Craft Industry Today Spring 2017

ASSOCIATION FOR CREATIVE INDUSTRIES MAGAZINE

SPRING 2017

Time For a

REFRESH Your Brand

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contents

Spring 2017

In Every Issue

14 Profiles of the Top 5 Crafter

Categories

20

24

Driving Your Business Forward With a Powerful Brand

4 The Buzz 12 Trend Report How Does Gen Z Men Can Craft, Too!

Affect Your 26 Do-It-Yourself Marketing

5 Steps to Creating Strategy?

an Influencer Program 6 Industry News

CHA Rebrands as

AFCI, New Research, 27 Designer Directory

and more

One-on-One With the Inventors of Let’s Hang

28 New Products 8 Chit Chat Sara Davies of Crafter’s 30 Index of

Advertisers Companion

14

20 24 Spring 2017 Volume 7 No. 2

Craft

Industry

T HAES CS ROA C F TI A&T IHO ON BBF Y OA R SSO C CRI EA TAITO INV EM AIGNA DZ IUN SE

Editorial Keri Cunningham kcunningham@afci.global Kristen Farrell kfarrell@afci.global Jason Baum jbaum@afci.global Alex Armeni aarmeni@afci.global Jeffrey Malaney jmalaney@afci.global

Advertising Tim Braden tbraden@fwpi.com Darlene Ryan darlene@fwpi.com

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TRIES

Publisher

Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 fwpi.com Craft Industry Today is distributed to AFCI members on a complimentary basis. Subscription fee for non-AFCI members is $25 a year.

Craft Industry Today is published quarterly for members of the Association For Creative Industries (AFCI). AFCI is an international non-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about AFCI, the value of membership, or its award-winning Conference & Trade Show, please visit afci.global.

Association For Creative Industries 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 afci.global CRE8TIME.org creativationshow.org facebook.com/AFCI.Global twitter.com/AFCI_Global youtube.com/c/AssociationForCreativeIndustries pinterest.com/AFCI_Global linkedin.com/company/association-for-creative-industries Additional copies are available upon request pending availability. To order, contact AFCI at 201-835-1207.

Copyright © 2017 Association For Creative Industries. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.

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The Buzz

Z n e G How Does

Affect Your

Marketing Strategy?

By Tanner Bell

Y

our first question may very well be, who is Generation Z? This term applies to anyone born in 1996-2010. They are the most ethnically diverse generation in history. Gen Zers were born during the commercialization of the internet and as a result, they have grown up in a truly borderless world.

By connecting with like-minded people from all over the world, Gen Z has been able to develop a well-rounded concept of other areas and cultures. Gen Zers have a fast-paced, highly selective filter – something that marketers have never encountered before. This marks a significant change in what’s needed for an effective marketing strategy.

The question is, why should marketers care about these young consumers? The answer – there is

strength in numbers. Gen Z represents over two billion people. They contribute $44 billion to the U.S. economy and influence an additional $600 billion in family spending. By 2020, Gen Z will account for 40% of all consumers.

Engaging with them in a meaningful way now can result in important lifelong relationships.

Key traits of Gen Z that are particularly applicable from a marketing standpoint: • They are educated and well connected to the world at large.

• They are financially prudent and lack brand loyalty.

• They are community-oriented and eager to build a better planet.

• They are realistic, driven, and tend to be future-focused.

• They are often entrepreneurial and want to work for success.

• Their attention span has gone down to a mere eight seconds and they are known for multi-tasking across several different screens at once.

• Dealing with constant boredom, they are always excited to find and consume new content online.

• As compared to the previous generation, they have a much more conservative approach to life, valuing the importance of saving and being responsible with money.

• They look for messages on products that reflect reality, not the “perfect” life; thus, Snapchat has been particularly successful with them because they like seeing others living their lives from a raw, unedited perspective.

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The average Gen Z consumer sees 200,000 marketing messages before the age of 15. Sixty percent of Gen Z members want their jobs to have an impact on the world and 80% are more likely to buy a product that has a social or an environmental impact. Not only does Gen Z expect brands to have an impact, they expect them to demonstrate it. How do you take advantage of all this?

Curate content that matters and provide deeper value to them. Utilize current trends for your marketing campaign that allow it to feel relevant and valuable.

Take a look at buying patterns among Gen Z. Over half of them have part-time jobs. They spend over 80% of their weekly income on food. They tend to prefer to shop in person for such necessities as clothing, health, and beauty products. Gen Zers show a preference for retailers that offer a more interactive in-store experience. Moving forward, adaptability and innovation are going to be your cornerstones for success with Gen Z.

Tanner Bell is a creative millennial entrepreneur. He started creating simply as a creative outlet, but with the help of his outgoing personality he has turned it into an actual business and a LLC in 2014. Tanner has been able to grow close brand partnerships with DecoArt Inc, Home Depot, and Walmart, just to name a few, all before the age of 17. Tanner has been featured on The Today Show and Pinterest; he has also been a guest on HGTV Handmade.

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Industry News New Research Reveals Size of the U.S. Creative Products Opportunity is $43 Billion CHA Rebrands as Association For Creative Industries

We announced our new brand name, Association For Creative Industries (AFCI), during our Annual Meeting, which was held during Creativation on Sunday, January 22 at the Phoenix Convention Center in Phoenix, AZ. With our new brand name, we launch a new story, strategic roadmap and visual identity, including a new logo and website redesign, www.afci.global.

“Our new name is the beginning of AFCI serving as the leading advocate, information resource, research partner, and friend for our thousands of global member companies. It was intentional for our new name to incorporate ‘For’ because everything we do and strive for is FOR our members,” says Mark Hill, Chief Executive Officer and President, AFCI. Read the press release announcement and tour our new website at afci.global.

Facebook Live Education Series

This year we will start using Facebook Live to broadcast live webinars to our creative business community. If you’re interested in presenting a topic, contact Nidia Negron, Director of Education, at nnegron@afci.global.

On February 1 we released our 2016 Creative Products Size of the Industry Study findings, which revealed the U.S. creative products industries are valued at $43 billion. We partnered with MaritzCX to survey U.S. households about their participation in and spending on creative activities. The results also uncover the top crafts by participation, crafters’ demographic profiles, and attitudes toward creative activities.

