The trends, the issues, and productive business
PMA Speaks Out
On trade shows, scrapbooking, and more.
by Bruce Aldrich, Sr. Operations Officer, Photo Marketing
Association (June 18, 2007)
Thanks for inviting us to contribute to CLN and update
your readers on the very exciting developments with PMA, The SMART
Group and MemoryTrends, that will give a huge boost to the
growth of the scrapbooking industry worldwide.
Our key message to your readers is this equation: Synergies =
Growth +Education = Profits.
PMA: The Worldwide Community of Imaging Associations.
We're a professional, nonprofit trade association helping our
members achieve business success and adapt to new technologies.
We've a strong, successful history, and have been serving
association members – 20,000 members in over 100 countries – for
82 years, connecting business owners to a network of knowledge and
support through educational programs, business services, marketing
research, publications, and trade shows.
Professional Scrapbook Retailers Organization (PSRO).
Our PMA members are dedicated to helping consumers capture,
preserve, and present their memories. Since the memories market is
diverse, PMA has several member associations that specialize in a
variety of business needs.
One of these is the Professional Scrapbook Retailers Organization
(PSRO), bridging together scrapbook retailers and suppliers, with
the support of an Advisory Board, Advisory Committee, and
international task forces. Jeanne Wines-Reed serves as director of
The Advisory Committee is made up of key executives and industry
leaders. This powerful and influential committee of industry leaders
is made up of the following industry leaders and executives, David
O'Neil (CK Media), Tami Barr (Collective Journey), Michele Correa
(Photo Express), Lisa Fedele (Cherished Scrapbooks), Sherry Chapman
(Creative Imaginations), Kristin Highberg (Ellison), Brian Olmstead
(Archivers), Craig Mikami (Karen Foster Design), Rich Cordle (Cord
Camera), Kesley Anderson (Lucidiom), Leslie Lee (Scrapbook Eh!),
Brenda Birrell (Pebbles in My Pocket), Lane Hill of (Lasting
Impressions), Ryan Moore (Sandylion Stickers), Lane Hill (Lasting
Impressions), and Dennis Conforto (The SMART Group).
We believe the scrapbooking industry is best served within PMA,
where we have the talent and resources to add value to every
business in the scrapbooking community. Our goal is to grow every
business that is tied to the photo community. Scrapbooking starts
with a photo, moves to a story and ends up as a creative expression
of events, times, and/or places that are important to the lives of
scrapbooking and photo consumers.
PSRO provides members with programs and services to help them
grow in their entrepreneurial efforts. Members enjoy networking
opportunities, marketing research reports, a monthly e-newsletter,
online News Clips, business and marketing articles, marketing tools
such as PostcardBuilder and Digital AdMaker, education seminars,
business tools like the PSRO Retailers Operations Guide CD,
and A PSRO Guide to Scrapbooking Retailing book and CD, and
PSRO, with a membership of several hundred retailers and
manufacturers in the USA, Canada, United Kingdom, Australia and New
Zealand, is now poised for even greater growth in the months and
years ahead. A one-year trial membership is $50 U.S. For
information, and to download an application, visit www.pmai.org/psro.
Two huge developments took place in the past few weeks that we
believe will drive a bigger, bolder vision of the scrapbooking
industry, and result in greater success for retailers and
PMA and The SMART Group.
As you know, PMA purchased the membership and education of The
SMART Group, owned by A-Z Media Group. Every member of the SMART
Group automatically became a member of PMA and all the educational
services provided by The SMART Group were transferred into the
portfolio of PMA services. The first year of membership in PMA for
current SMART Members will be free. Thereafter members will pay
about $150 a year.
The alliance between PMA and The SMART Group has a three-fold
goal: to educate all layers and levels of the industry; integrate
retailers and manufacturers into working, profitable relationships
based on best practices; and grow the industry. We believe the more
the photo and scrapbooking industries align their common interests
and work together, the faster scrapbooking will grow.
We're excited to be working with Dennis Conforto, CEO and
president of A-Z Media Group, and Karen Crisp, VP of Sales for The
SMART Group. As you can imagine, there have been a flurry of
meetings and phone conferences – and meetings of our Scrapbooking
Advisory Committee – and we're all fired up as we work to help the
scrapbooking industry achieve its full market potential.
A major goal is to "market scrapbooking beyond the
craft." There are many types of scrapbooking consumers –
those interested in family history; others who enjoy journaling or
photography; some enjoy hands-on crafts; and others who prefer the
technological innovations of digital scrapbooking. There is room to
embrace all interests within scrapbooking, and grow the market.
Industry wide best practices will promote growth and profits. We
can achieve this by creating an educational program that allows
retailers to earn certificates in retailing. The more educated our
retailers are, the stronger our industry will be.
A major part of that education will be at PMA 08 in Las Vegas,
Jan. 31-Feb. 2. Imaging experts and retailers will share their
knowledge and show the way to greater success, and educational
sessions and keynote presentations will go to the heart and soul of
what drives retail growth.
