Lizzy line is not only perfect for expressing springtime memories, it can also be used for everyday projects, providing unlimited possibilities for layouts and cards. The line, with its recurring flowers, trees, bicycles and nature motifs, was inspired by the concept of an outdoor tea party. Kartchner and American Crafts have combined indoor and outdoor elements into a fun and fanciful collection.

Included in the Dear Lizzy line are 24 patterned papers – including adhesive-backed fabric paper, a first for American Crafts – along with other new products introduced for the first time like multi-color Thickers accents. Other American Crafts staple items round out the collection with acrylic stamps, Fla!r, Remarks stickers, Minimarks rub-on transfers, multi-layered Details shapes, premium ribbon, House chipboard shapes, glitter buttons, jewel brads and two new Thickers fonts.

American Crafts has created stylish and innovative scrapbooking products since the early 1990s. The company has established itself as a leader in the industry by providing stylish, high-quality products and responsive customer service. In addition to patterned paper, American Crafts produces Thickers, AC Cardstock, albums, unique pens and markers, Premium Ribbon, Fla!r embellishments, Remarks stickers, Minimarks rub-on transfers and other embellishments that always rank as customers’ favorites.