"A smooth sea never made a skillful mariner."

-- English proverb

by Jami Petersen

The response from last week's article was incredible. Fran Saperstein follows up with some ideas for both manufacturers and retailers to attract "newbies". We can all agree that attracting beginning crafters is an industry goal, but accomplishing this goal may be challenging. Fran offers some simple strategies that can be easily implemented by everyone.

And CHA begins in merely a few days. Make sure you are signed up for the educational classes they are offering to help increase your business and financial savvy.

Jami Petersen
newsletters@a-z.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.
 

QuicKutz brands sold to new investors. Lifestyle Crafts, LLC has entered into an asset purchase agreement with QuicKutz, Inc. to purchase the QuicKutz and L brands and products. Under the terms of the agreement, Lifestyle Crafts will continue to sell both brands in stores worldwide to meet increasing customer demand.

Scrapbook MAX Introduces Archival Quality Digital Scrapbooking Software. Scrapbook MAX v2.05 is the first digital scrapbooking software program to combine ease of use with an archival quality graphics engine. The speed and sub-pixel precision of this innovative scrapbooking technology allows scrapbookers of all levels to create unique digital scrapbooking pages, and maintain a professional-quality archive of their designs.

ScrapbookSteals.com celebrates its first birthday and shares its greatest hits from the past year. ScrapbookSteals.com, a deal of the day website for scrapbooking products, just celebrated its first birthday. The online boutique posts one name-brand item at 50-80% off retail at 9 am MST each morning, and that item is available only until it sells out.

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!
 

by Fran Saperstein

Last week we discussed the need to go back to our “roots” as an industry. By that, I mean focusing on the memories, the photos, and making scrapbooking easy for people to begin without making a huge investment of time, money and space.

For both manufacturers and retailers, our first suggestion is to keep it simple. While elaborate examples will wow your seasoned customers, it is important to offer alternative examples that showcase basic techniques for beginners and first-timers. If a potential scrapbooker sees a project that they think they can create, they will be more likely to attempt the project. They will turn to you for ideas and suggestions, and of course, product!

Manufacturers:

1. Create products with low price points in mind. A beginner or newcomer to the craft might feel overwhelmed by the price points of embellishments, tool kits, etc...

2. Some manufacturers have had great success in marketing $1 programs. The $1 MSRP entices customers, and is a perfect way to introduce new scrapbookers to patterned paper, stickers, and embellishments.

3. Package products so that a consumer can see the contents either by a photo or clear wrapping. Consumers are suspicious of a multiple-sheet paper pack if they can only see the design on the top sheet. (Think of how calendars are sold, with mini photos of the images inside.)

Retailers:

1. Stock items that make it easy for a beginner to “get their feet wet.”

2. Kits with lower price points that take some of the guesswork out of shopping will be a big hit. Look for coordinating paper packs, embellishment starter kits, sticker assortments, and even page kits from leading manufacturers.

3. Don’t wait for manufacturers to put together kits that will entice a beginner. Work with customers in your store, or with sales people to put together packages based on collection or experience level.

4. Consider creating kits with specific projects in mind – a wedding album, for example.

5. Create kits that introduce a new product collection or manufacturer to your customers. There is added benefit in this for you – you’ll increase your turn rate, and increase your profit when you are selling multiple products in one sale, rather than allowing the customer to choose a single sheet of paper from a collection. Merchandise the products with completed projects and layouts that can be completed with the featured kits.

6. Don’t be afraid of desegregating some of your products in your store. If it doesn’t sell, clear it out by putting it up front on a clearance spot. This will help you turn your merchandise and will help you replace the merchandise with more sellable products.

7. Offer beginner classes that feature the simple projects you display. Place sign-up sheets for beginning scrapbooking throughout the store. Make it easy for people to sign up for this class. Offer it for free or free with a purchase. You’ll gain customer loyalty and convert someone to the craft quickly.

8. Create a display that shows items categorized by:
a. New Products
b. Most Popular
c. Great for Beginners or Scrapbooking Essentials
These areas will be effective for all of your customers. A seasoned scrapper might see an item listed as “essential” in the beginners section, realize that they don’t have one, and snatch one up.

9. Print “Layout of the Store Maps”. These can provide even your seasoned consumers with information on how your store is organized. If the consumer cannot find a product, she cannot purchase it.

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 >>

DCWV Inc.® Introduces Digital Scrapbooking Website and iPhone® App

DCWV Inc.® is launching 300dpi.com, an online digital scrapbooking website and eScrap™ App, a new iPhone® App. DCWV has a long-standing reputation for its quality and diversity of award-winning designs and will be extending their expertise into these two new product lines.

Denise Pemberton, Creative Director of 300dpi.com says, “We’re taking our most popular designs and reaching a broader audience with our digital scrapbooking website and our iPhone® App. People today are busy and using digital and downloadable products that interface with Facebook and iPhones®. By providing digital options in scrapbooking, we’re facilitating this active and on-the-go lifestyle.”

The 300dpi.com website includes digital kits, paper stacks, elements, alphabet sets, stock photos, quick quotes, gift ideas, blog wear and more. In early 2010, 300dpi.com will also be offering online software that will allow consumers to create a digital scrapbook that can be printed, bound, and shipped as a photo book to their doors.

300 dpi™ products will be available for purchase both online and at retailers who will be offering 300 dpi™ gift cards and CDs at their retail shops.

The eScrap™ App will offer customizable iPhone® layout backgrounds, elements, fonts, and filters with the capability to add, resize and rotate photos onto design layouts. The eScrap™ App will be available on the iTunes® store in March 2010.

Both 300dpi.com and the eScrap™ App will also allow users to share their digital creations by posting on 300dpi.com, emailing, texting or loading onto social networking sites.

“One of the rewarding aspects of 300 dpi™ and the upcoming eScrap™ App is being able to share with family and friends. Upon completion of a project, I can simply upload to the 300dpi.com website, Facebook or send it via text,” says Erin Madsen, an avid scrapbooker.

About DCWV Inc.®
Based in Provo, Utah, DCWV Inc.® was founded in 1995 by Nancy and Mike Hill. The company designs, manufactures, and sells innovative, quality products to the scrapbooking, home décor and stationery markets. In 2005, DCWV was recognized as one of the fastest growing companies on the "Inc. 500 Fastest-Growing Private Companies" list and was recognized as the #1 Utah-based company. Its products are differentiated by their quality, on trend look and feel and customer-respected brand name.