“The data is very compelling,” says Mark Hill, Chief Executive Officer and President, AFCI. “We believe in Maritz’s methodology, and are eager to continue this research on an ongoing basis to see how it evolves over time.”

The full report is available for AFCI members for free at afci.global.

2018 Creativation

From the street of our trade show floor to the announcement of our new brand, Creativation was truly a jammed-packed event that featured innovation, education, and optimism for the business year ahead.

Save the date for next year! Creativation will be held January 18-22, 2018 at the Phoenix Convention Center in Phoenix, AZ. Education will start on January 18. The trade show will be open January 20-22.

For exhibiting information, contact Nadine Schwartz, Director of Sales and Sponsorships, at (201) 835-1203 or nschwartz@afci.global, or Julie Wagner, Sales Representative, at (201) 835-1232 or jwagner@afci.global.

Mixed Media Event 2017

In conjunction with SPC, we are hosting the Mixed Media Event, July 17-20 at the Salt Palace Convention Center in Salt Lake City, Utah. The event will feature hands-on workshops on July 17, and will have a trade show July 18-20.

“We are excited to announce our management of this mid-year trade event for our industry’s independent retailers and suppliers,” said Mark Hill, President & Chief Executive Officer, AFCI. “Working in conjunction with SPC, AFCI will continue to provide these companies with a very affordable mid-year buying event at a time of the year that is critical for their third and fourth quarter merchandising plans.”

For exhibiting information, contact Nadine Schwartz, Director of Sales and Sponsorships, at (201) 835-1203 or nschwartz@afci.global.

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“Let’s Hang” Wins The Ultimate Pitch & $10,000

Armando and Alfredo Ulloa are the winners of The Ultimate Pitch contest for their innovation: Let’s Hang.

The brother duo was awarded a check for $10,000 from InventionLand and launched as the Top Creative Innovation of 2017.

Five out of 25 of the innovators showcasing their innovative product or idea in the Innovations Center at Creativation were selected to give a five-minute pitch to our panel of judges. Each innovation was critiqued on uniqueness, and its potential to change the industry, a user’s habits, and create new opportunities in the creative arts products industry. The four other innovators who participated are: • Tara Sturm, The Craft Tree Crafting App • Teresa Griffin, HotFix® Fabric • Dee Farrell and Wayne Rothschild of Neat-Oh! International, Link™ Craft Kits • Julie Haymaker Thompson, Shrink It Plastic Bead Molds The judges who served on the panel are: • Chris DiTullio, Senior VP, Marketing & Omni-Channel – Jo-Ann Stores • Brigid English, Vice President Global Sourcing – Michaels • Danica Villegas, Senior Buyer - Organization, Crafts, and Pets – HSN • Jeff Birkins, Key Account Sales Manager – 3M Stationery and Office Supplies Division • Christine J. Stoelting - Business Intelligence Lead – Marketing - Crayola LLC The event was emceed by Tanya Memme, an award-winning actress, former Miss World Canada, and the host/producer of the Emmy-nominated TV shows “Sell This House” and “Sell This House EXTREME” on A&E. See page 24 for the full story.

Receive 10% Off Office Depot

As an AFCI Member you receive: 10% off online prices, free shipping on all orders of $50 or more, an extra level of customer service through 1-800-MEMBERS, and discounts in more than 2,000 Office Depot retail locations.

Visit savewithups.com/afci or call 1-800-MEMBERS (1-800-636-2377), M-F, 8 a.m. – 6 p.m. EST. *See savewithups.com/afci for specific services and discounts.

Attend or Exhibit at Oceans of Color Oceans of Color, the 45th Annual Society of Decorative Painters (SDP) International Conference & Expo, will take place May 16-20, 2017 at the Ocean Center in Daytona Beach, FL. This year there will be a wide selection of painting classes, representing oil, acrylic, colored pencils, mixed media and more, and a two-day expo. For more information about attending or exhibiting, visit decorativepainters. org or contact Jordan Southern, SDP’s Coordinator of Certification and Member Services, at (316) 269-9300 x104 or jordan@ decorativepainters.org.

Canada

AFCI Canada Ontario Retreat

Registration is open for our Canada Chapter’s Ontario Retreat in Niagara-on-the-Lake. The event will take place May 5-7. Niagara-on-the Lake is right on the QEW Highway, 30 minutes from the U.S. border and easily accessible from local area airports. To register, visit afcicanada.com/index.php/events.

UNITED KINGDOM

AFCI-UK NEWS

Save the date for our AFCI-UK Chapter’s One Big Show International Conference. The event will take place June 18-19 at the Ricoh Area in Coventry, U.K. Tickets are available starting at $20. For more information and to register, visit afci.uk/one-big-show-2017 or contact Craig De Souza, Executive Director of AFCI-UK at + 44 1206 364977 or CraigD@afci.global.

CIT

Craft Industry

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Chit Chat

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Chit-Chat with Sara

Davies, Founder of

Crafter’s Companion

by Kristen Farrell

F

ewer companies have a bigger name in the crafting industry than Crafter’s Companion. The company has supplied products to trade retailers and consumers via its website and its own retail stores over the last decade, and has plans to evolve further this year.

Since its inception in 2005, the company has gone from strength to strength to become the international business that it is today, but where did it all start? Founder, Sara Davies, MBE, spoke to Craft Industry Today about her company and how she turned her ideas into a reality.

the market that I planned to fill.

Starting my own company was something that came quite naturally to me. My parents had their own business when I was growing up and despite all the hard work that went into it, I watched them succeed. They were a huge inspiration to me.

They taught me to believe that I could achieve anything I set my mind to. When I first told my dad that I wanted to start my own business, he just said, ‘go and do it, kid’. That

should give you some idea of how supportive my family is, no matter how crazy the idea might seem.

In the beginning, I roped everyone into helping me, from my parents to my best friend’s mum. I really can’t stress enough that I wouldn’t be where I am today without their support, both in the early years and now. My dad even helped me to design my first product – the Enveloper.

Since then the company has grown – and it has grown fast. We now supply crafting products to people all over the

CIT: Tell us about your business.

“I started Crafter’s Companion over 10 years ago now. At the start, the home of all my business operations was my university bedroom! Since then, the company has grown from an idea into something even I couldn’t have expected.”

