No I haven’t been living under a pile of chipboard and my stash of patterned paper didn’t fall on my head.
National Scrapbook Day is the first Saturday in May, of course, and is a day to set aside for scrapbooking for most scrapbookers. But what does NSD mean for the scrapbook industry?
Without a doubt, retailers are using National Scrapbook Day as a promotional tool to get their existing customers to spend money through sales and special events. It is also being used as away to revive the interest and activity of lagging scrapbookers.
But what about creating new scrapbookers, which are essential to the continued health of the industry? Most causes or industries that have a national “day” use it to promote themselves to the general public. I don’t see very much mainstream media coverage of our industry’s day, and that is what is needed to promote scrapbooking to non-scrapbookers.
The mainstream media won’t come to us. We have to reach out to them and tell them why they should care about us and give them an interesting story to cover. Look around during your NSD events the next few days and think “what makes this an interesting story?” Send a press release after your event. As you plan next year’s event, think ahead for media coverage and send press releases ahead of time to invite media coverage.
As an industry, scrapbook retailers and manufacturers can work together to make National Scrapbook Day matter to the mainstream press and to their own bottom line.
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