scrapbook premier inc - feature vendor
What Kevin and Torrie recognized was the need for vendors to with a way to keep up with the latest trends, a surprise benefit
have a place to showcase their products over the course of the was the reminder it gave trade show attendees of products
year, not just at twice yearly tradeshows. As time progressed, they saw, but may have forgotten to order.
vendors recognized the benefits of the “advertorial” concept,
an advertisement that provided the retailer detailed product Retailers always find a willing listener at the Premier booth
information they could incorporate in their business programs. during tradeshows, or when calling their office with a
Besides the advertisements, content included articles written question or concern. Whether voicing the retailer’s concern
by industry experts in advertising, education and marketing; to the vendor, or trying to help the retailer see the vendor’s
helping retailers to become even stronger in every aspect of point of view, Kevin, Torrie and their remarkable staff worked
business. tirelessly to see that all the scrapbook business players had an
opportunity to be heard.
Over the
years, Kevin In that vein, two years ago the magazine’s name changed to
and Torrie Scrapbook Business. The desire was to reach a larger group
continued to create innovative programs that further of participants in the business model, including wholesalers,
supported retailers. When vendors mentioned how difficult it manufacturers and service providers. Setting an example to
was to get pertinent information to busy tradeshow attendees, retailers and vendors alike, Scrapbook Business encourages
Kevin and Torrie came up with the Product Parade. This a value added service concept that includes direct mail
program provided trade show attendees with a postcard sized programs, Internet services, express shipping, tradeshow
check-list of booths to visit. Once the retailer completed the promotions, and in-store signage.
card check list by visiting vendors’ booths and hearing their
“pitch”, the card was turned back into the Scrapbook Premier The scrapbook industry has suffered some setbacks in recent
staff for a product filled bag. The program was a phenomenal years, but the desire to share the family legacy has not waned.
success, and many retailers put the Parade at the top of their While the scrapbook business community may be smaller in
tradeshow to do list. Vendors benefited from the knowledge size, those who remain have a passion for the craft. Kevin
that their information would reach their target audience, and and Torrie Nelson, and the staff at Scrapbook Business, count
the retailers often discovered new vendors they never would themselves as part of that passionate group who will continue
have identified in the regular trade show frenzy of activity. to educate, encourage and support the scrapbook business
community.
Another Premier innovation was
Tradeshow in a Box.
Because attending
two trade shows in the
year was cost prohibitive for some of the retail
audience, the Nelson’s approached vendors and
suggested they provide product and information
to be sent after a major tradeshow to the retail
audience. Not only did it provide non-attendees
apbook Business Staff
Torrie & the Scr
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