CIT: How did you get started?

“I’ve always had a really keen interest in crafting. My mum used to do a lot of projects with me and my sister when we were young, but it was a placement at an arts and crafts company during university that really opened my eyes to the industry. All of a sudden I found myself full of ideas. The crafting industry was popular, although not nearly as popular as it is today, and I had spotted gaps in Craft Industry

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world on a daily basis. Last year we moved our UK operations to a new location in North East England and opened our first UK stores that enabled people to really experience our brand.

It was a very exciting year! Our flagship store was primarily designed to be a destination store where people can spend the full day getting to know our products, taking part in workshops and demonstrations and socializing with the crafting community.”

CIT: What role did the Association For Creative Industries (AFCI), formerly the Craft & Hobby Association, play in helping your business?

“The first contact that I ever had with the Association was when we were dipping our toes in the U.S. craft market. We wanted to get to know the craft industry in the States, so we attended the Association’s trade show, now known as Creativation, and tried to make as many contacts as possible.

The following year we took a booth at the show and spoke to as many people we could about the best distribution channels. The names that kept coming up were Sunday International and the sales and marketing guy, Gary Barbee.

We were turned down by Sunday International, but the relationship we developed with Gary was invaluable as

he helped us to set up our sales effort in the U.S. and eventually came to work for us.

A few years later, I joined the Board of the Association and was responsible for founding its UK Chapter.

As part of this role, I did a lot of mentoring with other UK manufacturers and supported them in bringing their products and services to the U.S. I also had a lot of personal development from being on the Board. I learned to work as part of a collaborative, senior team and met some amazing people who have inspired me to push the company even further.

Without the Association, breaking into the U.S. market would’ve been a lot harder. I can honestly say attending the shows was one of the best business decisions I ever made.”

CIT: What value do you place on business mentorship?

“As well as my amazing parents and the incredible support from AFCI, I have also had a few other business mentors over the years. The advice that I received from all is, at least in part, the reason I am where I am today. I’m a firm believer in learning from other people’s experience, which is why I do so much mentoring myself.

Working with organizations such as the UK Trade & Investment (UKTI), the Entrepreneur’s Forum and Gabriel Investors, I advise growing businesses as much as I can, whether that’s through advice or investment, because who knows where they might end up with the right support – I’m living proof of that!

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CIT: What is your best piece of advice for creative entrepreneurs?

“The best piece of advice I can give creative entrepreneurs is to pull on all of their resources. Take advice and support from anywhere you can get it. When you run your own business, it’s so easy to fall into the trap of wanting to do everything yourself, but you’re not a master of everything, so find somebody who knows what you don’t.

It’s so important to understand the business aspect of running your own company as well as having that creative passion. There’s nothing more vital than getting to know your market, so put yourself in front of your potential customers, speak to them and find out what they want.

And, most importantly, don’t underestimate how hard running your own business can be. You have to eat, sleep and breathe your company, particularly in the beginning; but, if you do it properly, you’ll reap the rewards that come with being your own boss!”

CIT

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Trend Report

Men Can Craft,Too!

I

by Jason Baum

t’s 2017 people. “And the times, they are a changin.” In past years if you described someone who was into knitting, quilting, stamping, mixed media, painting etc. you might categorize these crafts, and this person as most likely traditional, domestic, and most of all, feminine. You’d also most likely assume this person is female. Pump the breaks society.

We’ve entered a new dawn, and over the past decade the craft industry has

definitely seen a rise in participation by men. Stereotypes have begun to break down, and as the Millennials come of age, gender binary roles will continue to blend. According to a report released by the Intelligence Group (IG), which surveyed 900 Americans aged 14-34, more than two thirds of the Millennial population agree that gender does not define a person the way it once did. What does this mean for the creative arts products industry?

Men feel comfortable now more than ever before to express themselves and participate in a creative trade.

According to AFCI’s latest research, the 2016 Creative Products Size of the Industry Study, the male participation is growing. Male crafters represent 40% of the total crafter population!

We spoke with two male crafters to get the “dude’s perspective” on what it’s like to be a guy who creates for a living.

What I do passionately care about is helping them maintain the fact that they are creative! That creativity can and will put them far ahead no matter if they become a doctor, teacher, sales representative, etc.” - Nate Heck

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Meet Nate Heck

Meet Eric Masters

CIT: Were you crafty as a child?

Nate Heck: Oh, my, yes! According to my parents my favorite thing to do was take anything I could find apart, analyze it, and try to figure out how to put it back together. I also loved to draw. I carried a sketchbook just about everywhere I went. I first realized I had a talent for creativity when a teacher presented a hands-on alternative project to a test. I definitely took the project option! This is why I always have a hands-on experience in our episodes.

I call them McGyvor moments. We have been makers ever since we were cave men. If you needed a tool, etc., you got creative and made it. It’s that same line of thinking that can take you leaps and bounds ahead no matter what field you study or work in.

CIT: Were you crafty as a child?

Eric Masters: Not at all. I was interested in theater, but not good with my hands.

Executive Producer & Host, Artrageous with Nate WFYI Productions/PBS Digital Studios artrageouswithnate.com

CIT: How did you get started as a crafter/creator?

Nate: Encouragement! It was clear early on that I had real trouble sitting still. But, put something in my hands and I could pay attention for hours. I also was not very good at school. Actually, I wasn’t good at test taking/regurgitating information. So, classes like painting and jazz band allowed me to tap into my creative passion and abilities.

CIT: What would you consider to be the pros and cons of being a male in a predominantly female industry?

Nate: Pros- I love to cook. I love to bake, a lot! This is just another example where females have typically dominated the scene, which is fine. However, I look at my passion for creating, cooking, etc. as an opportunity to show my kids and kids around the States that gender roles are not laws. I strive to show the interweaving connection, which is creativity and innovation. Those two ideas most certainly do not have gender assigned.

CIT: What do you say to the kids you work with, especially young boys, to teach them that it’s OK to enjoy arts and crafts or creative arts projects?

