Program
By all calculations, there are more collectors today than ever before
in history. It is very difficult to get data on these new collectors
as most of them do not fit the typical collector stereotype.
Many new collectors have learned to collect from the
Internet--particularly eBay--and from other highly visible media and
merchandising sources such as The Antique Roadshow and Martha
Stewart. Also, the tremendous success of the U.S. Mint state quarter
series has added greatly to this collecting phenomenon. It is
estimated that there are over 100 million collectors of state
quarters.
For the most part, these new collectors are loners. They are not
particularly committed to a collecting area, but more to a
`collecting impulse.' Some are collectors, not even realizing they
are collectors. The tens of millions of new collectors this scenario
represents are basically not antique & collectibles show goers. They
normally do not visit antique shops or malls. They do not participate
in `traditional' auctions (other than through the Internet). And,
they are not joiners. And, herein lies the challenge for collecting
clubs. These new collectors cannot be recruited in the traditional
ways of the past.
A second problem is also prevalent. Most of these new collectors are
vulnerable by not having the knowledge base of the more traditional
collector. They may be able to withstand a couple of bad purchasing
experiences or other misinformation, be it on the Internet or through
some other source, but they can just as easily get turned off
collecting and may well be lost for a lifetime.
It is interesting that although there are seemingly huge numbers of
new collectors, many of our more traditional collecting clubs are not
growing in numbers, and some are even on the decline. There may be
several reasons for this. Perhaps the collecting area the club
represents is not a collecting interest area to newer...or younger
collectors. Many of these clubs started in the 1960s and 1970s and
are still operated and controlled by the original collector-member
leadership and, by all outward appearances, are a "graying society,"
sometimes not terribly open to new members. So, how can your club
reach out to some of these new audiences? (ACC's program area on club
promotion and membership recruitment can help.) Trying to reach out
to all new audiences is probably an unrealistic goal. Analyze your
potential new audiences and determine which ones best fit your club's
collecting area.
There are many, many possible new audiences in the collectibles
industry. Let's take a look at a dozen of them as identified by our
sources:
New Collecting Audiences
1 - State Quarter Collectors
Obviously this is a huge group and, for many of these collectors, it
is their first experience at collecting. The obvious challenge here
is to hope their experiences with the state quarter series are
positive and then provide them opportunities to continue collecting -
either in the numismatic area or in an entirely different area.
2 - Movie & Entertainment Franchise Collectors
The collectibles industry developing and marketing product lines in
support of new movies and popular entertainment groups has resulted
in huge groups of collectors, be it the latest Disney movie, horror
films, Star Wars, Harry Potter or KISS. While these groups often have
established collecting clubs in their own right, for many of these
collectors, this is their first "taste" of collecting and they may be
interested in other areas, if exposed to them.
3 - The Internet, and particularly eBay
Internet auctions and fixed price antique and collectibles sites have
made the accessibility of a wide range of collectibles easy -
particularly to the huge new audience who regularly `surf' the net.
Many of these surfers become Internet buyers and are now not only
collectors, but because of the availability of material on the
Internet, are expanding their collections at a rapid rate. Many are
doing this independently, however, without the benefit of collecting
clubs or any other resources.
Since many of these Internet collectors started collecting via
impulse, it stands to reason that "impulse" could just as likely be a
factor in changing to a different collecting area.
4 - The Antique Roadshow Phenomenon
The success and huge following of The Antique Roadshow on PBS may not
have kindled the growth of a huge number of collectors, but it most
definitely has provided an awareness for thousands of people that
some of their personal possessions are indeed collectible and have
value. They may now consider themselves a collector simply by
ownership - something they may not have thought about before.
5 - Investor Collectors
Antiques and collectibles have traditionally been recognized by some
investors as a good way to expand or vary your portfolio,
particularly in areas like art, sculpture and rare books. During the
1990's, investors found ever-expanding areas of collecting in which
to invest, particularly the large number of high-tech salaried young
generation investors. But here, again, most did their purchasing and
collecting in private, often through the Internet or at up-scale
auction houses, and were basically not joiners of clubs.
6 - Fad Collectors
Tens of thousands of individuals become
exposed to new collecting crazes and while they may become very
serious collectors - and spend a sizeable amount of money on their
collection - unfortunately, if the collecting area is indeed a fad,
it may diminish greatly in availability, often taking along with it
the value of their collecting investment.
While these collectors were serious, dedicated collectors, the fading
of their collecting area may diminish their desire to collect
anything else unless they are presented with a positive collecting
experience as the "fad" collection becomes less interesting and
perhaps less important to them.
7 - Young Collectors
When exposed to the concept of starting a collecting hobby, this can
become a positive pastime for a child, providing quality leisure
time, either done with a group of friends, with siblings or a parent,
or simply something that they do on their own. The key here is to
link the child up with a collecting area they will like and have an
interest in. Two important factors here: First, all boys aren't
necessarily interested in collecting baseball cards and all girls
aren't necessarily interested in dolls - don't start with
assumptions. Likewise, just because a father collects coins or
advertising items doesn't necessarily mean his child will be
interested in coins or advertising memorabilia. It's great if it
works out this way, but don't count on it!
One of the best ways to help a child select a personal collecting
area is to expose them to the world of collecting by taking them to
flea markets, yard sales, antique malls and shows. Don't suggest -
let them explore and perhaps come up with something on their own.
