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There may have been mist and rain in New York last month, but inside the Javits Center, it was bright and beautiful, as manufacturers, retailers, distributors, editors, reps - those seriously involved in the stationery industry from around the world - gathered together for the 65th Annual National Stationery Show.

Everywhere you looked, “Paper Power” was in full swing. From crowds of buyers in the aisles to booths filled with fabulous new products, from packed seminar rooms to the remarkable display of handmade paper dresses on The Paper Runway, from the hundreds of young companies launching their businesses, to the fresh products launched by industry leaders, from the warm hugs of longtime customers and peers, to the warm handshakes between newfound connections, from networking and learning, to parties and awards―the 2011 National Stationery Show was a great success.

As I reflect on the 2011 Show, having read the countless blogs, discussions in social media circles and news coverage - and as my team and I speak with attendees and exhibitors -  I think about our industry’s creativity, resilience and relevance. The innovative paper and lifestyle products on the exhibit floor provided clear proof that paper plays an essential role in our modern lives (connection does not go out of style!) Also clear was the fortitude and flexibility of vendors and retailers as they work together to navigate the fast-paced, ever-changing needs of the local, national, and global marketplace.

Enjoy these images of the 2011 National Stationery Show - the coming together of our industry community - and join me in looking forward to a great 2012 show!

Happy summer,

Patti Stracher
Show Manager   

A Look at the 2011 National Stationery Show

The National Stationery Show greeted its 65th anniversary with a new logo, created by award-winning designer Andrea Liss, owner of Hannah Handmade Cards, and with new, colorful building décor.

The stationery industry's unique combination of creativity and imagination was captured in The Best New Product Awards (BNP), the NSS’ spotlight on the top products that debuted at the 2011 National Stationery Show. A prestigious panel of distinguished social stationery retailers and magazine editors judged more than 400 entries.

NSS 20ll debuted The Paper Runway, fashions on the red carpet, presenting the amazing and intricate outfits created by couture women’s fashion design leaders, and design and lifestyle products manufacturer Die Cuts with a View. Also unveiled were the talents of tomorrow's artists from Manhattan's LIM College, a prestigious fashion and visual merchandising school in New York City. Nationally known stationery retailer Kate's Paperie co-sponsored The Paper Runway, awarding the winning students Alexis Michaelides and Margaret Carroll a $500 cash prize eacn, and the opportunity to have their winning design, “Feather Fantasy,” displayed in the window of Kate's SoHo store during Fashion Week!

There was an  excellent lineup of stimulating, business-building Buyer education programs on the latest product, web development, marketing and bridal trends. Among the excellent speakers were Darcy Miller, editorial director for Martha Stewart Weddings; Sarah Schwartz, editor in chief, Stationery Trends; Millie Martini Bratten, editor in chief, Brides Magazine; and a panel of successful stationery retailers, moderated by industry veteran Kathy Krassner. Equally essential Exhibitor education covered topics including working with reps, in-booth sales, off-shore sourcing and social media marketing. Speakers included Meryl Hooker and Rob Fortier from Center Aisle Group; Barry Matus, Development Solutions Global and Patricia Norins, Gift Shop Magazine.

The Future Conference – Put It On Paper: The Importance of Pen and Ink in the Digital Age - kicked off the NSS and featured Seth Godin for an engaging, and inspiring presentation. This, followed by a panel discussion, “The Analog is Mightier than the Digital – Believe It, which featured panelists Maria Sebregondi, Moleskin; Holly Bretschneider, Salutations; Maude Standish, The Intelligence Group; Harold Kyle, Smock & Bella Figura; Eliza Browning, Crane & Co; Nole Garey, Oh So Beautiful Paper. Pam Danzinger moderated this discussion. These two programs framed a productive opening day!

After a great opening day, exhibitors and attendees ate, drank, and danced the night away at the National Stationery Show's ever-popular Opening Night Party, held in New York's historic Battery Park, on the water overlooking the Statue of Liberty. Always one of the great NSS highlights, the event gives partygoers a fun-filled, unrivaled opportunity to network, mingle, and relax under the stars.

The Louie Awards, the greeting card industry's very own answer to the Academy Awards, once again honored the best of the best in greeting card design excellence at a gala celebration held at ESpace. At an evening overflowing with laughter, celebration, and camaraderie, 54 crystal “LOUIEs” were awarded in categories ranging from “Best Birthday Card” to “Best Valentine's Day, Humorous.” The night's most prestigious honor, “Card of the Year,” was awarded to Madison Park Greetings LLC in the below $3.50 category and American Greetings for its hilarious, sound-enhanced hamburger-themed design in the above $3.50.

NSS EXHIBITORS: Three Money-Making, Business-Building Steps to Post-Trade Show Follow-up
Meryl Hooker and Rob Fortier, Center Aisle Group 

You have just given an award winning performance on the NSS trade show stage. Bravo! Now what?
It’s time for your curtain call: the Follow-Up.

Remember: what happens after the Show is just as, and possibly even more, important than what happens at the Show. Don’t miss out on opportunities and orders by not keeping your show momentum going. So now it’s time to follow up with those leads, prospects and industry contacts.

Historically, post-show follow-up has consisted of the old-school dialing for dollars scenario; you sit with your list by the phone and dial one contact after another. We’ve got $100 in cash that guarantees you will hear, “Okay, which company are you again?”

Even with prompt, perfectly timed follow-up, you may still need to introduce your company all over again. Do not take it personally. Buyers look at hundreds of booths and they get just as worn out as exhibitors. So, how do you avoid falling into the follow-up abyss with every other show vendor?

Instead of banging your head against the desk, try getting creative with these three simple steps.

1.  Use social media to research your leads. Look up your leads and customers via Facebook, Twitter, and LinkedIn; do a Google search to see what you can learn about them. Assuming you are using social media as a business resource and not just for personal purposes, send them a message introducing yourself and include a link to your company.

This research gives you important information about your potential new customers before you ever pick up the phone. You are not trying to be creepy or stalker-like. This information helps you identify which leads really have the potential to convert into active accounts. Why spend months chasing down Petunia’s Pens when a simple internet search reveals Petunia sells animal pens, not high-end fountain pens?

2. Send a special email. Do not send a lame, text-based email to follow up with leads. Instead, try using a graphics-based email to remind buyers about your line. There are many free and easy-to-use services available, such as MailChimp.com. Use this as your initial contact and include a picture of you and/or your booth to help remind the buyer of who you are. This is not substitute for a handwritten thank you or "nice to meet you" note. For your top leads and VIPs, send them somthing more personal.

3. Extend your show special. Offer a few more weeks to take advantage of your show special, or come up with an after-show promotion. Put an expiration date on it and use social media and an email campaign to promote it. This creates an incentive and a sense of urgency for the buyer and it gives you a reason to call. Then you get to say, “I noticed you didn’t respond to my free freight promotion and I wanted to call and offer you one more chance if you order today.” Bingo!

There are many ways to follow-up with leads. Not everything will work for every exhibitor. It is much better to do something, even with limited results, than walk away and leave money on the table. You have worked hard to get to this point so don’t stop before reaching the real finish line.

Rob Fortier and Meryl Hooker are the co-authors of two books, including, Showtime! The Greeting Card and Gift Company’s Guide to Trade Show Success. They are also principals of Center Aisle Group, an education and consulting agency dedicated to helping greeting card and gift companies create, sell and win in today’s market. To learn more, visit www.CenterAisleGroup.com