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VIEWPOINTS
A Flaming Great Way Of Learning The recent GCA Speed-dating with Dragons event gave 60 card publishers a great opportunity to pitch their greeting cards to leading greeting card retailer buyers. PG entered the lair to find out what the ‘dragons’ had learned from the experience; their ideas for ways of how the two sides of the trade could work together to grow the industry; as well as what ranges they saw got them all ‘fired’ up.
The Dragons’ Questions
Right: Some 18 retail buyers from multiples, small chains and indies participated in the GCA Speed-dating with Dragons event which involved 10 minute pitches from publishers.
Publisher’s helping hands: What could card publishers do better to aid the job of card buyers? A dragon’s learnings: What did you learn/get out of being a ‘dragon’ at the recent event? All fired up: Of those that you met, what publisher(s)/ranges most impressed you and why? Two way traffic: In what other ways could retailers and publishers work together to grow the industry?
Louise Helyer-Prydderch
Andy Adamson
owner and Nicky Walker, manager of Forget Me Not, Stubbington:
director of Calliope Gifts, Dorking, Alton and Haywards Heath:
Publisher’s helping hand: “It would be incredibly helpful for all the publishers and the GCA to work off one price code format… ie alpha or numeric. Also to try achieve some sizing standardisation for envelope purposes.” A dragon’s learnings: “It was such a pleasure to meet so many great publishers who went out of their way to do an amazing job of showcasing their products and, given the time, we could have happily placed three orders. We are all so lucky to be working within an industry that is both supportive and nurturing to all. It was so useful having some individual time with each designer to explore their ideas and learn what inspires them.” All fired up (Louise): “My favourites were Anna Victoria and Ilona Drew of I Drew This.” (Nicky): “I loved Lucy Ledger and Ezen Designs’ humour cards.” Two way traffic: “I think more events like this would improve the industry. Also, maybe we should invite the publishers to spend some time instore interacting with customers and researching the end consumer. Also, possibly doing some merchandising workshops to help the publishers understand how different displays work - ie sizing and skylines.”
Publisher’s helping hands: “Look at what everyone else is doing... and do something different! There are so many card designers out there and we are spoilt for choice by the beautiful designs, but there are too many that are similar. There's nothing wrong with them, but once we have a selection of bird/dog/unicorn/Prosecco cards we don't need anymore. Also, please be a bit more creative with male cards - we're not all beer swilling, motorbike riding sports fanatics. Importantly, do get the logistical side right: barcode your products, have captions in the upper part of the card so that customers can read them in a browser, think about how this will look in our shops and how it will stand out among all of the other cards. Finally, have a big enough range so that we can make up a reorder without paying carriage.” All fired up: “What stood out for me were Twizler for its strong children’s range and the humour cards; Coulson Macleod, who I remembered from its prints but wasn't aware of the move into cards; Jessica Hogarth as we stock her wrap and bags so it was great to see the cards, plus Jellyarmchair for its quirky humour.” Two way traffic: “I’d love to have some of the publishers who were involved in the recent event work in the shop for a day to see how customers shop.”
Top: Forget Me Not’s Louise Helyer-Prydderch (left) and colleague Nicky Walker. Above left: Anna Victoria’s designs (including those from its Esme Collection, pictured) were a winner as far as Louise Helyer-Prydderch was concerned. Above right: Ilona Drew’s creations for I Drew This were Forget Me Not for the Stubbington-based retailer.
Above: Andy Adamson with publisher Lizzie Chancellor just after a pitch. Left: Twizler was highlighted for its strong children’s designs and humour ranges. PROGRESSIVE GREETINGS WORLDWIDE
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