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FALL 2006

THE OFFICIAL MAGAZINE OF THE CRAFT & HOBBY ASSOCIATION

Enhance Your Trade Show Experience

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JANUARY 28-31, 2007ANAHEIM, CALIFORNIAANAHEIM CONVENTION CENTER

www.chashow.org

2007 CHA Winter Convention & Trade Show

Portfolio FALL 2006 3

CHA Portfolio is published quarterly 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: Rya Boyce, Jane Ellis, Debbie Freeman, Diane Markey,Beth Sheahan, Katie Usher

Layout & Design:Irene Pohoréçka

Advertising Art: Tyler Spencer

14

Promote, research,educate booth staff andhave a plan formaximum show success.

12Society of Creative DesignersJoins CHASCD and the CHA designersection consolidate to provide a greater connection with othersegments of the industry.

Understanding the Role ofProfessional DesignersInformation for manufacturersand others interested in thedesigner profession.

DepartmentsChief Executive Officer’s Message . . . . . . . . . . . . . . . . . . . . . . . . .5CHA Summer Show Snapshots . . . . . . . . . . . . . . . . . . . . . . . . . . .10CHA Industry Roundtable Feedback . . . . . . . . . . . . . . . . . . . . . .18Inside CHA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Profiles EducationAnnouncementsMember Services

Guest Publisher CornerKaren Ancona, CNA Magazine . . . . . . . . . . . . . . . . . . . . . . . . .25

Index to Advertisers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

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

PUBLISHED OCTOBER 2006/HOB-Q0306/4812

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

FALL 2006

the official magazine of the Craft & Hobby Association

Contents

6

Get the Mostout of Your Trade ShowExperience16

Take Advantage of Licensing OpportunitiesLearn more about licensing and how it can help your business.

Portfolio FALL 20064

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. 205Robert BaniMail & Warehouse [email protected], Ext. 212Loren BarrowsMarketing [email protected], Ext. 204Cynthia BurgioEducation Program Specialist and CHA Portfolio [email protected], Ext. 228Donna CennimoExhibits [email protected], Ext. 222Keri CunninghamMarketing [email protected], Ext. 229Christine N. 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.

D&I

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PH: 623.847.1837FAX: 623.847.1838

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Bulk SalesWholesale to Retail Stores

All Beadalon ProductsCzech Glass & Seed Beads

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Containersand MORE

Sterling Silver Beads& Findings

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Show results and adding keystaff positions to our tradeshow department. The resultswere evident. More than10,247 registered attendees,representing a 44 percentincrease over last year, cameto write orders on the tradeshow floor and takeadvantage of the abundanceof educational seminars andworkshops. With 134,743 netsquare footage of boothspace that housed more than420 exhibitors in more than1,338 booths, the 2006 CHASummer Show had a 12percent size increase over lastyear. We offered a widevariety of new additions suchas the Beading and NeedleArts Pavilions, a CHA IndustryRoundtable leadership forum,CHA Attitude & Usage Studyresults, and specialreceptions. It worked!

Another program wefinalized is the new in-depthMember Survey. Once again,in order to exceed yourexpectations, we must knowwhat they are. We need to focus on those areasthat are important to you. Our goal is to improve whatwe offer our members andexpand services. I urge yourparticipation in this important endeavor.

As this issue of CHAPortfolio goes to press, theCHA staff is busy planningthe 2007 CHA Winter Show.We recognize the importanceof pre-show marketing forexhibitors. Several times wehave been approached bythose exhibiting at our shows

for contact information forthe buyers who havepreviously attended ourevents. We heard you. Tothat end, we have taken thenecessary steps to improveour databases and now areoffering free of charge thenames and addresses of allbuyers who attended the2006 CHA Winter andSummer shows to allexhibitors at the January2007 CHA Show inAnaheim. This informationwill be available free ofcharge to the bonded mailhouse of your choice.

CHA is dedicated tohelping you grow yourbusiness. In order to dothat, we must worktogether to constantly addprograms we believe willbe of value to you andchange programs that areantiquated. We have set ahigh standard, and we willcontinue to raise it higher.

On behalf of the CHAstaff, we look forward toyour continued support. As always, I welcome your feedback. If you havequestions or comments,please contact me directlyat (201) 794-1133, Ext. 214,or [email protected].

The famed 20th centuryarchitect, author and scholarNorton Juster once wrote“Expectations is the placeyou must always go to beforeyou get to where you’regoing. Of course, somepeople never go beyondexpectations, but my job is tohurry them along whetherthey like it or not.”

While Juster wrote this inhis revered children’s novel,“The Phantom Tollbooth,” his prophetic words ring truetoday more than ever –especially here at CHA.

Since coming to CHA afew years ago, myexpectations were to build astrong member-drivenassociation that not only metall members’ expectations,but exceeded them. In orderto grow the association andremain the pulse of theindustry, I quickly recognizedthat CHA must continuallyraise the bar. I firmly believewe are on our way toachieving that.

Let’s take a look at some ofthe more recent steps we’vetaken to exceed yourexpectations. The recent CHASummer Convention & TradeShow was of particularimportance since it markedthe first year CHA wasresponsible for its completemanagement. We knew theSummer Show had beentrending down the last severalyears, and we knew we had toreverse this negative trend.

We went to work, solicitingopinions from our members,looking at past CHA Winter

CEO’smessage

Great Expectations

We now are offering

free of charge the

names and addresses

of all buyers

who attended the

2006 CHA Winter

and Summer shows

to all 2007 Winter

Show exhibitors.

Steven Z. BergerChief Executive Officer

Chief Executive Officer


Gone are the days when tradeshows were primarily social events,a chance for the industry to gatherand have what amounted to avacation for what ostensibly werebusiness purposes. Sure, somebusiness was discussed back inthose days, but today it’scompletely about the bottom line.If you can’t demonstrate a goodreturn on your trade showinvestment to your company’s topbrass, whether you’re an exhibitor,wholesaler, manufacturer, designer,retailer, or buyer – but especially ifyou’re an exhibitor – you can besure they’ll be taking a long, hardlook at your trade show budget –and maybe even your job.

It’s important to get the mostout of your trade show experience,and there are tried and true waysto do so. We’ll break it down foryou so that you maximize yourexpenditures and have a successfultrade show experience, thusmaking you – and your uppermanagement – happy. And thereare tips for the big craft and hobby

manufacturers who exhibit to bigretailers at big trade shows, as wellas the smaller mom-and-popexhibitors. But the first step is to beaware of the many ways tradeshows can benefit your business.Research has shown time after timethat there’s no substitute for face-to-face marketing, and thatexhibitions are one of the mosteffective ways of getting amarketing message across.

Keys to Success: Interaction,Promotion, Booth PersonnelFor exhibitors, according toindustry veteran Bob Dallmeyer,president of RD International, whohas worked in every segment ofthe trade show business, it’s amatter of managing expectationsand being realistic about expectedresults. A crucial element is thenumber of booth personnel andthe amount of pre-show promotionthe exhibitor does. “If you plan onhaving two people staffing thebooth but it takes 20 minutes toexplain your product, don’t be

unrealistic about how manyattendees you can manage. Basedon those realities, calculate howmany attendees you can realisticallyengage,” Dallmeyer says.

