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CHA 2007 Summer Show: Digital Scrapbooking Seminar Lineup

Seminars designed to help retailers understand – and profit from – the digital revolution.

by Staff Report (June 4, 2007)

The Craft & Hobby Association will host a number of educational programs designed to help retailers tap into the sales and marketing potential of digital scrapbooking during the Summer Show, July 20-22 in Rosemont, IL.

"More consumers are using digital cameras and technology to capture and share their memorable moments, and now they're looking for ways to combine these digital tools and techniques with traditional scrapbooking methods," explains Sandy Ghezzi, CHA's VP/Marketing, Member Services and Education. "We've put together a strong line-up of marketing, merchandising and trend programs designed to help retailers get a jump on this virtually untapped market."

Capture New Profits From Digital Images.

Thurs., July 19, 3:00-4:15 p.m. (S104). Speaker: Kelsey Anderson, VP of Scrapbook and Craft Development, Lucidiom, Inc.

Anderson will share ways to turn digital images into lasting memories for customers. Retailers will learn a profit program that encompasses education, environment, and entertainment – and take away role-playing exercises they can use with their staff to drive more business and profits.

The program will cover ideas to help consumers make stories and art with their photos, combine digital and paper arts to reach crafters of all abilities, and will show retailers how to connect with customers in the store, at home, and online.

Fri., July 20, 2:00-3:15 p.m. (S108). Speakers: Beth Mauro, Editor-in-Chief, CNA magazine ... Randy Benson, President/Co-founder, pcCrafter ... Linda Sattgast, President, Scrapper's Guide ... Angel Brown, Sr. Marketing Manager, Adobe Systems, Inc.

This seminar will introduce what digital scrapbooking is, who is doing it, and the various opportunities available. Learn why it's important that our industry be paying attention to those consumers who are utilizing technology, along with traditional methods, to preserve precious memories and share experiences with others. Explore this blend of scrapbooking and learn ways to easily incorporate it into your business.

Fri., July 20, 3:45-5:00 p.m. (S112). Speakers: Molly Newman, Associate Editor, Digital Scrapbooking magazine ... Ashley Smith, Partner, Polka Dot Potato ... Angie Svoboda, Owner/Pharmacist, Good Life Photo Digital Scrapbooking magazine ... Margie Lundy, CEO, Digital Scrapbook Place ... Yvonne L.V. Busdeker, Design Team Manager/Digital Designer-Instructor, WorldWin Papers ... Linda Malek, Principal, LJM Associates ... Jeanie Jones, President/Owner, The Scrapbook Pad.

Ten years ago, owners of traditional photo labs couldn't have imagined the impact of digital cameras. Fellow retailers and manufacturers have embraced the opportunities – and dealt with the challenges – of digital scrapbooking and turned it into additional profit streams. Highlights of the discussion will include: making simple changes to marketing, merchandising, and inventory to make the store a "digital destination"; understanding who customers are and determining the best way to service them; and marketing traditional scrapbook products/services to digital consumers – and vice-versa.

How to Introduce Digital Without Losing Traditional Sales.

Sat., July 21, 2:00-3:15 p.m. (S118). Speaker: Linda Sattgast, President, Scrapper's Guide

Discover how to incorporate digital scrapbooking into your business in a way that is profitable for you and exciting for your customers. Experience a class in action as Linda Sattgast, Adobe's scrapbooking expert, demonstrates tips and tricks for making fun and creative scrapbooks that combine digital techniques with traditional products.

To pre-register for any of these programs and the show itself, including a complete schedule of programs and events, exhibitor listings, travel discounts and other show highlights, visit www.chashow.org.

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