THE OFFICIAL MAGAZINE OF THE CRAFT & HOBBY ASSOCIATION Orchestrate

U S $5 00

SUMMER 2006

THE OFFICIAL MAGAZINE OF THE CRAFT & HOBBY ASSOCIATION

Orchestrate Brand Harmony

Make Your BusinessStrategy UniqueFocus on TradeShow Benefits

Publicity Pointers

S U M M E R S H O W I S S U EU.S. $5.00

14Summer ShowSectionPreviewgreatthings tocome at theSummer Showin Rosemont, Illinois,from July 21-23.

Portfolio SUMMER 2006 5

Build a brand based onhow your productconnects with customersto form meaningfulimpressions. Your brandshould be a blend ofdifferent componentsthat keeps customerscoming back for more.

12Gain Ground With a ClearlyUnique Business StrategyDifferentiate yourself fromothers, then develop aninnovative business plan andstick with it.

Trade Shows Make Us FocusWhat better place to showcaseproducts, network, learn andgrow your business?

DepartmentsChief Executive Officer’s Message . . . . . . . . . . . . . . . . . . .7Inside CHA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

Profiles MarketingEducationAnnouncements

Guest Publisher CornerJeanne Wines-Reed, F&W Publications . . . . . . . . . . .36

Index to Advertisers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37

CHA Portfolio is publishedquarterly for:The Craft & Hobby Association319 East 54th StreetElmwood Park, NJ 07407(201) 794-1133Fax: (201) 797-0657www.craftandhobby.org

Published by:

Naylor, LLC5950 N.W. First PlaceGainesville, FL 32607Phone: (352) 332-1252 or (800) 369-6220Fax: (352) 331-3525www.naylor.com

Publisher:Mark Migliore

Editor:Jill Andreu

Project Manager:Pam DissellSales Manager:Jim DielschneiderAdvertising Director:Jennifer DiCapuaMarketing Associate:Kirsten CahillAccount Representatives: Pam Blasetti, Rya Boyce, Krys D’Antonio, Jane Ellis, Diane Markey, Marjorie Pedrick,Beth Sheahan, David Turgeon,Katie Usher, Cora Yongue

Layout & Design:Emma Law

Cover Image:©istockphoto.com

Advertising Art: David Cheetham

CHA Portfolio is distributed on a complimentary basis to CHA members. Subscription fee for non-CHA members is $25 a year.Additional copies available upon request, pending availability. To order, contact Cynthia Burgio, CHA Portfolio Managing Editor, at (201) 794-1133, Ext. 228 or [email protected].

PUBLISHED JULY 2006/HOB-Q0206/4731

© 2006 Naylor, LLC All rights reserved. The contents of this publication may not be reproduced, in whole or in part, without the priorwritten consent of the publisher.

SUMMER 2006

the official magazine of the Craft & Hobby Association

Contents

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Portfolio SUMMER 20066

2006 Board of Directors

James BremerChief Governance Officer

Tall Mouse Arts & Crafts, Inc.

James ScatenaVice Chairman

FloraCraft

Emma GeboSecretary

Crafts, Inc. dba Crafts & Frames

Richard BrownSunrise Craft and Hobby, Co

Terri ClairEK Success

Craig CurtisPetersen-Arne

Jane Anne DavisJane Anne and Co.

Robert FergusonFerguson Merchandising LLC

Cindy Groom-HarryCraft Marketing Connections Inc.

Mike HartnettCreative Leisure Communications

Theodore HesemannHerrschner’s

Herbert LantingaNotions Marketing Corporation

Ronald LaRosaRL Associates

Jane MarskiHannah’s Home Accents

Michael McCooeyPlaid Enterprises

Larry J.OlligesDee’s Crafts Inc.

Carolyn SchulzCreative Solutions

Ron StaffieriRag Shop

Staff Steven Z. BergerChief Executive [email protected], Ext. 214Dale R. AthertonVice President, Finance & [email protected], Ext. 208Sandra M. GhezziVice President, Marketing, Member Services & [email protected], Ext. 217Tony LeeVice President, Meetings & [email protected], Ext. 205Carol AdairOperations [email protected], Ext. 221Robert BaniMail & Warehouse [email protected], Ext. 212Loren BarrowsMarketing [email protected], Ext. 204Cynthia BurgioEducation Program Specialist and CHA Portfolio Managing [email protected], Ext. 228Donna CennimoExhibits [email protected], Ext. 222Keri CunninghamMarketing [email protected], Ext. 229Christine Cutti-FoxMember Education [email protected], Ext. 211Lidia DiazExecutive Assistant to CEOand Office [email protected], Ext. 215John ErichTrade Show Marketing [email protected], Ext. 202Rachael HaringMeetings & Expositions [email protected], Ext. 219Ann KallmanOperations [email protected], Ext. 201William KeenanManager, Systems & Information [email protected], Ext. 203Pam MayMember Services [email protected], Ext. 206Renee MussaDatabase Support [email protected], Ext. 225Nadine SchwartzExhibit Sales [email protected], Ext. 220Semo SennasMarketing Program [email protected], Ext. 218Jennifer SniderMember Services [email protected], Ext. 213Tracy SotoOffice Administrator & [email protected], Ext. 200

V I S I O NA vibrant industry with an exciting image,

expanding customer base and successful members.

M I S S I O NStimulate the sales growth of the craft and hobby industry

• Create consumer demand • Help members succeed• Lead the industry

Craft & Hobby Association319 East 54th Street, Elmwood Park, NJ 07407Phone: (201) 794-1133 • Fax: (201) 797-0657

Web site: www.craftandhobby.org

The Craft & Hobby Association is a not-for-profitorganization consisting of more than 6,000

member companies engaged in the manufacture,distribution and retail sales of products in the

$30 billion craft and hobby industry. Theassociation offers a broad range of member

services, including market research, educationand consumer branding initiatives, and operatestwo annual international trade show events – the

CHA Winter and CHA Summer shows – thatattract more than 20,000 industry professionals.

Convention Program – abroad series of hands-onworkshops, seminars andspecial events. We areextremely proud of thecaliber of programs offeredand the professionalpresenters we are bringing tothe Donald E. StephensConvention Center. Theconvention was customdesigned to fulfill the needsof every segment of CHA’smembership, featuring thenewest and best products.For instance, industry expertswill share emerging trends,consumer insights andpowerful ways to drive growththrough targeted marketing,promotion and innovation. Ipersonally encourage you toattend as many of theseprograms as you can. Youwon’t be disappointed.

The InnovationsShowcase, a popular featureof the CHA Winter Show thatdisplays the most excitingnew products, is also plannedfor the CHA Summer Show.And this year we aredelighted to announce twoadditions to the CHA SummerShow: the Needle Arts andBeading Pavilions. Not onlywill you find special exhibitareas dedicated to thesepopular crafts, but also showfloor demonstrations, learningdisplays, workshops and aspecial business buildingseminar. The 2006 CHASummer Show also brings youmany new scrapbookingideas to explore, with boothafter booth packed withinnovation.

I want to invite all of youto join me at our CHA ShowEvent – “Chicago, My Kindof Town!” on Saturday, July22, from 6-9:30 p.m. Thistrue Chicago entertainmentspectacular will feature thewidely acclaimed satiricalantics of The Second Citycomedy group. You’ll alsobe able to dance to theswingin’ tunes of the 10-piece Ovation Orchestra.

And for dinner, hot buffetstations will be themed tohighlight areas of Chicago –the historic Stockyards,Greek Town, Little Italy –Taylor Street, China Townand Wrigleyville.

The CHA Summer Show istruly the place to discovergreat products from all craftcategories, learn newbusiness-building skills tohelp you drive sales duringthe peak holiday season andbeyond, and network withcolleagues.

CHA is dedicated tohelping you grow yourbusiness, and we’vedesigned an exciting CHASummer Show to achievethat goal!

On behalf of the staff atCHA, we all look forward toseeing you in July inRosemont.

What an exciting time forCHA. Within the first half ofthis year alone we havereleased new, updated andimproved consumer research,sponsored one of the mostsuccessful winter conventionsand trade shows in our history,introduced the first-evermember magazine, CHAPortfolio, and recentlycompleted another verysuccessful National CraftMonth promotion. And allthese programs are geared tooffering you more value-added services for yourmembership dollar.

That is why I am so verypleased to introduce you tothe exciting world of the 2006CHA Summer Conventionand Trade Show in Rosemont,Illinois, from July 21-23. This isthe first year CHA has assumedmanagement of this importantevent and is fully responsiblefor all aspects of the summer’slargest craft and hobby show.Our goal is to grow the showin size and breadth to make ita stronger buying and sellingopportunity for you. It’s amust-see show and a naturalcomplement to the CHAWinter Show because of theimportance of the pre-holidaytiming.

I am pleased to report thatthe CHA Summer Show willfeature more than 500exhibitors in more than1,200 booths, bringing youan exciting array of thenewest and hottest craft andhobby products.

A major focus of this year’sCHA Summer Show is our


CEO’smessage

Summer Show

If you have questions

or comments

regarding the show,

please contact me

directly at

(201) 794-1133 or

sberger@

craftandhobby.org.

Offers Array of Opportunities

Steven Z. BergerChief Executive Officer


Imagine yourself attending asymphony orchestra concert.

The conductor lowers his batonto start the piece, and, almost assoon as the concert begins, younotice that you are distracted bynoises coming from differentplaces in the auditorium. You lookto your left and see a workman ona ladder, repairing a large hole inthe auditorium wall. Just as youlook at him he accidentally dropshis saw, narrowly missing amember of the audience andmaking a crashing noise. Yourimmediate reaction is one ofoutrage for this breach ofdecorum normally associated withclassical music, and you lookquickly to the stage to gauge theconductor’s response. Theconductor hasn’t missed a beat.You realize that he didn’t noticethe workman’s disruptions.

Suddenly, you are distracted bya noise coming from your right.The concert hall’s ticket collectorhas set up his box office windowright in the middle of theauditorium, and he is loudlyconducting business withoutregard for the music onstage. Theconductor doesn’t seem to noticehim either. Next, you hear anargument coming from the rear ofthe auditorium. An audience

member is yelling at an usher,saying that he wants his moneyback, and the usher is officiouslytelling him that the house policy isto give no refunds. The musicians,the workman, the ticket seller andthe usher all appearoblivious of each other.An audience memberin front of you turnsaround and starts tooffer you hisunsolicitedopinions onthe concert.

Whatwould yourimpression be ofthis concert?

What does this story have todo with marketing?

Understanding the Concert ParableThe orchestra in our parable hadevery intention of delivering anevening of beautiful music to theaudience. But the audience heardmany other sounds, which theycould not help but blend in theirminds with the orchestral music.Their overall impression of theconcert was formed through themixture of all sensory input thatreached them, not just thebeautiful music intended for them.

The same thingthat happens withaudiences andorchestras happenswith customers andproducts.Customers hearmany

Brand Harmony

Orchestrate

BY STEVE YASTROW

spouted policy to a disgruntledcustomer. When was the last timeyour opinion of a product wascolored by the customer servicethat surrounded the product?Yesterday? Was it really that longago?

