The industry as seen by top designers.
How To Profit from Mixed Media
A sneak preview of a seminar on one of the
industry's hottest trends.
Staff Report (June 200, 2010)
The theme of CHA's Summer Conference & Trade
Show is "Craft Fusion: The Selling Power of Mixed-Media."
Complementing that theme is a panel discussion, "Craft Fusion: Using
Mixed Media To Grow Business."
What exactly is Mixed Media, and, more importantly, how can
retailers, manufacturers, and designers capitalize on this new trend
to grow their businesses and increase profitability? The panelists
will attempt to offer some answers
The moderator is veteran designer, author and
television host Julie McGuffee.
Jo Pearson, the creative guru at Michaels and host of "here
Kathy Cano Murillo from iLovetoCreate, representing manufacturers.
Linda Augsburg, veteran editor of industry-related hard-copy
magazines and now Editor at Favecrafts.
Kathie Stull, owner, KS Productions, Inc producer of numerous
industry-related television series for PBS stations.
Julie Fei Fan Balzer, a mixed media artist.
Mike Hartnett, CLN's Publisher
Julie and Julie have just finished filming the
new television series, Scrapbook Soup, which will air on PBS
stations. The series promises to include numerous mixed-media
projects. For a sneak peek, visit Life in the Craft Lane at
What: "Craft Fusion: The Selling Power
of Mixed-Media." (S105)
When: Monday, July 18, 3:30-4:30 pm.
Cost: Free if you have a trade show badge.
For more information: Visit
Mike Hartnett comments.
My main theme will be how specialty retailers
are myopic and don't realize their customers, whether they're
beaders, painters, knitters, or whatever, do more than just a single
category and spend money in all sorts of places, money that could
have been spent in their stores if they'd expanded their thinking –
and their inventory. To support that theme:
1. When Crafts was the largest
consumer craft magazine, a survey of readers found that the average
subscriber dabbled in five different types of crafts.
2. When counted cross stitch started to
decline, the suggestion to specialty shop owners at a trade show
panel discussion to expand their inventory to such things as
needlepoint or plastic canvas was roundly rejected. Most, if not
all, of those stores are out of business.
3. As I've reported in CLN, I have
witnessed first hand the transformation of my wife Barbara from a
life-long non-crafter into a hard-core enthusiast (jewelry-maker).
Of course she has bought beads and other supplies from the
traditional bead shops, chain store jewelry departments, e-commerce
sites, and consumers shows. But she has bought an astonishing array
of products from other types of stores. -- hardware, scrapbook,
sewing, needlework, office supply, pet, cooking, discount,
warehouse, and antique stores She would have bought those products
in a bead shop or a chain's jewelry department if she could have
found them there.
4. About 20 years ago when scrapbooking
was becoming a national trend, I wrote a commentary suggesting we
use the word "memory" rather than "scrapbooking" because that opens
up the category's products and sales to more than slapping a photo
and embellishments on a page.