Also, he notes, some exhibitorswho know that, say, 10,000attendees will be present at a showfail to realize that they can’t possiblyinteract with all of them – andshouldn’t even want to, since only asmall portion of the total areactually potential customers. “Usepre-show promotion to let peopleknow who you are, such aspostcards and ads. These can payoff, research shows, and increasebooth traffic.” But it’s important totarget the message to your specificaudience; the entire attendeepopulation is far too broad. Proper research can identify that audience.

“All studies prove that peoplerank trade shows number one ortwo for obtaining new business, andthere’s a good reason. A trade showis a collection of professionalpeople, a targeted audience of

Don’t Neglect LeadsSusan Friedmann, The Tradeshow Coach, offers the following tips for following up on leads:• Send a thank you, at the very least, to attendees who stopped at the booth. This can be done from the hotel room every

night. But have a follow-up plan in place.• Rank leads in terms of quality. You’ll need a different plan for the hottest leads, but a blanket e-mail to all to say thank you is

necessary. C-list leads may only require a postcard or letter.• Follow up on any promises made at the show, whether it be to phone the lead, send a letter or literature.

BY GARY TUFEL

Get the Most out ofYour Trade ShowExperience

CHA 2006 SUMMER SHOW PHOTOS COURTESY OF OSCAR EINZIG PHOTOGRAPHY.

Susan A. Friedmann, CSP, The Tradeshow Coach, of Lake Placid, New York, is author of “Meeting & Event Planning forDummies.” She works with companies to improve their meeting and event success through coaching, consulting and training.

Why does show managementbother? It’s in their best interest fortheir exhibitors to be successfuland, thus, return to the show yearafter year. Unfortunately, manyexhibitors have unproductiveshows due to their own ineffectivebooth tactics – and then blame the show.

Research and Have a PlanExhibitors need to know exactlywhat they want from a show, saysSusan Friedmann, The TradeshowCoach. “Often, they don’t reallyknow. Are they there because thecompetition is? Is it to obtain tonsof business? The experience canbe discouraging, and the larger the show, the more pre-show work needs to be done. In a bigshow, an exhibitor can disappearunless they figure out ways tostand out from the crowd,” she says.

She says it’s vital to come upwith ideas on how to stand outfrom the competition, look

different and get noticed atshows. “That’s vital. It’s not justabout buying space andshowing up,” she says. Aunique approach is necessarybecause there are lots of competitorsselling the same or similar products.

One way: demonstrate what theexhibitor can do for the attendee.“This doesn’t take a big budget. All ittakes is thought,” she says, and thereare many ways to do it, but it beginswith understanding the concept.Once you’ve done that, you can buildyour campaign.

“This is where exhibitors get introuble. Sure, they want leads, butwho are they targeting? And whyshould attendees buy from them?”she says. Friedmann notes that 70percent of show attendees wantsomething new, so stress that inpromotions and in the booth. It’s notjust a matter of telling attendees, “Hi,here’s what’s new.” Ask visitorspointed questions, such as “What areyour challenges?”, “What are youlooking for?” and “How big is your

crafts store?”Only about 10 percent of

any trade show’s audienceis right for any oneexhibitor, so target them,not the entire audience.

buyers. It’s a qualified audience in a very concrete environment, andone that has plans to purchaseproducts in six months to a year. In gathering leads, find out if theattendee represents a significantnumber of stores. Because of the time frame for purchasing,don’t wait too long to follow up on leads – you may be too late,”Dallmeyer says. He suggests using such resources as the Trade Show Exhibitors Association,the Center for Exhibition IndustryResearch and Tradeshow Week’s Custom Research for additional information on exhibiting and the value of exhibitions as a marketing medium.

It’s also vital that booth staffknow what to do in the booth.With the high cost of exhibiting, it’sshocking to see companies fritteraway large investments of time andmoney because of the badbehavior of booth personnel, butit’s something that can be seen atvirtually every trade and consumershow. Despite the fact thatmany show managersconduct exhibitoreducation sessionsbefore their shows.

continued on page 8


list from the association and do, a targetedmailing or e-mailing, clearly stating who theyare, what they do, and what sets them apartfrom the competition. For example, if you’re abeadwork kit maker and your kit’s instructionsare simpler than the competition’s, use that asa selling point. There needs to be acompelling reason to get attendees to stopby a booth, Lorimer says.

Wrap-UpWhatever your reasons for exhibiting, set

goals in advance. For instance, CHA showsoffer gigantic education programs, as well asworkshops and other educationalopportunities. Store buyers often attend theworkshops, see products that interest them,and want to stock the products. There arealso many public relations and networkingopportunities at the show. �

Gary Tufel has been writing about the trade show industry since 1989. He was senior editor at Tradeshow Weekmagazine, where he worked from 1989 to 1999. From 1999 to 2002, Tufel waseditorial director for the InternationalAssociation for Exhibition Management(IAEM). Since 2002, he has been acontributing editor for Tradeshow Week, and has written for numerous other exhibitionindustry publications, as well as forpublications in the medical industry. He lives in Venice, California.

Tips forImproving ShowPerformanceE. Jane Lorimer, managing director, LorimerConsulting Group, offers these tips toexhibitors who want to have a successfultrade show experience:

Pre-showTo alert past buyers or target lists (obtainlists from show organizer – some sell thelists, some give them away:• Oversized postcards on decent card

stock are still good ways to reach people.• Be aware that e-mail has become like

junk mail and is often SPAM blocked ordeleted before it’s read.

At the showWhat makes attendees stop?• Motion (demos, hands-on trials, looped

videos, fiber-optics or LED lights)• Special deals, drawings for free products• Well-groomed, attentive, non-pushy

staff with knowledge of the product• Staff that knows how to engage

without offending• Easily understandable graphics that show

the product visually and what it’s about• In the booth, engage attendees without

“hooking” and don’t be too slick. Non-verbal performance is veryimportant – no folded arms. Lookwelcoming but not desperate.

• Ask questions that can’t be answered“yes” or “no.”

Post-show• Have a system for follow-up. Lead

follow-up should be based on customerpreference. If holding a drawing, offersomething like “How would you like to benotified if you win?” Then put a list withcheck boxes for telephone, e-mail andmail and have places for that info to beprovided on the fill-in card or electronicversions (kiosk). Honor that request.

• On cards for drawings, offer the option to opt out of follow up. Checking afollow-up preference implies permissionfor a one-time contact.

• Keep your follow-up list for pre-showmarketing in case you return to that city.

�

That will require research on thedemographics of the audience. “Don’tbe too excited about the total numberof attendees. You couldn’t cope witheven a thousand attendees anyway, solook at quality, not quantity,”Friedmann says. The role of the showorganizer is to attract attendees to theshow; the exhibitor’s job is to get theright ones into the booth, she says.