And, what they choose might not ultimately be what they end up
collecting - they may need to select two or three different
collecting areas before they settle on something lasting, and even
that will probably change as the child matures.
8 - Fast Food Franchise Collectors
This is an area all its own _ the small toys given out with food at
McDonalds, Burger King, Taco Bell and many of the other food
establishments. Obviously they are geared to the very young
"collectors" and their parents. Although these toys are really
intended to be played with - until they break - nonetheless, it's the
first collecting experiences of millions of kids who have to get one
of each of the line of trinkets being offered with each promotional
program.
9 - The "Inherited" Collections
On occasion we speak of "generational collecting," meaning the
collecting interests of a particular generation or decade. Post-World
War II - following the years of rationing and sacrifice - the decade
of the 50's was primed for offering a new way of life and leisure.
Family vacations, outdoor movie theaters and similar luxuries became
common. Collecting also became popular on many fronts - travel
souvenirs, collector plates, salt and pepper shakers, whiskey
decanters, sports items and many others. Now, 40-50 years later, as
the Moms and Pops of these young families of the 50's and 60's are
breaking up households and moving into retirement homes, or dying,
their children or grandchildren are often finding they have become
the new owners of these collections. And, for many, they have no idea
what to do - whether to keep it, sell it, throw it away or other
options.
Inherited family collections can become an enjoyable experience or a
burden with a capital "B"! Usually the recipient starts out not
having a clue as to where to turn. They need advice. They need
options. Here is an area where collecting clubs can offer assis
tance.
10 - The Generational Collectors
'Generational collecting' was discussed in the last section -
inheriting collections from our parents or grandparents. Now, let's
bring that forward. Today, it is widely recognized that many
collectors prefer collecting areas that relate to their childhood or
to other pleasant memories. By mathematics, this means collectors in
their forties may be more interested in collecting areas reminiscent
of the decade of the 70's; if in their thirties, more interested in
collecting relating to the 1980's and if they are in their twenties,
more interested in collecting items relating to the 1990's!
As each decade goes by, the collecting interests - to a degree - will
change. Some examples: World War II collecting is "flat" - why? You
have to be in your sixties to even remember World War II! There is
less interest in collecting World's Fair memorabilia. Why? There
hasn't been a World's Fair in the United States in decades - young
collectors haven't experienced a World's Fair and therefore have no
feelings toward such events. The mystique of collecting Kennedy
material is not an area embraced by young collectors. Why? John F.
Kennedy was assassinated 40 years ago. You would have to be at least
50 or very close to it in order to remember the Kennedy years. It may
seem that collectors are still fanatic over The Beatles and Elvis,
but events relating to these two areas often find many of those
showing up to be creeping into middle age, so their time, too, shall
eventually pass.
11 - The Impulse Collectors
It seems as if we are running across more and more collectors
recently who are buying items "just for the fun of it" - and some are
spending a lot of money. These are truly eclectic collectors. They
enjoy visiting antique shops and malls, going to flea markets, estate
sales, auctions and yard sales. They are not looking for anything in
particular but will buy whatever "strikes their fancy," as the saying
goes. It may be something really unusual, maybe even weird, or a
great decorator item, but most definitely an impulse purchase.
Normally these collectors, and there are a lot of them, do not
display their collections as a collection, but position things around
their home or office where they choose to. Often the items become
conversation pieces. Do they even consider themselves collectors?
Yes, many of them do, and are quite proud of the fact that they are
truly individual collectors with no pressures of having to set goals
for `completing' a collection (whatever that means). Impulse
collectors are probably as pleased and as proud of their collected
items as any other collector who may have a more focused approach to
collecting.
12 - The Transitional Collectors
Technically this group may not be a new audience in the collecting
world, but could be a new audience for your club. What we are talking
about here are those people who are already established collectors,
but who are in search of a new collecting area. Either they have
tired of the area they are now collecting, or wish to possibly
broaden out into some allied collecting areas beyond what they now
collect. They don't need to be sold on collecting, in general. They
already are collectors. But they may find your collecting area - your
club - is just the thing they are looking for.
Reaching the New Collecting Audiences
We have identified a number of various types of new collecting
audiences. Taken as a group, we are talking about tens of millions of
new collectors, definitely a sizeable percentage of our current
collecting industry.
How can you as collecting clubs and societies serve these new
audiences? Do clubs even have a role?
Do these audiences have any common traits that transcends all the
groups? Most of the collectors in these new audience groups are
fairly young - in their 30's or under. Most are very familiar with
computers and use the Internet regularly. They have an interest in
collecting and are basically individual collectors operating on their
own.
What this means is that clubs need to be aware of these
characteristics as they reach out to new collecting audiences. Your
club website, for example, is probably your most important tool.
Learn to use other websites to broaden your message base. Direct your
message to younger audiences. Clearly articulate how your club can be
of service to these new audiences. Is your message clear? Are your
services needed or relevant?
Take a strong look at each of these audiences. Undoubtedly some may
be better target groups for your collecting area than others. But
look at all of them. Try to analyze what assistance these collectors
may be in need of from the perspective of your club's collecting
area. Can you help them? Can you reach them? Do you want to?
Check out the ACC program area on club promotion and recruiting new
members for some specific ideas that might work in reaching new
audiences.
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