Nicole Cardello's Journal

Hi, Everyone!!

2008-06-02T12:02:00.000-07:00

WOW! If any of you looked at my schedule for the past month and a half, you’d know it has been quite an exciting few weeks for me. I have been in 18 cities since April 1st; now, a bunch of hotel rooms, car trips, and airports later, I am finally home!!

My experience on the road has taught me so much; it really has been an amazing journey. Most of my time away was spent following Ed Pierce’s 68 city tour, “Captivated by the Light.” I can’t even begin to tell you what a wonderful group of people I met. I would like to take a minute to thank Ed and his wife, Barbara, for giving Albums Inc., and me the opportunity to be part of this fascinating tour. “Captivated” wasn’t your typical seminar; night after night Ed would consistently fill rooms with between 300-500 people. A “slow” night in Ed’s mind was 180 people. It was great to see that so many photographers are interested in perfecting their craft and learning techniques from such a knowledgeable professional. If any of you are regular readers of my blog, you know I love to get out and meet people. “Captivated” was the perfect opportunity to do so. I was amazed by the people who actually knew who I was because of this blog. It still astounds me that people are actually interested in what I have to say! Anyway, it was great to get out and show people what Albums Inc. has to offer.

Of course, it wasn’t all work and no play (shh….DON’T TELL MY DAD!!) I think I laughed just about as much as I worked on this trip. Ed and Barbara have an incredible sense of humor! But it was the whole group that made the trip such a worthwhile adventure. John, Ed’s road manager, and his wife, Brandie, Jessie from Marathon Press, and Sean from WHCC made every night a real pleasure. For the most part, this group was with Ed for all 68 cities. After doing just 18 dates of the tour—with assistance from my partners in crime—I applaud those who were there for the whole trip. Somewhere around North Carolina, Kathy and I lost our marbles. We decided that a stuffed bunny I had brought along would make a good road buddy. As a result, we photographed my bunny anywhere and everywhere. Take a look…

You will also notice several other stuffed animals in the shots that now belong to Barbara, Brandie and Jessie. What can I say? It was cheap entertainment.

All right, back to business. One of the most alarming things that I heard while on the tour was…”Albums Inc has custom?” or “I didn’t know you guys had this.” Please know that Albums Inc. continually strives to bring you the best products, including the latest and greatest. For instance, if you take a look at our catalog you will notice we now sell Nik software. We also will soon be offering a new ProCraft Photobook line with press printed albums, cards and calendars. Plus we offer frames, folios, folders, and so much more! An

other thing I have heard is “Your catalog scares me.” Trust me, with the catalog coming in at just under 370 pages, there are days it scares me, too!! Our marketing team, and specifically my sister, Michele, work really hard to put together that catalog for you, so take a look at it! As much as I would love every customer to examine every page, I know it’s not always possible. That’s why we’re here!! Albums Inc. isn’t just a company that sells product—we are a

valuable resource for professional photographers. And that means YOU and all your business needs. It seems with the Internet gaining more and more popularity, no one wants to pick up the phone. It’s really not such a horrible monster; you’ll find we’re pretty friendly on the other end of that line. Tell us what you’re looking for and let us do the work for you. We can almost always point you in the right direction. Call and ask us for specific products. If it’

s not something we carry today, it may be something we could carry in the future for you (that’s exactly how we ended up with our new press printed line!). If it’s not something we carry and may not ever carry, we’re happy to send you along to one of our friendly competitors (yes, I said it). We are all in this together. But if you abhor the phone, drop me an e-mail. I’ll try to answer as quickly as possible. I will even scour catalog pages to help find what’s right for you. That’s how dedicated I am to you and this company. Heck, we’re all dedicated, so give us a shot!

Enough … thanks for reading! As always, drop me a comment or shoot me an e-mail. Even if you just want to say hi, I love hearing from you all.

Have a great one!
Nicole

ncardello@albumsinc.com

Where I'll Be....

