let them make books
OK, you first. You can sell the Photo Book Creator package. Can you teach “bookmaking-at-home” and
Second, buyers of the unit will come back to you for the make money? Absolutely! Whether you
covers. While there, customers might pick up materials not teach a whole class on the subject, complete with extensive
only to use in the book, but also for the outside cover, as these demonstrations, or just make it a five-minute, part of a class
hardcover books are perfect to personalize. on another subject, you have the advantage of your customers’
attention. No wonder a company like Unibind, and many
Now, on to why Unibind is interested in a scrapbook retailer others, will find alliances with scrapbook retailers, highly
as a point of distribution. Unlike almost any other retailer, valuable!
scrapbook retailers do as much teaching as merchandising.
Whether it is a customer simply asking for advice, (advice A one-minute demonstration video of the Photo Book
not generally found in your big-box competitors) or when Creator is available at
www.myphotobookcreator.com/demo.
you hold classes or host crops, you are teaching. How many While there, click on the button “Information for Retailers”
retailers of any size get that chance? for the full scoop.
Roger McManus is the Director of Strategic Relationships for the Independent Photo Imagers (IPI) a 27-year
old buying group for photo retailers. In a new initiative, IPI is creating a parallel organization for Independent
Creative Archivers (ICR) that will perform the same money-saving and education enhancing activities for the
scrapbook industry as they have for photo retailers. McManus formerly published the national trade publication
for photo retailers, was a delegate to the Whitehouse Council on Small Business and named Small Business
Advocate of the year by the SBA. McManus lives in Las Vegas, NV. Contact him at
roger@ipiphoto.com.
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