Valuable AdviceFor CHA members who exhibit atconsumer shows as well as CHA’sshows, E. Jane Lorimer, managingdirector of the Lorimer ConsultingGroup, offers the following advice:

Pre show promotion can be done forboth, she says. For consumer shows,obtain attendee lists from local craftshops. “Public shows generally drawfrom a 50-mile radius, so get a list ofbuyers from shows they’ve been inbefore. Send a sturdy, 6”x4” postcard,two- or four-color, saying ‘Come visitour booth – here’s why…’, mainlyto let people know you’re there. Print consumer show literature in two orthree languages to attract a wider audience.”

It’s harder to do pre-show promotionfor consumer shows than for tradeshows, she says. For association shows,exhibitors can merely get an attendee


continued from page 7

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Show Facts from CHA’s Inaugural Year of Managing the Summer Show:

• Held at the Donald E. Stephens Convention Center in Rosemont, Illinois,from July 21-23

• More than 10,247 registered attendees, a 44% increase over 2005• 134,743 net square footage of booth space, a 12% size increase over 2005• New additions such as the Beading and Needle Arts Pavilions, CHA Industry

Roundtable session, release of first-quarter Attitude & Usage Study results• Hotel bookings 40% above the mark from 2005• More than 420 exhibitors in more than 1,338 booths

We’ll see you in Anaheim for the CHA Winter Convention and Trade Show – January 28-31, 2007. For more information, visit www.chashow.org.PHOTOS COURTESY OF OSCAR EINZIG PHOTOGRAPHY.

CHA Summer Show Scrapbook

CHA ChiefExecutiveOfficer SteveBerger andCHA Board ofDirectors ViceChairmanJames Scatenacut the ribbonto kick off theSummer Show.

The Shannon Rovers Pipe Bandwelcomes exhibitors to theshow floor.


At the CHA May 2006 BoardMeeting, the directors unanimouslyvoted to admit the individualdesigners of the former Society ofCreative Designers (SCD)organization into the CHA License & Design exhibitors section. Thisaction will consolidate designerswithin the creative industries intoone group. But what impact will that have on our membership and our market?

First, a little history. Industryfolklore tells stories of hobby shopsin the 1950s having model railroadtrains, cars and products thatbrought men into the stores. Manytimes their wives would accompanythem but they found the productsunappealing. A number of smartretailers saw that as opportunity andbegan looking for products thatwomen could enjoy. Thus, the craftindustry as we know it today wasborn with dipped film and featherflowers, fried marble creations andresin grapes. These creative peoplewith their “arts and crafts” knackwere our industry’s early designers.

Fast forward to today to see allaround us the impact thatdesigners, artists and productdevelopers have on our culture –from fashion to furniture andautomobiles to architecture. For ourindustry, they impact every productline on the market today.

Jim Bremer of Tall Mouse Artsand Crafts and Chief GovernanceOfficer of CHA stated, “We need torecognize the central role ofdesigners in development andproduction of the ‘creative’ elementof our industry. Designers translateideas and visions into useful

products for consumers. As we observe a trend develop, itis the designers who determineif the trend can be appealingto consumers. It is thedesigners who create theinteresting, appealing aspectof a product that tugs on theconsumers’ emotions andsparks the interest thatprompts the purchase.”

By unifying all industrydesigners under the CHAumbrella, there can be greaterconnection with othersegments of our membership:the manufacturers, publishers,retailers, wholesaler/distributors, manufacturers’reps, service providers,institutional buyers andprofessional craft producers.Designers interact with each of these categories in one way or another.

CHA’s Chief ExecutiveOfficer Steve Berger said,“CHA has made thecommitment to increase oursupport of designers byproviding expandedopportunities. At the 2006Winter Show we dedicatedshow floor space to theInspiration and Design Faire,now known as the License &Design exhibitors section,sponsored a cocktail receptionto encourage businesscontacts, organized a DesignerShowcase and offereddesigner-based education. Webelieve in the importance ofdesigners and will continue tosupport their businesses.” �

Society of CreativeDesigners Joins CHABY CINDY GROOM-HARRYCRAFT MARKETING CONNECTIONS, INC.

The CHA DesignerSection

While designers always have been an integral partof the industry, in the early years they generallyattended the HIA (now CHA) show under the badgesof exhibiting manufacturers, helping set up, workingthe booths and teaching make-it/take-its. In the lateryears, designers were granted trade show attendanceby holding an SCD membership.

Over a period of several years, HIA sponsored anevent called “Press Day” at a major New York Cityhotel suite that was completely “remodeled” to showthe home decorating capabilities of designers. Thedesigners also displayed their individual work and thepress attended in order to obtain the newest industryresearch and to supply their magazines with projects.

Also, HIA’s Certified Professional Demonstrator(CPD) program was created to educate designers whowent through training and testing to become certifieddemonstrators. The intention was to prepare them fordemonstrating manufacturer products at trade andconsumer shows and in retail settings. Over theyears, manufacturers created their own trainingprograms and the CPD program was discontinued.

In 1998, designers won recognition as an HIAmembership section. The designer section becameactive, creating a council of leaders. Since then, HIAdesigners have gained momentum, with thepublication of literature on design services, designerpress kits being included in the tradeshow pressrooms, designer classes being offered at the show,and more recently developing special displaysfeaturing designer work.

Perhaps the most gratifying event for designersoccurred during the past two CHA Winter Shows, with the creation of a separate area on the showfloor, designated specifically for designers/artists,called the Inspiration and Design Faire now known as the license & design exhibitors section. This yeara Designer Showcase also was held the day beforethe show as another opportunity for designers. The activities of the CHA License & Design exhibitors section continue to expand, and theinclusion of former SCD members provides a strong voice and even greater opportunity forthe design community. �

Design exhibitors section andcombining them to create a new entity;one that supports education andnetworking with designers as SCD hasalways done so well, along withproviding the forum and connectionswith the rest of the industry as CHAdoes so well. It truly does appear to bethe best of both creative worlds.

And what would founder PatriciaNimocks say? Her sister and fellowdesigner Mary Strouse of MerryDesigns responded, “I believe Patriciawould say she is very proud of how fardesigners have come. ... Patriciashowed the need for designers to workwith manufacturers, editors andpublishers to benefit all. ... Patricia andSCD have made a wonderful differencein the lives of many.” �

The Society of Craft Designers (laterchanged to Creative Designers) was thebrainchild of the late Patricia Nimockswho in 1975 invited a group of 70creative people to meet in Chicago.There, SCD was born. The statedmission was “to help members servethe consumer craft industry effectivelythrough education and networking.”

Those early pioneers sought to givedesigners a voice and recognition in theindustry. Annual “seminars” in variouslocations throughout the countrysupported their efforts to educate andnetwork. Seminar sessions dealt witheverything from trend and colorpredictions to personal businessmanagement.

Through the years, SCD grew innumbers (with a membership of nearly600 at one time), experience andprofessionalism. Eventually,manufacturers were invited to join as“sponsor” members, later becoming“corporate” members who understoodthe business profitability of connectingwith designers and their creativity.

In recent years, in addition to theannual conference, SCD has provided itsmembers with a registry, an informativenewsletter, mentorship program andmore recently an active, online“discussion list” that connects memberswith one another.