As for the guy sitting in front ofyou, don’t the opinions of othercustomers often have ameaningful influence on our ownopinions? Sometimes the mostpowerful messages we hear aboutproducts aren’t from thecompanies behind them, but fromother customers who use them.

And what about the orchestraitself, oblivious to all of the noisereaching the audience? How oftenis the advertising of a productdone in a vacuum, withoutconsidering the other “messages”that reach customers?

Creating the Perfect BlendBut the most important lessonfrom the concert parable is theoverall blend itself. This overallblend of sounds drives a listener’soverall impression, but in our storythe audience’s complete listeningexperience was just a de facto,accidental combination ofunrelated sounds that were neverplanned by the concert’sproducers. This happens inmarketing all the time; theultimate blend of “sounds” acustomer hears are often just anunplanned accident.

If we want to put on a better“concert” for our customers, we

have to stop focusing somuch on what we are sayingand shift our focus 180degrees to what the customeris “hearing.” And not just thethings they hear from ourmarketing communications,but the overall blend theyperceive from all encounters theyhave with our products.

All we can do is orchestrate theinteractions customers have withus. If we do this well, the blend ofthese interactions will helpcustomers have the kinds ofthoughts we want them to have. Itis the perception of a brand thatcounts, not its declaration. Wecan’t tell customers what to think,we can only make it possible forthem to tell themselves what tothink. Brands are inferred, notimplied.

Brand DissonanceLike a person’s experience withmusic, a customer will have amore powerful experience with aproduct if the blend of allmessages from that productcreates a strong brand harmony.The customer’s impression of thisharmony represents his or herfeeling for the brand. Thiscomposite feeling or impressionof the brand drives any action heor she may take, whether thataction is to buy, not buy,recommend, use, throw away,ignore, applaud or reject thebrand.

In our orchestra example, the

“messages” from products, manyof which are unintended by theproducts’ sellers. The customer’simpression will be based on thecumulative effect of all of thesemessages, not just the “beautifulmusic” of advertising.

Is the parable so far fetched?Think of the workman, creatingnoise that distracted you from themusic. How often have acompany’s operational systems,glitches and inconveniencesgotten in the way when you try tobuy, use or learn about theirproducts? Ever wait on hold for 15minutes because the companyyou’re calling doesn’t haveenough people to answer phones,

or waited on a hot plane duringa maintenance delay? Used a

Web site with cumbersomenavigation? Hooked up a

VCR with a manual thatwas poorly written?

Next, think of theticket seller setting uphis booth right in theauditorium. How oftenhas the actual process

of buying a productinfluenced your opinions

about that product, for better orworse? Was it difficult to comparetwo models of the product? Was ithard to determine the true priceof a complex product, like a car ora vacation? Did the seller make iteasy to buy or difficult to buy?

And what about the usher,hiding behind the protectivecover of bureaucracy as she


Steve Yastrow shows how companies large and small can use brand harmony

to improve results. Yastrow’s book “Brand Harmony: Achieving Dynamic

Results by Orchestrating Your Customer’s Total Experience” (The Tom Peters

Company Press, an imprint of Select Books, Inc., New York), includes how-to

exercises based on his proven methods and real-life examples.

STEVE YASTROW

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musicians all planned to deliver awell-crafted, harmoniousexperience to the listeners. But allof the other conflicting soundscreated a dissonance thatdistracted the listeners fromperceiving the harmony that wasintended for them. Dissonance isdefined as the “mingling ofdiscordant sounds,” or as an“inharmonious combination ofsounds.” (Webster’s RevisedUnabridged Dictionary, 1913)Psychologists have been using theterm “dissonance” since 1957when Stanford Universitypsychologist Leon Festingerpublished “A Theory of CognitiveDissonance” to describe thereactions people have toelements of knowledge that areinconsistent with each other.Festinger says that people finddissonance uncomfortable andwill try to reduce it. In the case ofthe orchestra concert, that mightmean leaving at intermission. Witha product, it may mean thediscontinuation of purchasing.

Brand dissonance can takemany forms. The most commondissonance is when productsdon’t live up to their advertisingpromises, for example if the“friendly skies” aren’t so friendly.But dissonance also happens

when messages from productsconflict with each other. When hewas senior vice president ofmarketing at Hyatt Hotels, AdamAron made it a personal crusadeto rid the hotels’ closets ofsecurity hangers, the kind thatwon’t be stolen because thehanger only works when fittedinto a piece affixed to the closetrod. This signaled to Hyatt’scustomers that the companydidn’t trust them, diluting theeffects of the other messagesHyatt was sending.

A few years later, when I wasvice president of resort marketingfor Hyatt, research picked up on adissonance that resort vacationersfelt when convention attendeeswalked by the pool, wearing namebadges and holding brief cases.Not surprisingly, the sight of theseguys was in conflict with therelaxed atmosphere of the resort.Unfortunately, it had a negativeeffect on Hyatt’s brand. Brandharmony is created when themessages a customer receivesfrom a product are mutuallyreinforcing, creating an overallcumulative message morepowerful than the individualmessages. Dissonance happenswhen these individual messagesdon’t reinforce each other or,worse, conflict with each other.

Orchestrating brandimpressions to create brandharmony is, then, the marketer’schallenge. This challenge is greatbecause these brand impressionsreach the customer from manydirections. Marketing messagesare only a small fraction of whatthe customer considers whencreating his or her brandimpression. The experience ofbuying and using the product,what the customer hears fromfriends, interactions withemployees who represent thebrand . . . all of these and moreinfluence the brand impression.We’re talking about a lot morethan a consistency of “look andfeel,” which is as far as most

conversations about brandconsistency ever go. We’re talkingabout orchestrating thecustomer’s entire experience withthe product.

In a world of brand harmony,brands are richly textured andmulti-faceted. They arepolyphonic. Sometimes theharmony is sweet, sometimes it istense, but it is always a function ofevery sound that contributes to it.The addition of one new soundchanges the flavor of theharmony, sometimes enrichingand adding to its essence, butalso possibly detracting anddiminishing the integrity of theharmony. This is a far cry from aview of branding based on ads,logos and taglines, which arerelatively monophonic bycomparison.

Building Your BrandHarmony isn’t about making a“pretty” blend; it’s about making aparticular blend. The special flavorof a harmony comes from thecontrast between its componentparts. How we blend thesecomponents has everything to dowith how our products connectwith customers and formmeaningful, powerful brandimpressions.

Brands can’t be built onsuperficial messages. We don’tcut through the clutter of ourcustomers’ lives by hitting themover the head with bigger andbigger baseball bats. We cutthrough the clutter by creating aninteresting harmony thatcommunicates to a customer whyshe would want to be involvedwith our product. It is the blend,not the brute force, that creates astrong brand.

And it is the customer whocreates that strong brand afterperceiving the blend. Themarketer’s job is to create anenvironment of brand harmonythat will encourage customers tomake strong, appropriate brandimpressions. ●

Brand Harmony BasicsBrand: What a customer thinks about a product. Yourbrand is not what you say you are, but what yourcustomer thinks you are.Brand Dissonance: When a customer perceives thata product’s experiences are in conflict. Branddissonance discourages a customer from being moreinvolved with a product.Brand Harmony: The idea that the strength of acustomer’s brand impression is driven not by howmany times the customer sees your ad, or by howclever that ad is, but by how well all experiences thiscustomer has with your product blend to tell asensible, cumulative story.Brand Impression: A customer’s cumulative thoughtor opinion of a product.

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Are you sick and tired of losingyour market share to more andmore competitors? Isn’t it timeyou made a resolution to gainsome of it back? Perhaps 2006 willbe “your year” – if you’re up forthe challenge.

Squeezing out a bit moremargin by “beating up” yoursuppliers, tweaking your displaysor hiring a new sales managermay sound like a good idea, butthe effect on the bottom line willbe minimal and short-lived. If youtruly want to set a goal of gainingsignificant market share in 2006,make a commitment to create anew, better business strategy.

Take a look at your currentbusiness strategy. How well haveyou defined your ideal targetmarket? Have you articulated yourdifferentiating claim in themarket? Are all of your sales,marketing and public relationsefforts clearly and consistentlydelivering these messages?

Whether you’re a manufacturer,chain retailer or independent,increased competition in the craftand hobby industry can seemoverwhelming.

When reassessing your currentbusiness strategy, start with threemain objectives:1. Establish your company’s point

of difference in themarketplace by identifyingwhat truly makes your

customers buy from you andnot your competitors.

2. Clearly articulate thatdifference across all aspects ofthe company throughprograms, communication, etc.

3. Consistently focus on meetingyour customers’ expectationsas related to your uniqueclaims.

Looking at your business from abroad perspective is important.You must take into account allaspects of the business –especially the point of view of yourcustomers or prospects. Build yournew strategy around their needsand wants.

What Makes You Unique?First, when identifying andestablishing your uniquecompetitive advantage, it’simportant to understand whatreally matters to your targetmarket. Differentiating yourself onsomething your customer doesn’teven care about makes no sense.Second, your unique differencemust be something a competitorisn’t known for, because then itwouldn’t be unique. Lastly, whenchoosing a differentiating claim,be sure it’s something you do welland can deliver on time again andagain. The worst thing in businessis to under-deliver on what you’vepromised.

With a Clearly Unique Business Strategy BY ED KING

Gain Ground

Embrace Your StrategyAs you can see, a truly potentbusiness strategy is more than justa tagline or mission statement.Ultimately, your business strategyshould be reflected in the wayemployees view their place in thecompany, the attitude and skillwith which they perform the work,and their understanding andembracing your company’smission. In short, it should be away of life within your four walls.

This goes for independentretailers, manufacturers ordistributors. For a manufacturer, adifferentiating claim might be ajust-in-time inventory system or apromise of zero defects – a claimthat you alone can make in themarket.

Finally, once your particularclaim is established and you haveimplemented the claim acrossyour organization, you willencounter the toughest part of all:sticking to your guns. You see,prospects and customers aren’tinterested in your company’s

business strategy. They’reinterested in what’s in it for them. If yourcommunication with yourcustomers and prospects isanything but clear andconsistent, they simply won’tget it. They won’t understand whythey should choose you over yourcompetitors.

From your marketing andadvertising efforts to yourstorefront and the demeanor ofyour front-line employees, yourclaim of uniqueness should shinethrough. Your goal is to make astatement. Your employees, aswell as customers and prospects,should be able to recite youruniqueness back to you.

Define your company’s point ofdifference and display it ineverything you do. ●

Ed King, corporaterejuvenation specialist withTurning Point Strategies, can bereached at (678) 727-4040 [email protected].

Here’s a very important pointwhen establishing your uniquedifference in the marketplace:Your differentiating claim shouldnot be price. Low prices are verydifficult to sustain over time(unless you’re Wal-Mart, forinstance) and will only serve tochip away at your margins andprofits.

Once you choose a unique andcompelling differentiator, you’llwant to unleash it across thewhole organization. This is whereyou will assess all businessfunctions and introduce thedifferentiating claim from top tobottom. This may mean you haveto make changes in your businessprocesses in production, sales,compensation, human resourcesor other departments.

Take Build-A-Bear Workshop asan example. This company isgreat at delivering a delightful in-store experience for the customer.So great, in fact, that theyproduce $600 per square foot inannual sales, twice the average forU.S. mall stores.

