By Bob Negen, Retail Expert, Author and Speaker, WhizBang! Training
There’s a Chinese proverb that says the weakest link is stronger than the most powerful memory. I know, I know, some of you are thinking, “Well, what in the world does that have to do with marketing?” The simple answer is everything.
A major key to success in all your marketing efforts is to build on past successes. To make sure that everything you did right last year, you’ll do right again this year. There is something you can do that will dramatically increase the probability that every marketing activity you engage in will be more powerful, more profitable, each time you do it.
Create a marketing book. In fact, as soon as you’re done reading this post, start creating a marketing book of your own, or nominate a trusty staff member to get it started for you. My colleague, Aubrey is responsible for maintaining our marketing books at WhizBang! Training. Aubrey prints out every marketing activity that we engage in here at WhizBang! Training and it is noted in this book.
For example, in our marketing book you can see printed documentation of our intensive training sessions, sales, and our public events like the Retail Success Summit, etc. Every email we send out and every Tip of the Week also gets printed and put in the book along with the reports from our email service provider with the open and the click rates. You see, we’re gathering information we need to make smarter business decisions in the future. Building success!
So make sure to put everything that is related to your marking efforts in your marketing book! Every time you get a press release printed in the media, it goes in there. Notes you make about special events and promotions, put them in there! Emails and social media posts you send about your promotions… well, you get it. It all goes in this book. It will be invaluable to you.
I will share with you super easy and proven marketing tips and techniques on how to make more money in your store! Each of these programs was created to stand alone. But, of course, you will gain much more value when you attend both. In fact, I am so confident that I will give you a full refund from my own pocket if you don’t walk away with immediately actionable tactics on how to pull in new customers and boost your sales.
Don’t waste another dollar on your marketing efforts… join me at the Boot Camp!
Bob Negen discovered his entrepreneurial spirit at the young age of 23 and opened one of the world’s first kite stores. In 20 years he helped change the public’s perception of the kite from a child’s toy to an “eco-friendly” hobby for families and people of all ages. In those 20 years he grew his company from $17,000 to over $3 million in annual sales. In 1998 the company was named “Retailer of the Year” by the Kite Trade Association. Bob was also instrumental in helping create a nationwide yo-yo boom. At one time his company employed eight full time yo-yo professionals performing in schools, malls, nationally broadcast parades, professional sporting events, and other large entertainment venues. While building the national craze, his company opened “Yo-Yo Universe” kiosks in over a dozen malls, hired and trained over 150 employees using his unique training system, and sold over $2 million worth of yo-yos. All in a little over 6 months! His yo-yo adventure forced Bob to boil down 20 years of hard-earned experience about life as an entrepreneur into a fun, but no-nonsense, only-if-it-works outlook on business. This “make it fun, but get it done” attitude has given Bob an expert edge not only in marketing but also in practical, proven customer service practices, solid common-sense employee management, super efficient operations, and focusing the entrepreneurial spirit.
The Early Registration Deadline for the Creative Conference at the National Stationery Show is May 14th. Register now to take part in any of the several conference programs focused on:
By now, most people know what a QR code is if they see it – even if they don’t know it by name. Those ugly, square bar code things that you see in magazine ads, on packaging and coke cans – even on billboards and gravestones – are everywhere. But though the average consumer may know that they exist, that isn’t the same thing as knowing why they exist. What is the point of a QR code, and do I have to use it in my marketing?
It is a valid question. Marketers always love the hot “new” thing – whatever is creating a buzz. (remember when Groupon was going to conquer the world?) But the existence of a new tool – and using it effectively and memorably – are two very different things. QR codes have ridden the buzz wave – but are they worth your time?
I hope you will join me on April 10th for QR Code Marketing: When, How and Why to Use a New Technology. I’ll walk you through best practices for QR code marketing, how to design a campaign, measure it’s success – and avoid spending a lot of time or money doing so.
QR codes have gone from buzz, to backlash – and back again. But they can be an effective tool in your marketing arsenal. After our webinar, you will be ready to engage and educate current and future customers, no matter what your level of technical expertise.
