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The trends, the issues, and productive business strategies.

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Why Scrapbooking Needs a New Way To Market Our Products

An invitation to an informative seminar.

by Nancy Nally (January 17, 2011)

(Note: Nancy Nally is the Publisher of Scrapbook Update, available at www.scrapbookupdate.com.)

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 ebb.

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 time!

"Rethinking Scrapbook Marketing" will be presented at CHA Winter 2011 Mon., Jan. 31, noon-1:00 pm. Please join in!

(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 www.chashow.org.)

xxx

 

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