Nate: IBM did a study amongst the top 500 companies in the United States, and the top attributes they want are creativity and innovation. Our goal at Artrageous with Nate is “to inspire a generation of innovators.” I often tell kids when I speak at schools that I do not care if they become artists. What I do passionately care about is helping them maintain the fact that they are creative! That creativity can and will put them far ahead no matter if they become a doctor, teacher, sales representative, etc.

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CIT: How did you get started as a crafter/creator?

Eric: I was in a deep funk, not doing much at all, after my partner had drowned. I did not see a future for myself.

One day I happened to see Martha Stewart make a clock out of an old metal cake cover. I said to myself, ‘I can do that.’ I did. Gave it to a neighbor. Got a great response, and wanted to try more.

CIT: What would you consider to be the pros and cons of being a male in a predominantly female industry?

Eric: I find the people doing things like this (creating) to be rather interesting, and if there are more outsiders doing this, then I am all the more interested. I have never felt, or been made to feel, like I was out of place. Of course, I realize that men have it easier, and might be questioned less.

CIT: What do you say to the kids you work with, especially young boys, to teach them that it’s OK to enjoy arts and crafts or creative arts projects?

Eric: Don’t worry about society, or “normalcy”. Don’t worry about what others think. Enjoy what you do, and try to do what you enjoy. Making yourself and others smile is such a wonderful thing.

CIT: Do you think the industry will start seeing more and more male crafters/creators?

Eric: I would hope that fewer people teach- and thus are taught, that certain things are only for men or women. Old time rules really need to be questioned and challenged, and I would encourage parents and loved ones to push and help boys and girls to do what they want. Also, I want to state that as a white male, I do not feel oppressed in any way. As a gay male, however, I feel free to express myself possibly more than others. I encourage all people to dream their dreams and go after what they want and love.

CIT: Do you think the industry will start seeing more and more male crafters/creators?

Nate: I hope so! I believe we need to change the conversation from focusing so much on product, and focus more on process. The process of creating has and will always be what moves societies ahead, solves diseases, invents new machines, or sculpts beautiful art. If I can get the next generation to believe they are creative, and that their creative process is way more important than creating the perfect craft or painting, I think we can say we are moving forward.

Craft Industry

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Profiles of the

TOP Crafter Categories

Meet Your Customer 2017 CIT_01_Spring.indd 14

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By Kristen Farrell and Keri Cunningham

W

e recently released our 2016 Creative Products Size of the Industry Study, which revealed the creative products industries in the United States are valued at $43 billion. That’s right – $43 billion. This exciting news validates there is tremendous opportunity for your creative company.

In addition to finding the size of our industry, our study identified the five craft categories that had the highest level of household participation. We’ve profiled the average crafter in each of these categories to help you understand who your current and future customers are and their attitudes toward their creative activities.

1. Painting and Drawing = 41 Million Households Age: 42% ages 18-34 / 38% ages 35-54 / 20% ages 55+ Gender: 56% Female / 44% Male Average Monthly Spend: $29.90

As the most popular category, crafters who participate in painting and drawing use paints, inks, pastels, charcoal, pencil, or watercolors to create handcrafted images or designs.

This includes fine art painters, who use watercolor, oil, or acrylic paint on canvas or other fine art surfaces to form artistic renderings. It also includes coloring, calligraphers and hand letterers, who practice the art of fine or decorative handwriting, and print makers, who make art by printing normally on paper through engraving, etching, lithography, silk screening, wood cuts, wood blocks, linoleum, and digital print making.

Cross-Participation: Those participating in painting and

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drawing don’t tend to cross participate in other activities.

When they do, it is more likely to be kids crafts, edible arts and paper crafts.

Attitudes: While participating, these crafters feel relaxed and a sense of accomplishment. They consider painting and drawing activities special and would really miss participating in them if they stopped.

12-Month Outlook: 91% of those participating in painting and drawing intend to either stay consistent or increase their participation in this category.

2. Edible Arts = 39.7 Million Households Age: 41% ages 18-34 / 38% ages 35-54 / 21% ages 55+ Gender: 62% Female / 38% Male Average Monthly Spend: $27

Edible Arts crafters have made their presence known, coming in as the second most popular category. It is important to note this category does not include adults who simply bake or put icing on cakes and cookies. Edible arts crafters use icing and other edible decorative elements in an intricate way to make otherwise plain food more visually attractive and interesting. Their range of activities include making candy,

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carving fruits and vegetables, molding, and sculpting cakes and other food to resemble three-dimensional persons, places, and things.

Cross-Participation: Similar to those who participate in painting and drawing, those who participate in edible arts tend not to participate in many other activities. When they do, it is more likely to be painting and drawing, kids crafts and paper crafts.

Attitudes: While participating, these crafters feel proud and joyful. They consider edible arts activities special and would really miss participating in them if they stopped; some of them would even go out of their way to participate in the activity.

12-Month Outlook: 92% of those participating in edible arts intend to either stay consistent or increase their participation.

3. Kids Crafts = 37.0 Million Households Age: 39% ages 18-34 / 42% ages 35-54 / 19% ages 55+ Gender: 63% Female / 37% Male Average Monthly Spend: $28.12

Kids crafts is the third most popular category. These activities involve using fun and creative products, kits, and projects that were created specifically

for toddlers, preschoolers, and schoolaged children.

Cross-Participation: Despite their love for having creative activity with their children and other kids, these crafters also tend to have high participation in painting and drawing, edible arts, paper crafts and sewing and fabric.

Attitudes: While participating, these crafters feel joyful and excited. They consider kids crafts special, and value a fun and enjoyable life, especially for their children.

12-Month Outlook: 90% of those participating in kids crafts intend to either stay consistent or increase their participation.

4. Paper Crafts = 36.5 Million Households Age: 41% ages 18-34 / 37% ages 35-54 / 21% ages 55+ Gender: 63% Female / 37% Male Average Monthly Spend: $24.07

Paper crafting is still relevant in today’s digital age, coming in as the fourth most popular category.

Scrapbookers, card makers, and other paper crafters fall into this category.

They create albums, cards, or other keepsakes, including Artist Trading Cards (ATCs), which incorporate continued on page 17

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Top 5 Crafter Categories from page 16 various tangible materials (paper, photos, memorabilia, journaling, embellishments), and/or techniques (rubber stamping, decoupage, die cutting, paper folding) in a traditional fashion or created using a computer (e.g., digital scrapbooking).