Mike Newman is the founder and president of stkr.it, a software company dedicated to building tools to bridge the digital and physical worlds. At stkr.it, he helps consumers attach video, audio and photo messages to cards, gifts and crafts – and works with companies on digital strategies for their own physical product lines. Mike has been a technology expert for more than a decade, and has been featured on The Today Show, NPR, and The History Channel’s Modern Marvels as well as in The New York Times, Associated Press and more. You can learn more about stkr.it at www.stkr.it.
What makes one store great and another just a place to buy stuff? Join us at 1:00 PM EST on April 3, 2013 for “The Inside Secrets of Charisma Retailers™” and find out!
Here’s the deal: Today’s customers are busy, and maybe just a little bit bored with the “same old, same old” they find in too many stores. This makes your job tougher because these consumers expect more than ever before.
We’ve come to realize that there are two kinds of retailers today: Commodity Retailers who make no effort to do much more than they are supposed to do: open for business and hope for the best. Commodity retail associates are there just to collect a paycheck. There’s no customer buzz about town and no fizz on the sales floor, merely shelves full of stuff.
And then there are Charisma Retailers™ who thrive on creating a unique in-store experience that customers just can’t get anywhere else. Charisma retail associates share the same values as the store’s owner: they are there to serve and delight customers.
Any retailer, regardless of what they sell, can be a Commodity Retailer or a Charisma Retailer™; it’s a choice that’s yours to make. Charisma Retailers™ thrive on reinvention. They understand how to live in the present while keeping an eye on the future. They know that the special things they do for customers today, will be the expected things of tomorrow, so they are always on the lookout for new ideas.
We hope you’ll join us on April 1 for The Inside Secrets of Charisma Retailers™. We’ll share ideas and inspirations, and we’ll take your questions to help you unleash your inner charisma!
And afterwards, we hope you’ll take time sit down in a quiet room with a notebook and pencil. Let your mind wander, imagining what your store will be like a year from now. Who will be your customers and what will they demand of you? What aren’t you doing today that you need to in order to meet future challenges? Keep this notebook handy and do this exercise for fifteen minutes each week.
In time, you’ll be amazed at how quickly the ideas begin to flow, multiply and become reality. Before long, the retail status quo won’t be good enough for you – you’ll have crossed over from commodity retailing into the rare air Charisma Retailers™ breathe every single day.
Rich Kizer & Georganne Bender are professional speakers, retail strategists, authors and consultants whose client list reads like a “Who’s Who” in business. Companies internationally depend upon them for timely advice on consumers and the changing retail market place.
In 2010 KIZER & BENDER made Meetings & Conventions Magazine’s list of Meeting Planners Favorite Keynote Speakers; they’ve also been named “Two of Retailing’s Most Influential People.” And with good reason: Rich and Georganne are experts on generational diversity, consumer trends, marketing and promotion, and everything retail. They are widely referred to as retail anthropologists because they stalk and study that most elusive of mammals: today’s consumer. Visit their website for more information: http://www.kizerandbender.com.
by Theresa Cifali, Mixed Media Artist & Craft Designer, CHA Designer Council Member
Someone once said to me, “You can’t manage time. You can only manage yourself.” How profound…and true! As business owners, we often find ourselves talking and thinking about how to manage our time better. Let’s face it though…we are just not going to have more time. However, we can make better use of the time we do have.
When it comes to social media, time is definitely a huge issue. How much time we spend in those platforms can greatly effect other areas of our business. You know you do it! You go into Facebook to just put up one post and before you know it, an hour is gone….just like that.
It’s no different for me. Being a small business, there is a lot to do with few people to do it. So, in my own quest to “manage myself” better, I’ve put certain systems in place. More importantly, I utilize tools to help me better control my social media efforts. Does it take time to work in these tools? Sure, but the benefits are huge! One such benefit is that I can work inside of the tool rather than inside of the social media platform. This prevents me from getting all distracted by pretty, shiny things. Another plus is it forces me to focus and plan what I want to do and say. The combination of these factors free up other times of the day. I love that.
As a creative business owner, I feel very it is important to help other creative businesses…especially when it comes to social media management. Whether you are a manufacturer, a retailer, a professional crafter or a designer, you need to make social media work for you and fit into you marketing plan. It is really important. Not doing it simply because you “don’t have time”, is not a good enough excuse. Believe me, I get it. How many more hats can we all wear?
