She’s out there, somewhere. Who? The future of your business!

She’s otherwise known as the Newbie, the Beginner, or the Potential Scrapper—and marketing to her is vital in this age of tough retail competition.

So, how can you introduce this new customer to scrapbooking? Chances are, she’s heard about scrapbooking, either from a friend or a relative. She might have done a page or two at a home party or a store-hosted baby shower. Yet she’s not hooked the way your regular customers are hooked—while she’s interested in the craft, there’s something stopping this person from becoming the future of your business.

What can retailers do to turn this person into a customer? LeNae Gerig, author of LeNae’s Scrapbooking Basics and LeNae’s 30-Minute Scrapbook Pages, has been a published designer for eight years; now she’s also become something of a guru to beginning scrappers—her website, Scrapbooking101.net, is one of the top-ranking scrapbooking sites on Google. Here, she shares what newbies around the world ask her:

Question #1: “Where do I start?”
The Answer: This is one of LeNae’s most frequent questions. “Potential scrappers are interested in scrapbooking, but don’t know what supplies or information they need to get started,” she says. “It’s very easy for us in the industry to forget how foreign this craft can be—we’re thinking about shabby chic ephemera while these scrappers are thinking about that giant box of photos in the basement and wondering where to begin.”

Want to address this customer? One idea is to target busy women etailers can address this obstacle by offering classes, workshops or informative seminars on photo organization. Note, this is NOT a scrapbooking class—instead, ask if you can make a presentation on organizing photos at a local women’s organization, at the library or an office building. This is a great way to expose new customers to the foundation of scrapbooking. (Don’t forget to take flyers to pass out—make sure these women can find your store and have a list of upcoming classes.)

Question #2: “What do I need?”
The Answer: The sheer number of products on the market can be mind-boggling to the average scrapper—let alone the newcomer! Kits and themed, coordinating products are ideal for this customer; as is a “Beginners Corner” or “Scrapbooking Basics” area of the store stocked with basic materials like trimmers, adhesive and idea books.

“Scrapbooking doesn’t require a huge investment—at first,” says LeNae. “It’s probably best if retailers start people out slowly, with the basics. That way the consumer can go home, play a little, then come back for more. And trust me, she’ll be back for more!” Set up your newbies with a good standard album, straight-edge scissors, adhesive, plain and patterned papers and a black pen.

“It’s interesting: many, many questions I get relate to albums. It seems there are so many different sizes and styles that consumers easily get overwhelmed. Since every scrapbook store sells albums, it’s a great place for retailers to start with newbies.”

Question #3: “Where do you find the time to scrapbook?!”
The Answer: As a busy working mother, LeNae fits the typical scrapbook demographic—short on time, but with plenty of photos to organize. “

Once someone starts scrapbooking, they see how easy it is to get addicted! Beginners are wonderful in their enthusiasm for a new craft. But how do you get someone to that point? “It’s important to encourage that enthusiasm by showing newbies that anyone can quickly and easily create a wonderful album,” LeNae says. “When newbies come into the store, share sample pages that are pretty, yet basic in design. Using a gorgeous collage layout may be more intimidating than inspiring.”

And don’t forget your time-pressed scrappers! Classes on “Fast and Fabulous Scrapbook Pages” will attract newbies as well as busy scrappers. Hot Off The Press released new additions to its best-selling product line, The Busy Scrapper’s Solution. “These collections have themed, coordinating paper, tags, alphabet tiles and paper art, plus ideas,” LeNae says. “As a busy mom, I love having everything together. And it’s a product I recommend to my newbie scrapping friends and the people who write to me through the website.”

Question #4: “Where can I learn more?”
The Answer: “Newbie scrappers are hungry for information,” LeNae says. “They have questions and they need ideas—but most of all, they’re looking for a connection with someone else. They’ve discovered this wonderful new craft and they want to connect with someone who can guide them.”

You can market your expertise to all of your customers—not just newbies: Place ads with a question and answer-style, with you providing the answer. Bill your crops as a way to play with the scrapbook pros, then demo or run the Classes with Pizazz CD-ROM during the event.

This can be the best competitive advantage for independent retailers. Position yourself as a pro, and customers will respond. Consumers are busy, and they want someone they can ask questions of, someone who’ll teach classes, provide demos and other modes of education, and always have the answer. Train your employees to have these same skills—there’s nothing more frustrating than asking a question of a store employee and hearing, “Well, I don’t know…you’ll need to ask Mary and she doesn’t come in ‘til two.”

“Of course we all want more scrapbookers,” LeNae comments. “It’s great for the industry—it’s job security! And while we always want to inspire those experienced scrappers with new products and ideas, it’s my mission to leave no one behind!”

Yes, the future of your business and the future of the industry out there, somewhere. Let’s educate her, inspire her, market to her—and turn this potential customer into an actual one.

For more scrapbooking tips from LeNae, visit http://www.scrapbooking101.net.