Home
Business-Wise
Kate's Collage
"Vinny Da Vendor"
"Benny Da Buyer"
Kizer & Bender
Memory, Paper & Stamps
Category Reports
Designing Perspectives
Scene & Heard


Creative Leisure News
306 Parker Circle
Lawrence, KS 66049
Phone: 785-760-5071
Email: mike@clnonline.com


 


The trends, the issues, and productive business strategies.

Printer Version

Learning from Another Market for Scrapbooking 

Gaining a broader perspective on your business.

by Sandra Joseph, Reminders of Faith (Sept. 20, 2004)

Stepping onto the show floor at the Christian Booksellers Convention in July was very similar to my first trade show in the craft industry. In July, 2000, I walked into the ACCI show not knowing a soul, but aware that I had a mission to fulfill as well as a passion for learning everything I could about this industry. Over the course of time, doors were opened and contacts were made, allowing me to work in the field I loved.

The Christian Booksellers Convention is a specialized association that caters to the Evangelical Christian market. The bulk of their business entails book sales, though they also have a strong focus on music and specialized gift products. Their demographics are very similar to those of the traditional scrapbook audience.

I have benefitted greatly from the experience of observing another industry’s trade show process and gaining yet another perspective on how different industries "do" business. Below are some of the key areas I believe to be different from that of our own industry’s trade shows:

CBA’s show floor was equipped with an interactive member center that proved to be very user-friendly. At this center, I could find industry statistics and marketing tools, as well as trained association staff members waiting to help me. In addition, this booth provided shipping information, merchant account information, and computers to check email during the show. Another bonus was that the CBA president had a scheduled meeting time every day at this center, so that if attendants wanted to meet with him or the CBA staff, it was simple to know when and where to be. This center proved to be invaluable to me as I strived to learn more about this industry.

A very effective part of the CBA show was the newspaper that is published daily. Because there were so many different events taking place at this show, such as book signings, concerts, and seminars/workshops, this daily show publication promoted participating companies and events. The first thing I did each day when I entered the show was pick up a newspaper to learn what was happening that day on the show floor, what had happened the day before in terms of show traffic and sales, and initiated interviews with key people. Having this newspaper accessible really helped me feel as though I could manage the show.

One of the biggest parts of the CBA show was the Personality Booths that were arranged around the perimeter of the show floor. Each day, the different popular authors, musicians, and speakers signed their new releases or bestsellers at scheduled times. Announcements of the personality booth’s schedule were published in the daily newspaper as well as at each booth. This was a wonderful opportunity for the retailers who sell these authors’ works to meet and greet the each other. Attendees actually planned their days around the different personalities’ schedules. In addition, there were many personality events scheduled in booths on the show floor, which were also publicized in the daily newspaper and at the booth itself. I really enjoyed meeting the personalities, as it made me feel as though I was a part of their industry.

Just as we give away paper and stickers, this industry gives away books – and lots of them! So many that they maintained a special shipping area off the show floor so that the retailers could ship the books home without having to take them off the show floor. What a service!

This year, my second at CBA, was an exciting one for me as our company, Reminders Of Faith, had the privilege of displaying our products on the CBA show floor. I was privileged to conduct a book signing in our distributor’s booth, and was very pleased when guests began lining up for the signing 20 minutes before the event actually began. I signed over 150 books, exceeding our allotted time by more than 20 minutes, until we ran out of books. It was encouraging to see how the CBA welcomed our books and products.

By looking outside our industry and learning about another target market, Reminders of Faith has been able to introduce more people to scrapbooking. It has been a pleasure to combine my two passions, scrapbooking and my faith, in both industries. I encourage others to continue to look outside our immediate industry and venture where no one knows you so you, too, will have the opportunity to introduce them to our creative industry.

If you are interested in details on ways to target new markets, in the September Craftrends issue, look for my article entitled, "Crossing Markets: Finding new customers outside of the craft market."

(Note: Sandra Joseph is the President of Reminders Of Faith, Inc and the former National Director of Memories Community. She is the author of Scrapbooking Your Spiritual Journey, editor of "The Crop Corner" column for Scrapbook Premier magazine, has hosted hundreds of scrapbookers in crop events and taught various marketing trade classes. Reminders Of Faith (www.remindersoffaith.com) specializes in books and paper craft products that will remind future generations of their ancestors' religious faith. Email Sandra at sandraj@remindersoffaith.com.

Note: For more information about the Christian Booksellers Association, visit www.cbaonline.org. To read previous Memory columns, click on the titles in the right-hand column.

xxx

 

horizontal rule

horizontal rule



   
   

Memory, Paper & Stamps Recent Columns...
SCRAPBOOK ETC, READERS SPEAK OUT; They are sad and angry.

WHAT TO DO ABOUT SCRAPBOOKING; Return to preserving memories and other suggestions.

WHAT TO DO ABOUT SCRAPBOOKING; Reconnect with its roots: printing photos and preserving family legacies.

THE STATE OF SCRAPBOOKING IN MICHIGAN; And probably everywhere else.

WHAT'S HAPPENED TO SCRAPBOOKING; Why it's not what it was.

WHY SCRAPBOOKING NEEDS A NEW WAY TO MARKET OUR PRODUCTS; An invitation to an informative seminar.

BUSINESS TRENDS AT THE CHA SUMMER SHOW; Adjusting to the tight economy.

THE SECOND HALF OF '09: SCRAPBOOKING; Challenges...and opportunities.

RETAILERS COMMENT ON THE STATE OF SCRAPBOOKING; Is the demise of Memory Makers a sign of scrapbooking's decline, or a decline in advertising?

PAPER VS. DIGITAL OR...Is there a profitable middle ground?