Cross-Participation: Despite their love for paper products, these crafters also tend to have higher participation in painting and drawing, kids crafts and edible arts.

Attitudes: While participating, these crafters feel relaxed and proud. Paper crafting helps them achieve a sense of accomplishment and a fun and enjoyable life.

12-Month Outlook: 88% of those participating in paper crafts intend to either stay consistent or increase their participation.

Craft Industry

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5. Sewing and Fabric = 32.2 Million Households Age: 37% ages 18-34 / 37% ages 35-54 / 27% ages 55+ Gender: 70% Female / 30% Male Average Monthly Spend: $30.18

Fabric/sewing crafts involve using a needle and thread by hand or by machine to bind fabric or other materials together to create finished items including quilts, apparel, and home décor.

Cross-Participation: Despite their love for fashion and home décor, these crafters also tend to have higher participation in painting and drawing, edible arts, and paper crafts.

Attitudes: While participating, these crafters achieve a sense of accomplishment.

12-Month Outlook: 86% of those participating in sewing and fabric intend to either stay consistent or increase their participation.

This research is ongoing and we will release new findings, which will include more statistics on purchase locations, in the summer of 2017.

Imagination International, Inc., is pleased to announce a line of high-quality chalk colors and specialty products.

The Tommy Art line features everything you need to allow the utmost in creative expression.

• • • •

contemporary chalk colors flexible pastes versatile waxes and coatings unique gels and mediums

Tommy Art products are available exclusively at iii.global Visit iii.global

Visit afci.global and log in to your membership account to access the full details of the report.

What Do These Crafters Have In Common?

• The age of crafters skew younger compared to the U.S. population as a whole.

• Females dominate craft participation; yet, there are high percentages of males who participate in Painting and Drawing (44%) and Wood Crafts & Home Décor (45%).

• Most crafters have a college education.

• Approximately 83% of crafters identify as Caucasian/ White; a growing 20% of crafters identify as Hispanic.

• The majority purchases supplies in a physical store.

This is especially true for edible arts crafters.

• The majority buys what they need, but approximately one-third also buys to stock up in the same shopping trip.

• They tend to participate in more than one creative activity.

• As a result of cross-participation, they buy products from multiple craft categories, and the majority spends less than five hours per week on one particular creative activity.

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MaritzCX Study Methodology • Online survey with an average 14 minute completion time • Data collected between October 2015 and September 2016 • Voluntary responses from 9,636 U.S. adults ages 18 and older, of which 6,209 were crafters • Survey sample representative of the U.S. geography and demographic (age, gender, ethnicity and race) • Categorized 11 broad crafting categories: Paper Crafting, Painting and Drawing, Edible Arts, Sewing and Fabric, Kids Crafts, Beads and Jewelry Making, Wood Crafts and Home Décor, Knitting and Crocheting, Floral Crafting, Needle Arts, and Other • Included adults who spent money but did not participate in creative activities • Allowed adults to account for their stockpile spend

About MaritzCX MaritzCX® software and services help organizations see, sense and act on the experiences and desires of every customer to increase retention, conversion and lifetime value. With an unmatched combination of customer experience (CX) software, research science, vertical market expertise and managed program services, MaritzCX ingrains CX intelligence and action systems into the DNA of business operations through its 12-point CXEvolution process.

To take the complimentary CX assessment, visit maritzcx.com/assessment.

For more information about MaritzCX, visit maritzcx.com.

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Driving your Business

Forward with a

Powerful

Brand

“A brand is not something you buy, it’s something you buy into.”

– Marty Sklar, former Walt Disney Imagineering creative executive

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Craft & Hobby Association (CHA) came to us with

a challenge: in a time of great

change in the creative arts industry, they were looking to grow the category and reinvigorate both their membership and annual trade show experience. Through interviews and research with members and

by Joanna Levine, Strategist, Verse Group

What is branding?

Your brand conveys your reason for being; it is a promise you make to your customers that they can rely on. It elicits a reaction to your company, and all of your communications.

The process of “branding” is that of uncovering or creating your brand promise and developing your strategy for delivering it in a memorable, engaging and dynamic way. Your brand promise answers key questions about who you are: What do we offer? What need do we fill? What are our values?

Why it matters?

Branding today matters more than ever. The Millennial generation is looking to connect with brands based on transparency and values. When values are effectively communicated and trust is built, you can create a connection that will last a lifetime.

Additionally, branding is a key element of achieving your business goals and fulfilling your business strategy. Your brand strategy is only as good as your business strategy. With limited resources, branding needs to be purposeful, guided and focused on achieving your goals. The two work together to bring your company to the next level.

Narrative Branding® Framework

At Verse Group, we believe that every brand has a story to tell, and we use our Narrative Branding® Framework to uncover that story and communicate it effectively. In this article, we will take you through our framework, and

the Board, as well as in-depth give you some thought-starters as you craft your brand’s promise and story.

We will also look to Disney as a case study, and explore the aspects of their world-renowned brand that exemplify this framework.

industry analysis, we determined

1. Role/Relationship

core metaphor, staging CHA as

What role does my brand play in the lives of my customers?

When building your brand, it is important to think about the role you play in the lives of all of your audiences. This means answering the question: what does my company do better than anyone else? By understanding your brand’s unique offerings and your company’s values, you begin to shape your value proposition; you begin to unearth the needs you’re filling in your customers’ lives and who you are. These are key areas to understand when building your brand promise.

Disney is probably one of the best-known, most self-aware brands in the world. They have carved out a very specific role for themselves in the lives of their customers, delivering a unique value proposition. They offer highquality family-friendly entertainment.

They have built their brand on these ideas and values – all stemming from one individual’s passion and vision.

The Disney brand is never wavering, and constantly evolving new ways to express these different facets of their company.

Like Disney, you and your company offer something unique, through your vision and passion. It’s time to tell the world about it!

that CHA needed to highlight their role as a thought leader to grow the category. We helped them develop a strong brand promise with a the center of the creative universe, where people come to learn, connect and discover. As a guiding tenet, this shaped the member experience, both for the Association and for the annual trade show as well as helped us to conceive of ways to increase value to members and shed CHA’s old image. In order to more fully support their forward-looking brand promise, we proposed a name change and developed Association For Creative Industries (AFCI) – an all-inclusive moniker that embraces the past and the future of the Association. AFCI has fully embraced their new brand promise, focusing the upcoming year on further bringing their brand story to life through exciting new programming, research and opportunities to foster connections that grow the community.

