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Product News Now Inside!
SUMMER TOURISM SHOPPING E VO K E S VA L U E A N D F U N
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Credit Card Compliance
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Recruiting
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Successful E-mail Marketing
Museum Store Association
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Spring 2010
Museum Store helps cultural commerce professionals operate more effectively, find sources of museum-quality products and contribute to the missions of their institutions.
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Volume 38
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Issue 1
Features
MSA STAFF EXECUTIVE DIRECTOR
BEVE RLY J. BARSOOK DIRECTOR OF OPERATIONS
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MSA Prepares to Gather in Austin Get a preview of what the 2010 Conference will offer and discover this year’s Buyer’s Choice Awards nominees. BY MSA STAFF
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Keep In Touch How to develop strong relationships between museum store managers and vendors. BY SUE SCHOPP
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2009 MSA Retail Industry Report Gather data, information and insight for your store. BY MSA STAFF
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Here Comes the Sun Peruse the 2010 summer tourism product trends and buyer’s guide. BY APRIL MILLER
TERRI-A NN STOECKLE
PUBLICATIONS STAFF ASSOCIATE EDITOR
KATHY CISAR PUBLICATIONS ASSISTANT
SY BIL FA URER
ADMINISTRATIVE STAFF SENIOR MANAGER FOR PROGRAMS AND MEMBERSHIP
KATHY KRINER MEMBER SERVICES COORDINATOR
CLAIRE LE MAST ER MEMBERSHIP SERVICES ASSISTANT
ADRIA NA HERAL D CONFERENCE & EXPO SERVICES COORDINATOR
JENNIF ER ANDERSON
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NETWORK / SYSTEMS ADMINISTRATOR
Departments
KARE N DAVISSON
SKIES AMERICA PUBLISHING COMPANY
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President’s Message Enhance your MSA experience and support your Association.
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Financial Management Credit card rules – take charge of security and compliance regulations.
ART DIRECTOR
JACQU ELYN ME RRILL EDITOR
MATT WILLIA MS ADVERTISING
LISA HOUSE PRODUCTION MANAGER
CINDY PIKE
BY MARGE D. HANSEN
CIRCULATION
ALLE N NEL SON
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HOW TO CONTACT US E-MAIL: kcisar@museumstoreassociation.org Please provide your full name, location and institution or company name. MAIL: Museum Store Association 4100 E Mississippi Ave, Ste 800 Denver, CO 80246-3055 Web site: www.MuseumStoreAssociation.org Phone: (303) 504-9223 Fax: (303) 504-9585 ADVERTISING: lisah @skies.com
Phone: (503) 520-1955 x676
© 2010 Museum Store Association Inc. All rights reserved. Except for the inclusion of brief quotations in a review, no part of this magazine may be reproduced or used in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from MSA. Opinions expressed by contributors are not necessarily those of the Museum Store Association. Printed in the USA.
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BY TRACI RYLANDS
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Human Resources Nine basic steps in the recruiting process. BY PAT BRILL
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Communications Successful e-mail marketing campaigns in six easy steps. BY ANDREW ANDONIADIS
46 46 48 51
New Releases
Museum Store magazine (ISSN 1040-6999) is published quarterly by the Museum Store Association. Postmaster: Send address changes to Museum Store magazine, 4100 E Mississippi Ave, Ste 800 Denver, CO 80246-3055.
Strategic Management Consumers’ attitudes about shopping are changing … are you ready?
Advertiser Index New Vendor Showcase Product News
Get more information on MuseumStoreAssociation.org! When you see this icon at the end of an article, you can find related information online at www.MuseumStoreAssociation.org. From the main page, click on the magazine cover and click it again to access the Museum Store online table of contents and links to related articles. Cover Image: istockphoto.com / ©Daniel Laflor
SPRING 2010 | MUSEUM STORE
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| president’s message |
Become a Volunteer ENHANCE YOUR MSA EXPERIENCE AND SUPPORT YOUR ASSOCIATION.
The core purpose of MSA is to advance the success of cultural commerce and of the professionals engaged in it. An international association, MSA is governed by a seven-member board of directors.
BY META DEVINE
I
t’s hard to believe that my term as President is coming to an end. The year has flown by. Serving on the MSA board has been challenging and rewarding. I hope everyone will consider giving back to the Association. I first became a member of MSA when I started my job as museum store manager for the Minnesota Historical Society in 1994. At that time my supervisor explained that our institution was a member of MSA and that I would be attending the annual Conference. I instantly realized that this was an association that could be extremely helpful to my professional growth and a resource to tap into for industry information. Networking with other cultural commerce professionals has been one of the most enjoyable benefits of my membership. When reading an early issue of Museum Store magazine, I realized that the MSA president at the time was Mary Hele, from the Minneapolis Institute of Arts. I called her and Mary quickly became a great source for information and my mentor. She always recounted that her service on the board had brought her many professional and personal learning opportunities. I was sold. I wanted to volunteer for MSA. When the chapter nominating committee called a year later to see if I would like to run for chapter secretary, I was flattered. That was the beginning of my MSA volunteering. I have served as a chapter officer, volunteered at the annual Conference, worked on the Nominating Committee and Sam Greenberg Scholarship Committee and served on the board. Initially, I think a big motivator for volunteering was to expand my professional work experience and network with a broader group of the membership. Now I have contacts throughout the Association,
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across the country and from all museum types. From the professional side I have developed stronger organizational, managerial and time management skills. Stronger leadership skills have taught me new ways to work with a team. These are lessons I will be able to apply to my job at the museum and use in my personal life. On the board you are forced to think in broader terms and plan for the future. Board service has given me a greater understanding of the programs and services that MSA offers and the depth of research and planning MSA puts into developing programs for the membership, all of which are based on the MSA Strategic Plan. I have a greater understanding of the intricacies of the annual Conference & Expo and the importance of member and vendor participation. The board spent considerable time discussing leadership development for MSA this past year. It is becoming harder to find MSA members who are willing and able to volunteer their time to the Association. As a volunteer I feel the reward of giving back to MSA and having an impact on the future of cultural commerce in our museums. I hope more members will consider volunteering over the coming years. MSA needs strong leaders to take us into the future. If you are interested or have any questions, contact myself or any member of the MSA board. In Austin, Leslie Hartman will take the lead as board president. I wish her success; the incoming board will continue to work for the membership, helping cultural commerce professionals better serve their institutions, their patrons and their communities.
Meta Devine meta.devine@mnhs.org
BOARD OF DIRECTORS PRESIDENT
ME TA DE VINE MINNESOTA HISTORICAL SOCIETY SAINT PAUL, MN
FIRST VICE PRESIDENT
LESLI E A . HARTMAN SAUDER VILLAGE ARCHBOLD, OH
SECOND VICE PRESIDENT
JANI CE BE RLING GERALD R. FORD MUSEUM GRAND RAPIDS, MI
SECRETARY
ELI ZAB ET H (BET H) RI CK E R NEW MEXICO MUSEUM OF NATURAL HISTORY AND SCIENCE ALBUQUERQUE, NM
TREASURER
TE RRY TARNOW DENNOS MUSEUM CENTER TRAVERSE CITY, MI
DIRECTORS AT LARGE
KE LLY CATLE TT MORRIS MUSEUM OF ART AUGUSTA, GA -A ND-
JOHN LEMK E WISCONSIN HISTORICAL MUSEUM MADISON, WI
FROM
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FINANCIAL MANAGEMENT
Credit Card Rules TAKE CHARGE OF SECURITY AND COMPLIANCE REGULATIONS.
| BY MARGE D. HANSEN
A
ISTOCKPHOTO.COM / © NICK M. DO
new pass codes and no longer have access to huge concern for retailers is MSA’s program for discount credit card credit card numbers throughout the day. We whether the hardware and processing. “We try to educate people seal credit slips and reports at the end of day software used to process brickabout PCI and other important issues like and keep our computer and credit informaand-mortar, mail, telephone what their contracts with credit card protion inside a locked room.” and e-commerce credit card transactions is cessing companies might entail. It is a “The way the different systems used and secure. With 671 million Visa and 341 critical consideration when implementing processed credit card numbers weighed very million MasterCard debit / credit cards — or upgrading POS systems. As an MSA heavily on our decision of which system to to name only two — in circulation as of partner, we make our materials available choose,” says Kevin Ebert, assistant director June 2009, credit card use is up and so is to all members so they are informed about of operations at the Harvard Museum of card fraud, hacking, identity theft and PCI when their individual processor Natural History in Cambridge, MA. “More data breaches – pervasive activities that requests some PCI information from them.” than 60 percent of my transacspell trouble for consumers and tions in the shop alone come from merchants. credit cards. If your institution is In an effort to “proactively not compliant, you risk losing the protect customer account data,” ability to accept credit cards.” merchants that “transmit, process or store payment card data” Other credit card must comply with the 12 requireconsiderations ments of the Payment Card Industry Data Security Standard • Card signatures. “It (PCI DSS). Depending on the always surprises me when people number of your annual transdo not check the signature. If a actions, compliance deadlines charge is disputed, it is my might have already passed. What responsibility to provide proof does this mean to you? (the signature on the The global movement credit slip),” says Ebert, “It always surprises me when people do not check the signature. If translates into action who believes customers a charge is disputed, it is my responsiblility to provide proof.” items from updating should have the same — Kevin Ebert, Harvard Museum of Natural History equipment to installconfidence in the way ing new systems to the store does business ensure payment account security – now. Exploration Place in Wichita, KS, uses as they have in the products they are pur-
Compliant service providers Choosing a PCI validated service provider requires some research. “We take PCI compliance very seriously and make every effort to communicate with our merchants to keep them up to date and aware,” reports Andrew Wirtz, senior sales director at Renaissance Payment Pros, 6
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IC Verify (now called First Data® Payment Software) and recently had to update codes, secure computers, secure paper receipts and reports and install a newer version of IC Verify. “At first I was very overwhelmed. But, as we went through the list we were already doing much of what they wanted us to do,” explains Exploration Place’s Director of Operations John Foote. “We now have
chasing. • Charge for using a credit card. Visa and MasterCard bar surcharges; American Express discourages them. • Minimum purchases. Visa and MasterCard’s regulations prohibit minimum charge amounts. • Under $25 no-signature transactions. There are several benefits to not
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MSA Expo Booth #731
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Unear th the mysteries of the Dead Sea Scrolls! Discover exclusive interviews and unpublished archives from the first generation of scrolls scholars in The Dead Sea Scrolls, A Short History. Delve even deeper into the history and mystery with The Dead Sea Scrolls, A Full History. In the only book to focus exclusively on the history of the scrolls, get new information from archives, original documents, personal accounts of those who first saw them, and many photos never before published.
DEAD SEA SCROLLS COLLECTION PH: (574) 269-5223 FAX: (574) 269-2824 EMAIL: dfieldtrip@aol.com
www.DeadSeaScrollsCollection.com
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FINANCIAL MANAGEMENT
requiring signatures for small purchases: it’s convenient for consumers, key to the growth of low-cost purchases on credit cards, and merchants can serve more customers and increase sales. With the ominous caution to pay now or pay later in fines, penalties, possible loss of merchant privileges and damaged customer relationships, museum retailers simply cannot afford to put compliance on the back burner. Systems must conform and card company policies need to be carefully observed. (For more information, including links to valuable resources, go to Retail Tips / Help at www.MuseumStoreAssociation.org and search for the “Credit Card Compliance” article.) Marge D. Hansen is a freelance writer based in Lafayette, CO, who regularly contributes to Museum Store. She recently wrote the “Print on Demand” article in Winter 2009.
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Bo!fttfoujbm!johsfejfou!up!fwfsz!upzcpy-!fwfsz! dijmeippe-!fwfsz!hfofsbujpo/! Tff!npsf!qvqqfut!bu!xxx/gpmlnbojt/dpn!1s!dbmm! 2.911.765.9:33!gps!b!gsff!dpmps!dbubmph/
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STRATEGIC MANAGEMENT
How We Shop CONSUMERS’ ATTITUDES ABOUT SHOPPING ARE CHANGING ... ARE YOU READY?
T
he term “Shop ‘till you drop” is undergoing a revamp in light of the recent economic downturn. Now it’s “shop ‘till you drop – your mouse.” Consumers are bypassing traditional retail stores and using electronic means to shop as never before.
