Attendees: John S. CEO/President, Ken T. Consumer Product Manager, Henry H. Agency New Business Development Specialist, Tom B. Marketing Director, Tony S. Creative Director, Bill M. Chief Marketing Officer
John: It is estimated that in the next 20 years the scrapbook industry will top over 2.5 billion dollars annually. Our company is looking to become a leader in this emerging industry. I have brought you gentlemen here today to brainstorm ideas for cashing in on this Paper Phenomena. I know none of you are directly involved with scrapbooking, but you are all experts at creating a need when none exists. These women are smart, so our task is to bombard them with advertising, coupons and free shipping. Henry -
Henry: Our demographics - The average scrapbooker is a college graduate who spends up to 10 hours a week scrapbooking. She spends roughly $50 on scrapbook products each month and we expect that number to increase exponentially.
John: Thank you Henry. The floor is now open. Ideas gentlemen?
(Silence for 1 minute. The sound of coughs, clearing of voices, pencil tapping and the clink of coffee cups.)
Henry: Come on guys, I know you aren’t involved with crafts, but you understand consumer buying trends.
Tom: I was at Home Depot over the weekend…
Ken: Good place to start. What is there at Home Depot that we can copy/adapt and then charge outrageous prices for?
Bill: We could copy some of the small things, like washers, drawer pulls and Hinges?
Tom: We could paint them pink?
Bill: What if this scrapbooking gal is doing a project in red? Or blue? Will they be able to use something pink?
Tom: I thought pink was a universal color for girls.
(Laughter and sound of writing on blackboard)
Henry: Washers, drawer pulls, hinges…
Ken: Keys? Chain? Wire?
John: Tony? You're rather quiet. What’s wrong?
Tony: I don’t think it’s a good idea.
Henry: The store is a smorgasbord for us.
Tony: Really guys, do you actually believe these intelligent ladies will want to add hardware to their favorite photos of …let’s say their deceased grandparent?
Bill: My grandfather had a huge garage filled with all kinds of hardware. I think he would have loved it…to be memorialized with hardware.
Paul: My grandmother was always crocheting blankets. We could do something that is crocheted?
Ken: My aunt had those crocheted things on her furniture. Dollies…Doilies?
Tom: What about crocheted flowers?
Henry: Yes to flowers, but no to crochet. Too old-fashioned.
John: Yeah, I agree. The basics are that they will NEVER go for junk store stuff. We’re not about to break into this industry with cracked paint and vintage paper products. They are preserving photos so they don’t age. Think modern.
Tom: I need to place an order at Office Depot…just a thought.
Henry: Office Supplies, good. Forget about hardware. I’m erasing this list. Let’s talk paper clips, staples and file folders
There is much more to the transcript. The meeting lasted several hours and this was just the first 15 minutes. If you‘d like to read more, become a Follower so you don’t miss the next installment.
No photo of my grandfather but I have 3 "washers" on this card.
And Tom B., there's no pink!
Mike's stamp from the "old-fashioned" dollar bin.
Have you made anything lately using hardware? If so, please share.