Consultation (back to top)
'CMC's consultation service provides essential information to you early in the decision making process' The multi-billion dollar craft industry is full of potential rewards for many companies, as well as some risks.
It's critical for you to have accurate information from a reliable source. At CMC, our knowledge and experience gives us the ability to consult with clients, early in the decision making process, providing essential information
about this "dynamic" market. Corporations considering crossing over into the craft industry, as well as companies already in the market, will benefit from our unique insight. Consultation provided by CMC means you learn quickly
about the craft market from the industry's leading design, development and marketing support firm- Craft Marketing Connections, Inc.
Research / Testing
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'Over 80% of U.S. households are engaged in crafts, a 23 billion dollar market'
Determining the client's target market is paramount to the success of any product or service. At CMC, we have a view from the inside of the craft and its related industries of art, gift, consumer product and toy. To help target
your specific opportunities, we will combine experience with specific product research, such as:
- Trend reports and market analysis.
- Focus group studies - includes "kid testing" as well as all adult groups (parents, grandparents, etc.).
- Surveys of customer/consumer groups.
- Contacts with retailers and well connected editors & publishers in the industry.
CMC's research, analysis and testing allows you to save valuable resource dollars, understand opportunities that exist, and, ultimately
enhance profits. Clients also rely on us to work closely with their chemists and engineers to ensure they develop the right product.
Product Research and Testing examples include:
- Research and testing with chemists to help develop Black & Decker's®
2-temperature glue gun and glue formulation.
- Helped develop a mess-free staining spray in décor colors for Design Master
® Home Décor Stain.
- Analysis and development of scissors and paper edgers for Fiskars®.
- Tool Development and repackaging of the X-Acto® product line.
Strategic Planning (back to top)
CMC understands the importance of specific goals, budget
objectives and branding strategies. Our staff will work with you to define a strategic plan for your specific product or brand. We'll combine our research and analysis results with your manufacturing capabilities to:
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Develop brand management strategies.
- Specify product-marketing strategies.
- Develop strategic models.
- Establish, maintain and enhance corporate and/or brand image in the market.
- Establish, modify and reinforce public perception about your company and products.
We're Connected
Our award-winning designs, past client experience, on-air programming and training ability mean you receive a first hand and accurate understanding of the market. To ensure that we keep up on all of the
current trends in the craft industry we subscribe to all of the major trade and consumer publications, plus CMC regularly:
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Attends industry trade product shows, representing clients.
- Conducts periodic store checks.
- Writes articles and provides information to trade and consumer publications.
- Reviews Color Marketing Group studies and trend information.
- Tracks established trendsetters and influencers in the market.
- Attends seminars, events and classes.
Product Design
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'combining design and manufacturing experience with market trends'
CMC
takes into consideration the current products you produce. We combine our product design and manufacturing experience with all of the current craft market trends to develop your product line. Our product development results are
well respected in the industry for:
- Uniqueness and creativity with consumer appeal.
- Well-planned color combinations that reflect current trends.
- Neatness and photo-ready appearance of prototype models for photographic use.
CMC has received over 20 recent honors and awards for product design.
Packaging (back to top)
'CMC packaging sells'
New methods to sell products are constantly emerging within the craft industry. This puts great demand on the need for quality "product
presentation". CMC will combine creative concepts, design, professional photography and printing techniques to help differentiate your product from the competition, with attention-getting results.
Packaging Design award example:
"National Art Materials Trade Association Packaging Award" for American Art Clay Company's Easy SqueezyTM Clay.
Writing / Editing
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'emphasizing the importance of creative, technical and easy to understand writing'
At CMC, we take great pride in the diversified writing and editing services we provide. If your product requires a craft process, we
specialize in detailed and easy to understand instruction writing. For packaging and marketing support materials we write well planned and attention getting copy. We have freelance edited for two leading consumer craft magazines
and have written over 1,000 published articles. CMC presently writes the longest-running monthly magazine column in the industry, Kid's Corner, for Craft Magazine
(since 1985). We also write a monthly Children's Art Column for Michael's Create! Magazine. To help your product be successful, CMC will:
- Combine our knowledge of the legal and ethical requirements in publishing for your program.