2008-03-26T19:48:00.001-07:00

Wanted to let everyone know where I will be the next couple of months. Be sure to stop and say hi if I'll be in your area, I would love to catch up with those of you who I don't get to see very often. Give me a call if you would like to schedule a meeting to see product after a show....

April 1 - Grand Rapids, MI- Ed Pierce Seminar (www.edpierceseminars.com)
April 2 - S. Detroit, MI- Ed Pierce Seminar
April 3 - N. Detroit, MI- Ed Pierce Seminar
April 6 - Cleveland, OH- Ed Pierce Seminar
April 7 - Buffalo, NY- Ed Pierce Seminar
April 8 - Syracuse, NY- Ed Pierce Seminar
April 14-17 - Atlanta, GA
April 27 - April 30 - College Station, TX -Texas School of Photography (www.tppa.org/school.htm)
May 1-3 - Baltimore, MD- Ed Pierce Seminar
May 4 - Washington, DC- Ed Pierce Seminar
May 5- Richmond, VA- Ed Pierce Seminar
May 6 - Raleigh, NC- Ed Pierce Seminar
May 7 - Winston-Salem, NC- Ed Pierce Seminar
May 8 - Charlotte, NC- Ed Pierce Seminar

Hope to see you soon!

Nicole

Hi Everyone!

2008-03-17T08:21:00.000-07:00

Sorry it’s been so long since I’ve had a chance to write! It seems like the past few months have just FLOWN by! This year has started off with a bang—I can’t believe it’s already March. It’s been great to get back into trade show season. So far this year my travels have taken me to Tampa, Dallas and L.A.,—not a bad first couple of stops! I really love being out on the road, mostly because I get to escape Cleveland weather for a little while! It’s always nice to see some familiar faces out on the road as well. A special moment at a recent show was the recognition of our Sales Rep, Brenda Harper, as the Individual Vendor of the Year for the state of California. I was lucky enough to be at the awards banquet with Brenda and I couldn’t be more proud of her. YOU GO, GIRL!!!

This year has brought so many amazing things, but our most exciting is the launch of our new album line, Album Epoca. We recently hosted Emiliano and Andrea, two handsome Italian gentlemen from Photosi, the Italian company that manufactures Album Epoca. They spent a week with us teaching us every aspect of the new line. We are all SO excited about this new partnership. I even cried (yes I cried, our sales staff was witness to this…tears of joy, of course). They have given us every tool we need to help you, the photographer, make more money. Who doesn’t love that idea?!? We have had mini debuts of the product in Cleveland, Dallas, L.A. and Boston, and the response has been tremendous! If you are coming to WPPI this year make sure you stop by and see us, as that is the “official” launch of Album Epoca. I promise there will be lots to see.

Of course, Epoca isn’t the only thing I’m excited about this year. Each of our manufacturers is bringing something new to the table in 2008. Make sure you check out 360 to see what’s new and now from Renaissance, Maxima, Jorgensen and Tap—just to name a few! Click here check it out now!

Meanwhile, I’m off to North Carolina in a few days for the PPNC State Convention. Then it’s on to Viva Las Vegas for WPPI!!! As always I invite you to stop by, say hello, and check out what’s new from Albums Inc.!

Ciao!
Nicole

Hi Everyone!

2007-10-18T12:09:00.000-07:00

I know last you heard from me I was off to a motorcycle race in Monterey and I promised pictures. So here are a couple of my favorites shot with a Nikon D70 with a 70-300mm lens. I don’t think
I did so badly!

Now that I have been back in the office for a while I couldn’t be more excited. We have so many new and exciting things going on here at Albums Inc., I can’t help but share. First of all
I would like to extend a warm welcome to the Wn Albums and Frames customers that are now part of the Albums Inc. family. We are so glad to have you! The merger has meant big things for everyone involved. The teams here in Cleveland as well in Atlanta have all been putting in major hours to help with the increase in business. We are also glad to be bringing Wn customers a variety of new products as well. I know that our catalog can be confusing for new customers and for those who have been working with AI for years but we are here to help. Don’t hesitate to give us a call or drop us an e-mail. We are happy to help in any way that
we can!

