Lawrence Hoffman, Vice President of Sales and Marketing at Marvy Uchida, shares how Le Pen became the most recognizable product of the Marvy Uchida brand. He and Clint discuss how Marvy Uchida is now working with influencers to bring people together in the creative industry.

KEY TAKEAWAYS

• Lawrence is VP Sales for Uchida. Customers are endeared to Uchida because they remember the products from many years ago and love the quality.
• How does Uchida engage with the customer?
  • Direct consumer contact - changed website platform to Spotify
  • Social media channels - Instagram, Facebook, Pinterest
  • Respond to feedback in a timely manner
• What Uchida product is the most recognizable - Le Pen, one of the original Fineline markers from over 25 years ago
  • Drew Barrymore Show reached out and said they were putting Le Pen in their online digital book because Drew loves Le Pen
  • Vanity Fair magazine - a celebrity called out Le Pen as one of their favorite items
• AFCI is trying to evolve to provide a more well-rounded experience that goes beyond just a trade show. NOTE: Since recording this interview and publishing the episode Association for Creative Industries (AFCI) and the International Art Materials Association (NAMTA) have announced their intention to merge. Read the NAMTA announcement here.
• What is the role of trade shows in the future? Still a need for people to connect in person face to face. Lawrence thinks trade shows will still be a vital piece, but thinks the purpose of the trade show will evolve.
• It doesn't cost anything to be kind!

SUGGESTED ACTIONS

• Be kind to people and build a legacy of respect.

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𝗟𝗔𝗪𝗥𝗘𝗡𝗖𝗘 𝗛𝗢𝗙𝗙𝗠𝗔𝗡 got his start in the Arts & Crafts retail at the age of 12 working for Mike Dupey (Michaels), the father of Arts & Crafts Retail. He is now the Vice President of Sales and Marketing for Uchida of America, providing pens, markers and tools to the makers. Oh, and he's a huge Star Wars fan.

You can contact Lawrence Hoffman at [email protected]. 𝗖𝗟𝗜𝗡𝗧 𝗢'𝗥𝗘𝗔𝗥, president and owner of Creative Sales Consulting, has worked in the Retail industry since 2000. Clint and his team connect suppliers & retailers in the creative arts industries for stronger relationships and strategic sales growth, in order to bring joy to consumers through artistic creative and decorative products.

For more insightful conversations with leaders in the Arts & Crafts Retail industry visit CreativeRetailTalks.com.

If you'd like to be a guest on the podcast, reach out to Clint O'Rear at [email protected].

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Music:

"Carpe Diem" Kevin MacLeod (incompetech.com) Licensed under Creative Commons: By Attribution 4.0 License http://creativecommons.org/licenses/by/4.0/