I’m here to tell you that you have the time! What you need are the tools. I know which tools will work for you…and I can show you how to use them.
If you are attending the show, I invite you to join me for this powerful seminar. You will learn how to leverage specific web-based tools for scheduling, organizing, and more. These tools are designed to help YOU manage yourself better. I look forward to seeing you there!
Theresa Cifali hails from Westchester County, NY and is the sole proprietor of TheresaCifali™ with nearly 20 years of experience working with consumers, manufacturers and retail businesses in the crafting industry. Theresa is a seasoned designer with her own private studio where she maintains her business, instructs classes and continually experiments with new designs, techniques and class concepts. Theresa is also well versed in social media and emerging digital platforms, actively using these platforms to build genuine, dynamic communities where she can interact with individuals and promote her business. Theresa consults businesses on best practices in social media and provides management and social strategy services in addition to her already vast repertoire of business services.
By Paul Milne, Manager, Restricted Substances Testing Services, SGS and CHA 2013 Regulatory Resource
Having secured your commercial territory in North America, are you now looking to expand “across the pond”? To enter triumphant into the European Union? If so, be forewarned you’ll have shoals of chemical regulations around which it will be necessary to navigate. While nothing can replace an experienced pilot in these matters, “know before you go” is always a good idea.
You will first encounter REACH, the EU’s comprehensive policy regarding the manufacturing and importation of chemicals. This set of regulations has different requirements depending upon what you are bringing in and classifies chemicals as pure, mixed, or contained in an article. Determining which of these three describes your product is the first step, then figuring out how much you’ll be sending in is the second step because there are different registration requirements depending upon the tonnage being imported. Do your products contain any of the 138 chemicals on the list of Substances of Very High Concern? Chemicals on the Restricted Substances List (know formally as Annex XVII)? Compliance with US and Canadian regulations does not automatically confer acceptable status in the EU, as you may have guessed by now.
If your imports are classified as toys, then in addition to REACH you’ll have the European Toy Directive to consider. Do your toys contain dried powders intended to be released (paints, chalk)? Do your toys have a liquid component (finger paints, slime)? Due to the nature of these products (i.e. for children), there are more chemicals to keep track of, mainly soluble heavy metals. The limit for each metal is determined by how the toy is classified: the two above plus toys with scrapable surface coatings. Furthermore, a Chemical Safety Assessment will be required, but fortunately this is not so different from the review you will have had done for LHAMA.
Do any of your products rely on electricity for at least one intended function? Things like magnifying lamps, soldering irons, and sewing machines fall under the Restrictions of Hazardous Substances (RoHS). Simply put, every single component of one of these articles, from the outer casing to the tiny screw that holds the circuit board in place, cannot contain more than 1000 ppm of mercury, lead, hexavalent chromium (Cr+6), PBBs, or PBBDs, or 100 ppm of cadmium.
Your packaging will need to comply with the European packaging directive, known as Classification and Labeling of Packaging. This is exactly the same as the Toxics in Packaging Clearinghouse here in the US, but if you haven’t had to deal with that here, you will definitely need to check your packaging going into Europe. Simply put, there cannot be more than 100 ppm total of lead, mercury, cadmium, and hexavalent chromium in any packaging component, including inks. Packaging almost always ends up in landfills so this is the easiest way to avoid having these toxic substances end up in the environment.
These are the main regulatory hurdles facing businesses going into Europe. Please join me on March 13, 2013, for a webinar hosted by CHA where I will go into each of these in more detail. It is my hope that you will be better prepared to succeed in that market knowing the general shape of the chemical regulations you face over there. In the meantime, you can contact me at pmilne@craftandhobby.org if you have any questions. I confess, I may not be able to help with the paperwork, but as far as explaining what the chemical lists mean, I’ll give it a go.
Paul Milne is the Technical Manager for Restricted Substances Testing at the SGS Fairfield, NJ, location where he acts as the local expert for European REACH and RoHS, China RoHS, CPSC, Proposition 65, and FDA and EU Food-Contact regulations. He’s an active member of ASTM Committee F40; of AOAC, International; and a member of the American Chemical Society. Prior to SGS, Paul worked for Pepsi-Cola R&D where he developed analytical methods for testing ingredients and finished products, and evaluated new analytical technology for use in Pepsi’s global laboratory network. He holds a doctorate in analytical chemistry from the University of Michigan and a bachelor’s degree in chemistry from Cornell University.