Shopping online more popular While Black Friday (the day after Thanksgiving) is still a critical shopping day, Cyber Monday (the Monday after Thanksgiving) is a growing rival. According to marketing research company comScore, from Nov. 1 to Dec. 24, 2009, e-commerce sales rose five percent from the same period in 2008. That’s an estimated $27 billion in online business. While many shoppers still may be wary of giving their credit card information out over the Internet, that fear seems to be subsiding as tougher security measures are created. Internet powerhouses like eBay, Amazon and Buy.com are seeing marked growth. Shoppers also are thinking longer and harder about what goods and services they buy, and how they buy them. Sites like epinions.com, Amazon and Angie’s List provide reviews, good and bad, from scores of consumers.
trove of retailer and consumer-provided online coupon codes and price break information. Each code, deal or offer has a percentage listed that shows how successful shoppers have been in using it. Users leave comments as well. Shoppers can look up just about any retailer from Borders to Victoria’s Secret to find the latest online bargain. Clark says in December 2009, the site had 20 million visitors. “This past December, retailers generated approximately $48 million in sales through RetailMeNot, more than a 44 percent increase compared to the same time last year ($33.4 million in 2008),” he says. “Loading a coupon to our site is a simple way to get a lot of exposure.”
| BY TRACI RYLANDS
Rebate sites also are scoring savings for shoppers. Sites like Ebates.com pay users cash back for accessing and purchasing from partner retail sites through their portal. Users receive a percentage (an average of five percent) of their purchase back in a rebate check a few months later. Coupon codes and deals like those on Retailmenot also are posted.
Facing off with Facebook Social networking sites like Facebook, Twitter and MySpace are becoming new destinations for Internet-savvy shoppers. Everything from cookies to insurance companies has a Facebook fan page. Museum stores also are taking advantage of the new medium. The winter issue of
Internet shopping isn’t new, but the lengths to which shoppers are going to save money is.
Internet shopping isn’t new, but the lengths to which shoppers are going to save money is. Stores that offer coupon codes, free shipping and special sales are enticing consumers to shop, albeit more frugally. Retailmenot.com, launched in 2006 by Bevan Clark and Guy King, is a treasure 10
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Hunting for bargains
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STRATEGIC MANAGEMENT
Museum Store outlined ways museum stores can successfully launch their own Facebook sites. In September 2009, Wheaton Arts and Cultural Center, Millville, NJ, Museum Store Manager Marcy Peterson launched the museum’s Facebook page as part of its annual Festival of Fine Craft. With free tools like Google Analytics, she tracks how many visitors the site gets and how often they then jump to the Wheaton Arts Internet store. During November and December 2009, Peterson posted the store’s free shipping offer on its Facebook page, along with a broadcast e-mail “blast” to customers. As a result, Internet sales for that period went up 25 percent. “Set up your own personal account first
MSA Expo Booth #532
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to get familiar with how Facebook works,” she advises. “Then figure out how and when to launch it. Keeping the content fresh so that people keep coming back to the page is critical. Are you willing to put the time into it that it demands?”
Shopping by phone? As mobile phones become more advanced, m-commerce (shopping via a mobile device) is emerging as another hot shopping trend. According to the Nielsen Co., 9 million U.S. mobile subscribers say they have used the mobile Web to pay for goods and services. While this is a large number, it represents only 3.6 percent of U.S. mobile users. This indicates that while it is growing, m-commerce is still in its infancy. Peterson is experimenting with m-commerce via Google Shopping, which is free for nonprofits. “We put up a few paperweights up there and it worked,” she says. “We did get someone within days who saw
them on Google Shopping, went to the Web site and called us.”
Keeping on with traditional retail While e-commerce, social networking sites and m-commerce are garnering higher sales and attention, shopping in brickand-mortar retail stores will never be completely replaced. According to Rosemary McCormick, president of the Shop America Alliance, outlets did show modest sales gains in 2009. “With fashion apparel in particular, and many other items you really need to touch and try on, traditional retail has a huge advantage,” she says. “Plus, avid shoppers like to shop, so going to the malls, outlets and shopping areas is seen as recreational and fun.” Traci Rylands lives in Atlanta, GA, and recently wrote about staff dress codes in the summer 2009 issue of Museum Store magazine.
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HUMAN RESOURCES
Hiring Staff NINE BASIC STEPS IN THE RECRUITING PROCESS.
4. Advertising the position. You can advertise in any of the online job boards, specialty job boards or magazines, newspapers or local papers. An outside recruiter can be hired to recruit, depending on the difficulty of finding talent for the position or if your time availability is limited in the search process. Don’t forget to consider internal candidates for the position. Another resource for finding talent is your current employees. They can be your talent scouts. Start an employee referral plan where you compensate employees who locate strong talent for you. 5. Screening process. Who is responsible for the first level screening of résumés? You, HR or someone in your department
Another resource for finding talent is your current employees. They can be your talent scouts. Start an employee referral plan where you compensate employees who locate strong talent for you. any outside recruiting efforts start, review or create a job description. If you are replacing a position, this is a great time to evaluate how this position can best add to your department. 3. Pay. Be clear around how much your budget can handle, or if you have pay scales, know what the institution’s range is for this role. Keep in mind a few thoughts around this subject: the experience of the potential employee you are seeking, what others are making performing the same responsibilities and what you can afford to meet your budget. If you have an HR department, they can be a support in this matter. 14
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who is experienced and knows the type of candidate you want to interview? They will go through the many résumés, using the job description as their guide, and locate the candidates that match best. If HR does the screening, they usually send their top résumés to you for your initial review. They also can do the first level interviewing before you even see the résumés. Then they present their best candidates to you. Note: Before recruiting, create a list of “who does what” so everyone is clear and the process runs smoothly. 6. Interviewing questions. Put some thought into what you want to know about
ISTOCKPHOTO.COM / © JACOB WACKERHAUSEN
Y
ou are responsible for the day-today operations of your store and are knowledgeable of the business functions. What about the people tasks? Managing employees starts with recruiting and finding the right talent. Here’s a simple systematic guide to help you through the maze of hiring. 1. Job opening. Decide who owns the recruiting process, you or human resources. In some companies, HR drives the process. In smaller companies, the manager is usually in charge of the whole process. If it is HR, you still need to be involved during many of the steps. 2. Job description. Whether you are filling a replacement or a brand new position, you need a job description. Before
| BY PAT BRILL
each of the candidates. Create a list of 10 open-ended questions that you will ask all of the candidates. Open-ended questions ensure that the candidate answers with more than a “yes” or “no.” Create a separate sheet for your interview questions and capture the candidate’s answers on that sheet. Don’t write on the résumé ... keep that clean. If another person interviews the candidate, then he or she is not swayed by your perceptions. Give them your list of questions as a guide ... without the answers. 7. Lists of interviewers. Create a list of potential interviewers and notify them of their responsibility in the recruiting process. You can have individual 1:1 interviews or a group interviewing process. Try to be organized as you don’t want to drag out the interviewing process because of schedules.
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0 th #5 o Boo p x E MSA
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HUMAN RESOURCES
offer the position to and the reasons for this decision.
Final thought 8. Reference checking. Always check references. There are companies that will not provide any references, but request from the interviewees a manager or two that has supervised them, as well as a peer who has worked side-by-side with them. Then create a list of questions that you will ask the references. 9. Decision time. Time to gather everyone who has interviewed the candidates and make a decision on who you will
Your decision should be based on their skills, experience and ability to work in your environment. Be careful around discrimination issues, such as race, sex, age or physical disabilities. Can the candidate do the job? Why have you chosen this candidate over the other candidates? Article Source: www.ArticlesBase.com. Pat Brill is the author of the blog www.ManagingEmployees.net. You can reach her at pat@managingemployees.net.
SEEKING A NEW JOB OR EMPLOYEE?
M
SA’s Job Source is a great source for positions in the museum retail community.
Located under the “For Everyone” tab as Job Source on the MSA Web site
MSA Expo Booth #936
(www.MuseumStoreAssociation.org), you can post a position or search for one that has already been submitted; or you can contact MSA to place a job posting for your store.
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C H I H U LY PORT L AND PRE S S STU DIO E DITION G L ASS
Pictured is Jasmine Basket by Dale Chihuly. Please join us in offering your patrons a unique opportunity to collect Chihuly glass. Contact us to find out how this program can benefit your organization. 800.574.7272 paulaj@portlandpress.net P.O. Box 70856, Seattle, Washington 98127 www.portlandpress.net Photo by David Emery
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COMMUNICATIONS
E-mail Marketing Campaigns
I
n the face of social media opportunities such as blogs, Facebook and Twitter, isn’t e-mail outmoded? And doesn’t spam make e-mail ineffective? The answer to both questions is no. The proven effectiveness of e-mail as a direct marketing tool — and the constant improvement of anti-spam software — means it isn’t dead yet. E-mail should be a part of your marketing campaign, along with social media and other marketing tools. There’s an old retail adage: your best future customer is a current customer. Although museum stores may have a higher percentage of one-time customers (such as tourists), when compared with commercial retail, many of the rest of a museum store’s customers are relevant to this adage. E-mail Service Providers (ESP) can be used to manage, track and evaluate e-mail programs, but I’d like to suggest the development of a limited store-only contact list for special customers that you can manage yourself. Many of the following ideas are the same principles used in conjunction with ESPs, but this smaller and targeted plan can be put in place easily and produce results quickly. 1. Establish goals. Typically the sharpest focus is on generating revenue, but the goals also should include relationship-building and encouragement to current customers to bring in new customers. Regardless of your goals, be clear about them. For our illustrative e-mail campaign we will focus on keeping customers who have demonstrated support for the store by coming back. 2. Identify the target audience. To whom are we going to send our e-mails? For our campaign example, the target audience is an in-house list of current store
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| BY ANDREW ANDONIADIS
ISTOCKPHOTO.COM / © MARC WETZEL
LAUNCHING A SUCCESSFUL CAMPAIGN IN SIX EASY STEPS.
narrow, targeted, subset of store customers whom we have invited to join or who have asked to be added to the list. To collect names, print good-looking cards requesting name, telephone number and street and e-mail address, and hand the cards to customers who meet the established criteria. When requesting permission to add the customer’s name to the list, advise them of the benefits of joining the list, which may include quick notice of the arrival of new products, announcements of special
The sharpest focus is on generating revenue, but goals should also include relationship-building and encouragement to current customers to bring in new customers. customers who, because of their expenditure habits or for other reasons established by the store, are part of a group with whom we want to stay in close touch. Expenditure habits can include overall spending levels or the frequency of smaller expenditures. Those on the list also could include people of influence within the constituencies important to the museum. 3. Decide how to build the list. Identifying whom you want on the list is one thing, collecting names and contact information is another matter. First, let’s look at what the list isn’t. It is not a list of people who live in a targeted geographical area, who may or may not even know the museum exists, let alone that there is a store. It also isn’t a list that automatically includes the museum’s members, volunteers and staff, although many of them may qualify for this select list. Instead, it’s a
store events such as book signings, demonstrations and trunk shows, and perhaps early admission to sales. At the same time, pledge to never sell, trade or use their names for any other purpose. 4. How to use the list. You must first become comfortable with the idea that those who have given their permission to be on the list probably want, even expect, to hear from you … so don’t disappoint them. Our example list may be used: • As products arrive after attending MSA’s Members Market, Expo and regional gift shows. • In conjunction with the opening of special exhibits or toward the end of these exhibits to move excess product. • Just before sales. • To announce special store events. • Several times between November first, the year-end holidays and Kwanzaa to stimulate using the store for gift-giving.
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5. What the e-mails look like. Set up your list so that it automatically personalizes the greeting by using the recipient’s name. Remember, this is a limited list of “friends” of the store so you want to make it as personal as you reasonably can. The e-mails that do best always include a call to action or create a sense of urgency – they are not just announcements. Use groups of words such as “limited time,” “limited selection,” “best selection” and other motivating phrases in the subject line. The goal is to stimulate immediate action, or at least the opening of the e-mail before it is forgotten or trashed. Make sure the subject line is not misleading. If you can, make the “from” line clearly identify the store to immediately raise the comfort level of the recipient. E-mails need to look attractive and reflect the quality and branding of the museum. Subtle backgrounds, easily readable fonts and perhaps a high-quality picture or two should be included. To reduce
the length and complexity, as measured by the size of the message, include links to the store’s presence on the museum’s Web site. When integrated with an overall retail or institution marketing plan, which may include always highlighting an educational item such as a book, it becomes part of the museum’s content delivery program and is less likely to be viewed as just an attempt to get money. Increase the chance of evading spam filters by not using “Free,”“$$$”and “!!!,” especially in the subject line. Also, make sure you ask those on your list to add your e-mail address to approved addresses at their ISP (Internet Service Provider) or within their mail programs. Make it easy for recipients to unsubscribe. Facilitate convenient contact by including an easily identified store e-mail address (and a telephone number and the physical address of the store) in the body or at the end of the text. Do not just rely on “Reply” as the way for people on this special list to reach you.
