editor’s letter
be successful. Of course I am not suggesting that we spend money like we all have plenty of it,
but our decisions must be “marketing” and “strategy” based with the larger picture considered.
If we only run on how much money we are willing to spend here and now, we will not see
growth and will be consumed by our competition, including competition that lie outside our immediate
industry, such as photo, gift and home décor.
Manufacturers and retailers should be teaming together to reach all potential consumers. Successful
manufacturers have examples of retail-centric ads to provide to their retail customers that will help expand
the brand recognition of the products in your store. Retailers also need to pay closer attention to manufacturer
ads in Scrapbook Business Magazine where more information or education is the goal. Ultimately, the
manufacturer is the expert on their product lines and they need the retailer to act as a partner in reaching the
masses. Use the trade ads and articles as tools to better prepare yourself to educate the public on what makes
these products great.
Balance your attention to existing customers while identifying and targeting your much larger group of
potential consumers. They are looking for good deals and real sales events. They want the very same thing
you do, to get the most out of your money for yourself and your family. This transcends beyond paper and
stickers and begs for broader product choices and impulse purchase items. Incorporate them into your classes
as well as use them for loss leaders if necessary to generate additional cash flow. Your store will get notice
from people you have never seen before and will create stronger friends with your existing customer base as
you reward them for their kind efforts and word of mouth advertising.
Closing thought…
Two very important lessons learned over the many years I have been in business. First, “Stick To The Knitting,”
second, “Keep It Simple”. These two concepts apply whether engaged in running a fortune 500, or a small
retail outlet. Every time it seems like the business is getting too complicated, it probably IS. Attempting to
create numerous programs and re-inventing direction too frequently may result in a business getting less than
desired results. The more involved a store owner is, the less objective they become. It is hard to observe and
assess from the outside when you are smothered from the inside. Too often, store owners can be spread so
thin trying to keep up with inventory and new products, they lose sight of how customer service and product
placement are affecting the bottom line. Never abandon what you do best. Whether it is exemplar customer
service, product placement or the best scrapbook classes in town, let your customer know that they can
count on you to provide what they have come to expect.
As we shake this cyclical economic recession off our backs, we will find that start-ups and those who
persevered will be positioned well for the next decade.
Kevin Nelson,
Editor-in-Chief
Kevin & Torrie Nelson,
10 scrapbook business
Jan 2, 1994
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