With the unification, designers saythey look forward to taking the best ofboth the SCD and the CHA License &

Just Who is a Designer?

The term “designer” is an inclusive term that canrepresent a range of creative people. The followingdescriptions may be helpful in understanding the manycategories of creative activity. (Certainly some creativesdo multiple activities, but few do them all.)

ARTIST: Professional who creates one-of-a-kindpieces of either two or three dimensional art. The originalpiece or duplications (prints, castings) can be made andsold to consumers.

CRAFT DESIGNER: Professional who creates originalproject designs by assembling existing products andwrites instructions, usually to be photographed andpublished by manufacturers and publishers.

CRAFTER: Consumer engaged in making creativeprojects, usually from published instructions inmanufacturers’ literature, magazines and books.

DEMONSTRATOR: Professional who showsconsumers how to use the final product to make afinished project. Usually a quick demonstration featuringthe highlights.

GRAPHIC ARTIST: Professional who creates two-dimensional artwork, usually on computer, oftenused for advertisements, packaging and other uses for graphic layouts.

LICENSED ARTIST: Professional who creates two-dimensional artwork, usually by hand-drawing andpainting and then possibly scanning and beingmanipulated by computer. The work is then licensed tomanufacturers and publishers.

PRODUCT DEVELOPER: Professional who invents theraw product that the manufacturer produces and the craftdesigner uses to assemble into designs that the craftercan make.

TEACHER: Professional who shows consumers howto use the final product to make a finished project orrange of applications. Usually more involved and featuresan assortment of techniques. �

Designers receive Special Service Awards at the CHA 2006 Summer Show. Recognition was for thesuccessful unification of the former Society of Creative Designers and the CHA designer members into onedesigner group. Left to right: Lisa Galvin, Lynne Farris, Jim Bremer (CHA Chief Governance Officer), JulieStephani and Cindy Groom-Harry (CHA Board Member).

More about the Society of Creative Designers

Patricia Nimocks, SCD Founder



In an industry driven by innovationand creativity, professional craftdesigners perform a pivotal role byproviding the key ingredient thatgives manufacturers a competitiveedge.

Business Week magazinerecently devoted a special issue toinnovation. One article pointed outthat in today’s global market,“When outsourcing to China andIndia is universal, when creepingcommoditization of products,services, and information hammersprices, innovation is the newcurrency of competition. It is thekey to organic growth, the lever towiden profit margins, the HolyGrail of 21st century business.”

Most designers are retained bymanufacturers as independentconsultants, providing an array ofcreative services in all aspects ofproduct development andpromotion. From concept creation,product testing and marketing,product introduction, trade andconsumer promotion, to electronicselling via TV and the Internet,professional craft designers wearmany hats.

Even manufacturers who havefull-time in-house design staffrecognize that independentdesigners bring a uniqueperspective in providing up-to-

date trend and market information.Independent designers can be theeyes and ears for the company tostay on top of the latestcompetitive market information.

Some designers actually workas inventors, creating newproducts and even new productcategories. Some of the industry’smost successful new products havebeen invented by designers whorecognize a need and fill it andthen contract with a manufacturerto manufacture and distribute theirproduct ideas.

An example of one suchcreative collaboration between adesigner and manufacturer isPlaid’s One Stroke® paintingprogram developed by DonnaDewberry. When asked the key tothe phenomenal success of theprogram, Mike McCooey, Plaid’sCEO says:

“Plaid and Dewberry Designsare currently celebrating our 10thanniversary as a team. In myopinion, our relationship with Marcand Donna Dewberry is the perfecttemplate for any designer/manufacturer alliance. Weconstantly share marketintelligence, design ideas and newbusiness opportunities. In addition,the cultures and values of both ofour companies (and the individualsinvolved ) line up perfectly – astrong work ethic, mutual respect,great attention to detail and aGod-given ability to have fun whilewe work.”

In addition to developing theactual products, some designersmay create branding, graphics andsurface design artwork to license tomanufacturers who build “designercollections” to enhance existingproducts. CHA sponsors the

Understanding the Roleof Professional DesignersA Guide for Manufacturers

BY LYNNE FARRISCHAIR, CHA DESIGNER COUNCIL


extensively throughout theworld, teaching andpromoting their books andrelated products in retail shops and at tradeand consumer shows and seminars.

Industry studies reveal that most consumers learn about newproducts and techniques mostfrequently through books, classes,magazine articles and television.Designers are key in all aspects ofeducating and promoting newproducts and driving consumer interest at the retail level.

CHA professional designers arewell-trained, experienced andknowledgeable professionals who canhelp smooth the way for companies tosucceed in today’s global market.

CHA sponsors Designer Showcaseevents at the Winter and Summershows during which manufacturers andpublishers can see a broad spectrumof designer portfolios and displays andmeet designers whose expertisematches their needs. �

Lynne Farris, chair of the CHADesigner Council, is a professionalcraft designer and creative consultant.She appears regularly on HGTV, DIYand PBS as a spokesperson anddemonstrator for several leadingmanufacturers and has authoredseveral books. Her newest book, “Fast Fun and Easy Needlefelting,” is published by C&T Publishing. To learn more about Lynne, visitwww.lynnefarrisdesigns.com.

dozens of “craft designercelebrities” who have developeda following among consumersand even have their owntelevision series.

Manufacturers often find thathaving a designer endorsement isthe key to generating consumerconfidence in new products.Many manufacturers havedeveloped designerendorsement programs toencourage designers to includetheir products in projects forpublication. This is often the firststep for designers andmanufacturers to establish amutually beneficial workingrelationship that can grow into afruitful collaboration over time.

Designers also workextensively with craft andwomen’s consumer magazinepublishers to create projects thatshowcase manufacturer’sproducts while introducingconsumers to new techniques.Many magazines hire designers towrite regular columns about aparticular subject of interest tothe readership. Through thesearticles and columns, designersare able to help promoteadvertisers’ products while givingconsumers valuable information.

Book publishers seek craftdesigners as authors for both softand hardcover books on craftsand home décor or ascontributors to anthologies. Manydesigner/authors travel

License & Design exhibitorssection, formerly known as theInspiration and Design Faire, alicensing and design show withinthe CHA Winter Show, whereinmanufacturers and designers canconveniently meet to conduct their business.

Manufacturers may call upondesigners to find innovative usesfor both new and existing productsor to design kits that combineseveral manufacturers’ productsalong with project instructions intoone selling unit. Designers also cancreate point-of-purchase projectsheets and project samples forretail stores to inspire consumersor display models for advertisingand trade shows to illustrate tobuyers and retailers how a productcan enhance their current product offerings.

Professional designers often arehired as marketing consultants bymanufacturers from otherindustries who wish to enter thelucrative craft market. Thesedesigners have the knowledge andexperience to help manufacturersmake their products appeal to craftconsumers. Furthermore, theircontacts can open the necessarydoors for success in the industry.