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2. Core metaphor

Which deep metaphors and analogies make my brand meaningful and memorable?

Once you have identified your value proposition, you can begin figuring out how to effectively communicate it. Storytelling is how people and brands connect, and at the heart of every great story lies a strong metaphor. The majority of our daily interactions and experiences are understood through non-verbal cues, so metaphorical language is a powerful way to connect with your audiences on a deeper level and make your company more memorable.

Disney has a strong metaphor, whether you’ve noticed it or not. Their branding revolves around magic, and they infuse that metaphor into all of their communications and experiences.

By building a strong metaphor to represent your brand, you can promote meaningful engagement and lasting relationships.

3. Brand story

What is the brand story in compelling words and metaphors?

Your metaphor is one component of your brand story, or your company’s narrative. Your brand story encompasses all the key elements of your company – your core differentiators, the unique solutions you offer, and, most importantly, your brand promise – in a succinct and emotionally engaging way.

For example, Disney’s brand story would expand on their promise of wholesome family fun. It would tell, in language infused with their metaphor, about the value Disney offers, why this family-friendly entertainment is important for you, the audience, and the many ways they’re delivering on it. The brand story is written language that can be picked up and used across communications to form a cohesive and memorable narrative.

The brand story is the foundation for the brand strategy. It is the amalgamation of the brand promise, the company’s vision, mission and values.

4. Visual language

What is the narrative of the brand in brilliant design and imagery?

Your brand’s visual language is a visual expression of your brand promise made up of many different visual tools, including color palette, typography, secondary graphics, imagery and, yes, your logo. These are visual cues that tie back to your brand promise, brand story and metaphor to trigger the non-verbal associations that you’ve seeded.

If we look at Disney’s visual identity, we see magic in everything. They nod to their history and stature by using their founder’s signature, but imbue it with whimsical imagery, colors and graphics.

By remaining true to their brand promise and metaphor in their visual identity, they’ve created a brand that is immediately recognizable and relatable.

5. Experience design

How is that narrative expressed in customer experiences?

While your visual identity is how you’re expressing your brand promise visually, your customer experience is how you’re delivering on the brand promise through the different channels of communication – online, in person, through social media, your offerings/ services, even your customer support.

As a company, you have to think about how your customers experience each and every interaction, and how to tailor their experience so that it effectively delivers on your brand promise. How do you make it unique and delightful? How can you bring your brand to life? If your brand were a person, who would they be and how would it interact with your customers?

Disney has created an experience for its audiences in which every person feels like a princess or prince in their kingdom – each is special and gains access to the magic and family fun that Disney has promised. In this way, they’ve designed an experience where they are your fairy godmother and you are Cinderella – made happier for having interacted with them during the journey, and excited for more.

Your company must exist in the world, so with your customer experience, you can make it a company that people genuinely want to interact with.

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6. Customer journey

How do audiences engage with my brand over time and at different touchpoints?

Your customer journey is the way your customer experience is played out along the entirety of their experience with the brand. This is where consistency pays off – if you are delivering your brand identity in a consistent way, each step along the customer journey will add up to a greater overall perception and stronger reputation for your brand.

Think of the experience of interacting with Disney. From first learning about Disney, to watching a Disney movie, to buying tickets to visit the Magic Kingdom, to the Mickey Mouse greeter at the welcome tram as you enter their park, to seeing the Magic Kingdom rise in the distance as you approach the park, Disney’s

brand promise is carried through and builds in each interaction. Each of these touchpoints (interactions between the audience and the brand), build upon one another to create an unforgettable experience and a powerful emotional association.

This is where your branding comes full circle – delivering your brand promise in an engaging and relevant way will build stronger and lasting relationships with your audiences.

Conclusion

Ultimately, when developing or refreshing your brand, you’re creating new ways for your company to forge strong and meaningful relationships with your audiences. By developing a powerful brand promise and delivering on it again and again – dynamically and memorably – you are building trust with your audiences. And this is where

a strong brand provides returns when it comes to customer decision-making.

As you set out to achieve your business goals, having a strong brand will provide an established set of values and an expression of what you represent. With this foundation, your brand can evolve over time as your business continues to grow and thrive.

Verse Group is a New York-based independent brand strategy and creative agency that combines strategic business experience with a storyteller’s vision. Since 2004, Verse Group has developed effective strategies and visual systems for clients such as Annenberg Center Live, ERA Real Estate and Quest Diagnostics. Visit VerseGroup.com or contact us at info@versegroup.com to see how we can move the needle for your organization.

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One-on-One with the Inventors of

Let’s Hang

By Kristen Farrell

W

The Top Creative Innovation of 2017

hen Armando Ulloa first told his brother, Alfredo about an idea he had that could resolve a very common problem, he never thought it would leave a powerful mark on thousands of professionals in the creative industries. Armando and Alfredo were behind one of five products selected for our inaugural The Ultimate Pitch contest, which was held during Creativation. The brother duo pitched their product, Let’s Hang, a tool that helps you hang frames and pictures level and precise the first time, to a panel of executives from well-known retailers and manufacturers and won the grand prize of $10,000. I sat down with Armando and Alfredo just a couple of hours after their big win, while their new reality was still sinking in.

we are still in such an early stage where we can still make some adjustments to it.”

CIT: What were your initial goals for participating in the Innovations Center and The Ultimate Pitch?

CIT: You mention that one of the reasons why you came here was to get feedback. What was some valuable feedback you got out of this experience?

Armando Ulloa: “We were trying to get our product out so people could actually visibly see it, understand it, touch it, hold it, feel it and understand what the purpose of the tool is.

As creators we also wanted to get reaction and feedback from people – what they like about it, what they don’t like about it, what they would change, what they would add – just because

Alfredo Ulloa: “Yeah, I’d agree with my brother. One of the things that’s really nice about doing something like Creativation and being a participant in the Innovations Center is you get to tap a lot of markets that normally you probably wouldn’t be able to do unless you were already in the industry. So, when we came here our expectations were, honestly, let’s see what the people say. So, we think it’s a great idea, right? It solves many of our issues, many of our friends’ and colleagues’ issues, but what is the industry actually going to say about it?”

