"Great things are not accidental, they must be willed."

-- Vincent van Gogh, artist

by Jami Petersen

Last week's feature article discussed five of the ten guidelines for advertising success. Spend some time this week reviewing guidelines 1-5, and learn about guidelines 6-10. You'll get great ideas and suggestions for new methods of advertising and how to improve upon your current marketing efforts. Your current goal should be bringing new customers into your store and after this week, you should be armed with the knowledge of new ways to meet that goal.

Jami Petersen
newsletters@a-z.com

Tombow

Miss the Kokuyo Dot’n’Roller?

Tombow’s MONO Adhesive Dots are the perfect replacement!

The easy grip applicator allows for a smooth application for either a straight or curved line. The unique diamond dot pattern adhesive will not string or break, and its simple drop-in cartridge makes refilling easy. So what are you waiting for? Give them a shot.

We just know that you’re going to love them!
 

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.
 

iPad apps make professional creativity easy. "Some of the criticism lobbed at the iPad is that it is a device meant for consumption, rather than creation. But one only need take a glance at the iTunes App Store to find myriad apps that challenge that notion. Scrapbooking your thing? Pick up Coolibah Digital Scrapbooking (free, premium features available for $4.99, additional scrapbook layouts 99 cents) and turn your photos into works of art. Premium content can be purchased directly through the app."

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

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

Last week we discussed the first half of our list of 10 guidelines to contribute to your advertising success. To review, the first five guidelines are:

1. If your advertising isn’t working – STOP IT!
2. Understand how direct response advertising works.
3. Testing and Measuring are a must.
4. Your headline is the most important part of your ad!
5. Remember the advertising rule known as AIDA.

This week we’ll discuss the final five guidelines for advertising success.

Benefits, benefits, benefits!

One of the principles that should drive all of your marketing campaigns is communicating the benefits of your product or service. The copy of your ad needs to be a personal communication to the individual reading it and it needs to be about them. The ad needs to address their needs, desires and fears and it needs to constantly communicate the benefits of what you are offering.

Nobody will buy anything from you until they have first understood how they will benefit from what you have to offer. Here’s a useful tip: When you’ve written your ad, imagine stepping into the shoes of your prospective customer. From this perspective does the ad fully convey what the benefits are? If not, go back and fine tune the ad until it feels right.

Don’t advertise on a left hand page!

This one piece of knowledge can turn an unsuccessful ad campaign into a successful one. This has been tested again and again. When you read a publication, your eyes are drawn to the right hand page as you flip through. Statistically, more people will see your ad if it’s on the right hand page.

If you look at the big national magazines and newspapers, you will see that most of the large advertisers are on the right hand pages. The few that appear on the left hand pages will be paying less because their advertising agencies know that fewer people will see the ad.

read the entire article...

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.

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 >>

American Tombow, Inc., a distributor of office and craft & arts supplies, has announced the formation of the company’s first design team. The 2010 Tombow Design Team will educate consumers on alternative uses for Tombow products, provide project ideas and share craft tips and techniques. Team members include: Sarah Little, who focuses on scrapbooking; Debbie Fisher, who specializes in altered arts; Marie Browning, who focuses on rubber stamping and marker techniques; Joanna Wallace, who specializes in paper crafts; and April Stanfield, who focus on vintage paper crafts.

“I’m very excited to be a part of the first Tombow Design Team,” says new member Joanna Wallace. “I feel honored to be given the opportunity to use my creativity to inspire those who share my love for crafting.”

Tombow has developed a reputation in the crafting industry for its quality adhesives and drawing supplies, but the company wanted a way to reach consumers and express the versatility of its product lines.

“Our crafting supplies can be used to make anything from personalized cards and invitations to scrapbooks,” states Jeff Hinn, president and CEO of Tombow. “We felt that a design team could show the multiple uses of our products by creating interesting and innovative projects.”

Over a period of four months, the company reviewed qualified candidates and made its final selections based on the candidates’ unique and diverse talent and knowledge of Tombow products.

“We wanted to create a well-rounded team that would represent the entire crafting spectrum, and we could not be more pleased with the result,” says Cathy Daniel, marketing manager for Tombow. “Each woman brings her own expertise and perspective, and we anticipate that they will build a loyal following for themselves as well as Tombow products.”

About American Tombow, Inc
American Tombow, Inc. is a wholly-owned subsidiary of Tombow Pencil Co., Ltd. of Tokyo, Japan for distribution of Tombow brand office and art products in North America. Tombow has achieved an outstanding reputation for its unique, innovative and original products. The company offers a wide array of craft, art and office supplies including dual brush pens, correction tape, glue sticks, liquid glues, adhesive tape runners and drawing pencils. The Craft Collection, products intended for scrapbookers and craft enthusiasts, is one of the company’s most successful brands to date. For more information about Tombow, visit www.tombowusa.com or please call 1-800-835-3232. To learn about the Tombow Design Team, visit the Tombow blog at blog.tombowusa.com, follow Tombow at www.twitter.com/tombowusa or join the Tombow fan page at www.facebook.com/Tombow-USA.