"Only those who risk going too far can possibly find out how far one can go."

-- T.S. Eliot

by Jami Petersen

How we perceive potential customers has a lot to do with whether they will become actual customers. Guest author, Kindra Foster Lindbloom, suggests that semantics may play a role in those perceptions. Can we open the door to new opportunities by changing our language? Kindra has some compelling arguments that are worth considering.

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.
 

Spellbinders Paper Arts Introduces Impressive New Designs. Spellbinders™ Paper Arts, LLC, an award-winning inventor, manufacturer and marketer of cutting edge tools for crafters, introduced 30 new die templates and six (6) new Presto Punch™ templates.

Dies Direct™, a division of PMA Photometals, Inc., launched two new patent-pending universal thin metal die products for paper craft industry resellers at the CHA Trade Show and Convention. Dies Direct™ is also announced its approval for licensing by Big Idea Entertainment for the popular and venerable VeggieTales® characters. Dies Direct™ will develop metal dies and related Scrapbooking products that will be released in Fall 2010.

Sakura

Koi Water Color Field Sketch Kits are portable sets, perfect to take along on hikes, vacations, or lunch breaks in the city. Koi Water Colors blend easily to create an endless color range. The kits are available in 12, 18 and 24 colors.

Each set contains a Koi Water Brush with a two-piece barrel handle to carry water. Small, medium, and large brushes can be purchased individually.

Contact your wholesaler for details. http://www.sakuraofamerica.com/Watercolors-Set
- see video demo!

by Kindra Foster Lindbloom, Foster Executive Writing & Editing

Although it’s true that people doing their first scrapbooks could be called “beginners” or “newbies,” I’d like to encourage retailers to avoid both of those terms. The reasons have to do with the needs of two audiences—both of which could be keys to the expansion of retail scrapbooking businesses.

The first audience is made of people who truly are newly entering the world of scrapbooking. As Fran Saperstein points out in the last issue’s guest article, this audience needs a different approach than the “scrapaholics” we are all used to catering to. We need to make scrapbooking more accessible for them by providing easy-to-use products, basic instructions, and ways to enjoy scrapbooking even as they learn new techniques.

On the other hand, it’s important to remember that no one likes to be a “newbie” or “beginner”. It implies that other people think we have a steep learning curve ahead—and that we are not as “good” as others who have been building skills for years. If we find a way to make this audience feel they are doing wonderful things now, we might get them to come into our stores more often.

The second audience is made of people who have been scrapbooking for awhile, but are interested in preserving memories without showing off artistic skills. They dislike the constant pressure to “improve” and learn complicated techniques. They are still experts at what they do; they just prefer a simpler style of scrapbooking.

This kind of scrapbooker will not progress to scrapbook pages with fancy embellishments and artistic flourishes. If you call them newbies, you give them one more reason to leave their photos in their closets. They are scrapbookers with different needs than highly-artistic experts, and they are prospects with just as much validity.

This simpler breed of scrapbooker will be looking for pre-designed layouts, easily accessible photo storage options, and short-cut techniques to jazz up pages. They are probably good candidates for easy digital scrapbooking. Some customers in this audience will no doubt “catch the bug” and expand their skills and techniques—thus expanding the number of products they buy. But others will never do anything more than throw photos and labels into albums, as they did into shoeboxes. Do we really care, as long as they are buying the albums from us?

To be profitable, a storeowner should approach each of these audiences distinctly, both in a different ways than we are used to approaching “beginners”. If we don’t, we might push them away and limit our thinking about potential consumers.

I suggest we use new labels when talking about customers in these two market segments. They need to be terms that are flattering and fun, so a person would want to aspire to them. Maybe we could borrow terms from other craft market segments. Quilters, for example, look for easy, intermediate or advanced patterns to match their skills. The quilter decides which skill level she wants to tackle. What if we rated scrapbooking products and projects with “easy”, “intermediate” or “advanced” to help scrappers choose their own categories — then make every category fun and interesting?

Maybe the key is positively describing the style of pages these scrappers make. How about “minimalist scrapbooking” (to borrow a term from the visual art world)? We could call it “shutterbug scrapbooking”— for folks who emphasize photographs and de-emphasize artistic embellishment. A “grassroots scrapbooker” would be someone who uses basic, fundamental techniques on purpose. Another possibility is “fundamental scrapbooker.” Regardless of the terms, we need to cater to these people as viable new customers with specific needs today. We won’t get anywhere trying to force them into a complex form of scrapbooking they don’t want to tackle or won't enjoy.

