How To Become A Trend Spotter!

Sarah Schwartz
Editor
Stationery Trends


Much has been written of trends. I try to read everything I come across, and while I find more scholarly books to be of immense interest — I highly recommend Anatomy of a Trend by HenrikVejlgaard, M.A.,M.Sc., which studies of the trend process through a sociological lens — trend watching itself is more of a spectator sport. Since I edit a magazine called Stationery Trends, I’m lucky enough to get to do it as part of my job.

I find it fascinating, the way a new look, motif or perhaps category appears in the market, seemingly out of nowhere. At first, I might stumble across it almost accidentally, usually while I’m looking for something else. I’ll admire it either for its distinctive nature or, if I’m really lucky, its complete disparity to everything else currently on my radar design-wise. “I would like to do a page in my next issue on that,” I think, imagining how pretty a layout could be, “but I only have the one product.”

Then I see another product that reminds me of the first, and then another. Hopefully around this time I start making a list of who’s using it. The look begins to blossom — either that, or it dies an early death on the vine. A few show seasons (or even years) come and go, and the look enjoys a golden time, where designers are experimenting with it, putting it on all different surfaces and trying it on all sorts of products. Then it gets old, or at least it does to me. Because by then, I’m chasing the next one.

So, how do I spot trends? I’m not entirely sure my formula will work for everyone, but here is how I approach it.

First, stay open to everything you see. Sometimes a new trend won’t seem that aesthetically appealing right out of the gate. Sometimes they need to grow on you. (I find this to be much more true now, as I approach 40, than it was a decade ago.)

Generally speaking, you want to stay one step ahead of your clientele design-wise, that is, you want to be one of the first to share a new trend with them. Ideally, they will have been exposed to it, but not over-exposed to it by the time they see it in your space. That’s an important distinction, and the lifespan of a given trend as it applies to your audience is going to be dictated by their demographics; cater your timing to their tastes.

Finally, keep your eyes wide open. Stationery is affected by the whole world around it, from the whims of celebrity tastes to the aesthetics featured on home and garden TV shows. However, early expressions of trends are far more pervasive than that. Cutting-edge design can be found in two dimensions in magazines, advertisements, catalogs and blogs, and in three dimensions in other product categories from apparel to tabletop.

Become a people watcher too. Airports, restaurants, coffee shops … observe those around you. You may be on the way to a show, notice a pattern on a random handbag, and then see it again on the trade show floor. Before you know it, you are on to the next big thing!

Sarah Schwartz is a member of the NSS Education Faculty.  Don’t miss her informative, in-depth seminars on leading stationery trends scheduled for Sunday, May 17, with an encore presentation on Monday, May 18, at the 2009 National Stationery Show.  To register for any educational program, click here.

All over the country, people are chatting about the National Stationery Show, and their passion for paper! Greeting card execs from companies of all sizes, designers and artists debuting at NSS, retailers, editors, suppliers, distributors, consultants. Hey, even trendsetting teenage country superstar Taylor Swift has a sweet spot for stationery noted in a recent post.

But the buzz from Always Upward Cinda Baxter’s blog, www.alwaysupward.blog talked about the National Stationery Show as essential (this followed a far-reaching discussion through LinkedIn – amazing new medium, isn’t it?) Retailers posted comments through Cinda’s company RetailSpeaks. You’ll see those by clicking the link below.

Vendors see NSS as a “must” by Cinda Baxter on February 10, 2009

There was a lot of discussion about participation in the National Stationery Show, including one on LinkedIn. Some pretty solid wisdom was shared, including the following:

“We just finished the January show circuit and were very encouraged by the enthusiasm of the retailers that attended. C.R. Gibson is definitely displaying at the May Stationery show as well as working Surtex. It is important to our industry to support retailers that are seeking out new and innovative product. No venue does a better job of that than the Stationery show. I truly believe the Show helps set the bar for our continued improvement as an industry from the many new companies that come each year to the Louie award presentations that highlight the best we have. I am looking forward to seeing many of you at the show this year.” – Don French, President, C.R. Gibson, LLC

Don wasn’t the only one to speak up; several voices jumped in to echo the importance of exhibiting, including Andy Meehan (President, Consumer Products Div., Quadriga Art):

“Retailers should be encouraged to think that (a) new ideas are the only way out of a downturn (b) that the Stationery Show is a great venue to see small and medium size companies with innovative new ideas.”