You may want to promise thebest in-store experience as yourdifferentiating claim – a much-needed attribute to combat theprofit-driven, big-box retailerexperience. In that case, you’dwant to change certain aspects ofyour business, such as yourcompensation structure for front-line employees.

Rather than paying an hourlyrate, you might shift to a structureoffering bonuses based on livingup to the promise. This could beaccomplished through secretshopping or customer surveys.Likewise, you may implementpersonality testing, so you aresure to hire more courteous,outgoing individuals who willembrace your goal of the best in-store experience for thecustomer.


ED KING

Craft Your DifferenceCreating (or discovering) a differentiating claim is a vital, yet often overlooked,

business strategy. Studies have suggested that products and services that standfor something unique significantly outsell their competitors and capture bettermargins.

Here are some points to consider when assessing your differentiating claim:1. Is your differentiating claim relevant?

Be sure you are speaking to a problem that your market is looking to solve.2. Is your differentiating claim truly unique?

If your competitors are already known for something unique, make sure yourclaim is something different.

3. Can your business live up to your differentiating claim?Over-promising and under-delivering is a fast way to upset your customerbase and go out of business.

4. Is your differentiating claim sustainable?The best differentiating claims are those where you hold a proprietaryadvantage, such as supply chain, patented products or a tried-and-trueprocess.

5. Is your differentiating claim something other than price?Remember, competing with a lower price is a failing proposition for almostevery business in every industry.

An inevitable partof our business year isattending varioustrade shows, such asour own CHASummer and Winter

Convention and TradeShows. To some extent

we regard these majortrade shows as something

we must do, with many ofus overlooking the fact that

these events allow us tospend two, three, fouror more dayscompletely focusedon our businesses.We leave our hotel

rooms early in themorning, only to come

back at the end of theday completely exhausted

– but also full of ideas forour businesses. Whether

manufacturers, distributors,retailers, press, creativeservices or any other

segment of the industry, theseshows situate us in the middle of

our chosen industry and give usthe opportunity to really thinkabout and question our individualbusinesses and/or professionaldirections.

Trade shows should be viewedas opportunities for us to look atour business model with thepossibility of growing andimproving it. This is where weliterally “fill up at the pump” –many of us come away “pumped”

and eager to apply what we havejust experienced to ourbusinesses. Many of us can hardlywait to share this enthusiasm withassociates back home.

Let’s face it: Many of us spenda great deal of our working livesdealing with “stuff,” not really evergetting truly, seriously focused onour businesses. We start the daywith an objective only torecognize, by the end of the day,we never even got close to itbecause a lot of “stuff” got in ourway. This does not happen attrade shows because almosteverything we do makes us thinkabout our businesses ordepartments and what we can doto improve them.

Many suppliers have fewer andfewer sales representatives,opting instead for B2B Web sites,product catalogs on paper and/oron CD with internal customerservice representatives. Being in abooth reviewing all aspects,demonstrations, features andpromotional possibilities of aproduct category are invaluable toone’s business and cannot beduplicated online or over thetelephone. We all have differentways and methodology of workinga show, but no matter how we doit, we are completely focused.

The convention is an integralpart of the trade show. Attendingclasses, seminars and meetingsalso allows us to focus. Typically,the costs for these are usually less


Trade Shows Make Us Focus

BY RICHARD BROWN

than those offered back homeand, in some cases, they areoffered free of charge. They aresponsored by industry players forindustry participants; classes caterto logistics, tips for first-timeexhibitors, merchandisingtechniques or any number ofother topics. If there’s a costinvolved, just look at it as aninvestment. Personally, I havelearned a lot from participating inthese events and found them tobe terrific networkingopportunities.

Exhibitors are also very focusedon their business due to fact that,in just a few short days, they areable to gauge responses to newproduct offerings. Usually, theentire hierarchy of an exhibitingcompany attends these shows;this equals total and completefocus by an entire staff. Salesrepresentatives come away fromshows with a lot of leads or salesgains, whereas marketing andcreative services people comeaway with many new ideas andplans for the business.Competitors are eyeing eachother with great intensity, and thisgets the competitive juices going.

In the end, our consumers winfrom the stimulation everyonegets from attending trade shows. Istrongly recommend exhibitorsget their staff more involved inattending classes, seminars andshow events as there is so muchto learn. The press is there andfocused on our industry, resultingin more opportunities for visibilityin the media and free publicity.

Over the years, I have met withindividuals who have, incorrectly,felt that trade shows areexpensive to attend both indollars and time. These are thesame individuals who, in somecases, have businesses that havefailed. A few days of focus can go


Trade shows, when

approached with the

right vision and plan,

offer all of us the

opportunity to focus,

network, learn, grow our

business and become

more profitable.

a long way in improving ourbusinesses. I met a couple at theWinter Show in Las Vegas,attending their first major show; itwas fascinating to see howexcited they were. They own twoindependent scrapbooking stores,which they opened a couple ofyears ago. We exchanged cardsand, upon my return to the office,I looked at their Web site out ofcuriosity. For the benefit of theirconsumers, they had alreadyposted images of the show. Theyhad done such a terrific job that Icould actually feel theirenthusiasm. I guarantee theywould have the same impact onanyone who would visit theirstores.

Complete focus is difficult toachieve, but it is one of the keyingredients to asuccessful enterprise.Trade shows, whenapproached with theright vision and plan,offer us all theopportunity to focus,network, learn, growour businesses andbecome moreprofitable.

When you attendthe 2006 CHA SummerConvention and TradeShow, come withanticipation, and you’lldiscover that you’ll belooking with your eyeswide open. ●

Richard Brown is aCHA board memberand is affiliated withSunrise Craft andHobby Co. in Waterloo,Ontario, Canada. Hecan be reached at (519)578-1526.

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Weave Your Way through theCHA Summer Convention

and Trade ShowTradeshow – July 21, 22, 23Education Program – July 20, 21, 22Donald E. Stephens Convention CenterRosemont (Chicago), Illinois

Preview

BEADING AND NEEDLE ARTSPAVILIONSThese pavilions in the special exhibitareas will not only include exhibitorswith a wide range of related craftproducts in beading and needlearts, but will include floordemonstrations, product displays,learning seminars and workshops.Visit throughout the day and learnabout the newest products andtrends in these categories. Ticketsare not required for the specialdemo sessions on the show floor.

INDUSTRY ROUNDTABLE ANDBUFFET BREAKFAST (EVENT#S802)New this year is the CHA IndustryRoundtable where craft industryprofessionals can voice theiropinions at an interactive discussionforum around six hot topics(financing growth, capitalizing ontrends, inspiring customers,managing market cycle ups anddowns, etc.).

Each discussion topic will bemoderated by a key industrymember, and roundtableparticipants will includemanufacturers, retailers, designers,press, publishers and others. TheIndustry Roundtable is a free event

with buffet breakfast, open to allshow attendees. Advance ticketingrequired.

INNOVATIONS SHOWCASEThis popular feature at the CHAWinter Show is now featured at theCHA Summer Show. Exciting newproducts submitted by exhibitorswill be displayed in the lobbyshowcases for buyers to discoverthe best and brightest new ideas inthe industry before entering theshow. The press will vote for the first,second, and third prize winners ofthe Innovations Showcase, to beannounced during the show.

CHA SHOW EVENT —“CHICAGO, MY KIND OF TOWN!”(EVENT # S801)This exciting evening event is a trueChicago entertainment spectacularand begins with the widelyacclaimed The Second City comedygroup, native to the area. They arecelebrated for their wild and wackyperspective on modern day society.The dance floor will be open for theswingin’ tunes of the 10-pieceOvation Orchestra, ranging fromChicago blues and jazz to popularclassics with a beat. For dinner, hotbuffet stations will be themed to

The 2006 CHA Summer Conventionand Trade Show returns toRosemont, Illinois, July 21-23 at the Donald E. Stephens ConventionCenter. This is the first year CHA isfully responsible for all aspects ofthe summer’s largest craft andhobby trade show, and we arepleased to bring to you an excitingarray of special events andeducation. Sign up atwww.chashow.org, or if you need assistance, call (201) 794-1113,Ext. 213.

Highlights include:

GEARING UP FOR GROWTH!BEADING, NEEDLE ARTS &SCRAPBOOKING –CONTINENTAL BREAKFASTSEMINAR (EVENT #S800)Here’s a quick way to learn aboutthe new first-quarter ’06 CHAAttitude & Usage research resultsand business-building ideas forthese three focus areas of the 2006Summer Show. Come hear industryexperts share emerging trends,consumer insights and ways toinfluence new crafters plus builddepth of purchase among moderateto heavy crafters. Free event, ticketsrequired.


Summer Show2006SUMMER

Convention and Trade Show

Special Events and Programs

Get connected

at the new

Beading

Pavilion.


professional development. Choosefrom 15 sessions customized toaddress top issues of manufacturers,retailers and designers, as well asgeneral training on handling difficultconversations and marketing towomen. Learn powerful solutions toyour business challenges and buildskills that will help you get the edgeover your competition.

WORKSHOPSHands-on workshops anddemonstrations are key features ofeach CHA show that enableparticipants to obtain first-handknowledge of product usage. Thisinformation is helpful in planning in-store classes, merchandisingdisplays and keeping customers andemployees informed about newproducts and the latest trends. Bringnew ideas and programs back toyour store. There are even MegaWorkshops designed to teachdifferent techniques in three or moreprojects.

GENERAL SESSIONSAttend these powerful programspresented by top experts who willshare solutions to your businesschallenges by offering easy-to-implement ideas that will provide

you with the skills necessary toachieve your profit potential.

Michelle Gravelle: Grow YourBusiness through EffectiveConversation (Event #G400)

Andrea Learned: How WomenBuy, and How to Guide Their Pathsto Your Door (Event #G401)

RECEPTIONSAttend complimentary receptionsthe night before the show opens,and network with peers and otherindustry experts. Badge qualificationand advance ticketing required forDesigner Showcase & Reception(Event #D700), Buyer Reception &Program: “Competitive Buying”(Event #R500) and ExhibitorReception & Program: “Closing theSale” (Event #M600).

NEW PRODUCT SPOTLIGHT(EVENT #R505)Attend this event before the showopens and see a preview of the newproducts from the show with adescription of key features. Alsolearn promotion, public relationsand merchandising ideas to buildcustomer demand.

As an extension of our Glossy Accents™ line,Crackle Accents™ is a 3-dimensional, glossmedium that dries to a cracked finish. Use toaccent spot areas or entire images. Great foruse over rubber stamped images, die cuts, clip art,ephemera, stickers, inside bottle cap art & jewelry blanks. Also worksas a glue! Fine tip allows for precise application direct from the bottle.

• Accent die cuts for scrapbooks• Give an aged look to clip art images• Highlight distinct areas on a card

• Emphasize portions of a sticker• Create antique-looking jewelry • Perfect for bottle cap art

Visit us at CHA Summer, Booth #6113for Crackle Accents and more!

Save the Date! January 28-31, 2007

CHA 2007 Winter Convention and Trade Show at the

Anaheim Convention Center

To request Winter Showinformation, go towww.chashow.org

Attend

workshops

at the

new Needle

Arts Pavilion.