When you sponsor a workshop or present at a CHA Conference you:
- Directly impact hundreds of companies with your message
- Build credibility within the creative industry
- Increase exposure for your business and services
As I celebrate my one-year anniversary with CHA I am beyond words at how excited I am about the possibilities facing our industry. As I have listened to so many of you this year, your input and passion came through loud and clear, and is all being considered as we plan events that will help you make the connections you need to grow your business.
We are putting the final touches on the NEW Create-n-Connect Conference & Trade Show (formerly the CHA Summer Conference & Trade Show). This event will move around the country every year and makes its first stop – LAS VEGAS, NV on July 22-25. This Show will provide many opportunities for conversations and connections that matter while showcasing new, never seen before, products coming to market.
Here is what you can expect:
Show Floor Access for Members – No more fees! Show floor access is FREE. Education will be priced a la carte so you can choose the sessions that will make a difference in your business. The conference program schedule, along with pricing will be available in late April.
Buyer Power Hours – Qualified buyer-only access to the Show floor from 9am-11am on July 23rd and 24th. Non -exhibiting Designers, Creative Professionals and members of the Press will have access to educational programs and networking opportunities off the show floor during this time.
Access to World Premiere Product Previews – A spotlight will shine on never seen before products through special media and buyer events. Exhibitors will gain industry-wide recognition and national media attention for their new products. Buyers will get VIP access to a sneak peak for products being released for the first time.
Connections that Count – The next person you meet may make a difference in your business! After-hour cocktail mixers, town hall meetings and forums for members with common interests give you access to conversations that may provide huge insights and infinite possibilities for your business.
Enhanced Match-Making Program to Facilitate Superior Connections Between Buyers and Exhibitors – We will be offering a tool for you to use, if you choose, but is in NO WAY mandatory. Instead, a new software will be available that allows you to easily connect with and search manufacturers and retailers with similar product interests. This software will be available after registration opens on May 14th
The Priority Point Deadline for exhibitors is March 1, 2013. Download the Exhibiting Contract here:
CHA’s job is to help you. Feel free to contact any staff member with questions. I can be reached directly at 201-835-1201 or at Andrej@craftandhobby.org
On behalf of the entire CHA staff, we look forward to seeing you in Vegas.
Cheers,
Andrej Suskavcevic
President & CEO
Craft & Hobby Association
Didn’t make it to the CHA 2013 Winter Show in Anaheim, CA this past January? Here’s your chance to go on an exclusive tour of the Show floor in less than 3 minutes!
The CHA 2013 Winter Conference & Trade Show drew 3336 buyers and 928 networkers, totaling 4264 attendees; of which 790 were international, joining us from 56 countries including Canada, Japan, Australia, the United Kingdom, Mexico and Germany.
While the temperature was down, the energy was up. Despite the unusual California weather being as low as some 30 degrees, exhibitors and attendees were all in good spirits yielding positive results. For some, this Show was the most successful it’s been in years.
“We’ve been exhibiting at the Winter Show for the entire life of our company – seven years that is – and 2013 was our best Show ever! Our booth was busy literally the whole time. We’ve always seen the Show as – primarily – a way to build brand awareness and network with distribution partners. But this year we worked with a lot of independent retailers and wrote a lot of orders. We did more international business than ever before, picking up new distributors and retailers in Australia, South America, Europe, and Far East.” Sara Davies – Sales Director, Crafters Companion
“This year’s CHA Show was the best in years for us. Not only was it a great forum to see many of our current customers in one place, but it also presented an opportunity to meet new buyers from the international community.” Ryan Newell – President, Spinrite LP.
“The CHA Conference & Trade Show is the only event on the planet where we can greet hundreds of customers in three days. We cannot imagine choosing not to be there. The 2013 CHA Winter show was our best show ever; the quantity of customers, the quantity of leads and the sales dollars written were all record numbers. The CHA Winter Show was a great start for a new year!” Bobbie Medema – Marketing Director, Notions Marketing
Another key contributing factor to the positive momentum was the launch of the CRE8TIME industry consumer awareness campaign and the new CRE8TIME.org website. CRE8TIME is a movement funded by the CHA Foundation, designed to encourage creativity by getting participants to pledge 8 hours per month to doing something creative. CRE8TIME.org serves as the hub of the CRE8TIME social movement. It is a community where “CRE8ERS” share their crafts, pledge their hours, get inspired, stay informed and learn how to reclaim 8 hours a month.