Manufacturers often hiredesigners as demonstrators,teachers or product spokespersonsat trade and consumer shows,retail shops and on television. Thebroad visibility afforded bytelevision exposure has created

Keys to Working with a Professional Designer• Establish a working relationship with a designer with whom you share values, a work ethic and mutual respect.• Share market intelligence: collaboration requires trust and openness.• Communicate regularly to keep the designer up to date on internal developments that might affect the project.• Develop goals and timelines, but don’t try to control the process. Creativity has its own process that doesn’t always fit the mold.• Recognize the full array of services that a designer provides as a consultant, and be willing to compensate accordingly.• Be open to new ideas and new business opportunities.• Allow projects to morph as ideas develop, retaining the best aspects from each phase.

LYNNE FARRIS


commonly referred to as productor idea licensing. In this situation,a manufacturer takes the productidea, concept or actual productfrom a designer andmanufacturers and/or distributesthe product/idea. It is a 50/50split between designers who havean idea and the manufacturer thatmust develop it versus thedesigner having the productalready mocked up and presentedto the manufacturer or distributor.This type of licensing most oftenoccurs when smaller designersdevelop a new product and thenpitch it to several differentmanufacturers until one

manufacturer finds that it best fitsits needs. The creator then isgiven a royalty based on sales.

Both art licensing and productlicensing offer great advantagesto the craft and hobby community.They connect all areas of the craftand hobby community into oneunit that depends on each other.Licensing allows a manufacturerthe opportunity to supplement itsexisting base at a reasonable cost.Licensing also gives designers anincentive to continue developingand creating new ideas or art. This synergistic relationshipbenefits all aspects of the craftand hobby community.

Licensing no longer consists ofplacing famous characters orlogos on existing product. Art and product licensing offer the craft and hobby industry an opportunity to reach newmarkets and innovate in a cost-effective manner. The key tosuccess in licensing is making the situation a win-win for both parties.

Art LicensingThere are two types of licensingthat directly affect the craft andhobby industry. The first is artlicensing. Art licensing takes theartwork of another and places iton an existing product. An artistdevelops the art either specificallyfor a client or in an existingportfolio and then retrofits it forthe client’s purposes. Either way,art licensing opens the doors to avast collection of art at areasonable cost for a wide varietyof products. It also adds life to an old product. Artists receivepayment either with a flat-feeroyalty or a percentage of the sales.

Product LicensingThe second type of licensing is

Take Advantage ofLicensing OpportunitiesBY TAMMY L. BROWNING-SMITH, J.D., LL.M.


a licensing relationship is its cost effectiveness.

In most licensing relationships,either the manufacturer or thedesigner approaches the situationwith a specific idea or need. Theother party works on a proposal ata relatively minor cost or at nocost. Once the scope of arelationship is defined, it benefitsboth parties to remain invested inthe relationship to ensure itssuccess. Both the designer andmanufacturer win when therelationship succeeds. Both partiesare invested and have taken acalculated risk.

There are always key concernsin any relationship. Issues such asconfidentiality, compensation,ownership and termination alwaysshould be addressed. A commonrule of thumb when entering intoany relationship is knowing howyou are going to get into it andhow you are going to get out. Thisis true in any licensing relationship.

Industry BenefitsLicensing affords the craft andhobby industry with theopportunity to tap into a vastamount of resources that expandwell beyond the boundaries of old.Recently, CHA developed arelationship with the Society ofCreative Designers. It is exciting tosee the synergistic effect takingplace because of this unification.

As a law firm that primarilyrepresents members of the craftand hobby community, we areseeing the dramatic effect this is having on both ourmanufacturing and design clients.Gone are the days of new productdevelopment taking months oryears. As well, gone are the daysof extensive contracts andexcessive royalties or expectations.Both sides are becoming savvy incommunicating how they can bestwork together and improve the

industry. A true collaborationis taking place, moving the industry forward in a positive and strong way.

Manufacturers and designers need only look around them at the next CHA event to find a vast wealth of untapped opportunity. The opportunities forart and project/idea licensing arevast. They afford our industry theopportunity to grow, while takinga calculated risk. A manufactureronly needs to open an industrymagazine or contact a designer to find new opportunities forenhancing the bottom line. A designer only needs to step outof his or her shell and establish hisor her creativity in the craft andhobby community to see thebenefits of that risk.

Getting started with licensing iseasy. One only needs to let his orher fingers type away or pick upthe phone. When it comes tolicensing, there is really only onequestion: Can you afford not toenhance your business? �

Tammy L. Browning-Smith,J.D., LL.M. is the managingattorney for Browning-Smith, P.C.,a law firm that focuses on theunique needs of the craft andhobby industry. She is a frequentguest lecturer on many topics ofinterest to the industry. Tammymay be contacted at Browning-Smith, P.C., 46307 TelegraphRoad, #175, S. Amherst, Ohio44001, (440) 398-0098, [email protected].

As an attorney who worksextensively with licensing, I havethe opportunity to see manydifferent arrangements when itcomes to the merger of amanufacturer and a designer. Insome cases it is a well-establishedmanufacturer looking to create anew spark to its existing productofferings. Other times themanufacturer owns an existingproduct and is looking for a new,fresh approach or fix. I alsoencounter designers who createnew products but do not have the resources to bring them tomarket. It has been my experiencethat when both parties are willing to step outside of the box,create, and be willing to take acalculated risk, the effects can be positively dramatic.

Make Agreements SimpleLicensing agreements shouldreflect exactly what the partiesagreed to. They do not have to be long or cumbersome withlanguage. When reviewingagreements, I find the best arethose where both parties are ableto tell me exactly what each termmeans and how they plan onaccomplishing it based on theagreement. Gone are the days oflong, complex documents thatneither party understands. Thosedocuments only stifle theopportunity for further creativity.

Licensing relationships caninclude anything from a one-timedeal to an ongoing relationship to a right of first refusal. Licensing relationships can comefrom referrals or solicitations.Licensing relationships can bespeculative or fixed. Theopportunities are endless forthose willing to join othermembers in the craft and hobbyindustry to bring about a new and exciting marketplace. One of the greatest benefits of

TAMMY L. BROWNING-SMITH,

J.D., LL.M.

The information presented in this article isfor informational purposes only and doesnot constitute legal advice. Each readermust seek legal counsel. CHA andBrowning-Smith, P.C. disclaim any liabilityfor reliance on the information presentedas each situation is different requiring thereader to seek legal counsel.


CHA Summer ShowIndustry Roundtable FeedbackValuable Feedback from Industry Pros Can Help Grow Your Business

Overcoming financialobstacles, understandingtrend cycles, business growthand helping independentsthrive are some of the majorissues facing the craft andhobby industry today. AtCHA’s Summer Convention

and Trade Show, these topicswere discussed at the first-everCHA Industry Roundtablesession attended by CHAmanagement, board membersand other CHA membersinterested in improving bestpractices for their colleagues.

Each discussion group includedindividuals with variedbackgrounds. Ideas were collectedfor CHA members to consider andemploy in an effort to improve theirbusinesses and build a strongerindustry. Roundtable topics andeach panel’s feedback follow.

