Craft Focus - Apr/May (Issue 72)

99 ASK THE EXPERTS Ask the experts You’re absolutely right, there is a tremendous buzz and energy around stationery and writing instruments at the moment, with lots of innovation in the sector. The key thing is to partner with a leading brand to ensure quality, depth of range and high-impact merchandising material. Stock a full selection of graphite pencils along with polymer erasers and reliable, sturdy tub sharpeners from reputable brands. You’ll find basic school stationery has received a terrific design boost with visually appealing ranges such as Staedtler’s new Comic collection, which is sure to tempt even the most reluctant pupil. You can also try coloured pencils and pens in a wide variety of shades. The adult colouring craze may well have peaked but that same enthusiasm for creativity can still be seen with the popularity of hand lettering, calligraphy, scrapbooking and bullet journaling. It’s definitely worth stocking a full range to take advantage of this trend, including fine liners, fibre tips, double-ended lettering pens and calligraphy markers, with fabulous notebooks to go with them. Look out for dedicated displays that explain the different properties of each type with a strategically positioned test pad nearby. Finally, don’t forget pastels, which are currently a massive trend. Pastel highlighters are now available and Staedtler covers all key areas with a beautifully presented space- saving countertop display. Start with good-quality collectables with eye-catching designs and tactile finishes that will jump out at customers. The idea is to inspire people with products that will complement their lives and homes. Clairefontaine’s new Hedera line is a good example, with floral watercolour-inspired notebooks, pads, guest books, albums, folders and more. Its artistic design-led feel lends itself to craft shops, while the diverse lifestyle product range helps to encourage repeat purchases. Using a funkier approach, the Funny Company features animals and the popular Kraft paper trend with quirky and outlandish designs. Highlights include owls with bows, deer wearing red glasses and black-and-white photography with neutral backgrounds and splashes of colour, making for a real statement. Our experts answer your craft and retail dilemmas ALEXANDRA HARRIS Marketing executive, Staedtler (UK) Ltd Alexandra is marketing executive for Staedtler, international specialists in writing instruments and craft products for both adults and children. “Stationery and traditional writing implements seem to be having a moment right now. How can I ensure that my pen department is up-to-scratch and what basic products should I be stocking?” CLEMENT ROUILLARD Marketing manager, ExaClair exaclairlimited.com Clement is marketing manager for stationery, craft and art distributor ExaClair. The company supplies a variety of well-known brands including Clairefontaine, Décopatch and Exacompta. “I’d like to introduce a range of stationery in my shop. What are the basic product areas I should think about and how can I ensure I’m meeting the creative needs of my customers?” If you have a question for our experts, why not email us at editor@craftfocus.com or tweet us @craftfocus “How can I promote my business without spending a fortune?” If your advertising budget is limited, a mix of print and online marketing can work well. Spreading your campaign over a longer period of time can create more impact than a one-off push. Magazines will often provide a preferential rate for companies that book a series. Ensure you have a clear marketing strategy, with a solid understanding of your brand, goals and target audience. Don’t miss out on editorial opportunities too, as this can really catch the eye of interested retailers. TRACY VOICE Account manager, Craft Focus craftfocus.com Tracy is responsible for print and online sales, using her in-depth industry knowledge to look after clients’ needs from point of sale to aftercare.