- Help ensure consumer success and satisfaction by writing easy to follow step-by-step craft instructions. Plus we create the
necessary hand-drawn illustrations, computer generated graphics or attractive photography to support this process.
- Establish instruction-writing policies to standardize materials from all sources.
- Provide proofreading services.
- Provide script writing.
- Coordinate with translators in multiple languages.
- Provide web site copy writing and development.
Marketing Support (back to top)
At CMC, we understand the importance of your return on
investment. That's another reason clients depend on our professional design, photography, printing and advertising services. We bring all the necessary components together in a creative, complete and consistent program. CMC can
provide:
Sales Aids
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Catalogs - Sell Sheets - Special Offers - Package Inserts - Coupons
- Story boards for key accounts. - Bounce back cards - "How-to" project sheets
Press Releases
In general, magazines receive thousands of requests for press releases. Decisions to place them falls within the jurisdiction of editors. CMC's strong relationships with editors increases the odds of your press release
placement. Thus, we create attention-getting press release programs for craft industry consumer and trade-based publications, and also provide higher than normal:
- Press release placement rates - Customer/Consumer response rates.
Merchandising
CMC will produce attention getting 'point-of-purchase' merchandising, such as:
- Plan-o-grams - Shelf talkers - Point-of-purchase displays - Shipper units
- Themed end caps - Package headers
Advertising
CMC will help you get the most out of your advertising dollar. Our connections with publishers, editorial staffs and
designers means we're able to combine your ad placement, press releases and public relations activities all into one package. This 'bundling' improves the success rate of press releases, your inclusion in editorials, and 'new
product sections'. For ad placement, we can work side-by-side with your present ad agency to provide craft targeted themes and looks consistent with the standards and needs of the industry. Or, we can directly place your
advertising. For placement we charge a flat rate, unlike agency commission, again allowing you to get more for your advertising dollar.
Web Services
CMC offers a variety of web services including:
- Web site development: assist in determining content, write copy, coordinate with site developer.
- Develop and design projects for companies' on-line libraries.
- Write periodic newsletters and post to web.
- Digitally photograph projects and products to upload to web.
Television
Some CMC clients depend on us to provide on-air programming services for their product, such as:
- Providing the on-screen talent for appearances on cable programs such as:
QVC, Value Vision and various craft "how-to" programs.
- Step-by-steps are developed to show the client's product at it's best.
- Projects and steps can be custom-made for others to make the presentation.
- Designing projects specifically for on-air presentation.
- Segment content is planned and script prepared.
- Get Acquainted Kits can be developed and fulfilled.
Video
With CMC's video program, you have a self-liquidating opportunity that offers valuable PR and education to the consumer.
It can also be positioned as a profit center.
- CMC has prepared more than 15 "how-to" video tapes for consumers.
- Video order forms and cross sell information can accompany all client consumer fulfillment.
- Development includes project design, talent and fulfillment.
- CMC can develop "on-wrapper offers" for product packages.
Public Relations (back to top)
'the craft industry has both a formal and informal structure to which CMC is well connected'
CMC's public relations efforts will help keep your product
or service in the craft industry limelight. We've written numerous articles for trade publications and helped produce general craft industry (and client specific) cable programming. We understand, and are comfortable dealing with,
the formal and informal structure of the craft industry:
Formal craft network- craft related magazines, books and media.
Informal craft network-
well established industry personnel, designers, manufacturers and clients.
CMC will outline public relations opportunities specifically tailored to your company, such as:
Loaner Programs
We'll provide well
connected industry personnel with samples of your product that they can use in their craft workshops, classes, demonstrations, etc., which results in your product being introduced to the informal craft network.
Product Sample Programs
CMC will contact designers and editors offering free product to encourage the mention of products in articles, which results in your product receiving promotion without expending advertising dollars.
Endorsement Programs
Establish fee based endorsement programs with industry designers. These designers are paid fees for getting your products into print, which results in your products receiving special mention over
competing products.
Company-Sponsored Projects for Magazines
Design and produce projects targeted to the editorial needs of a consumer publication, using your product, plus coordinate and write regular feature
articles, which result in your products receiving the spotlight.
