Creative Leisure News - Business-Wise

Mike's often irreverent, thought-provoking analysis of the industry-- with an occasional guest columnist.

Listening to Consumers

Demographic studies and message boards aren't enough.

by Trish Hansen (December 3, 2007)

Before I go any further (in my not so humble opinion!), if scrapbooking were only about preserving photographic memories, there would be no need for funky embellishments and beautiful papers; we�d be sticking pix in photo albums with a note next to the pic. There would be no scrapbooking industry and we wouldn�t be having this discussion. For every scrapbooker I know, scrapbooking, like every other craft, is about creative expression and personal fulfillment.

So often people, women in particular, feel that they have to justify any time spent doing anything that they love. One of the things I always liked about scrapbooking was that women could be creative, spend time on and for themselves, while doing something wonderful for their family as well.

We are all looking for validation; it�s a basic emotional need. So yes, I�m sure that for many scrapbookers, the craft gives them a certain amount of validation. It�s important to feel good about yourself. As an instructor, I�ve always felt that crafters should be hearing "WOW! Look what you did!" from us, regardless of whether or not they have contest-winning talent.

For those who do enter contests, submit to be published or participate in design teams, we should be treating them fairly, with respect and in the case of design teams, they should be adequately compensated. When we have repeatedly failed to do so, how is it that we can be surprised by this outpouring of resentment?

You asked if scrapbookers are "crazy." I�d say not more or less than any other creative group. Anything done to express oneself creatively is very personal. When people feel that they are personally attacked, they tend to strike back.

I�ve never been certain how or why, for so many, scrapbooking became a world of celebrity, contentious competition, and ego, or why the industry as a whole bought into it. Wouldn�t it be better if we made it less about us (the industry) and more about them (the crafter)?

Message boards represent a narrow group of our customers. Truthfully, the majority of scrapbook enthusiasts are out there scrapping and could care less about any of this. Of course, more and more of them are gravitating to beading, fiber arts, and quilting. Why? Because crafters like to craft and creative people like to expand their horizons, and because our market has matured and because even those folks who pay no mind to the blogs and industry hype are feeling the negative effects.

While there is the temptation to pass all the hoopla off as coming from a few malcontents, which is largely a true statement, I know from past experience what a huge mistake that can be. As an industry professional it concerns me that we are, apparently, failing to understand our customers.

How we market to and interact with our consumers has changed dramatically in recent years. Demographic studies and Internet message boards are great tools, but they don�t take the place of face time with our consumers. Because crafting is about creativity and self expression, it can�t be pigeonholed into tidy groups (like SAHM�s).

Once again, it seems that we would profit greatly by paying a lot more attention to the retailers and store-based instructors who see these people every day and who sit around the crop tables kibitzing with them. Whatever face we want to put on it, at the end of the day we need to be making sales. In our declining market, if we continue to alienate our consumers we just may find ourselves selling used cars or burial plots.

(Note: To read previous comments on the subject by industry professionals, click on "Are Some Scrapbookers 'Crazy'?" in the right�hand column. To read a thoughtful consumer's view, click on Memory, Paper & Stamps in the left-hand column. To add your thoughts to the conversation, email CLN at mike@clnonline.com.)

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