Chicago favorites: The HistoricStockyards, Greek Town, Little Italy –Taylor Street, China Town andWrigleyville. Advance tickets are $35and must be ordered by July 7.Onsite, $50.

KEYNOTE SPEAKER (EVENT #S100)CHA is proud to present JasonJennings, authority on businessleadership and productivity, askeynote speaker for the SummerShow. Jennings, speaker and best-selling author of “Less Is More” and“Think Big, Act Small,” has morethan 20 years’ experience leadingsuccessful businesses to achievetheir full economic potential. Hemost certainly will give CHAmembers insight as to how they cansucceed and grow in the industry bylearning the secrets to achievingconsistent and profitable growthbased on research of the world’sfastest, most productive and best-performing companies. This eventincludes a cocktail reception andautographed copy of JasonJennings’ new book. Advanceticketing free, onsite $25.

SEMINARSReserve time in your schedule for

THURSDAY, JULY 20

8:00-9:30 a.m. General Session: “Grow Your Business Through Effective Conversation” ~ Room 14 (Event #G400)10:00-11:30 a.m. Seminar: “Stop, Thief! How to Protect Your Valuable Intellectual Property” ~ Room 11 (Event #M603)5:00-7:00 p.m. Designer Showcase & Reception

Free event with wine, beer and hors d’oeuvres ~ Hyatt Grand Ballroom C (Event #D700)5:30-7:30 p.m. Buyer Reception & Program

Free event with wine, beer and hors d’oeuvres ~ Hyatt Rosemont Ballroom A&B (Event #R500)6:00-8:00 p.m. Exhibitor Reception & Program

Free event with wine, beer and hors d’oeuvres ~ Hyatt Rosemont Ballroom C&D (Event #M600)

FRIDAY, JULY 21

7:30-9:00 a.m. Seminar: “Gearing Up For Growth! Beading, Needle Arts and Scrapbooking” ~ Room 14 (Event #S800)Free event with continental breakfast.

9:00 a.m. Exhibits OpenBeading & Needle Arts Pavilions open, ongoing activities throughout the day, tickets not required

11:30-12:30 p.m. Task Force: Marketing Sponsorship, pre-show sign-up only – contact CHAComplimentary lunch served ~ Hyatt Continental A&B

12:30-1:30 p.m. Task Force: Member Communication, pre-show sign-up only – contact CHAComplimentary lunch served ~ Hyatt Eastern A&B

3:00-4:30 p.m. General Session: “How Women Buy and How to Guide Their Paths to Your Door” ~ Room 12 (Event #G401)5:00-5:45 p.m. Keynote Cocktail Reception ~ Rooms 1-14 (Event #S100)6:00-7:00 p.m. Keynote Presentation: “Think Big, Act Small”– Jason Jennings ~ Rooms 1-14 (Event #S100)7:00-7:30 p.m. Keynote Book Signing ~ Rooms 1-14 (Event #S100)

SATURDAY, JULY 22

7:15-8:45 a.m. Seminar: “Weigh In and Measure Up” ~ Room 14 (Event #M604)9:00 a.m. Exhibits Open

Beading & Needle Arts Pavilions open, ongoing activities throughout the day, tickets not required11:30-12:30 p.m. Task Force: Winter/Summer Show Positioning, pre-show sign-up only – contact CHA

Complimentary lunch served ~ Hyatt Continental A&B12:30-1:30 p.m. Task Force: Member Retention & Affinity Programs, pre-show sign-up only – contact CHA

Complimentary lunch served ~ Hyatt Eastern A&B6:00-9:30 p.m. CHA Show Event: “Chicago, My Kind of Town” ~ Hyatt Grand Ballroom A, B & C

SUNDAY, JULY 23

7:30-9:00 a.m. Industry Roundtable: Discussion forum for hot industry topicsBuffet breakfast served ~ Room 14 (Event #S802)

9:00 a.m. Exhibits OpenBeading & Needle Arts Pavilions open, ongoing activities throughout the day, tickets not required

4:00 p.m. Show Ends


Summer Show Preview

Special Pre-Show Planner SectionKey Events Listing | Show Services | Personal Daily Planner & Appointment Schedule | Convention Center Map

Key Events Tickets required unless otherwise noted.


Onsite Services

CHA BOOTH/MEMBERLINKAGEStop by the CHA booth located in the Donald E. StephensConvention Center lobby foranswers to any of your questionsor to share your ideas. Meet thedirectors of the CHA Board andrepresentatives from the MemberLinkage Committee, your directlink to the association’sleadership. CHA staff will beavailable to discuss memberbenefits or answer questionsabout association membership.

CYBER CAFESStay in touch via e-mail from theshow floor. Cyber Cafes arelocated on the show floor withcomputer terminals offering freeaccess to the Internet. Whileonline, visit www.chashow.org tosearch for exhibitors and productsat the show. Then, you can printout a list to assist you as you walkthe show floor.

PACKAGE CHECKING & SHIPPINGEliminate the need to carry your

show materials with you all daylong and on your trip home. TheRES Service Centers are locatedin Hall A and Hall F for anyshipping, faxing or copying youmay need. Services are availablefor a nominal fee.

PRIVATE APPOINTMENTHOURSFrom 7:30 a.m.-9:00 a.m. on July 22-23, the trade show floor isopen to buyers specifically invitedby exhibitors. Buyers must speakwith an exhibitor to pre-schedulean appointment, and theexhibitor must meet the buyer atthe show entrance and escort thatindividual to the booth.

RESTAURANT RESERVATIONSCHEDULEPlan your after-show events and make restaurant reservationswith the professionals at theReservation Service kiosk. Thisreservation service is available toCHA show participants during the2006 Summer Show. The staff canassist you with large dining andhospitality events.

MESSAGE CENTERThis centrally located messageboard, in the Registration Area, isthe place where show attendeescan communicate with friends andcolleagues. You may use theboard to post messages or toswap tickets for educationalevents.

COMPLIMENTARY SHUTTLE SERVICEIf you made hotel reservationsthrough Par Avion, the officialhousing bureau for the 2006Summer Show, complimentaryshuttle service is available for you.The shuttle service operatesbetween CHA’s official hotels andthe convention center on a regularbasis July 20 through July 23.Shuttle service is not provided athotels that are within walkingdistance to the convention center.For your convenience, late shuttlehours will accommodate eveningclasses.

WHEELCHAIRS AND SCOOTERSWheelchairs can be ordered inadvance by calling MaggieClemmensen in customer serviceat (847) 993-4668. Pricing is $20per day for a standard wheelchairand $50 per day for a motorizedscooter, pick up at the RES ServiceCenter. On-site requests shouldbe directed to the service centersas well. ●


Summer Show Preview

Personal Daily Planner & Appointment Schedule

Thursday Friday Saturday SundayJuly 20 July 21 July 22 July 23

8:00-9:00 AM

9:00-10:00 AM

10:00-11:00 AM

11:00-12:00 PM

12:00-1:00 PM

1:00-2:00 PM

2:00-3:00 PM

3:00-4:00 PM

4:00-5:00 PM

5:00-6:00 PM

6:00-7:00 PM

7:00-8:00 PM

8:00-9:00 PM

NOTES


FLOOR PLAN

sponsorship. There are six mainreasons why companies embracesponsorship, including enhancingimage, driving sales, increasingvisibility through publicity, takinga “good corporate citizen” role,differentiating from one’scompetitors, and enhancingbusiness, consumer and VIPrelations.

All of these are valid reasons.Assess the proposed sponsorshipopportunity against these goals,and then ask yourself if it willdeliver against any of them.

If so, you may want toparticipate. However, it’s a goodidea to do some homework first,before you sign on the dottedline.

Check out the show’s image. Isit perceived as a classy, upscaleevent? Or does it have a less-than-stellar reputation? You’ll wantto know this before you affiliateyourself with the event. Showorganizers should be able toprovide you with the targetaudience expected to attend,plans for media coverage of theevent, and what your obligationsas a sponsor are. You’ll also wantto know what kind of support youcan expect from the showorganizers and what exactly yoursponsorship dollars are buying.

Don’t be afraid to ask thetough questions. You are forminga short-term partnership with thetrade show organizer. Approach itthe same way you’d assess any

other potential businessrelationship. You need to knowthe event’s operational history.Has the show been around for awhile and growing every year, or isthis a brand-new enterprise? Whowere the previous sponsors? Howmuch did they pay to beinvolved? What is the backgroundof the organizer?

Check the date of the event,and check to make sure it doesnot conflict with other eventswhere your company wishes tohave a presence. You also shouldbe provided with a full andcomplete list of event attractions,including educational

Trade shows offer a bonanza ofsponsorship opportunities. Talkwith show organizers and they’llbe more than happy to explainhow you can make sure yourcompany’s name and logo areplastered all over the arena, onthe program guide, over thehospitality suite, even on the totebags everyone carries around allday.

Is all that cash worth it? Howdo you know that sponsorship isright for your company? Is there away to determine if underwritingaspects of a trade show will helpyour bottom line?

Absolutely.First, it’s imperative to

understand exactly whatsponsorship is. Sponsorship is thefinancial or in-kind support of anactivity, used primarily to reachspecified business goals. The factthat sponsorship is undertaken toreach specific business goalsclearly differentiates it fromphilanthropy – you won’t be ableto write off your trade showparticipation as a charitablecontribution. However,sponsorship is also very differentfrom advertising. Sponsorship isnot a solo adventure the wayadvertising is. It promotes acompany in association with anevent.

It is important to determinewhy you may want to sponsor anevent. You will want to set someclear, measurable goals for your


Summer Show Preview

Is Sponsorship Rightfor My Company?BY SUSAN FRIEDMANN

ISTOCKPHOTO.COM/STEFAN KLEIN


programming and receptions.Sponsorship works best in the

context of a relationship. Youoften will see the same companiessupporting the same events yearafter year after year. This synergycreates a special, unique brand forthe duration of the event, a brandthat the buying public begins tocount on and expect. Make sureyou inquire about ongoingsponsorship opportunities, as wellas cross-promotion opportunities.

Don’t dilute your brand bysponsoring every event thatcomes along. You can afford to beselective here. Pick the one or twoevents that most closely mirroryour corporate image andphilosophy – those are the onesthat will help you meet yoursponsorship goals.

Once you’ve made up yourmind what events you’d like to beaffiliated with, contact the eventorganizers. Many sponsorshipopportunities are highlycompetitive, and space is limited.There’s not a lot of time todawdle if you want one of onlytwo or three premier spots.

Finally, don’t feel limited towhat sponsorship opportunitiesthe show organizers offer. If youhave a great idea, talk to theorganizers about it. Chances arethat show organizers will welcomeyour creativity and they’ll be morethan willing to accommodate yourplan. ●

Susan A. Friedmann, CSP, TheTradeshow Coach, of Lake Placid,New York, is author of “Meeting &Event Planning for Dummies.” Sheworks with companies to improvetheir meeting and event successthrough coaching, consulting andtraining.

D&I

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CHA Advertising, Marketing and Sponsorship Opportunities

It is a proven fact that exhibitors who integrate other marketing tools into theirexhibition participation are far more successful in attracting their target audience,converting them to leads and generating sales. Isn’t this what it is all about?