Press Release Programs
We create and coordinate press releases specifically targeted to editors (see also Press Release Services), which results in your
product getting free mentions and staying in the limelight.
Over 1,000 CMC articles have been published in 60 national publications, both vertical trade magazines and broad-range consumer magazines. Some Include:
- Aleene's Creative Living
- Arts & Crafts
- Better Homes & Gardens
- Bridal Crafts
- Chip Chats
- Christmas Crafts
- Collector's Edition
- Collector's Mart
- Country Handcrafts
- Country Kids
- Craft, Home & Style
- Craft & Needlework Age
- Crafting Today
- Crafting Traditions
- Craftrends
- Crafts'n Things
- Craft Supply
- Craftworks
- Creative Ideas for Living
- Creative Product News
- Design Originals
- Entrepreneur |
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- Especially for Crafters
- Figurines & Collectibles
- Gift & Dec.
- Gift & Stationery Bus.
- Giftware News
- Goood Housekeeping
- Great American Crafts
- Hot Off The Press
- Krause Publications
- Let's Paint
- Mailbox News
- Mary B Crafty Kids
- Mary B Weekend C.
- McCall's
- Michael's Create!
- Nat'l. Home Bus. Report
- Needle & Thread
- Needlecraft for Today
- Needle Craft Shop
- Newspattern
- Pack-O-Fun
- PCM |
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- Plaid Publications
- Plastic Canvas
- Primedia
- Publications Int'l.
- Quick & Easy Crafts
- Q'n E Country Crafts
- Q & E Plastic Canvas
- Rags to Riches
- Simplicity Books
- Simplicity Magazines
- Teddy Crafts
- The Crafter
- The Craft Pages
- Tole Painting USA
- Wearable Wonders
- Wedding Crafts
- The Workbasket
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Education /
Training
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'we never underestimate the importance of quality training'
Our staff includes formally trained educators with many years of teaching experience, plus, we've earned the HIA Certified
Professional Demonstrators (CPD) title. We will train both your personnel and the craft industry about all of the possibilities your product enjoys. Training can be conducted by providing:
- On-Site training sessions
- Video Training.
- Printed training packets
- Store Demo packs.
- "Make-It/Take-It's" at trade shows (see also Trade Show Support Services).
Specific groups you may consider for training include:
Your Network
- In-house staff - Sales Force - Reps/Distributors
Craft Industry
- Retailers - Consumers - Editors - Publishers - Chain Buyers
Example:
CMC developed for House of Fabrics, a large retail fabric chain, a national training and demonstration program.
Special Programs (back to top)
CMC has the expertise to develop creative programs for your special needs. We've handled everything....from developing
manufacturing and importing contacts in Asia and Mexico to creating consumer craft contests and a national school program
for 30,000 children. With our diverse skills and experience, we can create the right program for you. Please inquire.
Trade Shows (back to top)
'CMC has won Best Booth Award three consecutive years at the International Collectible Exposition
An effective show booth attracts attention to your company, brand and specific products. CMC will design and develop a
creative and effective booth for you. Or, we can supervise booth development and setup with your display company. Consider CMC for any of the following services:
- Provide workshops and seminars to educate grassroots retailers during a show. This education can be key to retail growth and consumer interest in the marketplace.
- Provide "Make-It/Take-It" live presentations during a show. We'll create attention-getting booth activities that stimulate buyer interest and prompt sales.
- Frequently, we attend our client's sales meetings to answer rep questions and provide short hands-on demonstrations.
- Paperwork, including determining the best booth location.
- Determining trade show services needed by your show staff (electric, carpentry, etc.).
- Prepare materials for the show's 'New Products' display.
- Shipping (to and from the show).
- Perform or supervise booth set-up and tear-down.
- Staff your booth or assist in the sales activities. We adapt well to our client's sales strategies.
- Maintenance of your booth. CMC can store booth display pieces, freshen or replace booth parts and update displays.
Two regular shows attended by CMC are:
1) HIA (first yearly show at various locations).
2) ACCI (each summer in Rosemont, IL).