A link to recent e-mails can trigger, “I meant to get that” responses leading to incremental sales. And, if that item is no longer available, it heightens attention to future e-mails so as to not miss future opportunities. In every e-mail, remind people that they gave their permission to be on the list and that the money generated online supports the institution. Generally, you want to avoid sending emails on Mondays (there may be too many e-mails accumulated over the weekend, especially at business e-mail addresses) and on Friday afternoons, when people are focused on getting to the weekend. 6. Do it! It’s easy, cost effective and works. Andrew Andoniadis is the principal in Andoniadis Retail Services, a consulting firm that has specialized in revenue-generating strategies for museum stores for 16 years. He can be reached at (503) 629-9279, Andrew@MuseumStoreConsult.com or www.MuseumStoreConsult.com.
Museum Stamps Rubber Stamp Collections that Match your Exhibits! Collections for every institution or make your own 14 stamps + 3 ink pads in a set
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MOVING FORWARD
MSA Prepares to Gather in Austin Conference Program Features New Events
I
f you have not yet registered for the 2010 MSA Retail Conference & Expo in Austin, TX, April 17 – 19, you might want to take a closer look at the program. MSA has added new education sessions and networking events to this year’s agenda.
Transcending Pragmatic Design: Inside the New Denver Art Museum Shop Jeff Sheppard, Roth+Sheppard Architects Monday, April 19, 2:15 – 3:15 p.m. The nationally recognized Denver Art Museum’s new Hamilton Building, designed by architect Daniel Libeskind, succeeded in elevating what a museum can bring to a thriving arts community. The museum’s initial store location and design were underwhelming, but the new museum store is a powerful example of the impact of design on sales, repeat traffic, merchandising and profitability. We’ll explore the reasons for the new store’s dramatic success while offering insights and ideas into high design, branding, circulation / location analysis and cross merchandising.
POS Vendor Case Study Series The POS Vendor Case Study Series builds on what you’ll learn at the Conference session, “Choosing a New POS System.” Learn how real-life implementations at institutions like yours delivered improved performance results. Saturday, April 17 10 – 11 a.m. • Discovery Science Place, Tyler, TX / GiftLogic • Museum of New Mexico Foundation, Santa Fe, NM / JDS Solutions Corp. 2 – 3 p.m. • Historic New Orleans Collection (THNOC), New Orleans, LA / TAM Retail • Russell’s Western Wear / Retail Pro – Retail Information Systems The entire program is full of relevant and timely sessions, each with a high value take-away that you can immediately put to use. You will return from Austin inspired with new ideas to invigorate your staff and your store! For all of the program details, please visit www.MSAMeeting.org.
Yoga Class Fundraiser for the Sam Greenberg Scholarship This year MSA will be offering a relaxing yoga session to raise funds for the scholarship! Donate a minimum of $30 to reserve your space in the class on Sunday after the Expo. Don’t forget that your contributions will help your chapter in the Fundraiser Chapter Challenge! The Sam Greenberg Scholarship Fund provides financial assistance to museum 20
MUSEUM STORE | SPRING 2010
members who might otherwise be unable to attend their first MSA Retail Conference. Stop by the fundraiser table to make a contribution or sign up for the yoga session.
The MSA Expo is Your Most Valuable Product Sourcing Trip! This is not your average gift show. These exhibitors know you are on a mission! With more than 270 wholesalers vying for your business, including nearly 90 new exhibitors, the MSA Expo brings leading product suppliers together under one roof to save you time and money. MSA’s Expo vendors are committed to your mutual success and will be promoting show specials for anyone placing an order in Austin. This money-saving opportunity is only available to Conference attendees! And you don’t want to miss the alwayspopular Members Market. Find merchandise specific to your collection and gain insight and ideas as you browse items from more than 15 of your colleagues’ museum stores in this one-of-a-kind array of product development.
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2010 SPONSORS MSA gratefully acknowledges the following sponsors for their support of the 55th MSA Retail Conference & Expo:
Introducing
PLATINUM LEVEL E-mail Station TAM Retail (A Div. of Lode Data Systems Inc.) | Booth #403
GOLD LEVEL Badge Holders and Lanyards Blackbaud | Booth #616
General Session New York International Gift Fair
SILVER LEVEL Class of 2010 Orientation Carolyn Forsman Conversation Piece Jewelry Booth #301
“Choosing a New POS System” Educational Session Radiant Systems Booth #102
Sam Greenberg Scholarship Angel Contributor International Gift Exposition in the Smokies®
Stainless Steel Sports Bottle PartnerShip Booth #541
Expo Passport Ancestors of Dover Booth #502
Expo Passport Renaissance Associaties Booth #1133
IN-KIND DONATIONS Volunteer Pins Hogeye Inc. Booth #709
Luggage Tags Magnetomania SNC Booth #719
Registration Pens & Notebooks Prodir SA
Sam Greenberg Pins PinPeddlers.com
Enjoying the Best Art Museums, Theater, Classical Music, Opera, Jazz, Dance, Film and Summer Festivals in America Arts America gives you the inside arts scoop on the 20 most significant U.S. cities for the fine and performing arts. Plus lots of general advice for enjoying the arts, both where you live and when you're traveling. Arts America provides all the important details for hundreds of arts organizations, including websites, publictransportation options, handicapped access, hours, and admission fees, along with potent strategies for saving money via free days, discounted performances, subscriptions and memberships, and myriad half-price opportunities. For many listings, the knowledgeable editors of Arts America share their informed observations and discuss important background details that will enhance your understanding and enjoyment of the art.
(The Pin Peddlers Inc.)
Tote Bags Urban Samaritan
Huntington Press | Trade Paper, 6” x 9”, 534 pages ISBN: 978-1-935396-35-2 | www.go-artsamerica.com WHOLESALERS AND RETAILERS: 702-252-0655 | sales@huntingtonpress.com
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2ND ANNUAL
BUYER’S CHOICE
AWARDS 2010 Nominees
A
ttendees of the 2010 MSA Expo will be casting their ballots for the Buyer’s Choice contest with awards in six product categories. From an initial 80 applicants, the 2010 MSA Retail Conference & Expo Program Resource Group determined the following 18 products will be included on the Buyer’s Choice contest ballot. Three products were selected for each of the six categories. The Buyer’s Choice product categories and nominees are: BOOKS & MULTIMEDIA
• Maestro Classics | Booth #739 “Peter and the Wolf” CD This CD blends London Philharmonic Orchestra recordings with magical narration of a timeless story, additional musical performances, education tracks and an activity booklet. • New Video | Booth #108 | “Herb & Dorothy” DVD This inspiring DVD chronicles Herb and Dorothy Vogel, two unlikely collectors, defying stereotypes and redefining what it means to be a patron of the arts. • William B. Eerdmans Publishing Co. | Booth #322 “A River of Words: The Story of William Carlos Williams” In words and pictures this book celebrates American doctor-poet William Carlos Williams. CUSTOM DESIGN
MSA EXPO BOOTH #705
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• David Howell & Co. | Booth #401 The Great Wave Bookmark An ornate metal bookmark inspired by the most striking of Katsushika Hokusai’s woodblock prints, “The Great Wave off Kanagawa.” Featuring full-color iconic detail, replete with tassle. • Dutch Industrial Design Studio | Booth #822 True Art Vase A tabletop vase made of paper that can be customized with any imagery, holds water and can be folded flat and mailed as a gift. • Galleria Enterprises Inc. | Booth #843 Gerbera Daisy Umbrella This umbrella has fiberglass rigs and auto opens and closes with the same button. Gift boxed.
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ECO-FRIENDLY
PAPER PRODUCTS
• International Arrivals LLC | Booth #421 Crazy Crayons These fun, hand-crafted crayon sticks come in a box of 14 assorted colors with the word “recycle” imprinted on the full length of each crayon. • Nahui Ollin – Candy Wrapper Hand Bags Booth #632 | The Around the Town Too Wearable art handbags that are eco-friendly and fashionable that can be used for any occasion. They are handmade with up to 4,000 recycled candy wrappers, newspapers, comic strips and magazines. • OWI Inc. | Booth #520 6-in-1 Educational Solar Kit This kit (suggested retail of $19.95) allows builders to create a car, puppy, swamp boat, windmill or two different airplanes. The parts of this kit can be disassembled and re-configured to make any of the six choices again.
• L.M. Kartenvertrieb & Verlags Gmbh Booth #222 | Lenticular Ruler 3-D lenticular ruler, showing inches and centimeters. We produce every design you would like for exhibitions and for advertising. • Nouvelles Images | Booth #640 Home Stickers: Keith Haring “Dancing Dogs”
New from the Home Stickers Collectors Series, 20th century artist Keith Haring’s interacting characters are perfect for decorating a wide range of interiors, from home to office. • Pomegranate | Booth #509 “Incredible Insects Coloring Book” This high-quality coloring book features 22 drawings adapted from Christopher Marley’s exquisite bug arrangements. The originals are reproduced on the inside covers.
EDUCATION & GAMES
• Galison | Booth #705 In the City Constructibles This set of interesting pieces can be constructed over and over again in any shape you can think up! • The Little Experience Corp. | Booth #724 Stitch It Dolly Kit Natural cotton is used in this all-included kit to make and sew a unique doll. The box is printed inside so that it can then be recycled to make a doll rocking chair. • Noted Co. | Booth #307 YouDoo® Doll Make your own mini-me kit. Blank natural canvas doll, printable heat sensitive transfer sheet, shirt, skirt and pants. A personalized doll is born! FASHION
• Dalma / Utzi | Booth #623 Tintype Slipcase Wallet The Utzi® one-of-a-kind Civil War era Tintype Slipcase Wallet of hand-stitched, full-grain calf with sterling silver and laser-engraved accents keeps essential items handy. • Ransom + Scout and Co. | Booth #506 Indio Bag Made with the softest leathers, our new Indio Bag can be worn as a cross-body bag or shoulder bag. Featuring Indio and his story. • Rina S. Young | Booth #818 Kinetic Twist Necklace Hand-crafted necklace fabricated out of sterling silver. Seventeen pieces are woven together to sit comfortably over the collarbone. The oxidized satin finish compliments the wearer.
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MOVING FORWARD
Q & A with Rick Burnes of HubSpot
W
e recently had a chance to catch up with Rick Burnes, inbound marketing manager at HubSpot and presenter of the upcoming 2010 MSA Conference session, “Leverage the Marketing Power of Social Media.� Rick shared with us some of his insights on the huge role social media marketing currently plays in today’s business culture. Read on for some of his tips – and don’t miss his education session in Austin! Q: What’s so special about marketing with social media?
A: Lots! But two things rise above all else. One is the ability to listen to customers. Ten years ago it was hard to get real-time feedback on your business. People could talk about problems that they’d experienced with your product — even write about them in a public forum — and you might never know. Now it’s easy to find out when people talk about your product or your business. This is a huge opportunity for businesses! It means you can take this feedback and use it to create a stronger, more profitable business that’s more useful to your customers – but
there’s one catch: You have to listen. The other great thing about social media is its role as a distribution channel for content. It used to be that as a business, your only way to reach an audience was to buy access to distribution channels from media companies. That’s not true anymore. Now, if you’re creative, you can build your own distribution channel and reach potential customers directly. Q: For someone new to social networking, where would you recommend as the best place to start to promote their store / business?
