Volume 6, Issue 3

In This Issue...
 

Write Here...Write Now!

We reinvent the NSS every year to create the unexpected, capture the curiosities of our current customers and tempt those who haven’t yet visited, so that they will in 2012.  NSS has been described as “exciting and beautiful”  “fun!” “a fashion and trend-setting stage,” and attending to be “the best business decision made last year…” in recent discussions with retailers who’s first NSS experience was last year – and whose 4^th quarter sales saw increases with the addition of social stationery to their lifestyle gift collections.

No surprise to us; we expect this retail trend to continue as the consumer appetite for tangible expressions continues to rise.  Surely if you sell gifts, then carrying cards is a no brainer – “would you like a card with that gift?” can add several dollars to the sale!  So the lesson here is greeting cards, boxed notes and stationery are a complementary product, can retail practically everywhere, and deliver steady profits. There is no better breadth and selection anywhere in the country than the NSS.

Registration has just opened online for attendees, so take a moment to register now by clicking here. 

The earlier you register, the sooner you’ll receive exciting news and updates about the Show - and exhibitors’ plans to keep it fresh and wow you – be it new product, celebrity appearances, fabulous product and paper displays; you name it.

And, on the education front, the roster of programs is impressive, kicking off Sunday morning with thought-provoking insights at the Future Conference, and continuing throughout the week with a series of unprecedented seminars – see "NSS News" below for content and speakers.  I know you’ll be busy, but I recommend you take advantage of the excellent education and special events to enrich your experience – and your time investment.

Like many of you who wear more than one hat in your business, I'm donning a new one as executive vice president of the Greeting Card Association (GCA), while maintaining a strategic role on the NSS.  GLM assumed management of the GCA last year; the synergies obvious from the start.  We share the goal of preserving a healthy greeting card industry, while innovating to drive business in new directions. Collaboratively and collectively this will continue to positively impact the stationery marketplace as a whole, and I am privileged to carry out this new role.

Lynn White, a colleague of 20+ years, has assumed the role of Show Manager of the NSS.  Lynn brings extensive knowledge and passion to the job, having run many of GLM’s signature events across the country in the Gift industry.  In addition, Kelly Bristol’s role on the NSS has been expanded to focus on Key Account development.  Her extensive history with the Show and the excellent relationships she has built with manufacturers, retailers and reps, positions her beautifully with this important customer base. 

So, make your plans to be in New York May 20-23, 2012.  Lock in your hotel room early (best and lowest rates go quickly!) through NSS's official travel website, myGLMtravel.com, serviced through Travel Planners.

Exhibitor Q & A: Lifeguard Press

Lifeguard Press's very first trade show was at the National Stationery Show in 2000. Since then, both the company and its NSS booth size have grown by leaps and bounds. Lifeguard Press's impressive lineup of brands now includes Dylan's Candy Bar, Jonathan Adler, Lilly Pulitzer, Susan Branch and Susan Wallace Barnes. Its extensive product line ranges from stationery items and giftware to home-office products, dog accessories and more. Todd Ferrier, president of Lifeguard Press, shares a few thoughts about exhibiting at the NSS:

Q: Why do you choose to exhibit at the National Stationery Show?

A: The NSS has always been a core part of Lifeguard Press's trade-show business. We launched our company at the NSS, and each year it proves to be vital to our company business.

Q: What unanticipated opportunities and/or connections have come out of your exhibiting at the NSS?

A: There have been so many over the years. I don't recall a show where we have not come home without a valuable opportunity, partnership or a new direction to begin working on. We have met with celebrities, fashion designers, talented artists and industry insiders – all of whom bring a unique perspective towards our partnerships. You never know who's going to walk into your booth. It's exciting to watch it all unfold.

Q: In 2011, you held a special event with Dylan's Candy Bar in your booth. What plans do you have for NSS 2012?

A: We have lots of ideas but haven't solidified anything yet. However, our company usually finds some excuse to create a party in our booth. We love a party!

Attendee Profile: David Beadle of Michaels Stores, Inc.

David Beadle, category director of impulse for Irving, TX-based Michaels Stores, Inc., has been attending the National Stationery for nine years. In his role as category director, Beadle is responsible for purchasing stationery, gift, specialty items and confection. He travels to New York City every year to shop the NSS for stationery, giftwrap and packaging, and party goods – searching for "new, different and fresh vendors," he says.

"Inspiration, themes, ideas, trends and relevant color stories are what I look for," shares Beadle, who spends two days walking the aisles of the National Stationery Show and then another full day working the SURTEX show, which is collocated with the NSS on the show floor. "SURTEX is a major source for the art we use on key programs in my category," he explains.

Although Beadle attends other gift trade shows across the country, he enjoys attending the NSS the most, especially because of its location. "There is nothing better than New York!" he states. "I love to look for new vendors and new artists. There is a bigger buzz at this show than at the others."