I am also very excited about new products coming in 2008! We have been working with some of our vendors to apply what we have heard. I personally have attended about a dozen tradeshows and seminars this year. Everywhere I go I am constantly hearing suggestions
and we love it! We are listening so keep them coming! While we can’t try everything that is suggested we do make an effort to consult with our vendors on what we hear from you, the professional, as to what you need to help your business grow and them implement those suggestions. In the upcoming months you will see new colors and sizes in the self-mount lines, more cost effect CD cases with a contemporary look. New materials will be available
the Renaissance stock line as well as updated versions of old favorites such as the Elan album. Renaissance The Book will also be improving upon the Fine Art album, making the gutter smaller than ever. What’s not to be excited about?

Keep the suggestions coming, my sister Michele and I are familiar faces at trade shows all over the country. So far, 2008 will bring us to 10 tradeshows in about 3 months. Now let me tell you for us that means a lot of hotel rooms, enormous goofy looking suitcases (ours have pink, blue and purple polka-dots and are huge because what girl can bring just one pair of shoes), blow dryers, curling irons, and A LOT of make-up. You can verify with anyone that works
with us, we travel with a lot of “equipment.” We think all of that traveling is worth it just to see what our customers have to say. So if you see us, stop by and say hello! The next show
we will be at will be Photo Plus Expo in New York City, October 18-21. If you are going to the show drop by! See what is new, say hello and even take “the wheel” for a spin. Those of you that are new to AI don’t know what “the wheel” is but for those customers that have been with Albums Inc. since the beginning you will know what I am talking about. You asked for it and it is back and better than ever!

See you in the Big Apple!

Nicole

About Me

2007-08-02T12:08:00.000-07:00

While this entry may not have a ton to do with Albums Inc. or photography, I thought it might be kind of nice for those of you who are actually reading these blogs to know a little bit about who is actually blogging to you. So here goes…

My name is Nicole Cardello and I am 26 years old. Officially I have been part of the Albums Inc. team for about 3 years now, but as I have mentioned before I have been a part of the Albums Inc. family all of my life. Twenty-seven years ago my father took a position at AI as the General Manager of our Atlanta location with a baby girl on the way. (Little did he know that I would become the apple of his eye, he-he!) I arrived into this world on June 8th, 1981, having been born in Cleveland, Ohio. I am the youngest (and as my sisters will tell you, the most spoiled) of three girls. When I was 2 weeks old we hopped on a plane and headed to join my father in Atlanta, GA, where I spent most of my life. At the age of 13 my father was promoted and we headed back to Cleveland. I thought the move was the greatest thing in the world until the first time it snowed! Many of you reading this blog may be from the southern part of this country --or anyone that was at Imaging USA this year -- and you know the littlest bit of snow or ice practically shuts down the South. As I came to find out, this isn’t the case here in lovely Ohio. I was so excited for a snow day the first time I saw it snow here! But my mother smiled and shoved me out the door into the snow saying, “Don’t be late for the bus.” I also learned that there is no such thing as sweet tea up North, which was a staple of my growing up years. All in all, I find that I am much more of a Southern girl; Cleveland can keep its snow-filled winters and regular iced tea! At the age of 15 I developed an interest in aviation. That’s when I made a deal with my parents that as long as I kept my grades up I would be allowed to take flying lessons. I haven’t looked back since. As I write this today, July 17, 2007, I celebrate my 11th anniversary of the day I began flying. Flying became my life, and after I graduated from high school I packed my bags and headed to sunny Daytona Beach, FL, where I attended Embry-Riddle Aeronautical University. My college experience was anything but typical. Many times my days started at 4am to prepare for that morning’s flight, followed by a day full of classes. I have to say I loved every minute of it. Life has had its twists and turns along the way, but I am still plugging away at my degree at Embry-Riddle, in addition to working at AI. My goal is to become a commercial airline pilot.