&OR ORDERING INFORMATION s &AX s % MAIL EDC EDCPUB COM 24
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MSA Expo Booth #407
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MSA Expo Austin #820 A: There are four things businesses need to do in order to make social media work as a marketing tool: 1. Listen. Figure out where the conversation about your business and industry is happening – and figure out what people are saying. 2. Listen more. Listening is really important – you need to do it a lot more than you think. 3. Begin to get involved in the conversation. That means sharing content, answering questions in forums, reaching out to people, building relationships and sharing the content you create. 4. Measure the process and repeat it. You need to keep listening, keep building relationships and keep sharing your content. Q: In your opinion, how much time will someone need to spend each week on social media marketing to be effective? A: It doesn’t need to be a daunting, new, full-time job. A business can maintain a great blog with four or five hours a week. With another two or three hours, a business can establish and monitor its presence on Twitter and Facebook. Q: How can store managers convince their bosses to start using social media tools? A: Lots of people have written and spoken about this problem (for our free web-inar “How to Demonstrate the Value of Social Media to Your Boss” look on www.hubspot.com), and there’s lots of evidence to show that social media helps businesses generate not only customers, but very loyal customers. If other people’s experiences don’t convince your boss (many are very skeptical!), I suggest starting off with a small social media experiment. It’s free to start a Facebook page, so start one! Keep it small at first, set some modest business goals for the page, and experiment with different ways to use it. Over time, you’ll figure out how it can be useful to your business, and if you’re collecting the right data, you’ll have evidence to show your boss.
800-837-7354 www.amberwholesale.com
MSA Expo Booth #610
MAKE YOUR MUSEUM STORE
Rock and Mineral kits for ages 6+.
UNIQUE. FUN. COLLECTIBLE. Create a memory, create a profit, create a repeat customer! a division of Giverny, Inc. | Toll Free (888) 886-2197 | www.MiniMeGeology.com | rockinfo@minimegeology.com SPRING 2010 | MUSEUM STORE
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For the first tim e, ev ery k now n sce ne o f India on transferware is included in one book, together with the source prints from which they were derived. The ceramics and prints a re all shown side by side fo r com pa rison . He re is a book that highlights many related subjects – ceram ics, transfer p rinting, art, history, publishing, antiquarian books, travel and exploration, wild animals, hunting, India, England and the Raj. So ft cover, full color, 234 pages in an easy-to-hold 9 x 7 inch form at.
www.michaelsack.com
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Q: What are some of the basic tasks store managers can do to increase visits to their Web store? A: Here are specific things I’d recommend: • Experiment with video. Is there some visually interesting aspect of your business that you can film? Or maybe there are educational videos you can create for potential customers. • Set up a blog. What sort of things are your target customers interested in? What do they search Google for? What do they like to read about when they’re browsing the Web? Create this kind of content, and publish it on your blog. • Setup a Facebook page. Make sure you have a flag planted in the land of Facebook – and once you’ve done that, make your page stands out. Share the videos and blog posts you’re creating. Interact with visitors. Have fun! Q: What does “optimizing a Web site” actually mean? A: Traditionally, when people talk about optimizing a Web site, they’re talking about making it easy to find in search engines like Google. Increasingly, there’s an important new meaning: making it easy to find in social sites like Facebook and Twitter. Five years ago Web sites got most of their traffic from search engines; today, traffic to business Web sites is increasingly coming from social sites. This means social media optimization is increasingly important. Q: Why should someone attend your session, “Leverage the Marketing Power of Social Media,” in Austin? A: That’s an easy one! There are two reasons: • We’re going to have fun! • I will concisely and analytically explain how social media can be a powerful inbound marketing tool for any kind of business.
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Come visit us at the MSA Retail Conference & Expo at Booth #108 for our Show Special
212-206-8600
www.newvideo.com
HISTORY and the “H” logo are trademarks of A&E Television Networks. All Rights Reserved. Major League Baseball trademarks and copyrights are proprietary to Major League Baseball entities. All Rights Reserved. SCHOLASTIC and SCHOLASTIC STORYBOOK TREASURES and associated logos are trademarks and/or registered trademarks of Scholastic Inc. All Rights Reserved.
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BUSINESS RELATIONS
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By Sue Schopp ood relationships are not a serendipitous occurrence just for the fortunate few. Whether you’re a museum store manager or a vendor, there are steps you can take to foster relationships that will make your work life easier, more productive and more enjoyable.
• Know the museum so that you can identify what products might be of interest to the buyer. Museum stores sell products that relate to the museum’s collections. The little plush dinosaur that’s a hit at a natural history museum is unlikely to be appropriate for a fine arts museum. To learn what is in the collections, study the museum’s Web site. • Familiarize yourself with the store — both online and bricks-and-mortar — before making any calls. “Look at my Web site to know what I’d be interested in,” advises Cynthia Kennard, museum store buyer for Stan Hywet Hall & Gardens in Akron, OH. And when you go to call on the manager, spend a few minutes in the actual store first. “This will not only give you an idea of what may be of interest to us, but will also reduce the time spent showing us products that compete directly with others that we’ve previously selected,” explains John Maier, museum store manager at Strawbery Banke Museum, Portsmouth, NH. Martha V. Sivertson, director of volunteers and visitor services at the Maltz Museum of Jewish Heritage in Beachwood, OH, remarks, “It always amazes me that reps want to sell me
something without even coming in the door!” • Remember that the manager may have considerable freedom to make decisions. “Museum store managers may have more local buying freedom than the managers in chain retail operations where product selection is determined by the central office. A lot of the responsibility is at the store level,” notes Maier, who has worked in traditional retail and also managed college and prep-school stores before Strawbery Banke’s. • Have the courtesy to make appointments. Museum managers tend to wear a number of hats and their days are tightly scheduled. Making an appointment secures a time for the buyer to devote to the vendor. Need it be said that buyers should do their utmost to keep the appointment? “How many times do vendors show up for an appointment and the buyer is nowhere in sight?” asks Kennard. • Do your homework in advance. “Our time is precious. Go online or call to find out pertinent information about our collections, our mission, special exhibitions and our product assortments – including price ranges and styles,” advises Sallie Stutz, vice-director for merchandising at the Brooklyn Museum in Brooklyn, NY. “Then edit your lines and make your sales pitch to relate to our needs. Just because you have a nice gem or silver jewelry line doesn’t mean it will be ideal for our store.” • Know your products and show samples. “Know the features and benefits of your products, even if you just got the line,” emphasizes Kennard. “And showing samples is a huge selling point. Samples are really important. Vendors should carry at least one piece of every line.”
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Place in Wichita, KS. “If I’m asked to open an account with a credit card, I usually will turn down the sale.” • Simplify the ordering process. For example, streamline the order form; provide the capacity for the buyer to order online. “Try to group like items and price points together on invoices,” recommends Sylvia Cruz, senior merchandise manager at the Brooklyn Museum. “Invoice in a systematic way so that we are not trying to ‘regroup’ your items. For example, group all earrings together sequentially, all $10 scarves together sequentially, etc. This will help us build our purchase orders better and they will likely be paid more accurately.” “Going online, I can see the product, I can order instantly and I have a document showing the purchase. It’s far easier than doing orders on the phone,” notes Maier. • Offer net 30 terms. If you can’t accept them, say so early on. “I always ask for net 30 terms,” says John Foote, director of operations at Exploration
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• Put sufficient information about your store and its products on your museum’s Web site. “That way, vendors who want to find out more about you can get the information we need,” notes Roger Ginnett, director of business development for Meixia U.S.A., a supplier of high-quality, custom decorative art glass reproductions. “If there’s little or no information about your store on the site, put together a brief that you can send to vendors who inquire.” • Be a good listener. A good relationship requires careful listening on the part of both vendor and buyer. “The more the rep hears and appreciates what the challenges and goals are for the store manager, the better the suggestions and
solutions they can offer to assist in providing products that match the goal,” notes Deb Parkinson, vice-president of sales and marketing for ChemArt Co., which designs and manufactures photo-chemically etched decorative brass ornaments and collectibles. “Receptivity on the part of the manager is key to allowing the process to unfold.” • Return phone calls, even if the answer is “I’m sorry, I’m not interested.” Both the vendor’s and buyer’s time is valuable. “It is appreciated when the buyer returns a vendor’s voicemail message,” explains Jill Fiore, owner of wholesale jewelry business Fiore Gardens. “Also, if you as the buyer have told the vendor you’ll call, then call. Period. There’s no need to lie or make up stories. We can take the cold, hard truth.” • Indicate your desired price range. “I always appreciate knowing the museum’s desired price range, in order to match the museum’s needs with my merchandise,” explains Ruth Tamaroff, owner of Tamohara Collection, which supplies sterling silver jewelry handmade in Mexico.
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• Indicate what exhibitions are coming up so vendors know products to suggest. This is especially important if an exhibition calls for products that buyers haven’t previously ordered. “There may be products that would be just right for you but which I might not have thought to mention to you otherwise,” Ellen Sturtevant, owner of Quilted Collectibles in Westford, MA, points out. • If you’re just “dabbling” with an idea, don’t ask vendors to think up merchandise samples, do personalized samples and otherwise jump through hoops for you. “If the buyer is only doing a ‘what if,’ it’s a terrible burden upon the vendor. Time, materials, etc., are expensive,” explains Fiore. • Project what you’ll do for six months or a season so the vendor can have sufficient quantities in stock. “I don’t hold the buyer to that number; just give me a ballpark figure for what you think you’ll be able to sell. Then I can get the product, have it in stock and have it ready when you need it,” explains Sturtevant. • Give vendors feedback. Tamaroff notes, “I would like more feedback from the museum store manager about the success or lack of success they have had with my products.” Beverly Johnson, cofounder of Fractiles magnetic tiling toys, says with regard to free samples, “It is dismaying when a buyer not yet carrying my products does not give me the promised feedback on the free samples and does not take or return my calls.” • Attend tradeshows when possible. “Shows like the MSA Expo are really important because they’re a great opportunity for us to find each other – especially given the current economic situation, in which both museums and vendors are cutting back on travel budgets. And the shows help us to establish the face-to-face human contact that’s so valuable in establishing a solid relationship with a client,” explains Ginnett. • If you like a vendor’s products, spread the word. “Word-of-mouth is one of the best ways for a vendor to advertise,” observes Fiore.
• Know that a good vendor welcomes a long-term relationship that benefits both the vendor and the buyer. “I consider the museum buyers I work with to be my partners and I want that partnership to last a long time. So my emphasis is to find what I believe will work best for them so that we can build together a program for the long run,” says Wood Huntley, owner of Museum Store Products Inc.. • Patronize MSA vendors first in buying for your shops.
“MSA is such a rich resource and a great opportunity for buyers,” points out Fiore. “Take advantage of what is available to you from this vendor pool.” In conclusion, good relationships aren’t magic; but with a little effort, we can all enjoy them. Sue Schopp is a copywriter and marketing consultant who helps clients get the word out about their museums, products and services. More information may be found on her Web site at www.moremuseumvisitors.com.