How to Finance the Growth of Your BusinessModerator: Vince Hemmer, GTCR

Obstacles• Matching business needs to the proper financing

sources and determining how much debt yourbusiness can handle.

• Finding a team of advisors to help with financing issues.

Best Practices• Short-term needs can be fulfilled by a line of credit

with a bank.• Calculate the sustainable growth rate of your

business and amount of money needed to financegrowth. Determine how much your working capitalmust increase to support your growth, what capitalexpenditures must be made, etc.

• Consult a CPA for advice, and develop a strong localbanking relationship.

How to Recognize and Capitalize onTrends as They Relate to Your BusinessModerator: Peter Russo, New Approach Development, LLC

Obstacles• Staying away from the “trends bandwagon.”

Recognize when a trend is in its infancy and on its wayout, which isn’t always easy to do.

• It’s easy to expect trends to be instant successes and not give the trend cycle enough time or haveproper expectations. Educate consumers to keep trends alive.

Best Practices• Do your homework, and delve into social trends and

their potential effect on new products.• Pay attention to how a trend is being duplicated, i.e.,

through the Web, blogging, traveling road shows.• Observe consumers as they shop. Talk with customers

and store owners about trends. The gift industry is agood place to watch for trends.

• Stimulate sales with point-of-purchase idea placement.• Interested in taking a bigger leap toward a new trend?

Look outside the industry.• Do a Web search for sites that give trend insight.

The CHA Summer Show Industry Roundtable moderators, from left to right: Mike Hartnett, Creative Leisure Communications, Bill Gardner, Peter Russo, Brenda Lugannani, Vince Hemmer, Craig Curtis and Shane Cullimore.


How to Develop Strategies to Differentiate and Grow Your BusinessModerator: Brenda Lugannani, Family Christian Stores

Obstacles• It’s easy for one company to recognize a competitor’s

success, and difficult for that company not to pursue the same opportunity rather than create a different one.

• There are many innovation opportunities in thisindustry, and it is much better to lead than follow.

• Evaluating the market and properly segmenting italso poses a challenge.

Best Practices• Build very strong relationships with customers and

business partners.• Consider market needs to develop your strategy.• Ask the end user about their expectations so you

don’t waste money and/or resources.• Remember the importance of signage, merchandise

placement, promotion, education and marketing.• Don’t copy others. If you like an idea, find a way to

do it better or faster.• Differentiate your business through price, service,

selection, shopping experience.• Leverage discounts with a large volume buy or

request unique products for development.

How to Best Manage the Ups and Downs of the Market CycleModerator: Craig Curtis, Petersen-Arne

Obstacles• Identifying the cycles themselves: business

(economic) cycle, demographic cycle and category cycle.

• Identifying multiple cycles occurring in concert.• Isolating how each cycle affects your business.• Determining the stage of each cycle: emerging,

stable and sunset.• Understanding the consumer and capitalizing on

each point in the cycle.

Best Practices• Separate your overall business trend from a

category trend.• Work to understand consumer buying behavior at

each stage of the cycle.• Inspire consumers by meeting their needs.• Use resources such as demographic studies, CHA

marketing studies, annual reports from publicly listedcompanies in the industry.

How the Industry Can Help IndependentsSurvive and ProsperModerator: Shane Cullimore, Crafters Home

Obstacles• Being alone and not understanding margin requirements.• Educational opportunities, cooperation/communication

with others.• Finding new consumers rather than marketing to the

same crowd.• Show expenses.• Having more information on products and

better-trained personnel.

Best Practices• Manufacturers could contact independents about new

products rather than advertising first in consumermagazines.

• Think of yourself as a sales person and sell products withclasses, demos, etc.

• Business training: Learn more about how chains buy andhow to beat chains to market.

• Constantly change the look of your store, and have agreeter or demo worker at the door.

• Celebrate your uniqueness.• Create a community – in the store, by creating a Web site.• Cross-merchandising is key and increases sales. �

How to Understand and Inspire Your CustomersModerator: Bill Gardner, Craftrends Magazine

Obstacles• Drawing consumers who think they have no time

to craft.• Learning more about customers (age, gender, etc.)

and ways to attract them.• Trying to be everything to everyone.

Best Practices• Consider focusing on three or four categories or

age groups.• Use your intuition.• Consider the importance of baby boomers retiring

and having more time for crafts and hobbies.• Promote cross-generation activities (mentors for

youth, etc.) to develop a better family environment.• Watch trends and determine how best to use them.• Know customer needs.• Talk with customers, have employees talk with them,

or do surveys.


The new License & Design exhibitors section, formerlyknown as the Inspiration and Design Faire, includes CHAmember exhibitors who are artists and artist’s agents.They license original art images to manufacturers withinthe craft, hobby and many other industries. The range oforiginal art imagery is extensive, and many artists offerdesign services, working directly with a manufacturer todevelop product collections.

The artists represented in these booths are creative,highly accomplished, professional individuals. They offeran invaluable art imagery resource to craft and hobbymanufacturers. The artists are continually researchingtrends, color forecasts, fashion designs and home décorstyles to keep current with the demand from consumerproduct manufacturers. Many of these exhibitors workextensively with the stationery, gift, paper partyware,tabletop, kitchen/bed/bath, woven tapestry, game,publishing, textile and home décor industries. Theunique images the artists create for these industries canbe utilized for a broad range of products. Imagery thatworks well for one industry often works well for others.

These artist and artist agent exhibitors have thepotential to fill every art concept and design needed bycraft and hobby manufacturers. These manufacturerswould gain a distinct advantage by utilizing the art anddesign resources being offered right on their own show floor.

Craft and hobby manufacturers, send your product development team to the License & Designexhibitors section of the 2007 CHA Winter Show, and have your art and design needs fulfilled. �

For more information, please contact Mary Sher, executive director of the Bentley Licensing Group, at (925) 935-5201, Ext. 247([email protected],www.bentleylicensinggroup.com) or Alan Korsgaden, vice president, Laurie Korsgaden Watercolors, Inc, (800) 474-2623 ([email protected],www.lauriekorsgaden.com).

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What License & DesignExhibitors Have to Offer CHA ManufacturersBY MARY SHER AND ALAN KORSGADEN


Christine N. Cutti-Fox is CHA’snew Member Education Manager.Christine will be responsible forthe extensive education programat the two annual CHA conventionand trade shows as well as othermember learning opportunities

throughout the year. She will leaddevelopment of all membereducation programs.

Commenting on herappointment, Christine said, “I am very excited to be joiningCHA during this period ofgrowth. CHA’s trade shows areclearly flourishing, and I lookforward to bringing theeducation program to the next level.”

Prior to joining CHA, Christinewas conference manager for theAmerican Institute of CertifiedPublic Accountants (AICPA). Herkey duties were to manage theirlarge-scale national businessconferences and to access andprovide high-quality education toCPAs by overseeing content

development, speakerrecruitment, strategic marketingplans and onsite logistics.

From 1999 to 2001, Christinewas a senior conference directorfor HRevents LLC, a Division ofthe International Quality &Productivity Center, where herresponsibilities included all phasesof event production anddevelopment. Her other pastpositions include benefitsadministrator for Merrill Lynch &Co. in New York City andgraduate assistant for MontclairState University.