Customer
Service (back to top)
'uniquely positioned to serve you and your customers'
CMC's friendly and responsive customer service rates high with our clients in three key areas: telephone, mail, email. Our
'concept through completion' approach takes on added value by our ability to serve both you and your customers.
CMC will:
- Ensure our staff is trained in your product or service.
- Maintain the mindset of serving and satisfying your customers, as an extension of your company.
- Provide an actual person to answer your customer service phone calls (not a voice machine) and respond with attention and
consideration.
- Train our staff to be sensitive to "red flags". We know when to contact you with consumer product concerns.
- Always keep a look-out for information that can be used for positive marketing and PR opportunities.
- Relay all procedural and "how-to" questions to the design department for expert advice.
- Provide client-specific reporting.
Fulfillment (back to top)
Rounding out our 'concept through completion' approach, CMC offers customized consumer fulfillment services. Our experience includes, for one client alone, the distribution of over 7 million
project sheets, video tapes, kits and related offers. We're confident you'll also find our effective, efficient and timely fulfillment a valuable resource. Some examples of fulfillment offers:
Advertising Offers
When CMC develops consumer ads, many times we encourage clients to include a mail-in offer. This provides multiple benefits:
Creates excitement and provides good, project-based ad themes.
Gets product into the hands of the consumer.
Tracks response by using special dept. codes for each individual magazine. We provide information to you for future ad placement decisions.
Provides a data base of consumer names that can be used for surveys in future research.
Stimulates account buyer interest and demonstrates your commitment to supporting in-store product sales.
Project Sheet Support
Through a self-liquidating mailing program, consumers send in a minimal fee for postage and handling to receive free "how-to"
project sheets which serve to educate, stimulate and provide direct contact and communication with consumers.
Point of Purchase/Shipper Offers
For clients who develop point of purchase shippers, CMC develops specialized offers. During the fulfillment process, we
handle the typical fulfillment activity (staging, cashiering, coupon verification, etc.). In addition, CMC handles the specialized
needs of craft offers ("how-to" questions, proper component picking/packing, and understanding the critical nature of ship dates due to the crafter's holiday timing). Because we offer fulfillment services only
to our clients, your activity isn't lost in a large fulfillment system. Your offers take top priority.
On-Pack Offers
Similarly, CMC can write offers that appear on client products. In addition to knowing what "works" for those offers, we know how the copy needs to be written and even typeset to insure the "least misunderstanding" by the consumer.
FSI fulfillment
For Free-Standing Inserts, CMC is equipped to handle large numbers of consumer requests within weeks of the offers' drop
dates. By employing experienced part time help, turn around time and cost is minimal.
Kitting
CMC has handled the fulfillment of tens of thousands of craft kit offers. We understand the special needs of kitting. In
addition to designing an appealing, yet basic-skill level consumer craft project made with minimal and reasonably-priced
components, the project must be inexpensively and efficiently kitted. Kit components must be packaged properly and accurately for consumer usage. CMC knows what it takes to make a good kit.
More About CMC
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The CMC Team -
Well known for "mid-western values" and "small-town caring" CMC personnel have a twenty-year history of successful service to clients. Uncharacteristic of typical agency and corporation relationships, CMC enjoys positive,
long-lasting relationships. More than 75% of our business is conducted for clients that we've served for 8 years, or more!
Also speaking to our reputation and service: CMC has retained one client even while they have been sold to three different corporations during our business relationship.
The key to CMC's diversity is the broad background of CMC personnel including educators with bachelors and masters
degrees, talented creative and graphic artists, experienced sales people, skilled marketing experts, and well-trained customer
service personnel and conscientious fulfillment people... Also, CMC knows the value of networking and we pride ourselves on
our relationships with hundreds of contacts within the industry and globally - hence the reason for the company name including the important word "connections".
CMC Clients say
CMC clients have discovered that the fewer different agencies handling their programs, the better. With CMC, the right hand
does know what the left hand is doing. How many times has your company experienced glitches at least... major problems at
the worst, when two or more departments or agencies didn't communicate properly with one another. Multiply that times 6 - 10 groups being involved in a new product launch and the likelihood of mistakes is overwhelming.
When CMC handles most or all of the integrated process, this lack of communication doesn't happen. Your time and headaches are minimized. |
