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Scrapbook Insider
CNA Scrapbook Insider
Invite students back.
Invite students to upcoming classes,
crops, parties and special events. Each stu-
dent should get a store newsletter, a list of classes and a
coupon for a future class. Pass around a sign-up sheet
for students to get in on the next class.
Debut new products.
Who doesn't like to be in the know
about the latest and best product? Your
class is the perfect place to show the newest product ­
and when you keep the tone excited and informative,
it communicates something special for the customer,
rather than a sales tactic.
Charge a class fee
and a materials fee.
Retailers like Scrapbook Lane in
Washington use the class fee to cover the teacher's
time, while the materials fee covers the cost of materi-
als. Be sure to list both fees in your class descriptions
so students know the value of the class ­ and what
they'll be taking home.
Cross-merchandise your
Cross-merchandise class information
to attract the most students ­ simply post little notices
about the class next to the appropriate merchandise. If
your class is on heritage pages, post a sign to advertise
the class next to the heritage supplies.
Great classes are your best competitive advantage. You can easily maximize the sales and
service opportunities to a room full of students who are looking to your store as a resource!
Sara Naumann is the marketing director for Hot Off The Press.
Order ahead.
Know the most common reason
classes don't profit the store? Believe it
or not, it's the lack of available product for customers
to purchase after class. If you teach the product, it will
sell ­ so be sure you have stock on hand! Be sure to
place an order for these items well ahead of time so
you have fresh new merchandise to show the class.
The bottom line is, you're teaching classes in order to
sell product. Don't feel guilty ­ the reason students
sign up for a vellum class is because they like vellum
and want to learn how to use it. Consumers under-
stand that a class will inspire them to try their new
techniques with new product.
Promote YOUR store ­
not your competition!
Retail is a competitive world. After
all, you work hard as an independent retailer to com-
pete with chain stores and other independents.
Always have potential teachers audition before you
hire them to teach a class. Make sure they understand
what you expect them to say, do and promote ­ espe-
cially if they're a freelance instructor. They are your
employees, even if it's for just a few hours on a
Saturday afternoon.
Suggestion sell.
Students always want to make a
coordinating page for a double-page
spread. One scrapbook store serves her customers by
finishing the class with this statement: "For those
who want to make a double-page spread, here are the
supplies you need to make it." Most stores offer stu-
dents a 10% discount on purchases made after class.

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