Q. & A. ABOUT PRESERVATION; Preserving newspaper articles in scrapbooks, and other useful tips.

VENDORS JOIN FORCES TO SUPPORT INDEPENDENTS; A special event to boost sales.

SIXTEEN WAYS TO ATTRACT NEW CUSTOMERS; If each method attracted 20 new customer...

WHAT'S HAPPENING TO SCRAPBOOKING? The digital world is changing the category and the consumer.

A PHOTO/SCRAP STORE CHANGES COURSE; Offering digital services rather than scrapbook supplies.

PROBLEMS IN SCRAPBOOKING...Will only be solved by cooperation.

A SCRAPBOOK SHOP HOP: AN INNOVATIVE MARKETING STRATEGRY FOR 2008; The nuts and bolts, and why they produce results.

UNAPPRECIATED LOYALTY; Why many devoted scrapbookers are angry.

CONSUMERS RESPOND; Anger, misunderstanding, and thought-provoking comments...

CHALLENGE #1: INSPIRING CONSUMERS TO PRINT PHOTOS; Interesting advice and comments from CLN readers.

STOP WORRYING ABOUT DIGITAL SCRAPBOOKING...And worry about printing photos instead.

PMA SPEAKS OUT; On trade shows, scrapbooking and more.

AN INTERVIEW WITH THE SMART GROUP'S DENNIS CONFORTO

ME AND MARTHA STEWART

A SCRAPBOOKER'S IMPRESSIONS OF CHA'S WINTER SHOW, 2007; A step in the right direction.

CRAFTER'S HOME: BIG PLANS, NEW PERSONNEL; All designed to help independents and grow the category.

PREDICTIONS FOR 2007; Further consolidation and new opportunities.

WE NEED HOG WILD CRAZY CUSTOMERS; They're our best customers, but they morph into no-so-good customers.

SCRAPBOOKING IN 2010; Sound advice for retailers and vendors to survive and prosper in the next four years.

DIGITAL OR HARD-COPY SCRAPBOOKS? Is one better than the other? Or is there a "best of both worlds" solution?

WILL SCRAPBOOKING FADE LIKE OTHER TRENDS? No! Yes! And maybe it's a moot point, say subscribers.

THE SCRAPBOOK WARS: A REPORT FROM THE TRENCHES; Clearance sales and short-sighted vendors make a tough business tougher.

CHA's DIGITAL IMAGING SEMINARS; Digital and imaging programs for retailers -- and vendors.

TECHNIQUE OR STORYTELLING? Techniques enhance memories by appealing to more senses.

WHO'S TO BLAME WHEN A STORE CLOSES? Outside competition? Or something else?

THE STATE OF SCRAPBOOKING; Readers react to the thought provoking comments by Crafters Home's Shane Cullimore.

CRAFTERS HOME'S SHANE CULLIMORE SPEAKS OUT; Thought provoking analysis of how scrapbooking is changing.

WHAT'S HAPPENING TO SCRAPBOOKING? Readers offer complicated, tough answers.

WHY INDEPENDENTS AREN'T MORE "LOYAL" TO SMALL VENDORS; Large vendors: Can't live with 'em, can't live without 'em.

THOUGHTS FROM AN EX-SCRAPBOOK RETAILER; Who's to blame? Not the chains, but vendors?

THE PAPER CHASE; Too much paper, there are more profitable products to stock.

MERCHANDISING MATTERS; Advise to vendors on packaging and racks.

INCREASING THE SIZE OF THE PIE; Attracting newcomers by creating an identity.

SCRAPBOOKING IS APPEALING TO THE WRONG MARKET; We aren't keeping it inviting to newcomers.

THE STATE OF SCRAPBOOKING AND INDEPENDENTS; The new leader of Crafters Home speaks out on what's right -- and what's wrong -- with retailing in 2005.

DO WHAT YOU'VE ALWAYS DONE; The scrapbook industry is in trouble! Some possible solutions.

MORE WAYS TO TURN A CRAFTER INTO A SCRAPBOOKER; Bring the message to the consumer, use consultants, and don't call it "scrapbooking."

TURNING A CRAFTER INTO A SCRAPBOOKER; Strategies to attract the doubters.

GREAT BRITAIN: GETTING CRAFTIER BY THE DAY! Scrapbooking is growing, but card making is king.

LEARNING FROM ANOTHER MARKET FOR SCRAPBOOKING; Gaining a broader perspective on your business.

THE STATE OF SCRAPBOOKING; Interview with Crafter's Home President Norm Carlson.

CHARACTERISTICS OF A HARDCORE SCRAPPER; And how to keep her coming back for more.

PROBLEMS LOOM FOR SCRAPBOOK RETAILERS...But there are some common sense solutions.

MEMORIES COMMUNITY RELEASES SURVEY DATE, PLANS MAGAZINE; Demographics and media.

AN INTERVIEW WITH SUE DIFRANCO; Candid talk on the state and future of scrapbooking.

NEW YEARS RESOLUTIONS FOR SCRAPBOOK RETAILERS; Strategies to make 2004 more profitable and enjoyable.

PAPER:THE NEW FOUNDATION; Allows scrapbookers to go beyond scrapbooking.

INTERVIEW WITH SANDRA JOSEPH; Blunt talk about challenges, trends, and the future.

STAMPERS, SCRAPPERS, AND ALTERED BOOKS; Who does what, and why.

SCRAPBOOKING STILL SHOWING STRONG GROWTH; New study pegs market at $1.2 billion.

SCRAPBOOK RETAILERS & CRAFTER'S HOME; How joining forces can help independents survive and prosper

SO, WHO'S AFRAID OF MICHAELS?; It's way, way too early to panic.