The trends, the issues, and productive business
A Scrapbook Shop Hop: An Innovative Marketing
Strategy for 2008
The nuts and bolts, and why they produce
by Scrapbooking Roads (January 7, 2008)
Tired of expending marketing dollars only to find poor results?
When considering your 2008 marketing strategies, think "outside
the box" and host a Scrapbook Store Shop Hop with other area
A Scrapbook Store Shop Hop is a novel type of event that enables
scrapbook storeowners to see results for their marketing
expenditures. Last fall, 97 scrapbook stores participated in a
Scrapbook Store Shop Hop coordinated by Shop Hop Productions, a new
event planning service offered by Scrapbooking Roads. The result?
New customers, increased revenue, and many repeat customers after
Although not new to the craft industry, shop hops are fairly new
to the scrapbook industry.
What is a Shop Hop?
A "Shop Hop" is when scrapbook stores from a local
geography work together to host a shopping event. Typically lasting
for 7-14 days, customers purchase a ticket, called a
"passport" to the event at their local store; then they
can visit or "hop" to each store to have their passport
stamped for a chance to win prizes. "Customers love the thrill
of the hunt," states Joan, owner of Stamp Your Heart Out, who
participated in the September 2007 29-store shop hop in Southern
California and is planning to be part of the second annual So Cal
Shop Hop in August 2008.
Who would have thought that hosting an event with your
competition would increase revenues and add new customers to your
customer base? And yet as each store contributes customers, the
combined result is increased exposure and increased revenue as new
customers discover your store. A shop hop also gives customers a
reason to shop, which scrapbook enthusiasts love.
How to plan a Shop Hop?
Planning a shop hop requires coordinating with other area stores
on the event dates and the necessary incentives to encourage
customers to participate in the event, including discounts and
prizes. Shop Hop Productions, a shop hop, event-planning service
offered by Scrapbooking Roads, recommends starting early – at
least three months in advance. Planning a shop hop begins with
creating a name and theme for the event and selecting dates. From
there, stores work together to create the discounts and prizes that
customers can enjoy when they shop hop.
The goal of a shop hop is to maximize the number of customers
that participate, and it is important that each participating store
makes an effort to not only promote the event to their customer base
but offer an enticing discount and set of prizes to draw in
customers as well.
Feedback from shop hoppers who participated in one of the 2007
shop hops coordinated by Shop Hop Productions indicated participants
love to discover new stores and learn new ideas and techniques, and
it is recommended that store owners provide a make-it/take-it during
A shop hop is also a great venue for store owners and
manufacturers to work together. As manufacturers seek new ways to
promote their products to both storeowners and scrapbook
enthusiasts, a shop hop creates a unique opportunity for
manufacturers to become involved. From sharing ideas with
storeowners for make-it/take-its and demos to sponsoring the shop
hop through product discounts and prizes, manufacturers can help to
provide incentives for customers to shop and learn new ideas and
techniques. For the 2007 So Cal Shop Hop Fiskars sponsored gift
baskets for stores that ordered product prior to the shop hop.
Tinkering Ink provides storeowners with discounts and sponsors
prizes along with the Shop Hopper Tour contest where shop hoppers
are encouraged to take photos in front of participating stores with
their passport and post them to the event website's online gallery.
For store owners interested in hosting a shop hop, Shop Hop
Productions provides Shop Hop Planning Tips on its website: www.shophopproductions.com,
or request a Shop Hop Consult in your area and Scrapbooking Roads
will work with you to determine if your geography has enough stores
that are interested in participating. For a nominal fee, Shop Hop
Productions will coordinate the planning with area stores and
provide marketing support in the form of an event website, passport
creation, and recommendations for selecting incentives and prizes
– a service many busy Store Owners find invaluable.
(Note: To read previous "Memory" entries, click
on the titles in the right-hand column.)