CHA offers an extensive list of advertising, marketing and sponsorship opportunities tohelp you achieve this goal.

Pre-Show – Buyer’s Action Pack™, Show Directory and CHA Portfolio Magazine (2x/yearshow issues)

At-Show – Exhibitor Preview ™ Literature Kiosk, Convention News Network ™, OfficialShow Lanyard, Official Show Bag, Press Room, Cyber Café, CHA Show Event, KeynoteSpeaker, General Sessions and Banners

At-Show Sponsorship Packages – Save dollars and generate multiple exposures.Post-Show – Post-Show Buyer Attendee Mailing List, CHA Portfolio MagazineIf you have made the investment to be an exhibitor at the CHA Winter or Summer

Shows, you should take advantage of these advertising, marketing and sponsorshipopportunities. By integrating these marketing tools into your trade show participation, youwill improve your return on the show. For more information, go to the Web,www.chashow.org, select the show you’re interested in, then click on “Exhibitor.”

Buyer’s Action Pack™, Exhibitor Preview™ and Convention News Network™ are trademarks of American Exhibition Services, LLC.

grabs their attention and offersuseful information. The goal is tointerest a reporter and enticethem to write about the kit’scontents and/or contact you formore information.

What’s in a Press Kit? Thereare five key ingredients that makeup the foundation of a press kit.You can and should add to thesebasics as you grow your businessand services, but these items offera good starting point: folder,press release(s), fact sheet,backgrounder, photography.

The Folder: Your basicportfolio pocket folder is certainlyan acceptable option here, butnot the rule. Since this is an areawhere our industry truly shines,don’t hesitate to be more creativein how you package yourmaterials. The key is to make surethat your company name appearsprominently on the cover.

Press Release: When it comesto press releases, there is no needto reinvent the wheel as there is apreferred “cookie cutter” formatthat editors recognize. Plan to usecompany letterhead or make surethat your company name isprominently featured at the top ofthe page. In addition, include acontact person, phone numberand address. It’s also a good ideato include a “dateline” at the startof the release that highlights thedate of issue and the city oforigin. Create a headline that

helps the editor quickly size upthe essential nature of the release.

In constructing your release, agood rule of thumb is to use the“inverted pyramid” style. Beginwith your most importantinformation first and end with theleast important. Your firstparagraph needs to quicklysummarize the main points – thewho, what, where, when, why andhow of yourmessage.From there,keep your textsimple. Don’toverload yoursentences with toomany ideas. If you’redescribing products, besure to include key detailslike sizes, colors andsuggested retail pricing. Lastly,keep it short – one to two pagesat the most, typed/printed anddouble-spaced.

Fact Sheet: This should be asingle page of facts about yourcompany. It should serve as an“at-a-glance” resource for thereporter, providing details aboutyour business such as the address,contact information,product/service offerings, specialfeatures and other key, basicpoints you’d like to get acrossquickly and easily.

Backgrounder: An optionalitem, a backgrounder tells thestory behind your business. It

Public relations…pressreleases…press kits…publicity…

You’ve heard the termsbantered about. But what do theyreally mean, and how can theyhelp you generate mediaattention and new business foryour store, product line or designservices? It’s not as hard as youmight think! Here are some quickanswers and practical, easy tipsfor preparing press materials thatdeliver results.

What’s the DifferenceBetween Publicity andAdvertising? In simplest terms,advertising is content you pay forand control. You can decide whenand where your ad will appear. Onthe other hand, publicity is whatthird-party outlets like magazines,newspapers and TV reports sayabout you. Both are important,but publicity has increasedcredibility since it is generallyunbiased and more believablethan “paid for” information.

What Is a Press Kit? A presskit is perhaps the single best toolyou can use to try to startgenerating some of this desirablepublicity for your own business.As a package of comprehensiveinformation on your business, thisis a tool that editors recognizeand regularly use in preparingtheir stories. It’s also somethingthey receive in mass quantities.Because their time is limited, it’simportant to prepare a kit that


Summer Show Preview

The Power of PublicityPractical Press Kit Preparation Tips

BY SUZANNE PRUITT, MARSH MEADOWS MARKETING

InvertedPyramidWritingStyle

Most important information

Least importantinformation


details your company history, howyou got started, how you’vegrown and other points ofinterest. The idea is to provide theeditor with additional backgroundinformation about your company,separate and apart from the newsyou’ve outlined in your pressrelease. Many times if a reporter ispreparing a full story about youand your business, thisbackgrounder becomes a greatreference tool.

Photography: When possible,always try to send photography inyour press kit, especially if you’reintroducing a new product. Itcertainly helps increase yourchances of press coverage. Youcan send color prints or digitalimages, and here are a fewpointers:

Color prints: These need to be

5” x 7” or 8” x 10”. Make sure toinclude a caption on the back ofthe photo as they often getseparated from the other pressmaterials. You can print yourcaption on a label and affix it tothe back of the picture. Thecaption should include descriptiveinformation about the item, size,pricing details and, mostimportant, your company nameand contact information.

High resolution digitalimages: These should be at least4” x 5” and no smaller than 300dpi. You can send them on a CDor disk in a variety of formats. Themost recognized are jpeg, tiff andeps. Be sure to include a colorprint-out with the same captioninformation above. Editors arebusy and don’t often have time topop in that CD or disk to see what

you’re sending. The printoutoffers a convenient reference tolet them know if this is an imagethey should plan to consider andsend on to their art departmentswith their story.

You can send along catalogs orcatalog sheets for additionalbackground information butunderstand that these cannot bereproduced by publications.

Now what? Now that you haveyour kit together, who do yousend it to? If you have copies ofthe magazines or newspapersyou’re interested in, look for themasthead listing of key editorialcontacts. Many of thesepublications have Web sites thatare another good resource forinformation, including keycontacts and “editorial calendars.”These calendars outline the typesof articles a publication will becovering throughout the year. Youcan review these and see if any ofthem are a good fit for the type ofinformation you’re submitting.This way, you can create a “pitch”letter to send along to the editorwith your kit tying yourinformation to the upcomingfeature they’ll be working on. Beaware of the publication deadlinestoo. The monthly publicationsoften have very long lead times –anywhere from six weeks to threemonths prior to publication –whereas your local paper closingdates are usually a few days orweeks before publication.

Remember, these editors havelots of pages or airtime to fill sothey are always looking for newinformation. The key is to givethem what they need. Concise,newsworthy details about yournewest product introductions,unique designs and servicesofferings are a great start! ●www.litestage.com

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Summer Show Preview


Dale Atherton is CHA’s newVice President of Finance andAdministration. Atherton will beresponsible for monitoring andreporting all of the association’sfinancial activities. She will directand manage all accounting,purchasing, employee benefits,technology and human resourcefunctions and report directly to

Steven Z. Berger, Chief ExecutiveOfficer.

Commenting on herappointment, Atherton said,“Working for CHA is a wonderfulopportunity to put my widespreadexperience to use. CHA ranks veryhigh as a prominent association,and its contributions to the craftsindustry are significant. I lookforward to being a part of it all asCHA continues to grow and moveahead.”

Atherton has more than 20years’ experience in financialmanagement. In 1981, she begana long-term career at theAmerican Institute of CertifiedPublic Accountants (AICPA). Thisnational, professional organization

for certified public accountantshas more than 300,000 membersand a budget of $150 million. Shebegan as a technical manager ofquality control and moved up theranks to positions such as directorof quality review, vice-president –quality review, and treasurer. Herfinal move within the associationwas to chief financial officer from2002-2005 where she developed,coordinated and executed thefinancial and budgetary activitiesfor the organization.

Atherton received her Bachelorof Science degree in commercefrom the University of Virginia inCharlottesville. She also became acertified public accountant in thatstate. ●

Profiles

inside

Pam May is currently MemberServices Manager for the Craft &Hobby Association and overseesall member-related functions suchas affinity programs and benefits.Previously, she was Manager,Marketing Communications forthe Hobby Industry Association(HIA).

May began her career atSimplicity Pattern Company as aneducational representative andlater as education manager,traveling the country promotinghome sewing and fashion/trendinformation.

Thereafter, she established herown business producing runwayfashion shows both in New YorkCity and for The NationalNeedlework Association, which

was based in Connecticut at thetime.

Just prior to joining CHA, Maywas editorial director for McCall’sCreates, a publishing division ofThe McCall Pattern Company,where she was involved in thecreative development, technicalediting, and production ofhundreds of craft instructionbooklets over an eight-yearperiod.

“My editorial experience hasbeen very helpful in building anunderstanding of the wide rangeand uses of products availablefrom CHA manufacturer andwholesaler members,” May said.“It has been a wonderful journeyto be a part of CHA’s evolutionover the years, and it is

particularly fulfilling to have directcontact with CHA members andlearn about their exciting businessinitiatives.”

May received her Bachelor ofFine Arts degree in fashion designfrom Virginia CommonwealthUniversity in Richmond. ●

Dale Atherton, Vice President of Finance and Administration

Pam May, Member Services Manager


Drive Incremental Saleswith “Celebrate theSeason” Promotion

CHA sponsors two retailpromotions each year – NationalCraft Month in March andCelebrate the Season inSeptember. These promotions aregreat ways to introduce newconsumers to the wonderful worldof crafting.

This year’s National CraftMonth promotion was publicizedon more than 178 TV shows acrossthe country. In addition, mentionsof National Craft Month andcrafting were in well-knownmagazines, newspapers and onthe Internet, reaching millions ofpeople and potential new crafters.Craft stores that participatedreaped the benefits.

The next CHA promotion iscalled Celebrate the Season, and ittakes place from September 17through September 30. Since themajority of crafters start theirholiday craft projects in September,CHA’s Celebrate the Seasonpromotion is a great opportunity toencourage customers to gear upfor the holidays and jump-startholiday sales! The promotionfocuses on the upcoming holidays

of Halloween, Thanksgiving,Kwanzaa, Hanukkah andChristmas.

This special two-weekpromotion encourages holidayand family crafting. It allculminates on Saturday,September 30, with Celebrate theSeason Day. CHA members whochoose to participate in this eventcan drive incremental sales. It’seasy to do and should be a lot offun for your customers!

Here are some steps on how toget involved:

Step One: Start PlanningIf you plan accordingly, the

promotion will run smoothly.• Determine the activities you’d

like to offer (demonstrations,classes, make-it/take-its, etc.)Do what will work best forstore space and set up.

• Work with your manufacturers,wholesalers, service suppliersand demonstrators to developprojects for your one-dayevent.

• Select projects to representeach of the holidays –Halloween, Thanksgiving,Hanukkah, Christmas andKwanzaa. Select a variety ofage and skill levels so that allcan participate.

• If your store does not have acraft coordinator, use a CHAdesigner or manufacturerdesigner for ideas.

• Appeal to customers by havingpre-made holiday items ondisplay to give them someideas of what they can make.

Step Two: Get Everyone Excited ToCraft for the Holidays

Promote! Let the communityknow about your event.

• Announce the event with storeflyers, posters or bag stuffers.

• Use the press releases, publicservice announcements andmedia alerts onwww.craftandhobby.org.

• Post signage about the eventin the community. Schools,libraries, senior communities,day care centers, etc. are keylocations.

