The importance for Trade shows worldwide for Greeting Cards.
July 22, 2020 Business
Greeting cards are big business in the WorldWide and represent an enormous £1.6 billion pounds in retail sales every year. It’s hardly surprising that so many new card publishers emerge every year to try and make their fortune on earth of greeting cards.
Greeting card trade shows are an evident starting point for new card publishers and there are plenty of organisers willing to take your cash in exchange for what the newbie believes will soon be instant success and riches beyond their wildest dreams. Well have they got a shock awaiting them, there is virtually no fast track to success in this vastly competitive industry. You will find two key components to success and they’re simple; have good unique cards and excellent market penetration. Easy!
So just how do we get good market penetration? Well you can find numerous obvious routes in to the world of greeting cards and most new publishers will certainly try appointing independent sales agents convinced that this may give them instant exposure. Well they’re certainly set for another shock and should they haven’t tied down a good agreement they’re set for a lot of stress and heart ache working with the legal side of dismissing the cards sales man. So that brings us back to trade fairs and how important they’re to new greeting card publishers.
The trade show season is well under way and many cards publishers will soon be asking if it is money well spent exhibiting at the different shows around the nation and indeed further afield.
International Spring Fair
The International Spring Fair in Birmingham is held every February and covers every aspect of the gift ware industry including greeting cards. The show encompasses most of the 20 halls at the National Exhibition Centre and attracts visitors from all over the world personalisierte Grusskarte There’s without doubt that this is a popular trade show but don’t get blinkered, the massive attendance figures aren’t all going to have an interest in greeting cards and only a small percentage will in actuality go to the dedicated greeting cards hall. That isn’t to express that the show isn’t a good platform for the new greeting card publisher but more as a heads up not to put all of your eggs in one basket, you can find other suggests that should definitely be on the list of any ambitious greeting card publisher.
Harrogate Gift Fair
There are many gift fairs held in Harrogate but usually the one most suited to cards publishers is The Home and gift show that is held each year in July. The show has broad appeal and attracts many greeting card buyers particularly from the northern region. The show does not have the exact same sort of feel as those held in large exhibition centres and new publishers must have the pain of secondary locations until they progress the ladder. This show will be further down my wish list if budgets are limited.
Torquay Gift Fair
Torquay gift fair is just a much smaller event which takes place in January and is housed in the Riviera centre and a selection of Marques. It’s however a good place to get your feet and work out the pros and cons of exhibiting. This show will attract more regional stores and greater buyers often stay away from this one, until they’re on a small jolly! I would go to the show for recognisance before spending hard earned cash to see if it’ll suit your greeting cards.
You will find two Top Drawer shows held in London every year, the spring show is held at Olympia in January and the autumn show is held at Earls Court in September. Both shows are relatively small but do attract a good mix of retailers and as the majority of the big store buyers are located in or around London then it creates a good location. The shows are both very vibrant and not oversubscribed by cards publishers. This is really worth a good look particularly if you should be trying to tap to the London greeting card market.
PG Live is the only real dedicated show for the cards industry and is held each year in May at the Design Centre in Islington. This show has grown from strength to strength and is widely supported by greeting card publishers of all sizes. The show is organised by Warren Lomax of Progressive Greetings magazine and places the emphasis of the show on networking. The show is on for two days and boasts an enormous after show party where retailers and publishers can share stories and build relationships. This show will be right towards the top of my list for new cards publishers and will give them good usage of the main element buyers. The only down side to this is the sheer quantity of publishers under one roof and this means you will have work cut right out trying to make sure that you stand out of the opposition.
New York Stationary Show
If you are trying to expand your business across the pond then there is no better place to begin compared to National Stationary Show held at the Jacob Javits Centre in New York each May. Not just is the current weather usually beautiful in new York at the moment of year nevertheless the NYSS as its known is widely supported by the greeting card industry in the United States of America. Do be cautious though and ensure that your product is suited to the cards market in America. Don’t just believe that because they sell a wide array of cards each year that yours will automatically fit their market. It will be money well spent visiting the USA to see on your own what sells and what doesn’t. Don’t hesitate to ask local retailers about your product to see when there is a market before investing time and money in an international show.
There is certainly no shortage of opportunities for cards publishers and as they say you’ve to stay it to win it! However, don’t be under the illusion that attending a trade show will be the holy grail because unless you are incredibly lucky then it is a slow road to eventual success. You should be very patient and work every opportunity and that alongside good product and lots of hard work will pay dividends in the long run. Greeting cards really are a wonderful way of making an income if you obtain the building blocks in the proper place and order. Good luck and remember cards will be in demand.