The trends, the issues, and productive business
Why Scrapbooking Needs a New Way To Market Our
An invitation to an informative seminar.
by Nancy Nally (January 17, 2011)
(Note: Nancy Nally is the Publisher of
Scrapbook Update, available at
The scrapbook market is changing -- and
scrapbook product marketing needs to change as well. Yet too many
companies are relying on the same old techniques that served them
five years ago. Now they're wondering why their marketing campaigns
(and products) are falling flat.
What is changing so drastically? Technology,
for one, is changing both scrapbooking and the marketing of it.
Thanks to digital cameras, piles of photos are no longer the driving
force of the typical papercrafter. It used to be that people were
driven into scrapbook stores by envelopes full of processed photos
that they felt the need to “do” something with, to preserve,
organize and share. That’s no longer the case, thanks to digital
cameras and online-sharing tools such as Facebook and Flickr.
Marketing is being changed by the digital world
as well. Traditional Mad Men-style marketing campaigns that were
made up of elements such as print advertising are being supplanted
by digital media “relationships” with customers that are carried on
365 days a year.
Into the middle of all of this technology
change has been thrown another huge change for marketers to adapt
to: the economy. The current economic crisis has changed consumer
behavior radically -- quite possibly permanently. Figuring out how
to adapt your company’s products and marketing to this new reality
in business is challenging, but necessary.
These factors (and more) hit the scrapbook
market at perhaps the worst possible time, when the wave of the
trend was peaking, and we were headed toward any trend’s natural
All of this means that traditional scrapbook
marketing needs an overhaul. Badly.
But before we focus so much on the negatives
that you (and your business), let’s remember that reinventing things
from the ground up is an opportunity as well as a challenge. It’s a
chance to break out of boxes that we’ve built around ourselves. It’s
a chance to force ourselves to think about things from a new
perspective -- which can be enlightening and productive. We can
start from scratch and build from the rubble of the old system
something that is new, innovative, and not constrained by old ways
of thinking -- if we make the leap of faith into the future instead
of clinging to the past.
At CHA Winter 2011 in Los Angeles, I'm inviting
crafts industry professionals to take part in beginning the process
of a new way of thinking about scrapbook marketing by taking part in
my seminar "Rethinking Scrapbook Marketing." We’ll examine how the
ground has shifted beneath the scrapbook industry. More importantly,
we’ll talk about what that means for the industry moving forward:
what are the possibilities, what new avenues we should be exploring
with our marketing, and how to make the most of them. We can't solve
all the world’s problems in an hour, but we can definitely take the
first step on developing a new perspective on our industry in that
"Rethinking Scrapbook Marketing" will be
presented at CHA Winter 2011 Mon., Jan. 31, noon-1:00 pm. Please
(Note: The seminar is free as part of
the $25/badge fee, but a ticket is required. The seminar code is
S131. To register, and/or add this seminar to the list of events
you've already registered for, visit