The PMA 08 trade show – the world's largest annual
international photo imaging trade show covering two entire floors of
the South Hall of the Las Vegas Convention Center – will offer
more picture-related products than any other event, with
up-to-the-minute information about taking great photos, digital
scrapbooking, printing and preserving archival-quality photographs,
The PMA SMART Store on the PMA 08 trade show floor will show how
an industry can not only survive, but thrive, and serve as a focus
point for store display and design, merchandising,
retail-manufacturer branding partnerships, education, business to
business operations, paper shaping and design, and more.
PMA and MemoryTrends.
In another exciting development, we're aligning, in principle,
with the Memory Trends Conference & Expo (MTCE) to
generate tremendous growth opportunities for both the scrapbooking
marketplace and the worldwide photo imaging community.
The MemoryTrends show will go ahead this September as
scheduled; however, CK Media has agreed in principle to co-locate MemoryTrends
with us starting Jan. 31-Feb. 2, 2008, within the PMA 08
International Convention & Trade Show that includes the Annual
MemoryTrends will have its own section, entrance,
registration and scrapbooking hall that will accommodate
MemoryTrends suppliers, the PMA SMART Store and a stage for
educational presentations. The same value pricing for booth and show
attendance that Memory Trends has always provided will continue.
PMA 08 will host 20,000+ retail entrepreneurial memory makers
from around the world who help consumers create, keep, display, and
share memories through pictures. Our PMA/MTCE partnership will offer
expanded, targeted educational and buying opportunities to
retailers, deepen the prospect pool for show exhibitors, and allow
scrapbooking and paper crafting manufacturers and retailers to take
memory-making to the highest level. MemoryTrends will collaborate
with PMA and industry leaders to create the most comprehensive,
informative and business-building conference program available to
retailers in the scrapbooking and photo markets.
MemoryTrends will also work with us on our international
shows, bringing dynamic conference programming to new markets and
providing new global exhibiting opportunities to manufacturers.
Growing the scrapbooking industry.
PMA is teaming with the A-Z Media Group to market synergies
between various retail groups for the purpose of promoting growth.
A 25-city tour is bringing together 2,500 scrapbooking and photo
retailers across North America. The purpose of these regional
meetings is to create a photo and scrapbooking section in every
newspaper in the United States and Canada, and get the word out
about the scrapbooking industry, a perfect opportunity to grow the
marketplace. The more consumers read about scrapbooking and realize
the importance of capturing and preserving memories, the more the
industry will grow and succeed.
We'll keep you posted on developments, as well as on plans for
the 26-week TV series, Extreme Makeover: Scrapbook Edition.
Scrapbooking retailers will also find, within PMA, the ideas and
opportunities to team up and cross-market with local photo
retailers, to their mutual benefit. The symbiotic relationship would
benefit both, and the partnering ideas and promotional possibilities
PMA Marketing Research.
Family history is No. 1 theme of scrapbooks. Forty-two percent of
households that completed a scrapbook project in 2005 made the
scrapbooks to preserve family history, according to the PMA 2006 U.S.
Consumer Scrapbook Report from PMA Marketing Research at www.pmai.org.
Vacation was the theme for 39% of respondents, followed by
baby/child memories (38%) and family events (36%). School/college
was the choice of 19% of respondents, followed by friendly event
(17%), and personal journal (14%). Sports were the choice of 12%,
followed by art form and work (each 4%). Respondents were allowed
The 18-page basic edition of the PMA 2006 U.S. Consumer
Scrapbook Report is a summary of findings from the latest
nationwide consumer survey to 10,000 households, and includes
awareness of scrapbook products and services, demographic profiles,
purchasing habits and spending, use of computers and
archival-quality products, preferences, primary information sources
for scrapbooking, and more.
PSRO members can download the report at no cost from the PMA
Marketing Research website and non-members can purchase a copy for
$50. The premium edition, containing more than 250 pages, is
available for purchase by members for $99 and by non-members for
$199. It contains a full set of survey tables detailing the answers
to each question, broken down by key demographics, including gender,
age, presence and age of children, social class, region, and
PMA Marketing Research conducts original surveys, produces
estimates, forecasts, and reports. Research is conducted in the
U.S., as well as some international markets. In addition to the Consumer
Scrapbook Report, scrapbook retailers may also be interested in
reports about Photo Kiosks, Photo Books, Digital Printing, Custom
Photo Products, Lifestyle Retailing, Diversifying Your Business, and
The road ahead.
I hope this has given CLN readers insight into PMA and
PSRO, and our goal to grow the scrapbooking industry.
Does PMA have all the answers? Of course not. But we do have the
resources, determination, dedication, and professionalism to help
retailers and manufacturers succeed. We listen to our members, take
advice to heart, and try our utmost to make things happen for them.
We haven't spent over eight decades of continued growth and
success without learning a thing or two about how to help our
As I'm sure your readers are all aware, our photo retailing
members have gone through massive industry-wide changes and
upheavals in the past few years. We've been right there to help
them, forecasting trends and changes, drawing on our expertise and
experience to guide them along uncharted paths, steering them along
new roads to success in the 21st century.
We invite scrapbook retailers and manufacturers everywhere to
join us on that road.
(Note: To comment on this or any other industry issue,
email CLN at email@example.com.)