• Make in-store announcementsabout the Celebrate theSeason promotion over yourPA system.

• Have your staff spread theword to customers. You’ll besurprised how quickly word ofmouth travels. (And it’s free!)

Step Three: Have a Happy Celebratethe Season Day!

Make sure everything is all setfor the event.• Check and recheck your event

details.• Decorate your store with

festive colors: orange andblack for Halloween, red andgreen for Christmas, blue andwhite for Hanukkah, and red,green and black for Kwanzaa.

• Have project sheet handoutsfor customers. For projectideas go towww.craftplace.org.

• Take plenty of photos of yourevent to display in your storeand to send to the media.

Want to add special touches?• Play a mix of holiday music to

keep the mood festive.• Serve refreshments. Candy

corn and candy canes are justtwo quick examples of holiday-type snacks that areinexpensive but add a nicetouch. Or serve sugar cookies

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Marketing

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competition that will encouragekids to get creative for theirnominated school charities, and asurvey of the Members ofParliament examining how “thecountry’s most stressedindividuals” relax. In addition,there will be extensive coveragein consumer publications andspecial events and promotions atretailers throughout Great Britain.

For more information, visitwww.craftplace.org.uk.

It’s Back to SchoolTime: Reach Out to theEducation Marketplace

Customers are an importantpart of any retail store – in fact,they are the most important part!Making your store “teacherfriendly” is an excellent way tobuild your customer base anddevelop positive communityrelations. As thousands ofteachers nationwide prepare forthe new school year, Back toSchool is your opportunity to drawteacher traffic to your store.

The following ideas may drawteachers to your store during theBack to School frenzy:• Offer special discounts for

teachers. Remember, manyteachers use their own moneyto buy school supplies sooffering special prices is agreat way to get and keep newteacher customers. Thediscount could be specificallyfor Back to School or you canoffer it year ’round.

• Have a contest just for yourteacher customers. Have themcomplete cards with theirpersonal information for arandom drawing. The winnercould receive a percentagediscount off a purchase, or windonated craft products, etc. Besure to take a photo of thewinning teacher and send it to

your localnewspaper. This isa great way toshow that yourstore supports thecommunity andwill help attractmore teachersand othercustomers.

• Have a make-it/take-itspecifically forteachers with aneducation theme.The projectsshould be craftyand educational,and showteachers first handhow easy it is toincorporate craftsin the classroom. You couldeven designate a “TeacherDay” with day-long eventsgeared specifically to teachersand education.

• Teachers know what kinds ofprojects teachers need. So whynot ask teachers to submit theirfavorite craft-related educationproject? Use it to start a“reference section” – a specialarea that teachers canreference to find projectsappropriate for theircurriculum. Providephotocopies of the project forthem to take, and be sure thematerials they need for theseprojects are available forpurchase.

• Use CHA’s Making theConnection to the EducationMarketplace booklet to giveyou some specific ideas onhow to get teachers involved.You then can tailor those ideasspecifically to the Back toSchool period. Go towww.teacherplace.org formore information and todownload the booklet. ●

and let kids decorate them fortheir favorite upcomingholiday.

Step Four: How Did It Go?Measure the success of your

event.• Measure sales against the

same day last year.• Measure store traffic against

other events/promotions.• Use photos from the event to

make a Holidays Spirit collagefor your customers to view.

• Send photos to your localpress. Include informationhighlighting the success ofyour event.

• Share your feedback with CHA.Let us know what worked andwhat didn’t.

UK’s Make It! MonthPromotion

For the second year in row,Make It! Month, the Craft &Hobby Association’s campaign toget Britain crafting, kicks off inSeptember. It introduces crafts tonew consumers, gives existingcrafters the opportunity to learnnew crafts and take advantage ofspecial events and promotions,and most importantly, helps drivesales for retailers andmanufacturers.

This year’s campaign includesa number of special projectsincluding a school crafting


As thousands

of teachers

nationwide

prepare for

the new

school year,

Back to

School is

your

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Education

The CHA Resource Centerhighlights reference material thatcan enhance your business andpersonal development.

The following book jacketexcerpts provide insights aboutthis quarter’s featuredpublications.

“Briefs for Building BetterBrands” by Allan Gorman (anAGCD Brandspa™ Book, 2004)provides tips, parables and

insights

for market leaders. “AllanGorman’s down-to-earthobservations and eye-openingconcepts are appropriate toanyone marketing a product orservice. His delightful and oftenwitty stories will arm you withdozens of actionable ideas thatyou can start implementing rightaway to ‘break through’ andbecome recognized as the marketleader in your field.”

“The Search” by John Battelle(Portfolio, a member of thePenguin Group (USA) Inc., 2005)chronicles how Google and its

rivals rewrote the rules ofbusiness and transformed

our culture. Mary Meeker,managing director andInternet analyst forMorgan Stanley calledthe book “a must-readfor anyone endeavoringto understand one of themost important trends ofthis generation:organizing the world’sinformation and making ituniversally accessible.”

“Naked Conversations”by Robert Scoble/ShelIsrael (John Wiley & Sons,Inc., 2006) outlines howblogs are changing the waybusinesses talk withcustomers. “Today’sconsumer craves humancontact. We’re sick to deathof voicemail. Menus ofoptions that never offer theoption we need. A deluge ofcarefully spun ‘information’

designed not to answer ourconcerns, but to influence ourdecisions. Mechanical voicestelling us our call is important tothem even as they refuse toanswer it. Into this chargedatmosphere comes aphenomenon called blogging. Itcomes from a real person. And itallows the consumer to talk back.”

“Grapevine” by Dave Balterand John Butman (Portfolio, amember of the Penguin Group(USA) Inc., 2005) discusses thenew art of word-of-mouthmarketing. Bill Taylor, co-foundingeditor of Fast Company, said,“‘Grapevine’ is the first word onthe new field of word-of-mouthmarketing. But, it’s really abreakthrough guide to the futureof marketing in general – and tothe future of business itself.Executives and entrepreneurscan’t afford to miss this book!”

“Purple Cow” by Seth Godin(Portfolio, a member of thePenguin Group (USA) Inc., 2003)gives tips for transforming yourbusiness by being remarkable.“‘Purple Cow’ describessomething phenomenal,something counterintuitive andexciting and flat-outunbelievable. In “Purple Cow,”Seth Godin urges you to put aPurple Cow into everything youbuild and everything you do, tocreate something trulynoticeable. It’s a manifesto formarketers who want to helpcreate products that are worthmarketing in the first place.”

The CHA Resource Center

BY GAIL CZECH, PRESIDENT

THE CREATIVE NETWORK, INC.

I recently spoke with Georganne Bender of KIZER &BENDER about ways employees can provide superiorcustomer care through their associates. In ourdiscussion, these three topics were recurring themes:

Communication:Ensure that yourassociates not only knowyour company’s objectiveand goals, but believe inthem and support them.They, in turn, ensure thatcustomers are the highestpriority. To accomplish thisgoal, understandcustomer needs, explorefurther opportunities, offer

more options, and be responsive throughcommunication.

Recognition: Make your associates feel important,included and involved by listening to them, valuingtheir opinions and asking for and implementing someof their ideas and suggestions. They, in turn, make yourcustomers feel important, included and involved. (Thusyour associates are more likely to engage yourcustomers, listen to them, and value their business.)

Appreciation: Make sure your associates feel andknow your true appreciation for them by selecting anAssociate of the Month, providing free recognitionlunches and being liberal with praise and compliments.They, in turn, make your customers feel welcome andunderstand and focus on their needs. They providepersonal service and many times maintain personalservice to specific customers. ●

Gail Czech is an industry professional with more than25 years’ experience in the craft industry. She wasChairman of the Board of ACCI and an active memberon the Board for more than 15 years. In addition, Gail


EmployeeTraining TipsHelp Associates Achieve Quality and CustomerService Excellence

has served on the Board of Directors of CHA during thetransition of the two associations. Gail is owner andPresident of The Creative Network, Inc., a professionalrecruiting firm dedicated to enhancing thedevelopment of client companies and candidates toachieve an exceptional and successful partnershipwithin the art, craft, gift, stationery and office productsindustries.


CHA members can reduce thecosts of buying, stocking andreordering by up to 45 percent byfollowing good supply chainpractices. Good suppliers canhelp customers be moreprofitable, thus reducing thesituations that result in bad debt.

Profit opportunities can befound by looking closely across allof your business operations,including supply chain.

Traditionally, CHA membershave benefited from educationabout driving profits throughbetter sales techniques,marketing, in-store training, floorplanning and other general

business skills. Finding customers,exciting new products to sellthem, and creative ways to teachcrafters has, and will, continue tobe the foundation of CHAmember education.

However, improved efficiencyis possible in the retailer’s store. Alot of time is being spent buyingnew products and obtaining allthe item level informationnecessary to load purchasing,POS (Point of Sale) and inventoryfiles. Too much time is spentidentifying the items and the PO(Purchase Order) number(s) whenreceiving shipments.

Suppliers have different ways

of labeling items, cartons andshipping containers. They alsohave different ways to send iteminformation like description, barcode, catalog number and MSRP(Manufacturers Suggested RetailPrice) to customers. To compoundthe problem, retailers have theirown labeling and item recordrequirements. CHA memberslarge and small, manufacturers,distributors and retailers agreethey could be more profitable anddevote more time to servingcustomers if the activities dealingwith buying and receivingproducts could be done moreefficiently.

New Ways To Save Money:Tips from CHABY RICK BUSHNELL, CHA SUPPLY CHAIN CONSULTANT

Problem Solving: Labels and Data FilesProblem: According to surveys and interviews, CHA retailers

and distributors have three similar and related problems.Receiving personnel can’t read the labels on cartons; the labelsdon’t contain accurate information like the GTIN (Global Trade ItemNumber) bar code or PO (Purchase Order) number, and finally, theinformation about the product is not available from many supplierselectronically. CHA industry standards were established to addressthese issues.

What happens when suppliers don’t comply with industrystandards? The problems have been expressed by many CHAmembers. In an interview with Joette Metzler, Vice President,Projects & Planning at A.C. Moore, she explained what happens atA.C. Moore when suppliers don’t comply. Although A.C. Moore is alarge company, the same problems occur everywhere.

Metzler said she gets complaints from her receivingdepartment when items are shipped to the DC (DistributionCenter) without the proper bar code (14 digit GTIN) labels affixedand/or the purchase order number. She said that at times theyscan the bar code but the scanner shows “item not on file.” Wasthat an A.C. Moore maintenance problem? After researching,Metzler found that frequently the item records in the A.C. Moore

computer contained inaccurate data even though her staffcorrectly entered all information provided by the supplier. Theproblem she had with some suppliers was getting all theinformation from them in a form that could be uploadedelectronically (which eliminates errors).

“Even a few suppliers who don’t comply with the standardscost A.C. Moore a lot of wasted time.” Metzler said. Receivingtakes longer and that delays time to shelf, resulting in customerservice problems. Our staff has to make numerous phone calls tofind the person in a supplier company who can obtain the accurateinformation, and then we have to wait until the requestedinformation can be relayed to us. Finally, we must manually inputthe correct data into our system, which again could be prone toerrors. Said Metzler, “If our suppliers follow the CHA standards,shipping cartons will be labeled properly and complete andaccurate information will be sent, not only to A.C. Moore, but toall CHA members.”

