By Sue DiFranco
Copyright © 2001 Sue DiFranco/Fun Facts Publishing  

It seems like the time between the end of summer and the winter holidays whizzes by faster each year. But although even Thanksgiving is still a couple of weeks away, you should be looking ahead and concentrating your marketing efforts on the here-before-you-know-it holidays. Here are some ideas to help get you started: 

Retail storeowners, online storeowners, and consultants should be encouraging their customers to make "wish lists." Send out a flyer, print newsletter, or email newsletter to your mailing list reminding them of the importance of receiving what they really want for the holidays - scrapbooking supplies! Include a fill-in-the-blank "Wish List" that they can return to you to keep on file, as well as give to their family and friends. Offer them an incentive to turn it in quickly, such as a free sheet of holiday stickers or being entered in a sweepstakes.

Offer classes to help scrappers create gifts such as special pages, frames, and cards.

Use the after-the-holidays exhaustion to your advantage. Offer relaxing crops and workshops to help your customers de-stress by scrappin.' Hold a special "After The Holidays" sale, advertised as "So, you didn't get what you really want? Then buy it for yourself!" special. Give away coupons that can only be redeemed after the holidays. Use the time after the holidays to offer holidays-themed classes and crops. Their film is developed and the event fresh in their mind, so now is the perfect time to catch up and create pages of this year's celebrations.

Event organizers should also be looking ahead and planning "after-the-holidays" retreats. Relax, de-stress, and work on your albums!

Custom scrapbook artists: contact everyone you know right now and offer your services. Phone them, write them, email them, visit them - and promote your service as the "perfect gift." (Well, it is, isn't it?) Make sure you don't take on too much work, and that you'll be able to complete the albums you've promised. Offer the option of gift certificates, which will guarantee you work in the coming year. Also, if you're swamped with custom work, offer the option of pre-made albums. Deliver your gifts - custom album, pre-made, or gift certificate - beautifully wrapped and displayed, along with a "coupon" that can only be redeemed the next year.

Many people send out family newsletters around this time, detailing what the family has been up to in the past year. If you're in charge of the family newsletter, make sure you include information on your business. After all, that is what you've been up to! It's subtle promotion, and you never know who might stumble across it - especially if you have a large extended family!

Use the magic power of tip sheets to help promote your business. Remember, tip sheets can be used to send to the media, and can be used as a direct mail piece. Custom scrapbook artist Alexa Abrams wrote up a "10 Reasons Why a Scrapbook Is A Great Gift," and is displaying it at a holiday boutique. Other ideas include "10 Gifts To Make With Your Scrapbooking Supplies," "10 Steps To Perfect Holiday Photos," and "10 Reasons Why Your Spouse Wants Scrapbooking Supplies - and NOT a Blender - This Holiday Season." 

Plan a holiday promotion and contact the media now. If you're planning an event that will be visual (and most things involving scrapbooking are visual), contact your local news stations now to let them know about it. Also, let them know you're available for them now to demonstrate how to create handmade gifts with scrapbooking supplies.

Are you sending out holiday cards to your customers and business associates? You should! A card or even a postcard with a short note is superb customer relations. I realize this can be a rather tedious task, especially if your list is long. If you can, delegate it to an employee, relative, or friend. Or do it yourself, while outsourcing what you would typically be doing during that time.

Be sensitive in all of your promotions, including the choice of greeting cards you send. Because both Christmas and Hanukkah occur in December, a "Happy Holidays" card is a safe bet. Also, your displays and seasonal Web pages should reflect all of the December celebrations: Christmas, Hanukkah, and Kwanzaa.

Most of all, take time to enjoy your family, your friends, and the season itself. Happy holidays!