Well said.

To get some retailer perspective on all this, check Friday’s RetailSpeaks IQ post.

Quotes used with permission

Deliver Profitable, Customer - Pleasing Promotions
With Direct Mail


Larry Siegel
Marketing expert and
Store Scene Editor
Greetings Etc.






Coupon usage, a popular, tried and true traffic-building mechanism, is expected to increase this year.   And, let’s face it, customers are definitely motivated by value.  You don’t have to “give away the store,” but nothing beats an irresistible offer to tempt customers to shop.  And direct mail, more unique today because of the widespread use of electronic marketing, is a high-impact and cost-effective method of delivering your promotional offer.

What to Send: Use the power of the postcard to your advantage.  Postcards stand out among a pile of mail and are instantly memorable! Since postcards are self-mailers, there’s no stuffing envelopes!  Stick with a professionally-designed postcard that effectively communicates your offer, the time frame, and provides key information – address, phone, web and store hours.  Competition between local print shops and online printers is fierce, so there are great deals to be had for four-color printing.   You might even check to see if your local printer will give you a better deal if you go with one-color printing on a "signature" colored paper.   Small postcards (4"x6") can do the job while saving you postage; oversized postcards (larger than 6" x 9") might cost more to mail, but they stand out! Depending on the size of your mailing list, you could consider using a mailing house; just make sure that the handling/labeling charge doesn't cost more than the difference between First Class postage and whichever pre-sorted rate you select (Standard or First Class).

Who to Target: Your best prospects are your current customers — they already know who you are, where you are, and what a great shopping experience they can expect.  Hopefully, you have a database containing all the pertinent information you need to contact them.  The next best prospects are people within 1-2 miles of your store. The best way to secure their contact information is through a mailing list company.  Just do an Internet search for "mailing list" or "mailing house".  To manage the size of this audience, I recommend you use demographic "filters" (household income, children, gender, pets, etc.) to fine-tune who you want to target.

What to Offer: Think about what it takes to motivate you to respond to an offer.  This is a great way to decide what will attract your customers to your store.  Does "10% Off" get you off the couch?  Maybe not, but a "We pay the sales tax!" offer might, and most likely that percentage is effectively under 10%.  Give people a simple choice: "50% Off" one item with a designated minimum price point, or "20% Off" an entire order.  To get people to come in sooner than later, offer 20% Off with a two-week deadline and 10% Off between two and four weeks (when someone presents the coupon after the first deadline but still wants the better offer — you know they will! — give it to them and be a hero).

For something a little more complex, make a 20/10 offer: get "20% Off" a current purchase and get a gift certificate for 10% of a future purchase. If you’re targeting only your best customers, be daring and offer $5 or $10 Off promotions with no minimum purchase — these customers love your store, will recognize the significance of the offer, and are likely to come in ready to buy.

Gifts with Purchase: If discounts aren't your thing, try offering gifts with purchase and tap your vendors for special promotional items.  You might wrap up some of your inventory of "onesy/twosy" items and/or discontinued items and let people select them from a table when they make a minimum purchase (it's a good idea to have a description on a sticky note on the bottom in case the customer wants to re-gift).

For something completely different, promote a neighboring business!   Ask for gift certificates and freebies to give your customers as gifts with purchase or prizes for drawings. And, remember, think reciprocally!  If they're willing to support your business, you need to support their business… so offer them coupons, product, or gift certificates to promote to their clientele as well.

And, finally, a word about e-mail promotions.  These may be cheaper than direct mail, but they can be fleeting.  Emails disappear with a keystroke or get buried in the Inbox.  If you have e-mail addresses corresponding with the people on your mailing list, send them an e-mail telling them to be on the look-out for your postcard promotion.  If they don't get the postcard, rest assured they'll call you to let you know… which is actually a good thing since they are now expressing real interest in your offer.

Marketing and promotions expert Larry Siegel, president of Siegel Marketing Group, also serves as the retailing editor for Greetings Etc.

Contact NSS Exhibitors Via The Gallery

How would you enjoy reviewing product while sitting on the couch in pj’s and slippers?  The convenience is there – and doing so is simple. New to the NSS website this year, the Online Catalog Gallery features catalogues from a host of NSS exhibiting companies.  Take a look by clicking the graphic and selecting the catalogs you’d like to see.  The Online Gallery also connects you with the sales team at each company, so you can continue to explore ways of doing business together.