Christine received her Masterof Arts degree in counseling andher Bachelor of Arts degree inpsychology from Montclair StateUniversity in New Jersey. �

Profiles

inside

Donna Cennimo is theExhibits Coordinator for CHA,responsible for the coordinationand administration of both CHAannual trade shows. Donnaserves as the primary liaisonbetween exhibitors and CHA,ensuring that all requests relatingto exhibitors are fulfilled. Shealso works closely with themarketing manager to producethe CHA Show Directory andtakes on the demanding task ofdrawing and maintaining theExpocad, CHA’s show floor plan.

Donna’s experience with CHAhas spanned the past 11 years.She began as an office assistant

and receptionist, diligentlyworking her way to becomingadministrative coordinator andultimately exhibits coordinator.

“I began my career with theassociation back when it was HIAand have since watched it growand transform into CHA. I ampleased that my roles andresponsibilities have evolvedright along with the organizationand this vibrant industry,” Donnasaid.

Prior to joining CHA, Donnaworked at Precisions ScreenMachines, a manufacturer ofscreen printing machinery for thetextile and auto glass industry.

There, she honed her administrativeand problem-solving skills, whichhave proved vital to her success andgrowth at CHA. �

Christine N. Cutti-Fox, Member Education Manager

Donna Cennimo, Exhibits Coordinator – Meetings & Expositions


“Think Big, Act Small”(Portfolio, a member of thePenguin Group (USA) Inc., 2005)by CHA Summer Show KeynoteSpeaker Jason Jennings “isteeming with entertaining stories,unforgettable managementlessons, and an evaluation test tosee if your business has what ittakes to become one of the top-performing companies in thecountry. Jennings reveals theunique power of combining thestrengths of a big organizationwith the hunger of a start-up. Anycompany, no matter what its sizeor industry, can benefit fromfollowing these examples.”

In “Laugh and Get Rich” by RickSegal & Darren LaCroix (SpecificHouse Publishing, 2000), you’ll“break the rules of traditionalbusiness for the sake of the mostimportant bottom line. Yours! Thiscollection of tools and stories willserve as a blueprint for businesssuccess while you enjoy theprocess. Improve yourorganization by understandinginclusionary humor and otherprinciples that will become part ofyour life. Humor, it’s not just foradvertising anymore!”

“The Ultimate Question” by Fred Reichheld (Harvard BusinessSchool Press, 2006), “shows howcompanies can put themselves on the path to true growth –growth that occurs becausetheir customers love doing

business with them and sing theirpraises to friends and colleagues.Practical and compelling, ‘TheUltimate Question’ offers hands-on guidance to help yousolve your organization’s growth dilemma.”

“Don’t Think Pink” by LisaJohnson and Andrea Learned(AMACOM, a division of AmericanManagement Association, 2004)concludes the obvious: “There’sno question that women buy.‘Don’t Think Pink’ explains whatdrives their buying decisions, andhow your business can capitalizeon this enormous (and evergreen) market.”

In “The Art of The Start”(Portfolio, a member of thePenguin Group (USA) Inc., 2004),“Guy Kawasaki brings twodecades of experience as one ofbusiness’s most original and

irreverent strategists to offer the essential guide for anyonestarting anything, from a multi-national corporation to a churchgroup. He has field tested hisideas with dozens of start-ups and advised thousands of peoplewho are making their start-up dreams real.”

“A Shopkeepers Manual” byMary Liz Curtin (Wicked QueenPress, 2006), gives advice on howto “be a better merchant, raiseyour margins, lower your costs,make more money and have agood time while you are doing it.Mary Liz Curtin is passionateabout independent retail and hasprovided a how-to survival guidethat will be beneficial to both theexperienced and noviceshopkeeper. She shares herpersonal experiences and offersnew ideas that you will certainlywant to implement!” �

inside

EducationThe CHA Resource Center

The CHA Resource Center highlights reference material that can enhance your business and personaldevelopment. The following book jacket excerpts provide insights about this quarter’s featured publications.


inside

CHA is proud to acknowledgethe effort that membermanufacturers put into theirproducts and marketing. At theCHA Summer Show, exhibitorswere recognized for their inventiveideas with the Innovations andGolden Press Kit awards. Both

honors are judged by members ofthe media and are awarded to thebest of the best.

The Innovations Showcase, apopular attraction at the CHAWinter Show that displays themost exciting recently developedproducts, is now featured at the

Innovations AwardWinners

First PlaceClover Needlecraft, Cerritos,California. Their Bead EmbroideryTool makes embellishing easy. Thetool uses basic techniques tocreate beautiful motifs withsequins and beads.

Second PlaceWho-Rae, Australia. TheirScrapbooking Workstationproduct includes storagepouches, 17 pockets forscrapbooking tools, a built-incutting board and other specialfeatures.

Third PlaceAround The Block, Layton, Utah.Their new Paper Tagger producteasily attaches charms, tags oranything else you can think of toyour craft projects.

Announcements

CHA Chief Governance Officer Jim Bremer (second from left) with the InnovationsShowcase winners: Guinevere Wessell (left), Around The Block (third place), JanCarr (third from left), Clover Needlecraft (first place), and Mark Pawsey (right),Who-Rae Australia (second place).

The Best of the CHA Summer Show CHA Acknowledges Members with the Innovations and Golden Press Kit Awards

continued on page 24

Summer Show as well. Attendeescrowded the area to see the hottestcraft products, discover emergingtrends and get ideas for third andfourth quarters. The top threeentries were picked by the judges.


inside

The CHA member e-newsletter is a great resource to find informationregarding the most up-to-date association news. Visit the Members Onlysection on www.craftandhobby.org and click on the Newsletter Archiveslink to view the e-newsletters and join the CHA mailing list.

In order to access the Members Only section of the site, you musthave your member ID and zip/postal code ready. If you do not know yourmember ID, please e-mail the membership department [email protected]. �

Member Services

The Golden Press Kit Awardsrecognize the time and thoughtexhibitors put into their productpress kits. Judges reviewed thenumerous information kits in thepressroom and picked their favoritesbased on design/content, creativityand attention to detail.

Golden Press Kit Award Winners

First PlaceStone Creek Creations, a suppliesand storage company based inMount Dora, Florida. Theinnovative press kit was designed toresemble their Krafter’s Purseproduct. The inside contained acompany bio, press releases and aphoto CD.

Second PlacePaper Salon, a scrapbooking company inPrior Lake, Minnesota. The press kit waspackaged in a handy tin that made carryingeasy. Inside were samples of the company’sfour new collections as well as a CD thatcontained press releases and photos.

Third PlaceEllison, a scrapbooking and die-cuttingcompany in Lake Forest, California.This media kit was complete with acatalog, press releases and companyinformation. What was most eye-catchingwas the die-cut design on the front and the non-traditional clipboard that held all the materials together.