Blogger Beat: The Stationery Place

Lyndsey Wells chronicles her favorite stationery and papercraft finds on her blog, The Stationery Place, where she also features designers of all media and backgrounds. "Even before I started blogging, I've had a weakness for pretty paper – and an uncanny knack for identifying trends before they hit it big," sells Wells. Below are three stationery movements she believes we'll be seeing a lot of in 2012:

Shimmer and Shine. Gold is making a comeback in a major way. Last year, it seemed neon and brights were the hot colors; but 2012 will be the year of rich, deep hues and lots of shimmer. Gold accents (with the occasional silver or bronze, too) are becoming all the rage everywhere – from letterpress studios to the fashion runway – and are a fun way to add some personality to stationery (or your closet!). Pair it with a rich purple or blue, and you've got a stunning, eye-catching piece.
Mixed Media. From calendars to business cards to save-the-dates, watercolors are showing up all over the place to give paper a handcrafted touch. Watch for a variety of materials and supplies – such as paint, fabric or hand-lettering – to make a big showing this year when combined with traditional stationery. These flourishes give an otherwise-ordinary piece of paper some extra flair and really sets it apart.
Southwestern Style. Native American, southwestern and ikat prints – a current staple of interior designers and fashion mavens alike – have started making their appearance in the stationery world, and you can expect to see this continue throughout 2012. The earthy patterns, warm colors and unique angular shapes really pop out among more traditional lines, prints and lettering. My eye is drawn to the new southwestern collections every time I step into a stationery store.

NSS News

2012 NSS Seminars Include Top Marketers, Bloggers and Retailers
An exciting, information-packed lineup is set for this year's buyer-education program at the upcoming National Stationery Show. The schedule is as follows:

Sunday, May 20, 11 am, Wedding Market Insights: Liene Stevens, CEO of Splendid Communications and author of "Speak Now Or Forever Hold Your Peace," will discuss how to tap into the lucrative $161 billion wedding industry, including the consumer behavior of engaged couples and how to use digital media to reach today's brides and grooms.

Sunday, May 20, 2 pm, Multicultural Marketing: David R. Morse, president and CEO of New American Dimensions andauthor of "Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation," will explore cultural and societal trends among Hispanics, African-Americans, Asians and the LGBT population, and define best practices in ethnic marketing and merchandising.

Monday, May 21, 11 am, Color Trends To Keep Your Eye On: Color expert Leatrice Eiseman, director of the Eiseman Center for Color Information and Training and executive director for the Pantone Color Institute, will reveal the year's hottest color trends and how to choose the best colors when purchasing products, creating displays and promotional materials, or updating your store's décor or website.

Monday, May 21, 2 pm, Top Bloggers Talk Stationery Trends: Sarah Schwartz, editor of Stationery Trends magazine,will moderate a panel featuring four of the stationery industry's leading bloggers, who will offer their observations on trends in design, typography, innovations, customer-buying habits and more, and share insights into successful blogging.

Tuesday, May 22, 11 am, Turning Clicks and Likes Into Store Visits and Sales: Stationery industry veteran and retail web expert Brian Lawrence, founder of Local Traffic Builder, will share how to draw more visitors to your store's website and Facebook page – and how to turn website clicks, Facebook "Likes" and social-media connections into increased business.

Tuesday, May 22, 2 pm, Stationery Retailers Share Success Stories: Stationery industry expert Kathy Krassner, director of communications for the Greeting Card Association, will moderate a panel of top stationery retailers who will discuss their best-selling products, most effective promotions, most creative displays, social-media strategies and more.

Meet the NSS Team: Mike Ruberry, V.P. of Operations

Responsibilities: My colleagues and I in the Operations Department are the day-to-day NSS link to our show contractors, the Jacob K. Javits Convention Center and our exhibitor customers. We oversee the vendor selection processes and negotiate pricing arrangements with contractors and the Javits Center. We provide the text for exhibitor set-up manuals, manage the logistical aspects of NSS move-ins, set-ups and move-outs, and play a role in NSS decorating-scheme decisions. Show rules and regulations are enforced by the Ops Squad at the show site. We take pride in our problem-solving abilities, and we have a “we are here to help” outlook in all internal and external dealings.

Years on the NSS Team: 14.

Most Memorable Show Moment: In operations, we live for every show opening, and once the shows open, we can’t wait for them to close and the move-out to commence. I'd have to say that I've had 13 memorable show openings and 13 memorable show closings. It is still amazing to me how the shows open on time in picture-perfect condition and how soon they look as though a storm has blown through the exhibit hall shortly after the show closings.

Favorite Pastimes: Following the sad state of affairs of Chicago and University of Illinois sports teams, pitching batting practice to my son’s baseball team and building rock walls.

Mike can be reached at mruberry@glmshows.com.