Look Around Books
look aroundbooks.com Each Look Around Book delights children and stirs their curiosity, invites them outside, and to look beyond their own world. 20 Books in the series. Retail $3.50 each. Books average 48 pages of full-color nature photographs. Time and Quiet Press P.O. Box 311 Kennebunkport, ME 04046 Tel: 207-985-5523 SPRING 2010 | MUSEUM STORE
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NEW from THAMES & HUDSON
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THE ANDY GOLDSWORTHY PROJECT Molly Donovan & Tina Fiske Published in association with the National Gallery of Art The most significant scholarly volume devoted to Goldsworthy’s work in nearly 20 years and the first to underscore the commissioned oeuvre of the acclaimed artist 284 illus. / $65.00 ART + SCIENCE NOW Stephen Wilson An overview of the ways that artists draw on scientific and technological developments to explore new forms of creative expression 270+ illus. / $50.00 THE COMPLETE ROYAL FAMILIES OF ANCIENT EGYPT Aidan Dodson & Dyan Hilton “Every page features several photos and illustrations that help the reader and further illuminate these ancient people.” —Science News 300+ illus. / $29.95 paper
Distributed by Norton
AN INNER SILENCE The Portraits of Henri Cartier-Bresson Agnès Sire & Jean-Luc Nancy Masterful photos taken over a 50year period by the 20th century’s most influential photographer 97 illus. / $34.95 paper KNIGHT Michael Prestwich A vivid picture of what it was like to be a medieval knight, based on contemporary lives and descriptions 90 illus. / $24.95 MIRROR OF THE WORLD A New History of Art Julian Bell A compelling history of world art, from prehistoric carvings to the latest video installations 372 illus. / $34.95 paper
PAINT WITH THE IMPRESSIONISTS Jonathan Stephenson An easy-to-master, step-by-step guide to creating your own Impressionist-style paintings 400 illus. / $19.95 paper PAINT WITH THE WATERCOLOR MASTERS Jonathan Stephenson A step-by-step guide to materials and techniques for today's watercolorists 324 illus. / $19.95 paper THIERRY MUGLER Danièle Bott A visual record of the iconic French couturier’s work told through original sketches and photos 135 illus. / $50.00 THE WILD WEST ON 5 BITS A DAY Joan Tapper A time-traveler's guide to life and culture in the old West of 1880, from Deadwood to Tombstone to Yosemite 80 illus. / $18.95 paper
• For more information, visit thamesandhudsonusa.com
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STRATEGIC MANAGEMENT
2009
MSARETAILINDUSTRYREPORT PROVIDES DATA | INFORMATION | INSIGHT “The goal is to transform data into information, and information into insight.” — CARLY FIORINA, Former Chairwoman of Hewlett-Packard and California Candidate for U.S. Senate 2010
Since the entire MSA database was invited to participate, the resultn the new economy, we are all looking for ways to determine a course, justify our decisions and measure our performance. As a ing respondents constitute a random sample, albeit self-selected. Commanager you may be asking yourself questions like: How many paring the survey respondents to the MSA universe as a whole can help people should I have on staff and what should they be paid? What us determine the degree of representativeness of the sample. Considering the chapters / regions, for example, the chart below types of product should I stock? What should my profit margin be? Sometimes it is easier to answer these questions when you can con- illustrates that the sample analyzed for this survey is very similar to MSA’s population as a whole. sider the experiences of others. To benefit and assist the cultural retail community, MSA undertakes a retail industry study every few years to provide insightful and valuable Comparison of Chapters / Regions by MSA Survey Sample and MSA Populations information used to benchmark store performance, including financial, 6% Florida operations and salary information, as well as recommended marketing 6% and growth strategies to help members make sound business decisions. 14% Mid-Atlantic 14% Here we present a summary of the findings from the 2009 MSA 24% Midwest Retail Industry Survey. The complete results of the survey are avail19% 13% able in the 2009 MSA Retail Industry Report, which can be ordered North Atlantic 14% at www.MuseumStoreAssociation.org. Pacific 7% Northwest 7% MSA’s partner, Marketing General Inc. (MGI), which specializes Survey Sample 10% South Atlantic MSA Total in marketing and research for associations, conducted the MSA Retail 12% Southwest Industry Survey over a six-week period beginning May 12, 2009, and 8% Central 9% ending July 7, 2009. An e-mail invitation, which contained a link 19% Western to the survey, was sent to 3,279 MSA members and non19% members with known e-mail addresses. Additionally, MSA set up 0 5 10 15 20 25 a link on its Web site through which people could sign up to receive This article reports on the top-level aggregated data of all partica link to the survey. This yielded an additional 70 individual e-mail addresses and resulted in a total of 3,349 e-mailed invitations. A total ipating stores so retailers can understand overall trends. Please note that segmenting stores by type and size (based on annual revenue) of 439 completed surveys were included in the final report. While this survey was an update of the two previous MSA retail in- generates significant differences in many cases. The full version of dustry surveys conducted by Monalco Inc. in 2002 and 2006, the the 2009 MSA Retail industry Report provides a complete examinamost recent study also included questions regarding growth patterns tion of results broken out by museum type and size, including more than 50 pages of charts and summary statistics covering this detail. over the past fiscal year and best practices of participating stores.
I
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2009 MSA RETAIL INDUSTRY REPORT
of museum retail professionals, 87% of survey respondents were members of MSA.
Museum type MSA membership The Museum Store Association (MSA) is a nonprofit, international organization dedicated to advancing the success of cultural commerce and of the professionals engaged in it, by encouraging high standards of professional competence and conduct. While the study was open to a wide variety
The largest groups of respondents were from Art Museums, History Museums and Historic Sites. The next largest groups of respondents were from Science Museums, Natural History Museums and Nature Centers / Botanical Gardens / Arboretums, which still have sufficient numbers to analyze responses.
Museum / institution categories that were not represented on a large enough scale to be examined as an individual group were included in the “Other” category. This category includes Outdoor Sites (Parks, National Parks), Children’s Museums, Aquariums or Zoos, Performing Arts Centers (Theaters), Libraries and Ethnic, Decorative Arts, Maritime, Military, Anthropology and Sports Museums.
Gross store sales More than one-half of the respondent stores reported gross store sales of $200,000 or higher (54%). The two largest gross sales brackets are divided relatively equally, and the three smallest brackets are very closely divided as well (see chart below). Median gross sales varied greatly by museum type, from a high of $347,933 to a low of $125,449 respectively, with the type of museum correlated with gross sales categories.
Overall Gross Store Sales $200,000 – $499,999 25%
29%
18% $90,000 – $199,999
$500,000 or More
14% 14%
Less Than $35,000
$35,000 – $89,999
All types of museums are represented in each of the gross sales categories. The data, however, indicates that Art Museums tend to represent more of the larger gross sales categories and History Museums and Historic Sites are more likely to fall into the smaller gross sales categories.
Renovations and revenue growth Almost one-half (45%) of responding museum / institution stores have made renovations within the past three to 10 years. Stores that have made renovations within the past five years have shown a slightly higher tendency to demonstrate sales growth, while those that have not made renovations in at least six years are slightly more likely to show declines in sales. About one34
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quarter of stores reporting renovations and citing growth reported more modest changes, such as replacement of displays, lighting, fixtures or flooring.
related with store size and number of visitors per square foot. Type of museum, however, has more to do with the number of visitors per square foot than does the size of the museum.
When was the last major renovation made?
30 26% 25
22% 20%
23% 21%
Museum / Institution Museum Store
Top-selling in-store items
Out of 15 product categories, re15% 15 spondents were asked 12% to rank their top 10%10% 10% 10 three selling items 7% based on revenue. 5 3% The three top-selling 2% in-store items in0 Not Sure No Within the 3 to 5 6 to 10 10 to 15 More clude: books and Past 2 Years Years Ago Years Ago Years Ago Than 15 Renovations Years Ago Have Been related items (23%), Done games and toys Store sales figures and store size (13%) and jewelry (13%). While books and The median store size for participating related items are cited as top sellers, they typstores was 1,000 square feet, with 27% ically are among the items with the lowest ranging in size from 900 square feet to margins. Appendix D of the 2009 MSA Re1,500 square feet and 27% at 1,600 square tail Industry Report includes participant stratefeet or larger. Gross sales are positively corgies for increasing overall profits. 20
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2009 MSA RETAIL INDUSTRY REPORT Top-selling items can vary depending on the type of museum in which they are sold. The table below shows what types of items are considered the top three best sellers depending on museum type.
exhibits over the reported past fiscal year (64%). Different types of museums varied not only in their likeliness to host such exhibits, but also in the median contribution to their overall gross store sales, from 3% to 18%.
Staff, volunteers and compensation The vast majority (82%) of stores report at least one full-time, year-round employee
Top Three Best-Selling Items by Museum Type Nature Center / Botanical Natural History Science Other Garden / Arboretum Books and Games and Books and Books and Books and Books and Games and Toys Related Items Related Items Related Items Related Items Related Items Toys (21%) (25%) (22%) (23%) (29%) (26%) (31%) Home and Books and Game and Games and Games and Educational Jewelry Garden Related Items Toys Toys Toys Products (22%) (21%) (20%) (19%) (18%) (12%) (13%) Books and Home and Souvenir and Souvenir and Jewelry Apparel Apparel Promotional Promotional Related Items Garden (15%) (13%) (15%) (12%) (13%) (16%) (11%) Art
Historic Site
History
Top-selling Web site items Forty-eight percent of respondents indicated their store or institution has a Web site from which store merchandise can be purchased, while one-third of responding stores do not have an e-commerce site. Top-selling Web site items included: books and related items (26%), custom products (13%) and apparel (10%). With the exception of books and related items, the top-selling Web site items are different than the in-store items, focusing more on custom products and souvenir and promotional items.
Limited engagement / traveling exhibits About two-thirds of respondents indicated they hosted traveling or limited engagement
and also one part-time, year-round employee (81%). About one-third (35%) of stores reported that they employ part-time, seasonal staff members. Fifty percent of stores reported they have at least one year-round volunteer and seasonal volunteers were reported in 32% of all museum / institution stores. The position of Store Manager is reported by 92% of stores (78% full-time and 14% part-time). Of the 78% of stores that have a full-time Store Manager, 79% of those people are also the Store Buyer. Of the 21% where there is a separate Store Buyer, 42% are full-time and 31% are part-time. Only 17% of stores report having a Product Development Specialist and of those, 11% are full-time employees.
WANT TO KNOW MORE?
A
ttend the MSA Retail Conference & Expo in Austin, TX, April 17 – 19, 2010, and don’t miss the session, “The 2009 MSA Retail Industry Report in Action.” The session will detail factors that store managers can control or influence to directly impact sales results and provide actionable ideas to implement that mirror the best practices of cultural retail enterprises experiencing growth. To see the complete Conference program schedule and register today please visit www.MSAMeeting.org.
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100 90 80 76 60 50 40 30 20 10 0
Store Position & Type of Employee 83%
78% Full-time Part-time No Position
42% 31% 27% 14%
11% 6%
8%
Store Manager
Store Buyer
Product Development Specialist
Store Managers and Store Managers / Buyers (dual role) basically earn the same amount as each other, regardless of the type of museum, while there is more salary fluctuation for employees with the “Store Buyer� title. Product Development Specialists’ salaries seem similar to Store Managers. Most full-time employees reportedly receive health insurance, paid sick leave, paid vacation and a retirement plan.
of stores also use discounts on merchandise (13%), indicate their museum / institution has better exhibits, special events and programming (12%), use e-mail marketing and e-mail blasts (12%), and / or provide exemplary customer service (11%). What is striking is that stores with sales increases are more likely to focus on inventory and pricing controls. These stores are also slightly more likely to indicate they’ve made some changes to the physical store and are careful about their buying and purchasing habits.
To order your copy of the 2009 MSA Retail Industry Report, call (303) 504-9223 or visit www.MuseumStoreAssociation.org. The 2009 MSA Retail Industry Report was brought to you in part by the following industry supporters: CHAMPION LEVEL:
SUPPORTER LEVEL:
and
From Stemmer House
The International Design Library
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Point-of-sale (POS) system Over three quarters (78%) of museum stores report they currently use a POS system to help manage and control inventory on a daily basis. The incidence of having a POS system increases as the store’s gross sales increase, such that stores grossing $500,000 or more are significantly more likely to have such systems compared with stores reporting lower gross sales. Of those stores that currently have POS systems, only 17% indicated that they are connected to the museum’s / institution’s customer service or member management system.
Marketing and promotional budget One-third of stores reported that they have a marketing or promotional budget (34%), but the median percent of total sales that make up the marketing budget is only 1%. A majority of respondents have used one or more of the following marketing methods: in-museum displays or signage (73%), e-mail promotions (64%) and public relations / press releases (51%).
Strategies used to help increase sales One-third of stores indicated that to help increase sales, they implement inventory controls. About 18% of stores report that they use public relations or store promotions to help increase sales. Between 11% and 13%
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MERCHANDISE PLANNING
Here
Comes The
Sun
BY APRIL MILLER PHOTOS BY RENATA KOSINA
2010 SUMMER TOURISM PRODUCT TRENDS AND BUYER’S GUIDE alue continues to be the key word when it comes to consumer spending. As shoppers remain watchful of their purchases, cultural commerce retailers should keep price point and quality in mind this summer. “People will cautiously begin to come back out of hiding,” says Tom Jackson, general manager of Jackson Marking Products Co., Mount Vernon, IL. “There are some early signs of renewed life in the economy which will spur willingness in some people to get out and see things.” Leslie Simone de Guadalajara of Adobe Graphics & Design, Great Neck, NY, adds that shoppers want to ensure they are getting their money’s worth on all purchases. “Anyone who is selling a product, or a service, is going to have to be more aware of what they are selling, and make sure that the customer is receiving what they are paying for,” he explains. “Tricks, like reducing the quality or the quantity to maintain a price, do not fool anyone any more, and is a recipe for failure. Keep the quality up, and the price fair.” To succeed this summer, vendors offer the following advice: • Mix up price points. “I think the cheaper logo items need to be just that, inexpensive,” says Greg Alexandrian, vice president of 1928 Jewelry Co., Burbank, CA, “but the items that might actually be used year-round and for years in the future can still hold a higher price.” • Incorporate color. Bright colors not only catch visitors’ eyes but vendors also say they can tap into shoppers’ desire for uplifting, joyful and lighthearted pieces. Hot hues for the summer include: purple, turquoise blue, green, hot pink with black, soft pinks and peaches, burnt orange and mustard.