The Golden Press Kit and Innovationswinners were presented with their awards at CHA’s “Chicago, My Kind of Town”event on Saturday, July 22. �

Jim Bremer (left) withthird place Golden PressKit award winner KentChesley from Ellison.

Announcements continued from page 23

Beverly and Bob Seymour

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

BLineDesigns.com [email protected]

CCHHAA WWaannttss ttoo HHeeaarr ffrroomm YYoouu!!Please respond to our Member Satisfaction Survey

included with this issue of CHA Portfolio.

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trunk show of their handmadeitems. Trunk shows have beenpopular in sewing and quiltingstores for years, but now arefinding success in all types ofcraft stores, including scrapbookshops. Trunk show merchandisecan be displayed on your floorfor a specified length of time, orbe presented at a one-timeevent.

Shop owners often charge theprofessional crafter $50 for theopportunity to sell their trunkgoods at retail. When you sellthese consignment goods, youdo not need to pay up front. Youreceive a percentage of the retailprice and pay a pre-contractedpercentage to the supplier afterthe sale is made.

The “trunks” are boxes offinished handcrafted items,shipped to a store by thedesigner/crafter who createdthem. It might be interesting tolook for a “trunk topic” that does

not exactly match your store’sniche but shares the same typeof customer. For example, if youare a scrapbook shop, why notcontract for a trunk show ofjewelry?

Stores must, of course, investin advertising the handmadegift merchandise. We suggestyou promote outside, as well aswithin your regular promotionallist. Remember, one of the goalsfor this event is to get newpeople into your store.

Shop-within-a-ShopIf you intend to display gifts inyour store on a permanent basisrather than at a one-time event,plan for rotating merchandise.Create a good relationship withseveral professional crafters whowill supply you with items on amonthly basis. What does notsell, you return to the supplier –no charge.

At the CHA Summer Show, CNAhad the privilege of conducting aseminar for shop owners aboutexpanding a customer base. Wesuggested that shops workclosely with professional craftersto establish an inventory ofhandcrafted gifts. Promoting thisshop-within-a-shop will draw anew customer base to the store,namely those who are notcrafters, but who appreciate one-of-a-kind goods.

Working with professionalcrafters demands that the storeestablish a fair consignmentcontract with each supplier. The effort pays off in profits and, most likely, potential craftycustomers will be enamored bythe regular inventory as well asthe gift inventory, once in the store.

CHA has recently welcomedthe Society of Craft Designersinto its membership. Thisprovides all CHA members witheasy access to designers/professional crafters who mightbe suppliers of handmade gift items.

Trunk ShowStores may choose to contractwith professional crafters for a

Profit Potential: Sell Crafts and Handmade Gifts

Portfolio FALL 2006 25Portfolio FALL 2006

BY KAREN ANCONACNA MAGAZINE

Plan a trunk

show and

invest in

advertising the

handmade gift

items. One of

the goals for

the event is

to get new

people into

your store.

guest publisher

corner

continued on page 26

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StoneCreek Creations Inc . . . . . . . . . . . . . .www.stonecreekcreations.com . . . . . . . .Inside Back Cover

ART MATERIALSGrafix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

BEADSD & I Sales, Inc . . . . . . . . . . . . . . . . . . . . . . . . .4

CRAFT SUPPLIES: FELT/POMPOMS/FEATHERS/CHENILLE STEMS/OTHERThe Kunin Group/Foss Manufacturing Company LLC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

DIE CUTTER & DIESPazzles . . . . . . . . . . . . . . . . .Outside Back Cover

NEEDLECRAFTSColorworx by Amy . . . . . . . . . . . . . . . . . . . . .26

PAPER CRAFTSMy Sentiments Exactly! . . . . . . . . . . . . . . . . .Inside Back Cover

POS SOFTWAREMerchants Solutions . . . . . . . . . . . . . . . . . . . .20

PRINTS & POSTERSColorworx by Amy . . . . . . . . . . . . . . . . . . . . .26

RUBBER STAMPS & SUPPLIESB Line Designs . . . . . . . . . . . . . . . . . . . . . . . .24

SCRAPBOOKING SUPPLIESGrafix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Karen Foster Design . . . . . . . . . . . . . . . . . . . .26The Paper Patch . . . . . . . . . . . . . . . . . . . . . . .26Pioneer Photo Album . . . . . . . . . . . . . . . . .Inside Front Cover

Smead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

STORAGE & ORGANIZATIONScrappin’ w/Sweet Nothings . . . . . . . . . . . . . .20StoneCreek Creations Inc. . . . . . . . . . . . . . . . . . . . .Inside Back Cover

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

The Kunin Group/Foss Manufacturing Company,LLC380 Lafayette RoadHampton, NH 03842Tel: (603) 929-6118Fax: (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 in quality and innovation. The company specializesin providing fabric and craft products that inspirecreativity for the novice as well as the professional crafter or seamstress.

NEEDLECRAFTS

Colorworx by Amy41804 Primrose LaneNovi, MI 48377Tel: (248) 624-9212E-mail: [email protected] by Amy has been producing designs forthe crafting industry since 1990. My work includeslittle furry animals (Pawkeepsie Corners) to wall-sized abstract art. I’m looking for manufacturers tomarket my counted thread work and fine art designsfrom artwork or models I provide. Contact me formore info!


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Is space tight? Display handmadegift items on a beautiful teacart that you can roll around your shop.This way, you can offer a constantlychanging selection of handmade gifts by your cash register, in a corner of the store that is open until new stock merchandise arrives,or roll your cart into your classroomfor an after-class opportunity to sell gifts to your students.

Still worried about where to putthese items on permanent display?Which makes more money for you:items in your clearance area wherethings are selling at your cost orbelow, or a handmade braceletdisplayed in that same space thatcost you nothing until it sold? Retail price for the bracelet: $80. Your cut: 40 percent. Think about it.�

PRINTS & POSTERSColorworx by Amy41804 Primrose LaneNovi, MI 48377Tel: (248) 624-9212E-mail: [email protected] by Amy has been producing designs forthe crafting industry since 1990. My work includeslittle furry animals (Pawkeepsie Corners) to wall-sized abstract art. I’m looking for manufacturers tomarket my counted thread work and fine art designsfrom artwork or models I provide. Contact me formore info!

SCRAPBOOKING SUPPLIES

Karen Foster Design623 N. 1250 WestCenterville, UT 84014Tel: (801) 451-9779Fax: (801) 451-9797E-mail: [email protected]: www.karenfosterdesign.comKaren Foster Design, one of the scrapbookindustry’s most innovative companies, has createdartistic, unique scrapbooking products since 1998.Their themed paper and sticker lines are award-winning and, by popular demand, albums,embellishments, tools, storage and totes have beenadded to their innovative offerings. Products areavailable in over 3000 U.S. retailers and manycountries worldwide.

The Paper PatchP O Box 217West Jordan, UT 84088Tel: (801) 280-4300Fax: (801) 280-8896E-mail: [email protected]: www.paperpatch.com

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Premier ing Fal l 2006

Find out what’s in the limelight.F ina l ly !

That ’ s Fantas t i c !

I ’ve Been Wait ing

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