Solution: Go to the CHA Web site, www.craftandhobby.org.Click on Industry Standards, then CHA Matrix (which is locatedunder Guidelines for Product ID & Shipments), and then click onItem Information and all other links pertaining to labeling. Theseguidelines will tell you what to do and even how to do it.

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them in an understandable way toCHA members. Therecommendations had to includelabeling and information contentincluding weights and measures.The resulting standards areposted on the CHA Web site. Goto www.craftandhobby.org andselect Industry Standards.

CHA StandardsThe key to success in reducing

supply chain costs is to getcompliance with CHA standards.Ongoing education sessions areplanned:• Explaining what the standards

are and how companies willbenefit, if they use them;

• Showing buyers how to makepurchasing and receivingsystems more efficient; and

• Showing suppliers thestandards and how to complywith them, and explaining howto get on board.

Utilize the Web SiteMuch information about the

standards and the businessactivities they address is availableat www.insightu.org/hobby/index.htm.

To understand how all this fitsinto the flow of products in andout of CHA member companies,go to www.insightu.org/hobby/knowledge.htm. This is asubsection of the Web site thatprovides articles, links to othersites and self-running slidepresentations.

By using the standards andimplementing the systemimprovements taught in theclasses, everyone in the supplychain can benefit from betterproduct flow, information flowand cash flow. These are the NewWays To Save Old-FashionedMoney. ●

A group was assembled, withthe goal of finding a solution, andincluded manufacturers,distributors, buying groups, largeand small retailers and technologyproviders.

This group realized that therewere many different ways to dothings because purchasing,receiving and computer systemshad evolved over time and noteveryone could change to somenew way of doing businessovernight. But some members ofthe group were looking tobecome more efficient NOW.Others said that they needed toEVOLVE as they improved varioussystems. And still others, whowere just starting up, wanted touse the most efficient methodsfrom the BEGINNING.

The group realized that themost fundamental problemsinvolved sharing productinformation. When informationwas missing, wrong orunavailable, it caused majorproblems with the procurementactivities in the company.Additionally, missing or inaccuratelabel information and/or barcodes slowed the receivingprocess and caused stock outseven when the items were actuallyin the store! Some stores evenhad to re-label, costing money forhourly wages and further slowingdelivery time to the shelf. Therewas no uniformity, and as volumesincreased and orders becamemore complex, the lack ofuniformity was leading toconfusion. So the groupestablished a way to move touniformity by recommending theuse of existing standards tailoredto the needs of the CHA supplychain.

Finding the standards alsoincluded finding a way to present


Problem Solving: Weights and Measures

Problem: A number of CHA membercompanies have been dealing with somethingthat doesn’t sound at first like it should be aproblem, but more and more people agree that itis. The lack of accurate weights and measuresalong with warnings and other label informationhas caused major problems.

Last fall, an executive of one of our CHAretailer members received an urgent phone callfrom the corporate attorney. The attorney saidthat one of the stores was in trouble in the stateof California due to numerous violations relatedto weights and measures violations. Theexecutive asked what the problem was, as heassumed his company would just pay the fine tothe county, charge it back to the vendor, andmove on. He was wrong. As he found out, inCalifornia, violations of the Fair Packaging andLabeling Act are taken much more seriouslythan in other states. These violations can beconsidered criminal violations and must becorrected or jail time could be involved.

Our executive thought it was time to takesome serious action on this issue. He flew toCalifornia and met with county and the stateofficials. He learned it was unwise to hidebehind the fact that the products he handledwere indemnified by the manufacturers. Dealingwith fines was going to be a hassle. He thoughtof the questions he’d have to research just toget the money back for suppliers. Exactly whatwas wrong? Who handles problems like this?Are you sure there really is a problem? What doyou do with the stock while you are waiting forresolution? Can you or do you want to buy moreproduct from that supplier?

The executive conducted an informal audit ofpackaging and labeling. His shocking discoverywas a huge problem in our industry. Simplystated, many manufacturers and suppliers ofcraft and hobby merchandise do not label theirproducts to stay in compliance with weights andmeasures laws in all states!

Solution: Go to the CHA Web site,www.craftandhobby.org. Click on IndustryStandards, click on CHA Matrix (which islocated under Guidelines for Product ID, Labels& Shipments), and then click on Weights andMeasures. You will find information to help youcomply with federal and state regulations.

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Announcements

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Call for 2007 Board of Directors Nominees

CHA Nominating CommitteeChair Jane Marski (Hannah’sHome Accents) reports that theassociation is now acceptingnominations for 2007 Board ofDirectors candidates. CHAmembers may put forward thename of an association memberor submit themselves as acandidate to sit on CHA’sgoverning body for a three-yearterm beginning January 2007.

Nomination forms are availableto members for downloading fromthe members only section ofwww.craftandhobby.org or via e-mail request [email protected]. Allnominations must be received byAugust 4. Nominated individualswho wish to be considered willreceive a candidate application tocomplete after that date.

The CHA Board of Directorsconsists of individualsrepresenting the varioussections of CHAmembership.

Each fall, this committee meets toreview nominations and submit aslate of candidates for the 2007Board of Directors to themembership. The list of boardnominees is sent to members inadvance of the Annual BusinessMeeting as outlined in theassociation bylaws.

Alternate nominations may bemade by petition. If no additionalnominations are offered, memberswill confirm the slate at theAnnual Business Meeting, whichwill take place in Anaheim,California, at the 66th CHA WinterConvention & Trade Show to beheld in January 2007.

In addition to 2006Nominating Committee ChairJane Marski, board committeemembers include: Richard Brown(Sunrise Craft and Hobby) and TedHesemann (Herrschner’s), withboard alternates Mike Hartnett(Creative LeisureCommunications) and MikeMcCooey (Plaid

Enterprises). The CHA membershipelected Georganne Bender (Kizer &Bender), Karen Bremer (Red Bee), and Lynda Musante (CardinalBrands) with member alternatesHeather Corvey (Sierra PacificCrafts) and Barry Sokol (BerwickOffray LLC).

Nominating CommitteeScreening ProceduresThe 2006 Board of Directors wouldlike the CHA membership tounderstand the process theNominating Committee uses todeliver a properly screened slate ofcandidates.

A call goes out for nomineeseach spring. At this time, theNomination Form becomesavailable to members online or ismailed to them upon request. CHAmembers can nominate themselvesor another CHA member. The 2005Nominating Committeerecommended that the

qualificationsfor a

candidateinclude:

broadbusiness

acumen,communication

skills, interactionwith other CHA

members, vision, lifecontributions and/or

business experience.After the Nominations

Form is completed, thecandidate is sent a Nominee

Profile Form. This Profile Form givesthe committee importantinformation such as: a résumé,recommendations, a photograph,and a short paragraph describingthe individual’s interest in CHA


and/or the industry. All of theabove may seem tedious, but itenables the committee to get toknow the individual and make thebest decision.

CHA board members whorequest a second term also arerequired to update their profileinformation and submit it to theNominating Committee forconsideration. NominatingCommittee members change fromyear to year, and they need toreview all board nomineesincluding those seeking second terms.

Each member of the CHANominating Committee signs aconfidentiality agreement prior toreview of material and/ordiscussion.

The Committee Chair wantsthe membership to understandthat this responsibility is notundertaken lightly. The committeelooks at the board make-up, thecandidate’s qualifications, issuesaddressing the industry and morein trying to make the very bestchoices for board members forour association.

The wealth of talent within theindustry makes application reviewand a final decision a very difficulttask. The qualifications of thecandidates are so impressive, butthe Nominating Committeerecognizes the necessity tomaintain balance to choose aboard that is representative of theentire CHA membership. Forexample, Jim Bremer, our currentChief Governing Officer, had toapply twice before he waselected. So please don’t bediscouraged, and resubmit yourapplication in the future if you arenot selected initially. ●


Beverly and Bob Seymour

(405) 376-3351 1212 E. Kay Terr(405) 376-4193fax Mustang, OK 73064

BLineDesigns.com [email protected]


Scrapbooking, in differentforms, has been taking place sincethe beginning of time. Today, weare fortunate enough to benefitfrom many technologicaladvancements: cell phones, theInternet, instant messenger, anddigital cameras make it quick andeasy to share images andmemories. People have a story totell, and I’m pleased be a part ofteaching them how to do that –forging new relationships andcharting new territories to helppeople in more effective ways.

I have been given the privilegeand opportunity to be the newGroup Publisher of the F&WScrapbooking franchise, wherethe mission is “enrichingcommunities that embracemultiple perspectives of ourshared world culture.” In 2005, Ihad the unique chance topromote scrapbooking in various

countries and experience thisshared culture. Now, in 2006,many exciting developments areunder way that will continue tofurther scrapbooking’s growth ona global scale. We at F&WPublications are here to expandthe market – to thrill, inspire andeducate consumers so they’llcapture all those moments thathave significance and meaning.

The message is the same nomatter where you are in the world:“Tell your story. If you don’t whowill?” F&W’s scrapbookingpublications are in the U.S.,Canada, Australia, Japan, theU.K., and more – we’re spreadingthe joy of scrapbooking far andwide, teaching people about thepower of memories andmotivating them to document andpass on their heritage.

What matters most is gettingpeople to preserve theirmemories, and I believeeducation is the key. First andforemost, the aim of the F&WScrapbooking franchise is to teachand inspire consumers, retailersand manufacturers through F&W’sscrapbooking and craft books,magazines and Web sites. Inaddition to these valuableresources, we also teach in-depthseminars, such as the followingCHA Summer Show workshops:Fast & Easy Theme Albums fromMemory Makers, Turning CreativeHoliday Ideas into Profits, and 5Keys to Successful ScrapbookRetailing. Education isempowerment – and in order to

help scrapbooking continue togrow, we must teach consumershow to use and make beautifulcreations they will cherish.

We’re humbled to have theprivilege to serve you as we allplant the seeds of this globalmovement. We’re excited aboutF&W’s vision for the scrapbookindustry. As we seek new horizons,I look forward to working witheach of you in an effort to expandthe market. After all, not only isthis craft about artistic expression,it is also about communicatingand sharing experiences throughimages, words, symbols, one’sperspective of life andrecollections of it. Scrapbooking isall about connecting throughmemories.

Life is short. Together we canhelp people realize theimportance of leaving a legacybehind in a scrapbook or someother form of expression.Encourage them to journal, writedown their experiences, takephotos, and combine theseelements into something thatlikely will become a treasuredkeepsake. Shakespeare said itbest: “Life is not a dressrehearsal.” We may only have onechance to live life, but if we recordour experiences in a scrapbook,those joys and sorrows can berelived and appreciated forgenerations to come. What anhonor to be perpetuatingsomething very dear: thepreservation of personal andfamily histories. ●

Connectingthrough MemoriesBY JEANNE WINES-REEDFOUNDER, SCRAPBOOK RETAILER MAGAZINE AND THE GREAT AMERICAN SCRAPBOOK COMPANY;GROUP PUBLISHER, F&W PUBLICATIONS SCRAPBOOKING FRANCHISE

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Encourage

people to

journal, write

down their

experiences,

take photos, and

combine these

elements into

something that

likely will

become a

treasured

keepsake.