V
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MSA Expo Booth #633
MSA Expo Booth #625
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MUSEUM STORE | SPRING 2010
• Be open to new products. Don’t fear trying something new and different. Keep your offerings interesting, not stale. If something sells well, re-order. Talk with vendors ahead of time to ensure they can re-stock quickly. • Cross-merchandise. “Give buyers the opportunity to see more than one type of product in your display,” says Jamie Daniels of Seattle-based Portland Press. “What might appeal to one person doesn’t always appeal to another.” This also creates upsell opportunities, such as displaying earrings, necklace and a matching or complimentary bracelet together. • Offer functional and personalized items. “I think most shoppers look for items that could be worn or used on an ongoing basis that don’t scream the name of the museum but remind them of their visit,” explains Alexandrian. “Like vintage jewelry from a Victorian museum, for example.” Ann Daly of Brooklyn, NY-based Noted finds that interactive products, such as kits with seeds or sets that allow the purchaser to create and personalize pieces do well. • Give a little extra. Offer some type of discount, a gift with purchase, complimentary gift-wrapping services or another added amenity. Small tokens of appreciation not only make guests feel good, but endear visitors to your shop. • Promote aggressively. “Revive promotions and enticements that have worked for your institution in the past and work them diligently,” suggests Jackson. Consider newspaper ads, e-mail blasts and participation in tourism packets and mailings. “Visitors will need to have a reason to be drawn to your institution.” Savvy buying and staying abreast of trends can help retailers prepare for the summer tourism season, says Daniels. But most important, and what sets museum shops apart from other retailers, is the ability to offer unique merchandise not found elsewhere. Capitalize on that quality this summer — and all year — to set your store apart from the competition. As you plan your product mix, consider some of the following items.
EdPlayAd.qxd:MSA_Spring10_pg 3/4/10 10:08 AM Page 41
Celebrating years of stories about the specialty toy industry
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ince it began in 1994, edplay magazine has been the only publication designed to meet the unique business needs of specialty toy retailers. In addition to our original print publication, mailed to over 8,500 subscribers FREE six times each year, the edplay brand has expanded to include
• A vibrant website (www.edplay.com), which receives nearly 80,000 hits each month. • A comprehensive online directory of industry manufacturers and their products (www.shoptoysandgifts.com) receiving nearly 35,000 hits each month. • A free, monthly, product e-newsletter (we deliver over 10,000 each month). • Our new online toy, game and gift store locator at edplay.com.
All of our products have been designed to accomplish our original mission, which is to bring independent retailers practical news-they-can-use to make their businesses grow, and to provide manufacturers large and small with the highest-quality, most cost-efficient advertising vehicle around.
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[2]
[1] Mondaine Watch’s Swiss-made
[1] [3]
[4]
[5]
[6] 42
MUSEUM STORE | SPRING 2010
desk clock is now available in a red finish. The ergonomic clock has a day and date indicator and is packaged in a leather container that doubles as a desk set for pencils and paper clips. All pieces come with a two-year guarantee. [2] The Sea Globe from Glass Eye Studio is available in two sizes (3½ inches in diameter or 6 inches) and three colors: blue, green and sunset. A collection of shells, sand and beach glass is enclosed in a rippled glass ball that can be gently shaken. [3] The Bobino Cord Wrap from Driinn Products was designed to eliminate chaotic cord clusters. Suitable for use with iPods, mobile phone ear buds, chargers, USB cables and more, the wrap is available in three sizes and six colors. [4] Noted’s Make City souvenir postcards create city icons, making them an all-in-one postcard, papercraft and souvenir. Each Make City set, designed by Keisuke Saka, has five cards that can be cut and assembled into miniature models of famous city icons, such as New York’s Empire State Building and San Francisco’s cable car. [5] Cloisonne lapel pins from Adobe Graphics and Design are a great way to commemorate a special event such as a new exhibit or anniversary. The company has been designing and manufacturing lapel pins for 25 years. With their high-perceived value, the pins are perfect for all ages and all museums. [6] Part of ChemArt’s Across America Collection, the brass DC with Cherry Blossoms ornament depicts the Jefferson Memorial from the far side of the Tidal Basin in early April, when the basin comes alive with cherry blossoms. The company also produces custom pieces, all hand-crafted in the United States.
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[7] Family owned and operated,
Nahui Ollin specializes in crafting unique and fun eco-friendly handbags and accessories made from candy wrappers, gum wrappers and soft drink labels. All materials are factory rejects, never used, but were destined for a landfill. [8] New from Creative Whack Co. is the X-Ball. Designed by Roger von Oech, it is a set of 30 X-shaped magnetic design pieces that click together to form a geometric orb. A 96page illustrated guidebook comes with the X-Ball to offer ideas and creative applications for the toy. [9] Look Around Books, from Time and Quiet Press, is a series of small, soft-covered books. With minimal text and more than 40 real photographic images per book, they bring nature alive for little ones. Sold individually or in sets of three or six, titles include: “Bluebird Neighborhood” and “Sea’s Edge” among others. [10] The Revolutionary War Spy Glass from Design Master Associates’ American Traditions Line encourages imaginative role play. Made out of brass with a faux wood-grain finish, it is fully functional and comes packaged with a map of historic battles. Civil War and pirate spy glasses also are available. [11] Jackson Marking Products’ Museum Stamps are available in 18 collections, such as: space, sea creatures, music, America and zoo animals. Each collection includes 14 stamps and three ink pads. The sets are packaged with a reinforced hang strip for easy display.
[7]
[9]
[8]
[10]
[11] SPRING 2010 | MUSEUM STORE
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[12] BeadArt from the Heart’s
[12]
[13] [14]
daffodil earrings are sewn together glass bead by glass bead to create the look of a solid weaving. The whimsical, threedimensional earrings (with surgical steel ear wires) are available in four different color sets. More than 100 other designs also are available. [13] Custom Image Jewelry from Kathy Lo Rocks enables museums to design pieces with images from their collections. Crafted in sterling silver and / or 14K vermeil, necklaces, bracelets, rings, earrings and cufflinks are available in 16 shapes and sizes. All items are handmade in the United States and waterproof. [14] The Golden Guardian Angel Travel Charm from the 1928 Jewelry Company’s Vatican Library Collection has a lightly antiqued finish and a crystal stone. Made in the United States, the charm features a scroll with the words “travel safely” carried by a gold tone angel. [15] NGlassworks combines Dichroic, iridescent and sheet glass to create one-of-a-kind art glass jewelry. Fused-glass artist Nancy Giere says each piece is inspired by colors, shapes and patterns she finds in her Virginia backyard or during her world travels.
Summer Tourism Buying Guide • 1928 Jewelry Co. www.1928.com (818) 333-1155 • Adobe Graphics and Design www.superbpinline.com (800) 726-9683
[15]
• BeadArt from the Heart www.beadartfromtheheart.com [user name / password = “beads”] (505) 984-5037 • The ChemArt Co. www.chemart.com (800) 521-5001
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MUSEUM STORE | SPRING 2010
• Creative Whack Co. www.creativewhack.com (877) 423-7984 • Design Master Associates Inc. www.designmasters.com (800) 322-7583 • Driin Products Inc. www.mybobino.com (509) 448-6222 • EDC Publishing www.edcpub.com (800) 475-4522 • Fullart Perú www.fullartperu.com (511) 264-0268 [international number]
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[16] A new series is now available
from Portland Press. Each title chronicles a series of Dale Chihuly’s glass sculptures and includes a companion DVD with artist interviews. Titles include: “Chihuly Putti,” “Chihuly Chandeliers & Towers” and “Chihuly Baskets.” [17] “See Inside How Things Work,” written by Conrad Mason, is a new flap book title from EDC Publishing. Children 7 years and older can find out how a digger scoops up soil, why boats float, what keeps planes up in the air and more. [18] Christina Clausen’s documentary, “The Universe of Keith Haring,” is a deeply personal portrait of the 1980s art-world icon. The release, from New Video, explores Haring’s early years to his heyday as a world-renowned artist and is an official selection at the Tribeca, Rome and Outfest International Film Festivals. [19] The Wood Hanger from Fullart Perú is designed by artist Gianna Pollarolo. The piece is 22 centimeters wide and 28 centimeters high. Other pieces from the Peruvian company include: keyrings, wood trays, notebooks, magnets, bookends and more. April Miller is a Cleveland-based freelance writer and editor. A regular contributor to Museum Store, she last wrote about consignment in the winter 2009 issue.
• Glass Eye Studio www.glasseye.com (800) 237-6961
• New Video www.newvideo.com (800) 314-8822
• Jackson Marking Products www.museumstamps.net (800) 782-6722
• NGlassworks www.nglassworks.com (757) 250-3337
• Kathy Lo Rocks www.wholesale.kathylo.com (415) 252-7929
• Noted www.notedco.com (800) 600-7216
• Mondaine Watch Ltd. www.mondaine.com (800) 858-5215
• Portland Press www.portlandpress.net (800) 574-7272
• Nahui Ollin www.nahuiollin.com (732) 460-1900
• Time and Quiet Press www.lookaroundbooks.com (207) 985-5523
[17]
[16]
[18]
[19]
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| new releases |
A
s a cultural commerce buyer, you have the unique opportunity of extending and enhancing your visitors’ experiences with educational and unusual merchandise. Here’s a sampling of the new products submitted to MSA for review in the past 90 days. (All review copies will be donated to qualified charitable organizations.)