Armando Ulloa: “The feedback was...it’s priceless. Like my brother says, if we were to try to get all of this feedback, we would have to drive to a million different stores, drive to a million different cities, drive to a million different states. We got all of that here. First of all that’s valuable, and it’s not as

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expensive. The feedback that we got here just confirmed what we’ve heard from other people, which is that they love the idea.

What I personally like is you have engineers walking around. I met an engineer from Slovenia, and he gave us some input on what he would do a little bit differently. And then we got advice from a consumer who said, ‘I want it, I love it, I wouldn’t do anything to it.’ And then we got feedback from distributors of what they thought about it, and people from fabric stores who probably won’t use it in their stores but want to use it at their homes…You’re getting a lot of creative people all in one room who are giving us input and feedback on a product that we want to take to the masses.”

Alfredo Ulloa: “I would also say this gives you the power of brainstorming. Most of the thought process that went into developing Let’s Hang was my brother’s initial thoughts, some input from our wives, and then some input from our engineer. But when you start bringing in individuals from different parts of the markets, you have individuals who say, ‘What if you don’t want to do a wall,’ or ‘Think about maybe doing something where you can have a marker that is removable or erasable.’ It just gives you the ability to step back a little bit and get the input of the actual consumers who would be purchasing this product, whether it is for their homes or to put in their stores. And, a lot of it was positive. Gauging some of the price points – what we thought was a reasonable price, and confirming it. We had some people say, ‘It’s actually cheaper than what I would have paid for it,’ which is good to hear because what we want to do is mass distribute this.”

CIT: Who would you say is the ideal customer for Let’s Hang?

Alfredo Ulloa: “Everybody. Everyone.

Whether you want it in your store for resale or if you want it at your home to save your marriage, it’s for anybody who hangs any type of apparatus, whether it’s a shelf, a wall mount, a TV mount, frames, fabric, art. It’s for everyone.”

Armando Ulloa: “We had a bunch of people pass by our table in the Innovations Center who said, ‘That’s not something I could sell’. I would say, ‘It’s not, but it’s something you could have in your home.’ And when I showed them our product video, they would say, ‘Thank you so much for stopping me because I couldn’t sell that in my store because it doesn’t work with my products, but I definitely want one for my home.’ So, everybody!”

CIT

CIT: What are you going to do with the $10,000?

Armando Ulloa: “We are going to file for our utility patent with some of the winnings. We definitely have to tweak some stuff on our final drawings before we do that, but the priority is going to be the utility patent. Then, we have to think about marketing, when we do get it going.”

CIT: What’s next for the two of you and Let’s Hang?

Armando Ulloa: “It’s kind of crazy. We never expected to get the response that we got.

We came here thinking maybe a couple of people would like it. Maybe we would get a little recognition on our Kickstarter campaign. We’ve talked to every major company, huge companies that we pass the stores of every day. We have so many phone calls and meetings to make next week. The good thing is we’re open to everything and willing to hear everything. What the future holds, we’re still not sure. We made amazing contacts.

And I would recommend anyone in our situation with a new tool, or a new invention, or a new product to come to Creativation. It’s overwhelming, but it’s awesome.”

CIT: When and where can people purchase Let’s Hang?

Armando Ulloa: “We’re hoping that this can launch sometime in the June-July timeframe. Where you can buy it or where you will find it is very dependent on which direction we go in getting it to the consumers. We’re currently about to embark on a lot of conversations with a lot of different entities, so it just depends on which direction we go. We’re still hoping whichever direction we take it will be consumer-ready in the June-July timeframe.”

Alfredo Ulloa: “We want to get it out to the market ASAP. Like my brother said, JuneJuly is the time we’re thinking, but that could be dictated by the amazing contacts we made here.”

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Do-It-Yourself

Steps to creating an

Influencer

by Mark Lee, President/CEO of DreamSolutions Marketing Corp.

I

Program!

t doesn’t matter if you’re a retailer, manufacturer, importer, service supplier, publisher, distributor or designer, every member segment can benefit from your own Influencer / Brand Ambassador Program. As with any new program, there are always many different ways to reach your ultimate goal, but generally there are a few common steps through the process.

Step 1

Identify your company/ personal goals for the Influencer Program.

The first step to developing a successful Influencer Program is to decide on the top goals. You may want to consider developing a rough outline of your top goals and once you select your team, they can help you define each point.

Keynote: “Keep it simple.”

Step 2

Decide how your Influencer Program will be structured.

Generally, it is best to decide upfront on a structure to your program/team. Decide if you want to create a coordinator position for your program/ team and how many actual influencers you should have.

Ideally, you want enough influencers on your team to reach your goals, but not so many that you realistically cannot support their efforts.

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Creativity Is Our Business

Step 3

Define your marketing strategy and select your influencers

Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.

Most often, a key challenge to your influencer marketing strategy is identifying the right influencers for your brand. Remember to keep your long-term key brand values in mind when you’re making your selection for whom you want to represent you and your company in the market. Your influencers should align with your brand values. Obviou sly, influencers should have audience reach, a significant number of followe rs and strong relationships with those followers. Be sure to identify the influencers that have a strong community within your targeted market.

Keynote: “Start your influencer search by identifying who is already posting about your brand online.”

Step 4 Create benefits for your influencers.

Your influencers need to clearly understand not only what your program will require of them, but they also need to understand what benefits you offer as one of your influencers. Develop an incentive program with special perks and be sure to give them the spotlight when ever possible.

Keynote: “You or your coordinator should stay in communication with your team as much as possible to have maximum benefit.”

Step 5 Measure the results of your Influencers Program.

Once your brand Influencer Program is up and running, you want to measure the results monthly and compare them to your goals.

If for any reason you’re not achieving your goals, make adjustments to your program as needed.

Keynote: “Give your community the time and power to start and continue the conversation.”

If you would like additional information on creating an Influencer Program, feel free to contact Mark at markhlee@mac.com or 317-270-0836.

