SALT LAKE CITY/ST. PAUL – Scotch 3M’s Stationery Products Division, major manufacturer of adhesives and computer accessories, and Stampin’ Up!, a leading manufacturer of decorative rubber stamps and crafting supplies have formed a joint marketing agreement. Both companies anticipate the agreement will produce substantial increased reach to crafters in the billion-dollar US craft market and beyond.
“The synergy created by this program will be outstanding,” says Stampin’ Up! CEO Shelli Gardner. We are very excited about the cross-promotional opportunities with a great company like 3M.”
The agreement signals a first between a direct-sales craft company and a craft materials retailer. In an industry marked by constantly changing creative styles and equivalent-quality products, successful companies are focusing on strategies to move their products to the forefront. In this highly-visual industry, visibility is everything.
Some have expressed surprise at the joint agreement since many of the companies’ products overlap. However, the companies see the agreement as a way to strengthen the crafting industry overall, and that strengthens each of their businesses indirectly.
“With fierce competition and the economy tightening, we see scrapbooking retail stores closing every day,” says Gardner. Some of our products do compete, but in order to keep customers engaged and active, we need to offer as many interesting product choices as possible and let them make their own buying decisions.”
As a result of the agreement, select Stampin’ Up! craft projects and Web site URL will be printed on the front of 3M’s crafting products’ packaging. 3M customers may access Stampin’ Up!’s Web site to view custom craft project concepts. Both companies anticipate that the added exposure will increase their bottom lines.
“Millions of customers are familiar with Stampin’ Up! product and its quality,” says Amy Swartz, Stampin’ Up! sales and marketing vice president. “Customers scanning rows of 3M adhesives and recognizing a Stampin’ Up! project made with a stamp set they own will be an attention grabber, and the association with Stampin’ Up!’s quality is inherent. This is a fabulous opportunity for both of our companies to benefit from the association of two strong brands.”
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Stampin' Up!, a 19-year-old, $240-million, direct-sales company, designs and manufactures decorative rubber stamp sets and offers accessories for home décor, greeting cards, craft projects and scrapbooking sold through home workshops by a network of independent sales consultants called Stampin' Up! "demonstrators." For more information, www.stampinup.com ; 1.800.STAMPUP