scrapbook retailers
scrapbook manufacturers
stationery and gift retailers
scrapbook trends
As I opened and read my email this morning, I was pleasantly surprised to see my response to the sounding of the horn by Dennis Conforto, to his article "A Perfect Storm." Mr. Conforto is the Chairman & CEO, A-Z Media Group parent company of scrapbooking.com
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Response to A Perfect Storm, Last Week's Article
by Terri Conrad, Terri Conrad Designs
Dennis Conforto is one SMART fella! I am an artist and designer who seeks and needs successful (consumer product) manufacturers and retailers. In order to grow my licensing program, I cast my sights on trends, competition, and the broad-based commercial viability of my art. In order for my work to enable a manufacturer's success, I must keep my radio turned on and tuned in. I must be aware of what is going on in each industry where I have licensed product. It requires time to be prepared, but be prepared I'd rather be, than, like the "unsinkable" Titanic, go down with the crowd, when we hit a slippery slope of ice.
As a scrapbook retailer, have you considered, or do you already:
+ Attend the National Stationery Show in New York?
+ Diversify your product line?
+ Offer classes to women's and/or special interest groups in your community?
+ Consider co-operative marketing & advertising with community groups?
In 2008, the National Stationery Show® launched a dedicated paper crafting seminar, in response to growing consumer demand for unique paper crafting products, scrapbooking supplies and handmade greetings. The seminars addressed how social stationery retailers can draw this new customer base to their stores and increase their bottom line.
As a scrapbook retailer, you can address how to draw social stationery customers into your store. All hands on deck! Retailers, manufacturers, artists, designers, and media - your ship's captain, Dennis Conforto has, (based on strong, irrefutable evidence) sounded the horn. Let's look at some possible solutions to each of these warnings:
Too much new product and not enough new consumers: New is not always better, nor profitable. A false belief has taken hold that the consumer demands this. It must stop on all levels. Find different and creative ways to package and merchandise the same product
Too many trade shows and not enough revenue to support them all: Choose exhibiting and attending trade shows wisely, select based upon geographics and your forecasted business plans
Too much dead inventory and not enough cash to pay for it: Manufacturers, develop a credit return policy with retailers, and donate returns to special interest groups. Retailers, think creatively in merchandising your product.
Too much talk of competing and not enough talk on cooperating: Smaller manufacturers, develop cooperative liaisons with other smaller manufacturers creating a strong support base, exhibit next to each other, explore cross-market advertising.
Too many manufacturers represented within a single store and not enough strong manufacturer/retailer partnership programs to promote brands: Retailers, call on the manufacturers you carry, ask for input and support to generate sales. Manufacturers, let the sale of your product be the beginning, not the end of your work with retailers
Too much advertising spent on the converted and not enough spent to convert: Develop planned giving campaigns ˆ we all can participate in the BIG Give!
Too much focus on the craft-only consumer and not enough focus on other non-traditional consumer groups: Partner with special interest groups
Take a close look at home décor and stationery trends, they are all incorporating scrapbooking concepts into their respective industries. Remain true to the focus and intent of scrapbook but educate yourself beyond the book. When we think creatively, we will be creative. The paper crafting and scrapbooking industry has had a far reaching impact on overall design application. Look beyond the bow of your own boat, and see (or shall I say "sea") the possibilities."
Scrapbook, gift and social stationery retailers are welcome to contact Terri for information on cross-merchandising her many product lines. Email her at sales@terriconraddesigns.com
Terri has two new collections of scrapbook product ("Sweet Life" and "Lovely") soon to be launched in partnership with K&Company.
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In January 2007 Terri Conrad emerged into the scrapbooking arena as a force
commanding top sales for the upstart company Webster’s Pages, a division of Webster Fine Art.
Terri’s creative vision and unique style of art launched her licensing program and Webster’s Pages
into the scrapbooking industry and the market of home and wall decor crafting products. continue to learn more about Terri
< from Terri's Feather Your Nest collection
retail available here
view more and purchase wholesale here
Enjoy a blessed Thanksgiving!