My job with the marketing department here has given me the opportunity to travel all over the country and meet so many wonderful people. I have learned a lot from this job and the people that I work with. I have always loved photography, and grew up studying the work of Ansel Adams along side my father. I enjoy working with my father, sister, and the rest of the incredible team here at AI. I have to send a special thanks to my partner in crime in the marketing department, Will Demarco; he makes my job an adventure every day. When I am not working,, traveling, or going to school, I enjoy spending time with my family, flying,, riding motorcycles, and shopping (what girl doesn’t!)

Well, I think that about covers it for me; I’m off to beautiful Monterey, CA, tomorrow to catch some world-class motorcycle racing. Check my blog next month for pictures!

By the way, I’m always ready to lend a helping hand and I love hearing from people, so as always, I invite you to e-mail me!

The Photographic Family

2007-06-01T09:14:00.000-07:00

I have just returned from a weekend in Bradenton, Florida, with Curt Littlecott; as always, Curt put on an amazing daylong seminar. This seminar made me realize how much photographers are like a family. The event I attended wasn't your typical event: the Bay Professional Photographers Association members had rallied for a truly special cause. One of the BPPA members was diagnosed with serious illness about a year and a half ago. This person's life achievements were taken from him in an instant. It made me realize how precious our gifts are, and how quickly they can be taken away. Seeing that their fellow guild member was unable to continue doing what he loved due to the illness, the BPPA members came together to raise money for one of their own. This is where Curt comes in. All of the money collected at Curt's seminar, including Curt's speaking fees, was donated to the member's family to help with rising expenses. This is the second year in a row that I have attended this event and it just keeps getting better. It went from a seminar after dinner last year, to a full day seminar with over 65 people this year. In total the BPPA members raised over $1600! Flying home I realized what an amazing group of people photographers are. To see people come together like this was truly special.

It seems as though there is a photographer on every corner these days. Anyone who can afford a "good" camera considers himself a photographer. I think that's why we see so many "Uncle Joes" shooting their niece's weddings instead of a TRUE professional. So often I see that people are not willing to share with each other. Everyone is worried that his or her ideas are going to be stolen. But I think that's what sets photographers apart -- the ability to come together as a group. I like calling it family. Learning from fellow professionals can be an amazing tool. If all photographers were unwilling to share, we never would have had the greats like Monte Zucker, Don Blair, and so many others who shared their lives and their skill with us. They were craftsmen, true professionals. I've been to seminars all over the country and I have never seen "Uncle Joe" at one of them. What's my point? Embrace each other as professionals, as family. Learn from each other. I'd be willing to bet that if you use the resources that you have (i.e. other professionals) your bride will see that "Uncle Joe" isn't all that great after all.Think about it -- isn't community the reason we have PPA, WPPI, and a host of other amazing organizations?

Which brings me to my next point. Just in case you haven't noticed, you'll see I share the same last name with Pete and Michele Cardello, my father and my sister. When we say we're part of the Albums Inc. family, we really mean it! We're just one of eight families working on your behalf here at Albums Inc. Founded by family (the Schuman and DeMarco families), Albums Inc. is an employee-owned company that has been in business since 1975. That means we aren’t a company that just "popped up" a year or two ago -- we're a company that's here to stay. Did you know that there were over 60 album companies at WPPI this year? Just a handful of those companies have been around since the beginning, and we're proud to say we're one of them. So ask yourself this question: "Do I want to work with a company that's going to be gone next year, or do I want to work with people who are in it for the long run?" A lifetime guarantee to us means that if something happens to your customer's album years from now, we'll be here to fix it. I've only been in this business for 3 short years, but I've already seen so many companies come and go.

Back to family – or should I say eight families at Albums Inc. While some of us are related by blood, I view everyone here as my family. I can't make things work without the rest of my family. I depend on them every day. Not only are they here for me; they're here for you, too. We want to help you distinguish yourself as a professional. When "Uncle Joe" hands his niece a $12 wedding album, we want to help you hand her a beautiful professional wedding album that she can cherish for the rest of her life -- not just until it falls apart like "Uncle Joe's" album. Let my family help yours! What can we do to help your business grow? I can't promise perfection, but I can promise close! The Albums Inc. family just reached an important milestone. We have achieved a 98.66% operating efficiency rate, and we think that's something special. It means we only have a 1.34% error rate on orders that leave our door. While we know we'll probably make the occasional mistake, (after all, we're only human, too!) what sets us apart is our willingness to do what it takes to get it right for you.