Mark H. Lee President/CEO DreamSolutions Marketing Corp. “finding solutions to your business dreams” dreamsolutionsmarketing.com

beth | watson

DESIGN STUDIO CHA Designer • Instructor Mixed Media Artist bwdesignstudio.blogspot.com

beth@bwdesignstudio.com

Reserve your space in the Designer Showcase of Craft Industry Today magazine by calling Darlene Ryan at 800-344-0559.

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New Products Premium GlueTape is an innovative

The Copic Fine Nib is small yet firm and leaves thin, consistent lines.

It offers Sketch Marker fans a more precise nib option for adding color to the tiniest details.

refillable product from your favorite mess-free adhesive brand, Glue Dots. Available in both removable and permanent formulas, it provides a paper-thin bond between materials. The precise application and reliable double-sided adhesive make it a great addition to any craft room or supply closet.

go.gluedots.com/product-info

iii.global.com

Deco Foil Transfer Gel by Therm O Web allows paper crafters and mixed media artists to add a vibrant metallic foil finish to even the most intricate stenciled and screened designs. Use with Deco Foil Transfer Sheets and a hot laminator for instant WOW!

thermoweb.com

In partnership with TO THE MARKET, Pinspiration launched the Sari Dreamcatcher Impactful Maker DIY Kit. Impactful Making supports socially-inspired empowerment for vulnerable women through artisan enterprise. Each colorful, upcycled sari strip has been carefully cut by female human trafficking survivors in India. A full tutorial and all materials needed to make the dreamcatcher are included.

pinspiration.com

Grafix Essentials’ line of best-selling product basics includes Shrink Film – Clear, Sanded and Assorted; Computer Grafix printable transparencies – Clear and Matte; Artist-tac dot transfer adhesive; Rub-Onz transfer film; Stencil Film; Monoprint Plates; Clear Vellum; Natural Chipboard and Cling Film. The cohesive line is prudently sized and priced, and features attention-grabbing graphics.

Distress Oxides by Tim Holtz are dye and pigment fusion ink pads that create an oxidized effect when sprayed with water. Perfect for use with stamps, stencils, and direct-to-surface techniques, the unique water-reactive inks inspire endless creative possibilities.

rangerink.com

grafixarts.com

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Design Master added a popular sandy-pink blush hue to its versatile line of Colortool Sprays. The color is a favorite for flowers and pairs well with other colors.

The fast-drying sprays are delicate enough for fresh flowers, Styrofoam-brand foam, paper and ribbon – but sturdy enough to add durable color to hard surfaces.

Dare 2B Artzy’s Mailbox Gift Card Holder Metal Die and Stamp Set can be used as a stand-alone gift card holder or attached to a card. The mailbox door closes to keep your gift card a secret until opened.

dare2bArtzy.com

info@dmcolor.com

The new line of Melissa Frances Charms and Bezels features more than 60 sets made from heavy metal for a vintage feel.

You’re sure to find a style to meet your customers’ needs.

melissafrances.com

Krylon Spray ‘n Peel is an easily removable paint that can be sprayed on surfaces like plastic, metal, glass and sealed wood for a customizable finish. The high-quality coating is easy to remove and ideal for indoor and outdoor use. Sprays are available in 17 colors, including 12 matte, 4 metallic and clear.

krylon.com

The DecoFun Bow Maker is an easy-to-use tool for creating bows, pompoms, rosettes and tassels.

A large selection of ribbon and lace from England is also available for scrapbook and craft projects, direct-to-you at low minimums.

Instructions and YouTube tutorials are available.

DecoFunBowMaker.com

ArtFoamies new firmer foam can be impressed into soft clay, pottery clay and some plasticine.

Use cornstarch as a release agent.

artfoamies.com

The Garden Collection Metal Craft Kit by U-Paint includes a wheelbarrow, watering can, garden hat, potted fruit tree and topiary. Add any type of paint to make these steel designs “spring” to life!

upaintcrafts.com

The new Vintage Scrapbook Paper Collection

by Rose Mille features subtle hues of blue, green and rose that are perfect for banners, decoupage, mixed media, ATCs and scrapbooks. The 12- by 12-inch papers offer a nostalgic, yet fresh and modern, look.

roseandmeyer.com

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Craft

Industry

Tell our advertisers you saw their ad here.

American Orthopedic................. 22

Diamond Tech................................ 19

Melissa Frances............................. 16

Art Foamies..................................... 22

Eileen Hull....................................... 27

ProTapes & Specialties................ 18

Beth Watson Design Studio...... 27

Gelpress........................................... 15

Ranger Industries......................... 17

Chase Products.............................. 31

Glue Dots Int’l................................ 11

Rose & Meyer................................. 30

Crafter’s Companion.... Back Cover

Grafix................................................. 15

Strategic Search Solutions........ 16

Dare 2B Artzy................................. 10

Imagination International/ Copic Marker.................................. 18

Therm-o-web................................. 23

DecoFunBowmaker..................... 30

Design Master Color Tool..............5

Lineco/University Products....... 25

Little Pink Ladybug.........................2

U-Paint Metal Crafts..................... 26

Witzend Workshop....................... 26

Vintage Scrapbook Paper Available exclusively through Rose & Meyer ~ roseandmeyer.com ~ 651-342-0152

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MADE BY CRAFTER’S FOR CRAFTERS

ARTIST’S QUALITY ALCOHOL MARKERS Dual-tipped with a flexible brush nib plus a firm super-fine nib for optimal versatility. The ergonomic barrel holds artist’s quality alcohol dye inks in 216 expertly selected colors.

FOR THE NEW GENERATION OF COLORISTS A specially developed range of blendable markers and pencils expertly matched with the finest paper and card. Select papers feature luxurious colorable glitter or foil treatments and provide perfect surfaces for Colorista markers and pencils.

EXQUISITELY DETAILED THIN METAL DIES Following a long heritage of innovating the best products for crafters, some of our most intricate and exceptionaly functional thin metal dies are available under the Die’Sire brand.

DIE-CUTTING AND EMBOSSING MACHINE Engineered to provide exceptional power to easily cut through a variety of substrates, the extra wide opening accepts A4 and letter-sized platforms.

Optical sensors, easy to use controls and quiet motor are just some of the features that give this fully automatic machine its competitive edge.

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