“The positive energy from both exhibitors and attendees is very encouraging and speaks volumes to the vibrancy and momentum building for the industry. We look forward to carrying that excitement forward with all the new programs we are launching in 2013.” Andrej Suskavcevic – CAE,President and CEO, Craft & Hobby Association.
Every year CHA gives out awards to select exhibitors for outstanding work in product innovation. Those receiving awards for their products include: Innovative Product Award – Katy Sue Designs/Flower Soft – Silicone Molds (www.katysuedesigns.com); Attendee Choice Award – Spellbinders Paper Arts – Imperial Gold (www.spellbinderscreativearts.com); and two Honorable Mention Innovative Product Awards – June Tailor – T-shirt Transformation Ruler Center (www.junetailor.com) and We R Memory Keepers – Envelope Punch Board (http://www.weronthenet.com).
CHA accepts nominations annually from members throughout the industry with the purpose of identifying individuals and companies making significant contributions to humanity, the industry, and the Association. This year Creative Leisure News’ Mike Hartnett was the recipient of the Meritorious Award of Honor. This is the highest award recognition the Craft & Hobby Association can bestow upon an individual past or present member, and is given for significant contributions made to the Association. The Special Recognition Award went to Mari Eriksson and the staff of Fusion Beads, a retail store in Seattle Washington. This award is presented to a person, group and/or company for their extraordinary contribution in an activity showcasing the craft and hobby industry in a positive way.
In 2014 the CHA Winter Conference & Trade Show will return to Anaheim, California January 10-14 to celebrate the 73rd edition of the Show.
Welcome to the official blog of the Craft & Hobby Association
Check back weekly for the latest news and information from the craft and hobby industry.
The Craft & Hobby Association (CHA) is an international not-for-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution and retail sales of craft products worldwide.
For more about CHA, the value of membership, or its award-winning Conferences & Trade Shows, please visit www.craftandhobby.org.
The Designer Section Members of CHA are hosting a Twitter Chat on how to Get Published tonight at 8PM EST. Use hashtag #CHADesignersCraft & Hobby Association 12 hours ago
CHA will be holding a Bead Section reception on Saturday, June 8th in Milwaukee, WI - Click for more info: buff.ly/16MwumACraft & Hobby Association 15 hours ago
Craft as a creative industry: what doesn't get counted, doesn't count buff.ly/14tvK29Craft & Hobby Association 18 hours ago
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Introducing the NEW Create-n-Connect Conference & Trade Show
Dear CHA Members, Friends and Colleagues,
As I celebrate my one-year anniversary with CHA I am beyond words at how excited I am about the possibilities facing our industry. As I have listened to so many of you this year, your input and passion came through loud and clear, and is all being considered as we plan events that will help you make the connections you need to grow your business.
We are putting the final touches on the NEW Create-n-Connect Conference & Trade Show (formerly the CHA Summer Conference & Trade Show). This event will move around the country every year and makes its first stop – LAS VEGAS, NV on July 22-25. This Show will provide many opportunities for conversations and connections that matter while showcasing new, never seen before, products coming to market.
Here is what you can expect:
The Priority Point Deadline for exhibitors is March 1, 2013. Download the Exhibiting Contract here:
https://www.craftandhobby.org/eweb/docs/CreateConnect2013/CombinedCnCFillinforms.pdf
Attendee registration for Show floor badges and the Conference program opens on May 14, 2013. For more information visit:
https://www.craftandhobby.org/cnc
Answers to additional FAQ’s can be found here:
http://echo4.bluehornet.com/ct/19781160:22028553393:m:1:2065622812:185483F29E7DD1105F19A7A792F0EF17:r
CHA’s job is to help you. Feel free to contact any staff member with questions. I can be reached directly at 201-835-1201 or at Andrej@craftandhobby.org
On behalf of the entire CHA staff, we look forward to seeing you in Vegas.
Cheers,
Andrej Suskavcevic
President & CEO
Craft & Hobby Association
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