The trends, the issues, and productive business
Crafter's Home: Big Plans, New Personnel
All designed to help independents and grow the
Staff Report (February 5, 2007)
Crafter's Home, a leading independent scrapbook retail
association, is making some big changes for 2007, changes the group
thinks will begin a new era for independents and manufacturers in
the scrapbook and paper crafting category.
One of these changes is to hire a new staff member. Lisa Kanak, a
retail store owner with a strong background in direct marketing and
communications, has joined Crafter's Home as the new Director of
Marketing and Member Relations.
"Independent storeowners are facing greater challenges and
greater competition than ever before," says Shane Cullimore,
President of Crafter's Home. "And while purchasing discounts
are helpful, they do not go far enough to address the increasing
pressures on both retailers and manufacturers."
"There is so much more to running a scrapbook or craft store
than buying discounts," says Kanak. "Store owners are
constantly looking for ways they can find new customers, create
exciting marketing promotions, and inspire customers with innovative
classes. And the challenge is to maximize returns on these critical
components while minimizing effort and expense – something
Crafter's Home is in a unique position to accomplish."
As the Director of Marketing and Member Relations, Kanak is
planning to to bring more value to Crafter's Home members, both
retailers and vendors, through a variety of initiatives:
1. Pre-planned classes and make-it/take-its.
2. Greater promotional opportunities and product exclusives
with premier vendors.
3. Joint advertising and event efforts to increase awareness
of scrapbooking, and reinvigorate growth in member stores, as well
as the category as a whole.
4. Improving communication between retailers and
manufacturers to help each segment of the industry avoid costly
missteps and misunderstandings.
"Retailers and manufacturers are a lot more alike than
either thinks," says Kanak. "We share so many common goals
and common frustrations, yet instead of working together, we all
want to paddle our own boat upstream. It's time we did more than
talk about what the industry needs to be doing, and actually take
some action. We need to follow the example of Phil Knight, founder
of Nike whose slogan is, 'Just Do It!'
"I believe Crafter's Home is in a unique position to make
big things happen for a majority of small, medium, and large
companies," Lisa added. "I look forward to working with
Shane to make his vision for Crafter's Home a reality."
(Note: Lisa is the owner of The Cropper's Corner, a
scrapbook store in Fredricksburg, VA and has written numerous
columns for CLN. To learn more about Crafter's Home, visit www.craftershome.com.