The primary point of scrapbooking for most people is to preserve memories, not to show off artistic skills. Easy scrapbookers and shutterbug scrapbookers can be just as passionate about preserving memories. We do need to think of other new ways to expand scrapbooking to make it profitable, but making it fun and accessible for all types of scrapbookers is a good start.

Kindra Foster Lindbloom of Foster Executive Writing & Editing has a long history in the scrapbooking world as a product manager, communications manager, editor and writer for manufacturers, retailers and publishers. Need an affordable flyer, article, press release or Web site text? Call Kindra at 402-601-5483 402-601-5483 or visit fosterwriting.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 >>

New Retail Power Panels Spotlight Upcoming Product Line Launches

Sizzix, the world's leading manufacturer of award-winning hand-operated die-cutting equipment, is pleased to announce an incredible array of new products and exciting additions to its existing Sizzix® product lines at the Craft and Hobby Association (CHA) Summer 2010 trade show in Rosemont, Ill.

In addition to the comprehensive assortment of Tim Holtz Alterations™ products and newly licensed BasicGrey releases for Sizzix, the latest brand offerings include more creepily realistic images from our Halloween Originals™ and Bigz™ dies, including three wickedly awesome 3-D Pop-Up Dies by Karen Burniston to scare up all sorts of spooky fun. Even the dead will look alive with this assortment!

It’s also a great time to be a Big Shot™ Pro Machine. A brand new product line – ScoreBoards™ Pro Dies – awaits a much anticipated release for its exclusive use with the Big Shot Pro. Now crafters can quickly cut and score oversized designs in just one easy step. New Bigz™ Pro Dies also gear up for their debut, while Movers & Shapers™ Pro Dies return to the retail scene with a proven product selection.
‘Tis the season for holiday-themed Originals, Bigz and Bigz XL Dies. Compatible with our bigger machines, these dazzling new dies deliver the season’s joy with many embellishing opportunities. The 3-D (Pop-Up) Twist Cube and 3-D (Pop-Up) Gift Card Holder w/For You Phrase offer an added dimension to delightful days of gift giving.

Who wrote the book on creativity? Sizzix Mini Albums are all about decorating life with a single focus on any subject or occasion. Just one look at these Bigz XL Dies and you’ll quickly discover the difference from any other ordinary mini album.

Compatible with the Texture Boutique™ Machine and bigger Sizzix roller machines, Textured Impressions™ Embossing Folders come not only in the form of Halloween & Christmas power panels, but for Valentine’s Day as well (and for love all year long for that matter). For small, medium, border or large impressions, Textured Impressions offer our deepest and boldest embossing experience yet. Directly from our own design team, 14 new Sizzix Artist Studio Bigz Dies deliver hip and trendy fun with a vintage feel for added inspiration.

Whether it’s a single Bigz Serif Essentials Letter or a Bigz or Sizzlits® alphabet set, one thing’s for sure: Sizzix spells creativity. See how we’re changing crafting – one letter at a time.

Valentine’s by Stephanie Ackerman w/Karen Burniston & Eileen Hull are all lovely with new Sizzlits 3-Die Sets, Bigz, Bigz XL and ScoreBoards XL dies to uniquely celebrate life and love.

CHA Winter 2010 Best Sellers make a triumphant return as popular shelf-turning items. These tried and true designs offer customers a selection of irresistible beauty and versatility.

Finally, a limited edition of Sizzix Dies will be offered as exclusives for Crafter’s Home Buying Group until November 1. All about the invigorating artistry of Karen Burniston, this assortment includes one Sizzlits 4-Die Set, three Originals Dies and one Bigz Die (an amazing 3-D Pop-Up Pull Tag Frame).
"Once again, Sizzix offers something for everyone," said Denzil Quick, director of marketing for Sizzix. "The diversity of our releases and enticing nature of our retail displays ensure that crafters will remain engaged in the highest form of personalized self-expression.”

About the Sizzix Brand
Gone are the days of ragged paper edges, lopsided cutouts and hours of wasted time. Now is the time of the space-efficient, easy-to-use and affordable Sizzix System. Ellison developed the technology for the original Sizzix Machine, and in 2001 the Sizzix brand was created and launched. Since then, Sizzix has developed a complete line of machines, dies and accessories. Sizzix machines are versatile and affordable, making them a hit with everyone from novices to professional designers. Sizzix has received numerous awards, including winning the Creating Keepsakes' Readers' Choice Award for Best Die-Cut Equipment every year since 2003. Sizzix is committed to helping individuals express their inner creativity through its innovative line of products.