Let us know if we are doing all that we can for you. E-mail me with your compliments or concerns; I want to hear it all! I don't do it because it's my job; I do it because Albums Inc. is literally my family! A family that's committed to serving the bigger photographic family, from now until... forever!

Wow! I have just had the most amazing two weeks.

2007-05-02T11:13:00.000-07:00

It all started on April 17th when I journeyed to San Francisco, CA, for the second part of the Albums Inc. WOW Tour. Looking back I realize what an amazing opportunity I had. I mean, how often do you get to spend five days with some of the greatest photographers in the country?! In San Francisco I got one-on-one time with Curt Littlecott (my partner in crime), Kavan Lee, and photographic legend, Hanson Fong. I can’t even begin to tell you what an honor it was. Above and beyond the work stuff, (if you want to know about that, check out my follow-up article on the WOW tour) I got the chance to spend some time socializing with everyone. Besides the food, I’m pretty sure my favorite part of the trip had to be sitting at dinner with Kavan, Karen Bates, Lorelei (two more amazing lady photographers), and Hanson when Selma, Kavan’s Office Manager, marketing guru, and beautiful wife overheard someone talking at the next table about how she had just had her engagement party. Well, who wouldn’t capitalize on that situation? Selma asked the bride-to-be a couple of questions, and then told her that we were sitting with some of the greatest wedding photographers in the industry. The girl politely took a business card; little did she know she really was meeting some of the industry’s best. Her loss, I guess!

Anyway, I just can’t stress enough how awesome my time was with these photographers. I’d like to thank Kavan, Hanson, Selma, Lorelei, and Karen for showing us a great time in the Bay area! West Coast rep Brenda Harper and I even got the chance to sneak away to Alcatraz for the day. Neither of us are professional photographers by any means, but we were both armed with digital cameras and had a blast shooting away on the island. Brenda was a little shutterbug with her Canon Xti, and I had my father’s D-70. Check out the photos I’ve included -- I don’t think we did so badly....

After San Francisco I was off to College Station, TX for the Texas School of Photography. Now I have to say that this school is legendary, and I was a bit nervous. Even at the age of 25 I wasn’t so sure I could keep up with all of the stories I had heard! After I was met in Houston by Kathy Biegel, our NY rep, she and I hopped in our rental car and drove out to College Station. We were lucky that on our first day we were able to catch a little R&R, because we sure needed it!

Our first night at the Texas School we were introduced to the outlandishly themed parties that the school is notorious for. Kathy and I found it was a great place to let our hair down and network with some of our customers. We got the chance to hang out with Kip Cothran, Kevin Conners, Raymond Fosdick, John Michael Hannan, Tony Corbell, and Lynn Broussard (former Albums Inc. rep). I would like to send out a big thank you to all of them for being our “guides” to the Texas School. Kathy and I couldn’t have done it without them. Know what else we learned in Texas? People there love to race armadillos. It’s some funny stuff if you’ve never seen it! But back to the trip … overall, it was a success. It’s always such a privilege for me to get out of the office, network with our customers, and meet new people. All I can say is, the roughly 1,000 photographers who attended the school sure knew how to have a good time! Plus they got to spend a full week learning from some of the most talented photographers in the country. If you get the chance, I highly recommend you attend next year!

I’d also like to say a very special thank you to Kathy and Brenda, our two Albums Inc. reps. They truly do work hard for you. These trips don’t just take dedication -- they take time away from their families. If you get the chance to work with either of these wonderful ladies, please let them know you appreciate all that they do. I know I do, and it’s been an honor to be able to work so closely with them. I have learned so much from both of them. You girls ROCK!!!

Well that’s about it for me. My next adventure takes me to Orlando, FL to a one-day seminar with Curt Littlecott. I hope to see some of you there!

Nicole