STORE OPERATIONS & SUPPLIES CounterPoint by Radiant Advanced Retail Management Systems – CounterPoint Littleton, CO (800) 305-0461 | www.armsys.com Custom pricing CounterPoint: It’s user-friendly and includes e-commerce, links to accounting and fundraising software, wireless hand-held functionality, admissions, ticketing, membership capabilities, a fully-customizable POS touchscreen module and more! BOOKS & RELATED “Witness to Extinction: How We Failed to Save the Yangtze River Dolphin” Oxford University Press | New York, NY (800) 334-4249 | www.oup.com Wholesale: Call for prices | Retail: $16.95 In his book, “Witness to Extinction,” Samuel Turvey explains how the Yangtze River dolphin was allowed to die out. The book is Turvey’s personal, eyewitness account of the human failures — bureaucratic and individual — that lead to the dolphin’s demise. His account is frank, passionate and filled with frustration and pain. But it also carries important lessons. Paperback; 256 pages. Chunky Desk Pads Artwear LLC | Brooklyn, NY (347) 725-3163 | www.digitalartwear.com Wholesale: $10 pad / $12.50 pad and pen set Retail: $20 pad / $25 pad and pen set Made with the same beautiful hardbound, fabric cover as our Journal and Memo Books, our new Chunky Desk Pads are a perfect addition to our ever expanding stationery line. Inside you will find a 5.5” x 4.25” refillable, perforated pad of blank paper almost 2” thick. The 2” spine is perfect for logos and image descriptions. The inside cover can also be imprinted. Two versions are available: a single pad and a pad with one of our fine writing pens. No set-up charges; price includes the cost of printing MULTIMEDIA “Van Gogh by Van Eck: A Musical Journey Into The Heart and Soul of Vincent Van Gogh” AtlasBooks | Ashland, OH (800) 266-5564 | www.atlasbooks.com Wholesale: 40% discount | Retail: $24.95 “Van Gogh by Van Eck” is a musical and visual journey into the heart and soul of Dutch painter and volatile artistic genius Vincent Van Gogh. Dutch producer, recording artist and art lover Diederick van Eck sings from Van Gogh’s point of view, revealing details of the artist’s life reflected in 12 of his most famous paintings. This deluxe 44-page art book and music CD includes reproductions of Van Gogh’s paintings from Amsterdam’s Van Gogh Museum. 46
MUSEUM STORE | SPRING 2010
| ad index |
1928 Jewelry Co. ................................................. 15 2010 MSA Conference & Expo............................ 54 A Novel Design..................................................... 22 Adobe Graphics and Design Inc. ....................... 19 Advanced Retail Management Systems – Counterpoint.................................................... 26 Amazing Recycled Products ............................... 40 Arts America ........................................................ 21 Artwear LLC ......................................................... 27 BeadArt from The Heart LLC ............................. 49 Bruce McGaw Graphics Inc. ................................. 7 ChemArt Co. .........................................................11 Clear Solutions Inc. ............................................. 25 Computac Inc. ....................................................... 8 The Dead Sea Scrolls Collection .......................... 8 Design Master Associates Inc. ............................. 2 Driinn Products Inc.............................................. 50 edplay .................................................................... 41 EDC Publishing.................................................... 24 Fame U.S.A. Products Inc. ................................. 47 Folkmanis Inc. ....................................................... 9 Fractiles................................................................ 35 Full Art Perú......................................................... 15 Galison / Mudpuppy............................................. 22 Gaylord Brothers.................................................. 49 Getty Publications.................................................. 5 Giftware News...................................................... 48 Giverny Inc. / Mini Me Geology............................ 25 Glass Eye Studio / Global Village Glass Studio ............................ 50 Historical Folk Toys LLC...................................... 40 Image 3D .............................................................. 49 Jackson Marking Products Co. Inc. .................. 19 John Hinde U.S.A. Inc. .........................................19 Kathy Lo Rocks LLC ............................................ 36 Kikkerland Design Inc. ....................................... 23 Michael Sack........................................................ 26 Mondaine Watch Ltd............................................ 38 MSA Retail Industry Report ................................ 47 My Buddy Pal ....................................................... 26 NGlassworks LLC................................................ 50 Nahui Ollin – Candy Wrapper Hand Bags ......... 13 New Video Group ................................................. 27 Nostalgia Americana........................................... 56 Noted Co............................................................... 55 Oceano Jewelry.................................................... 38 Portland Press ......................................................17 Schleich North America Inc. .............................. 35 Scratch Art Co. Inc. ............................................. 34 Sparta Pewter U.S.A. Inc. ....................................16 Stemmer House Publishers Inc......................... 37 Tamohara Collection ........................................... 40 Thames & Hudson............................................... 32 Thinking Outside The Square ............................. 30 Time and Quiet Press.......................................... 31 U.S. Games Systems Inc. / Creative Whack Co.......................................... 12 Vessel International Inc....................................... 25 Xeko ...................................................................... 16
For detailed contact information about any Museum Store advertiser, please visit www.MuseumStoreAssociation.org and log in to the Member Directory. Thank you for supporting our advertisers!
MSASpring10_NewReleases.qxd:MSASpring10_pg 3/4/10 10:37 AM Page 47
YOU ASKED FOR IT, AND MSA DELIVERED! THE MSA RETAIL INDUSTRY REPORT. Comprehensive financial, salary and operations data – plus best practices for marketing and merchandising.
F I N A N C I A L ,
O P E R A T I O N S
A N D
S A L A R Y
D A T A
REVISED
www.MuseumStoreAssociation.org MUSEUM STORE ASSOCIATION
$349.00 USD
This unparalleled study includes data from hundreds of specialty retail stores associated with museums, historic houses, art galleries, zoos / aquariums and other cultural institutions. Get the sound business intelligence you need to make smart operations, staffing and marketing decisions in the 2009 MSA Retail Industry Report. Discover overall trends affecting the industry and evaluate your store’s performance against similar organizations, based on store size, annual visitation, geography and other data points.
Order your copy today at www.MuseumStoreAssociation.org. SPRING 2010 | MUSEUM STORE
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| new vendor showcase |
A
s a member of MSA, you have access to some of the best product vendors. When you purchase from them, you are supporting your membership community. Following are some of MSA’s newest members, all of whom are vendors waiting to help you stock merchandise that will coincide with your museum’s mission.
CRAFT EMERGENCY RELIEF FUND ‚ Montpelier, VT | (603) 632-7377 www.studioprotector.org For 25 years, CERF+, a national nonprofit, has strengthened and sustained the careers of artists through emergency relief and recovery services. Its new readiness tool, the Studio Protector: The Artist’s Guide to Emergencies, is an artist-designed wall guide that helps artists cover their “As” — art, assets and archives — and aids in salvaging their careers after emergencies. At $16 retail, this disaster survival kit makes a great gift for creative types of all stripes. Its sturdy,
engaging construction, including wheel charts and pull-outs, is sure to appeal to aspiring and professional artists and those who care about them. Wholesale orders: info@enfieldbooks.com. JOHN HINDE U.S.A. INC. ‡ Oxnard, CA | (805) 987-0522 www.johnhinde.com John Hinde takes pride in its superior quality and vast product line. Originating in Ireland in the 1950s, John Hinde is now a leader in the industry. Product ranges from a full line of My Name® Mugs, Sippy Cups, Water Bottles, Flashlights and Solar Key Chains to custom informative books, and coloring and sticker books, in addition to high end, custom 500-piece
boxed puzzles and children’s die cut puzzles. The endless range of unique keychains, magnets and snow globes only add to the extensive line of melamine collectable plates and trays, and the boxed ceramic mugs and glassware.
Quality, Quality, Quality GIFTWARE NEWS &GIFTWARE NEWS Plus ®
®
Magazine
Giftware News magazine is the Retail Buyer’s business manual for coverage of gifts, home accessories, objets d’art, fashion jewelry, stationery and keepsakes. Giftware News magazine delivers valuable content to specialty retailers and helps them profit from current trends and in-depth information about specific product categories.
Giftware News Plus is a must - see monthly digital magazine that is emailed directly to your inbox. It offers many cross - merchandising ideas and ways to resource new products and discover trends not covered in the print edition: 9LVLW WKH VXSSOLHUV¶ ZHEVLWHV ZLWK direct links. :DWFK YLGHR RU OLVWHQ WR WKHLU DXGLR (PDLO FRQWHQW WR FROOHDJXHV 'RZQORDG DQG SULQW RU VDYH PDWHULDO for future reference.
Register and subscribe online - www.giftwarenews.com 48
MUSEUM STORE | SPRING 2010
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Custom 3D Reels & Viewers Add Depth to Your Store’s Profit. ∙ Add dimension to your product mix with Custom View-Master -Style Ž
3D Reels and Viewers made from your photos or artwork ∙ Low minimum order—only 100 pieces ∙ Quick turnaround—finished, packaged sets in as little as 3 weeks ∙ Ideal for promoting permanent collections, special exhibits or even as membership drive rewards Visit us at booth 437 at the MSA Expo! Ž
FAME (U.S.A.) PRODUCTS INC. ďƒĄ Fort Worth, TX | (800) 536-3263 www.fameproducts.com Fame is a wholesale traditional game importer that supplies theme chess sets to museums and gift shops all over the world. Working with their artists, Fame has more than 70 different theme chess styles available. Some of the most popular are WWII, Civil War, Pearl Harbor and The Revolutionary War. Along with the history sets, Fame also carries other themes from animals to medieval times to trains! Choose from a wide selection of chess boards and storage boxes to complement the chess sets. Many love this gift item and with a surprisingly low price, it’s perfect for your shop. NEW VIDEO ‚ New York, NY | (212) 206-8600 www.newvideo.com New Video is a leading independent distributor specializing in cutting-edge documentaries, independent films, collectible television series, sports and classic kids programming available on home video and digital formats. Home to some of the most prestigious names in entertainment, including A&E, HISTORY, Major League BaseballÂŽ, Scholastic Storybook Treasures™, Arthouse Films, Docurama FilmsÂŽ and New Video NYC, New Video showcases more than 5,000 titles in its catalog. Since 1990, the company’s mission has been to further the goal of providing audiences with top-notch specialinterest content.
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CPSIA SAFETY TESTED
View-Master is a registered trademark of Mattel, Inc.
Let Your Museum Store Reflect Your Exciting Exhibits Create visual displays with slatwall accessories that quickly adjust to changing themes and encourage visitors to explore merchandise inspired by your collections. slatwall accessories:
Request your FREE 2010 Catalog at gaylord.com to see our full line of products
call: 1-800-448-6160
fax: 1-800-272-3412
web: Gaylord.com/Slatwall
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SPRING 2010 | MUSEUM STORE
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NGLASSWORKS LLC ‡ Williamsburg, VA | (757) 250-3337 www.nglassworks.com NGlassworks designs unique dichroic glass jewelry with bold vibrant colors and tremendous depth. Different sizes and shapes of glass are stacked in unique designs and fired in a kiln. During the fusing process the glass comes alive and takes on a whole new character. After the first firing each piece is cold-worked and firepolished in the kiln multiple times until the owner / artist is satisfied with the overall design and quality that gives it a crisp
contemporary look. This line includes pendants, earrings, bracelets and rings handcrafted in Williamsburg.
Driinn cell phone holder organizes your mobile phone for travel & home
TIME AND QUIET PRESS ‚ Kennebunkport, ME | (207) 985-5523 www.lookaroundbooks.com Time and Quiet Press, originally Black Ice Publishers, was founded in 1972. Our main interest has been the natural world and the charm and excitement of human potential. We make books that honor nature and people in photographs and ideas. Look Around Books is a new series that aims to stir children’s curiosity and inspire them to go outside and explore. Each Look Around Book has 48 pages of color photographs and is just the right size for little hands and pockets. There are currently eight titles available in an ongoing series. See Web site for titles and details.
TM
www.driinn.com PHONE: North America: 509 448 6222 MSA EXPO BOOTH #105
50
MUSEUM STORE | SPRING 2010
Europe: +31 76 515 3474
KATHY LO ROCKS ‚ San Francisco, CA | (415) 252-7929 www.wholesale.kathylo.com Kathy Lo Rocks creates custom jewelry using your images. Custom image jewelry is crafted in sterling silver or 14K gold vermeil and sealed with a non-toxic waterproof coating. We offer a variety of shapes and sizes to best meet your needs. Our successful wholesale collection, Flip Flops, incorporating Japanese Chiyogami paper and patterns, is represented in more than 400 stores, boutiques and galleries across the United States. The Kathy Lo Rocks studio employs a team of talented artists dedicated to making beautiful jewelry and providing outstanding customer service. Our products are hand-crafted in the U.S.A.
MSA10_ProductNews.qxd:MSASpring10_pg 3/4/10 12:49 PM Page 51
SPRING 2010
MSA’s Showcase of Specialty Store Merchandise APPAREL / ACCESSORIES Retail $16.99 each
Retail $52–$100
Retail $65
Wholesale $8.50 each
Wholesale $26–$50
Wholesale $32.50
Print and Online Catalog
Print and Online Catalog
Print Catalog
Advice from the Earth Earth Sun Moon’s Advice from NatureTM line of t-shirts, sweatshirts and hats are top sellers for museums, zoos and thousands of specialty gift shops around the country. XXl t-shirts / $9.50.
Handbags From Japanese Kimonos Vintage Japanese kimonos redesigned into handbags, totes, scarves, hats and neckties. A great recycled product. Made by Theresa Gallup, an artist in Springfield, MO.
Van Gogh “Irises” Scarf This expressive 100% silk scarf captures a detail from “Irises” – one of Van Gogh's most popular paintings. Measures 18 x 59 inches.
EARTH SUN MOON TRADING CO. Phone: (888) 458-1687 Fax: (724) 458-4920 E-mail: info@earthsunmoon.com www.esmtees.com
KIMONO DESIGNS BY THERESA INC. Phone: (417) 823-8886 E-mail: kimonodesigns@sbcglobal.net www.kimonodesigns.com
THE J. PAUL GETTY MUSEUM Phone: (310) 440-7244 Fax: (310) 440-7749 E-mail: destespinelo@getty.edu www.gettymuseumstore.org
MSA EXPO BOOTH 417
APPAREL / ACCESSORIES
MULTIMEDIA Retail $50–$68
Retail $18–$20
Retail $26.95
Wholesale $25–$28
Wholesale $9
Wholesale Call for quote
Print and Online Catalog
Print Catalog
Creative Hand-painted Silk Ties and Scarves Hand block-printed ties and scarves: nature inspired, ethnic influenced, elegantly portrayed. Choose from 100 designs or have a custom design created for you.
History Woven Into Modern Life Using a method perfected over centuries, the Ikat scarf brings color to your outfit and your life. See our spring collection for more Zazou originals.