RUBBER STAMPS & SUPPLIES

Custer’s Last Stamp, Inc.526 S. Lake Shore DriveLake Leelanau, MI 49653Tel: (231) 256-0061 / Fax: (231) 256-0062877·256·0060E-mail: [email protected]: www.custerslaststamp.comVisit Custer’s Last Stamp, Inc. on our newest web-site! custerslaststamp.com Order your wholesalecatalog today.Toll free: 877·256·0060

SCRAPBOOKING SUPPLIES

Karen Foster Design623 N. 1250 WestCenterville, UT 84014Tel: (801) 451-9779 / Fax: (801) 451-9797E-mail: [email protected]: www.karenfosterdesign.comKaren Foster Design, one of scrapbook industry’smost innovative companies, has created artistic,unique scrapbooking products since 1998. Theirthemed paper and sticker lines are award-winningand, by popular demand, albums, embellishments,tools, storage and totes have been added to theirinnovative offerings. Products are available in over3000 U.S. retailers and many countries worldwide.

CRAFT SUPPLIES: FELT/POMPOMS/FEATHERS/CHENILLE STEMS/OTHER

The Kunin Group380 Lafayette RoadHampton, NH 03842Tel: (603) 929-6118 / Fax: (603) 929-6180800-292-7900E-mail: [email protected]: www.kuninfelt.comThe Kunin Group provides the hobbyist, crafter andcreative individual unique lines of premium non-woven fabrics that set the standard for excellence inquality and innovation. The company specializes inproviding fabric and craft products that inspirecreativity for the novice as well as the professionalcrafter or seamstress.

HOME PHOTO BACKDROP

KS Innovations LLC6579 Marbletree LaneLake Worth, FL 33467-7237Tel: (561) 244-5044 / Fax: (561) 244-5051E-mail: [email protected]: www.pictureperfecthomestudio.comKS Innovations, LLC offers a unique, affordablesolution for taking portraits at home. The PicturePerfect Home Studio™ is a lightweight andaffordable photographer’s backdrop kit designed toenable even the most amateur photographer to getprofessional looking portraits with their own camera.Perfect for scrapbooking, digital imaging and smallbusiness product shots.


companyprofiles

advertisers.comAround the Block Products www.aroundtheblockproducts.com . . . . . .Outsert

B Line Designs www.blinedesigns.com . . . . . . . . . . . . . . . . . . .35

Blue Grass Publishing www.bluegrassplublishing.com . . . . . . . . . . . . .35

Chatterbox www.chatterboxinc.com . . . . . . . . . . . . . . . . . . .3

Custer’s Last Stamp Inc. www.custerslaststamp.com . . . . . . . . . . . . . . .37

D & I Sales, Inc. www.americanbeads.com . . . . . . . . . . . . . . . . .24

Delta Creative Inc. www.deltacreative.com . . . . . . . . . . . . . . . . . . .16

Ellison www.ellison.com . . . . . . . . . . . . . . . . . . . .Outsert

Grafix www.grafixarts.com . . . . . . . . . . . . . . . . . . . . . .6

Karen Foster Design www.karenfosterdesign.com . . . . . . . . . . . . . . .37

Kodomo Inc. www.kodomoinc.com . . . . . . . . . . . . . . . . . . . .31

KS Innovations LLC www.pictureperfecthomestudio.com . . . . . . . . .37

Kunin Group/Foss Mfg Co. www.kuninfelt.com . . . . . . . . . . . . . . . . . . . . . .37

Leisure Arts Inc. www.leisurearts.com . . . . . . .Outside Back Cover

Litestage Lighting Systems www.litestage.com . . . . . . . . . . . . . . . . . . . . . .26

Memories in Uniform Inc. www.memoriesinuniform.com . . . . . . . . . . . . . .37

Minigrip/Zip-Pak www.minigrip.com . . . . . . . . . . . . . . . . . . . . . .15

My Sentiments Exactly! www.sentiments.com . . . . . . . . . . . . . . . . . . . .16

Pazzles www.pazzles.com . . . . . . . . . . .Inside Back Cover

Ranger Industries www.rangerink.com . . . . . . . . . . . . . . . . . . . . .18

Scrappin’ w/Sweet Nothings

www.scrappinwithsweetnothings.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Smead www.retrospectbysmead.com . . . . . . . . . . . . . .11

StoneCreek Creations Inc. www.stonecreekcreations.com . . . . . . . . . . . . .38

The Boss Kut www.bosskut.com . . . . . . . . . . .Inside Front Cover

z becky brown www.zbeckybrown.com . . . . . . . . . . . . . . . . . .37

Memories in Uniform Inc.2173 Bizzone CircleVirginia Beach, VA 23464Tel: (757) 228-7395 / Fax: (757) 228-7395E-mail: [email protected]: www.memoriesinuniform.comMemories in Uniform Inc. is solely dedicated to thepreservation of military memories. Over 200different laser cut designs of military equipment,insignia, and heroes from all eras and services,unique patterned paper, and an idea book, Memoriesin Uniform is the best of the best in military papercraft design. Wholesale only.www.memoriesinuniform.com toll free fax 866-328-6817, phone 757-228-7395

UNDECORATED APPARELS & ACCESSORIES

z becky brown18 Tallawood LaneElgin, SC 29045-8774Tel: (803) 462-9898 / Fax: (803) 788-8365E-mail: [email protected]: www.zbeckybrown.comThe Creative Clazzic – The ultimate in customdesign – Perfect for artistic expression:scrapbooking, polymer clay, fabrics, and more.Create your design layouts and insert them into thehandbag. Change your design inserts instantly for anew look!- As distinctive as the woman who carries it -

An extreme craft makeoverto the power of three!

KP2: 13" long x 12" high x 8" deepKrafter’s Purse: 9" long x 7" high x 5" deep

www.StoneCreekCreations.com • [email protected] • (352) 383-8539

See the Trio by StoneCreek Creations, Inc. at CHA Summer, booth 6308.

Both totes feature the same deep pocketsand roomy interiors. Available in stylishcolors including Passion Pink, BrightBlue and Purple. The KP2™ also comesin a chic Black. The Karousel™ has a360˚ spinning platform and makes theKrafter’s Purse™ even more fun!Supplies are organized and perfectlypacked to grab & go.

Once you craft with the Trio, you won’tcraft without it!

Versatile, convenient andperfectly portable!

ART MATERIALSGrafix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

BAGS/PACKAGING/LABELING SUPPLIESMinigrip/Zip-Pak . . . . . . . . . . . . . . . . . . . . . . . . .15

BEADSD & I Sales, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . .24

BEADS & BEAD KITSMinigrip/Zip-Pak . . . . . . . . . . . . . . . . . . . . . . . . .15

BOOKSLeisure Arts Inc. . . . . . . . . . . . .Outside Back Cover

CERAMIC TOOLS & BRUSHESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

CONTAINERS & STORAGEStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

CRAFT SUPPLIES:FELT/POMPOMS/FEATHERS/CHENILLEKunin Group/Foss Mfg Co. . . . . . . . . . . . . . . . . . .37

CREWEL EMBROIDERY KITS & SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

CROSS STITCH KITS & SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

DECOUPAGE SUPPLIESDelta Creative Inc. . . . . . . . . . . . . . . . . . . . . . . . .16

DIE CUTTER & DIESThe Boss Kut . . . . . . . . . . . . . . . .Inside Front Cover

DOLLMAKING SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

E COMMERCE COMPANIESMinigrip/Zip-Pak . . . . . . . . . . . . . . . . . . . . . . . . .15

GLUES/ADHESIVES & GUNSDelta Creative Inc. . . . . . . . . . . . . . . . . . . . . . . . .16

HOME PHOTO BACKDROPKS Innovations LLC . . . . . . . . . . . . . . . . . . . . . . .37

INSTRUCTIONS & VIDEOS - ART & PAINTINGLeisure Arts Inc. . . . . . . . . . . . .Outside Back Cover

INSTRUCTIONS & VIDEOS - GENERAL CRAFTSLeisure Arts Inc. . . . . . . . . . . . .Outside Back Cover

INSTRUCTIONS & VIDEOS - SCRAPBOOKINGLeisure Arts Inc. . . . . . . . . . . . .Outside Back Cover

INSTRUCTIONS & VIDEOS -SEWING/QUILTING/NEEDLELeisure Arts Inc. . . . . . . . . . . . .Outside Back Cover

JEWELRY FINDING & SUPPLIESMinigrip/Zip-Pak . . . . . . . . . . . . . . . . . . . . . . . . .15StoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

KNITTING & CROCHET SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

PAINTING – DECORATIVEDelta Creative Inc. . . . . . . . . . . . . . . . . . . . . . . . .16StoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

PAINTS: ACRYLICSDelta Creative Inc. . . . . . . . . . . . . . . . . . . . . . . . .16

PAPER CRAFTSMy Sentiments Exactly! . . . . . . . . . . . . . . . . . . . .16

PHOTO SUPPLIESMinigrip/Zip-Pak . . . . . . . . . . . . . . . . . . . . . . . . .15

PHOTOGRAPHIC LIGHTING SYSTEMSLitestage Lighting Systems . . . . . . . . . . . . . . . . .26

PLASTIC CANVAS KITS & SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38


index to advertisersQUILTING SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

RIBBON EMBROIDERY KITS & SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

RUBBER STAMPING & SCRAPBOOKING SUPPLIESRanger Industries . . . . . . . . . . . . . . . . . . . . . . . .18

RUBBER STAMPS & SUPPLIESB Line Designs . . . . . . . . . . . . . . . . . . . . . . . . . .35Custer’s Last Stamp Inc. . . . . . . . . . . . . . . . . . . .37Delta Creative Inc. . . . . . . . . . . . . . . . . . . . . . . . .16StoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

SCRAPBOOKING SUPPLIESBlue Grass Publishing . . . . . . . . . . . . . . . . . . . . .35Chatterbox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3Grafix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6Karen Foster Design . . . . . . . . . . . . . . . . . . . . . .37Kodomo Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . .31Memories in Uniform Inc. . . . . . . . . . . . . . . . . . .37Pazzles . . . . . . . . . . . . . . . . . . . .Inside Back CoverSmead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11StoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38The Boss Kut . . . . . . . . . . . . . . . .Inside Front Cover

SCRAPBOOKS & SUPPLIESPioneer Photo Albums . . . . . . . . . . . . . . . . . . . . . .4

SEWING ACCESSORIES & SUPPLIESStoneCreek Creations Inc. . . . . . . . . . . . . . . . . . .38

STENCILSDelta Creative Inc. . . . . . . . . . . . . . . . . . . . . . . . .16

STORAGE & ORGANIZATIONScrappin’ w/Sweet Nothings . . . . . . . . . . . . . . . . .6

UNDECORATED APPARELS & ACCESSORIESz becky brown . . . . . . . . . . . . . . . . . . . . . . . . . .37

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THE OFFICIAL MAGAZINE OF THE CRAFT & HOBBY ASSOCIATION Orchestrate

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Transcript of THE OFFICIAL MAGAZINE OF THE CRAFT & HOBBY ASSOCIATION Orchestrate