“Vincent: The Life and Death of Vincent Van Gogh” “The most profound exploration of an artist's soul ever to be put on film,” (Village Voice) “Vincent” is a touching tribute to an artistic genius.
TIE TRACKS Phone: (307) 413-0929 Fax: (307) 734-2628 E-mail: kay.stratman@tietracks.com www.tietracks.com
ZAZOU Phone: (800) 274-1868 Fax: (510) 848-6135 E-mail: info@zazou.com www.zazou.com
NEW VIDEO Phone: (212) 206-8600 Fax: (212) 206-9001 E-mail: mleslie@newvideo.com www.newvideo.com
Print and Online Catalog
MSA EXPO BOOTH 108
CONTENTS 51 APPAREL / ACCESSORIES 51 MULTIMEDIA 52 CUSTOM PRODUCTS
www.MuseumStoreAssociation.org
52 EDUCATIONAL PRODUCTS 52 GAMES & TOYS 53 HOME & GARDEN
53 JEWELRY 53 INDEPENDENT ARTIST
54 SOUVENIR & PROMOTIONAL
SPRING 2010 | MUSEUM STORE
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CUSTOM PRODUCTS
EDUCATIONAL PRODUCTS Retail $6.50 each
Retail $20–$120
Wholesale $36 dozen
Wholesale $10–$60
Print and Online Catalog
Print and Online Catalog
Retail Large: $11.95 Small: $7 Wholesale Large: $5.40 Small: $3.25 Online Catalog
Introducing “Bones” From Live Your Dream Designs Bones, a new line of pop-up prehistoric animal skeletons, joins Christmas, Judaica and Architecture in open stock designs. Custom designs always available.
The Heraldry Collection Interested in family name histories? Our easy-to-use software enables you to print everything from a coat of arms to full 1,800-word documents.
The Night Sky Planisphere – Your Guide to the Stars! The two-sided low-distortion star chart preferred by professionals comes in cardboard and large or small plastic versions for every latitude. Wholesale pricelist at www.davidchandler.com/ws.
LIVE YOUR DREAM DESIGNS Phone: (323) 226-0274 Fax: (323) 226-0274 www.liveyourdreamdesigns.com
THE TOWNSEND GROUP INC. Phone: (219) 663-1756 Fax: (219) 663-1757 E-mail: namesandheraldry hotmail.com www.namesandheraldry.com
DAVID CHANDLER CO. Phone: (800) 516-9756 Fax: (559) 539-7033 E-mail: info davidchandler.com www.davidchandler.com
MSA EXPO BOOTH 742
MSA EXPO BOOTH 207
GAMES & TOYS
EDUCATIONAL PRODUCTS Retail $44.95
Retail $30
Retail $7.30
Wholesale $22
Wholesale $15
Wholesale $3.65
Print and Online Catalog
Print and Online Catalog
Print and Online Catalog
WonderMaze Magnetic Wonder Maze demonstrates principles of physics with altering angles and rotational changes. Includes: elbow ramps, tunnels, balls and catch box.
Score Big With Y-Ball 30 magnetic double-Y pieces click together to form a fun soccer-ball shape. A creativity guidebook offers lots of ideas to kick off your imagination.
Union & Confederate Soldier Ball & Cup Toy Popular one-of-a-kind wooden toys featuring a hand-painted Confederate or Union soldier. Header card with Civil War facts. DesignMasters’ Civil War Collection.
MUSEUM TOUR Phone: (800) 360-9116 Fax: (503) 794-7111 E-mail: customerservice@museumtour.com www.museumtour.com
CREATIVE WHACK CO. Phone: (877) 423-7984 Fax: (203) 504-6257 www.creativewhack.com
DESIGN MASTER ASSOCIATES INC. Phone: (800) 322-7583 Fax: (757) 566-8400 E-mail: sales designmasters.com www.designmasters.com
MSA EXPO BOOTH 917
MSA EXPO BOOTH 532
MSA EXPO BOOTH 318
GAMES & TOYS
52
Retail N/A
Retail $8.95
Retail $10
Wholesale $9.50
Wholesale $4.50
Wholesale $5
Print and Online Catalog
Print and Online Catalog
Online Catalog
Replica Toy Nine Pins Faithfully reproduced from an 18th-century plantation’s collection. Hardwood pins are 4 1/4” tall with 1 1/2” ball. Includes quality drawstring muslin bag, history and game rules.
Shoes Playing Cards 52 stunning contemporary and historic shoe images on playing cards represent the best of the Bata Shoe Museum's collection. Take a walk on the wild side!
The President of the United States Safari Ltd. is proud to introduce our presidential figure, part of our Safari People of community workers. The President is sold as a set with a presidential podium and American flag.
HISTORICAL FOLK TOYS LLC Phone: (800) 871-1984 Fax: (800) 871-1899 E-mail: info historicalfolktoys.com www.HistoricalFolkToys.com
INKSTONE DESIGN INC. Phone: (406) 542-0270 Fax: (406) 542-0256 E-mail: gofish@inkstone.net www.inkstone.net
SAFARI LTD. Phone: (800) 554-5414 Fax: (800) 766-7841 E-mail: sales@safariltd.com www.safariltd.com
MUSEUM STORE | SPRING 2010
MSA EXPO BOOTH 633
MSA EXPO BOOTH 606
MSA10_ProductNews.qxd:MSASpring10_pg 3/4/10 12:49 PM Page 53
HOME & GARDEN
JEWELRY Retail $30–$150
Retail $9–$125
Retail Call for quote
Wholesale $15–$83
Wholesale $4.50–$67.50
Wholesale Call for quote
Print and Online Catalog
Print and Online Catalog
Online Catalog
Bug Trio – 2010 Tile Collection Hand-crafted gift tiles are created by Ann Arbor artisans in the arts and crafts tradition. Bee, Dragonfly and Scarab tiles shown here are 4" x 4". Also available framed.
Fossilized Pottery One-of-a-kind, hand-built pottery is made by pressing flowers and herbs from the garden. Each piece uses leadfree glaze and is dishwasher, microwave and food safe.
Hand-crafted Art Jewelry Freeform wire necklaces, earrings, bracelets and rings – some enhanced with semi-precious stones, minerals, pearls and crystal – are perfect museum pieces.
MOTAWI TILEWORKS Phone: (734) 213-0017 Fax: (734) 213-2569 E-mail: motawi@motawi.com www.motawi.com
NINA J. DESIGN STUDIOS LLC Phone: (540) 539-8072 E-mail: jhaverineena yahoo.com www.ninastudios.com
DESIGNS BY INGRID Phone: (512) 306-0701 E-mail: ingridkuper@yahoo.com www.designsbyingrid.com
MSA EXPO BOOTH 120
JEWELRY Retail $60–$500
Retail $38–$75
Retail $19.99
Wholesale $30–$250
Wholesale $19–$37.50
Wholesale $6 (earrings)
Print and Online Catalog
Print and Online Catalog
Online Catalog
Mata Ortiz Pottery Shard & SilverJewelry Equation for jewelry: turquoise + pottery shard + silver + ancient symbols + totally handmade = a one-of-a-kind story around your neck.
Reinvent the Wheel Based on the age-old circle, Full Circle is a contemporary collection of necklaces and earrings, blending sterling silver with gold leaf on contrasting backgrounds.
New Sterling Silver Sea Life Jewelry A new line of handmade, high-margin and beautiful sterling silver sea life jewelry. Did we say high margin? Gorgeous real wood jewelry boxes, too!
MATA ORTIZ TO YOU Phone: (520) 744-0639 Fax: (520) 744-0639 E-mail: jandiers@msn.com www.mataortiztoyou.com
NENA JEWELRY DESIGNS Phone: (417) 886-7757 Fax: (417) 886-9423 E-mail: nenapotts gmail.com www.nenapotts.com
OCEANO JEWELRY Phone: (800) 839-8439 Fax: (800) 839-8419 E-mail: sales oceanojewelry.com www.oceanojewelry.com
MSA EXPO BOOTH 204
MSA EXPO BOOTH 718
INDEPENDENT ARTIST Arts & Crafts Inspired Vases Vivid Flambeau glazes finish these striking forms that invoke the essence of Arts & Crafts style. Hand-thrown, they are available in three sizes. Custom work available. Atlanta Gift Show Booth # 3-2-316; NY Gift Show booth # 229. DAVID CHANGAR CERAMIC DESIGNS Phone: (718) 842-6362 Fax: (718) 842-6965 E-mail: dchangar@nyc.rr.com Retail $22–$150
Print Catalog
Wholesale $11–$69
PUT YOUR PRODUCT IN BUYERS’ HANDS! Advertise in the summer issue of Product News within Museum Store magazine. Contact: Lisa House at Skies America Publishing: (503) 726-4984 or lisah@skies.com
MSA EXPO BOOTH 728 SPRING 2010 | MUSEUM STORE
53
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SOUVENIR & PROMOTIONAL Retail N/A
Retail $2.98
Retail $4.99–$7.99
Wholesale $8–$15 each
Wholesale $1.49
Wholesale $1.80–$3.50
Print and Online Catalog
Print and Online Catalog
Art in Miniature Make your exhibits mobile with a portable masterpiece from ChemArt. Each piece is designed to your specifications for specific exhibits, campaigns or recognition programs.
Lincoln PVC Lenticular Magnet See Lincoln grow his beard, Lee age, the Rebel flag wave and more! Four magnet series. DesignMasters’ Civil War Collection.
Andy Warhol Souvenirs New! Andy Warhol postcard book and playing card deck to complement our Warhol magic cubes! Come by and see us at MSA Booth #1131.
CHEMART CO. Phone: (800) 521-5001 Fax: (401) 333-1634 E-mail: marketing@chemart.com www.chemart.com
DESIGN MASTER ASSOCIATES INC. Phone: (800) 322-7583 Fax: (757) 566-8400 E-mail: sales@designmasters.com www.designmasters.com
IMPACT PHOTOGRAPHICS Phone: (800) 950-0110 x19 Fax: (888) 775-9965 E-mail: mattn@impactphotographics.com MSA EXPO www.impactphotographics.com BOOTH 1131
Print and Online Catalog
MSA EXPO BOOTH 916
MSA EXPO BOOTH 318
Visit www.MuseumStoreAssociation.org for information about advertising in MSA’s publications or contact Lisa House at Skies America Publishing: (503) 726-4984 or lisah@skies.com
MOVING FORWARD 55th MSA RETAIL CONFERENCE & EXPO April 17 – 19, 2010 Austin Convention Center Austin, TX FEATURING PROGRAMMING THE INDUSTRY EVENT FOR CULTURAL COMMERCE PROFESSIONAL DEVELOPMENT AND SHOPPING 54
MUSEUM STORE | SPRING 2010
Want to know more about social media and what it can do for your store? Join MSA in Austin and attend the session “Leverage the Marketing Power of Social Media” with Rick Burnes, inbound marketing manager at Hubspot. Boost your online communications efforts with top tips from Rick! SATURDAY APRIL 17 FROM 10 – 11 A.M. OR 3:15 – 4:15 P.M. The Internet has changed the way people conduct business and how they shop. Learn how to cost-effectively gain the attention of customers and compete with the big brands by marketing via social networks! * The first 100 attendees in each session will receive a copy of “Inbound Marketing: Get Found Using Google, Social Media, and Blogs” by Brian Halligan, Dharmesh Shah and David Meerman Scott ($24.95 value).
Rick Burnes is inbound marketing manager at HubSpot, a leader in marketing software for small- and medium-sized businesses. He leads HubSpot's Get Found team – the group of marketers that uses social media, content and search engine optimization to get HubSpot found by prospective customers.
Register today at www.MSAMeeting.org.
Noted:MSA_Spring10_pg 3/5/10 12:59 PM Page 55
QRWHG
Curious merchandise for better gift, museum and toy shops Visit us at the MSA Retail Conference & Expo! April 18-19, 2010 in Austin Booth # 307
High Art Kites are brightly illustrated fabric kites – easy assembly makes it a breeze for art to take wing!
Liquid-filled Kaleidoscopes are inspired by the four elements and Tibetan Art.
Spin delivers persistence of vision magic with a twist of your fingers.
Noted’s products are proven sellers for museum shops. Please view them all at notedco.com or contact us for more information at 1-800-600-7216, sales@notedco.com
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