 |
Volume 6, Issue 2
In This Issue:
Write Here...Write Now!
After working closely with NSS exhibitors for so many years, I recently had the opportunity to be on the "other side of the fence" as an exhibitor at a trade show. Yes, the National Stationery Show had its very own booth at the BizBash Expo in New York City last month, and it was an eye-opening experience!
Exhibitor Q & A: Burnes of Boston
After a hiatus of several years, Burnes of Boston – a leading designer, manufacturer and marketer of photo frames, albums and photo-storage products, based in Atlanta, GA – is returning as an exhibitor to the National Stationery Show in 2012.
Attendee Profile: Solange Messelian of Lee's Specialty
Solange Messelian, owner/president of Lee's Specialty – a retail shop in Bloomfield Hills, MI, specializing in custom invitations and personalized stationery – has been working the National Stationery Show the same way for 25 years. "I wear comfortable shoes and go down each and every row," she shares. "It is amazing what small gem will be found in a little corner of the show."
Blogger Beat: Invitation Consultants
This issue's "Blogger Beat" was contributed by Kaity Eagle, who blogs for Invitation Consultants at blog.invitationconsultants.com.
NSS News
LOUIEs to Celebrate the Best Cards on Earth.
The National Stationery Show Partners with the School and Office Products Network.
Meet the NSS Team
Melissa Gray, Marketing Manager
Write Here...Write Now!
After working closely with NSS exhibitors for so many years, I recently had the opportunity to be on the "other side of the fence" as an exhibitor at a trade show. Yes, the National Stationery Show had its very own booth at the BizBash Expo in New York City last month, and it was an eye-opening experience!
For one, I can now truly empathize with all of our exhibitors who stand in their booths for so many hours speaking with prospective customers. I do have to admit that it's easier to walk a trade show! I did take away a lot from this new experience, however, including meeting many potential attendees to the NSS and gaining a fresh perspective on how we might better meet the needs of a changing marketplace. I took a chance at doing something different to increase business, and I believe it will definitely pay off.
Now's the time to get out of your own comfort zone and take a chance on doing something different and exciting to refresh your business. Maybe it's reaching out to an untapped market segment, or making over your website, or reaching out to customers via blogs and social media. In fact, these topics and more will be covered in the many exciting and informative seminars we have scheduled for the buyer-education program at the 2012 NSS – details to follow soon!
Another terrific and unexpected thing happened at the BizBash Expo – I had the honor of accepting an award that evening on behalf of Andrea Liss, founder and president of Hannah Handmade – a longtime NSS exhibitor. Liss won the "BizBash New York Event Style Award" for Best Invitation Design for a fabulous couture invitation to entice prospective attendees to visit the 2011 National Stationery Show. Together, we took a chance at designing this invitation and it paid off – both in her winning the award and in our gaining new attendance to this past year's NSS.
Speaking of awards, if you're a publisher of greeting cards and/or invitations, be sure to enter your best cards and invites for 2011 in the Greeting Card Association's 24th Annual LOUIE Awards. The Call for Entries is available on the GCA's website at www.greetingcard.org; the deadline is December 15, so hurry! The winners will be announced at a fabulous LOUIE gala taking place at Espace on Sunday evening, May 20 – the opening day of the NSS. Hope to see you all there!
Happy Holidays,
Patti Stracher
Show Manager
Exhibitor Q & A: Burnes of Boston
 After a hiatus of several years, Burnes of Boston – a leading designer, manufacturer and marketer of photo frames, albums and photo-storage products, based in Atlanta, GA – is returning as an exhibitor to the National Stationery Show in 2012. Founded in 1917 by Charles D. Burnes, today the company's collections feature a wide variety of designs to complement every lifestyle.
Chris Nilan, Burnes of Boston's vice chairman, explains why the company is coming back to the NSS:
Q: Why is Burnes of Boston returning as an exhibitor at the National Stationery Show?
A: Burnes of Boston will be returning to the National Stationery Show in 2012 – in Booth #1544 – to relaunch the Terragrafics brand of photo frames, which has been absent from the marketplace for almost a decade. It now will be available exclusively to the independent specialty and upscale department store channels of trade.
The majority of frame manufacturers have walked away from any sense of fashion. But there’s still a customer for more sophisticated design, and they’re not being catered to at this point. We’re back at the National Stationery Show because our research shows that this is where we can find that customer. And, the exclusivity of the Terragrafics brand will enable these high-end, independent retailers to be more competitive in the marketplace. 
Terragrafics was established in 1975 as a collection of design-driven, cutting-edge fashion frames. The new line continues this tradition, featuring new, natural materials – many that have never been used before in photo frames – as well as handcraftsmanship. This fashion direction is one that most stores will be able to easily assimilate into their assortments.
Q: How does the National Stationery Show differ from other trade shows at which you exhibit?
A: We've walked the National Stationery Show for the past two years and have looked carefully at the retailers and buyers who attend. There's more of a specialized trade that goes to this market – one with a fashion-forward sensibility. It's an excellent audience for the Terragrafics brand.
The National Stationery Show not only gives us access to the specialty gift stores that traditionally carry photo frames, but also to bookstores, stationery, wedding/bridal and other retailers that want to differentiate their product lines from those found in the mass market. It's a broader reach. Plus, it's important for a fashion-forward line like Terragrafics to be seen in New York City.
For more information about Burnes of Boston, please visit www.burnesofboston.com.
Attendee Profile: Solange Messelian of Lee's Specialty
 Solange Messelian, owner/president of Lee's Specialty – a retail shop in Bloomfield Hills, MI, specializing in custom invitations and personalized stationery – has been working the National Stationery Show the same way for 25 years. "I wear comfortable shoes and go down each and every row," she shares. "It is amazing what small gem will be found in a little corner of the show."
The first thing she looks for at the show is new vendors. "I try to buy things I like while filling voids in my inventory," says Solange. "My favorite part is connecting with longstanding vendors – putting a face with the names of people I speak to everyday."
Among her favorite finds at the 2011 NSS was Kramer Drive, which she says has proven to be a good addition to her store. She also discovered several "relatively new and wonderful letterpress companies," mentioning Designers' Fine Press and Lettered Olive.
While at the Show, Solange also enjoys meeting with other stationers to share ideas. She believes that it's important for retailers to attend the NSS "to be better informed and to have a barometer of what is up-and-coming in the industry. It is a great community of vendors and stationers from around the country. Together, it affords us the opportunity to build relationships, to share ideas and to solve problems."
Blogger Beat: Invitation Consultants
 This issue's "Blogger Beat" was contributed by Kaity Eagle, who blogs for Invitation Consultants at blog.invitationconsultants.com. "At Invitation Consultants, we love that part of our job is to keep up with (and sometimes set!) design trends," says Kaity. "We are inspired by interior design, fashion, typography and so much more." Below, she shares her "Top 5 Trends in Invitations":
Customization – The number-one trend we see in invitations has remained the same for years now: customization. Every wedding, shower and party is unique. There will always be tried-and-true color combinations (black and white, aqua and brown, red and gold, etc.), but we want to be able to let our customers reflect their custom color scheme in as many of our designs as possible.
Artistic Touches – Sometimes you just need to step away from the computer and pull out the paintbrushes! Our designers have been experimenting with various artistic techniques in our invitations and stationery. Watercolor designs and hand-drawn typestyles are just a few methods that are increasing in popularity.
Technology & Social Media – Lately, it seems like updating your Facebook status to "married" is as important as signing the marriage certificate when it comes to making things legal! We’ve seen couples creating hashtags for their weddings and encouraging guests to tweet along with them. QR codes are the next way to integrate technology into any occasion, but particularly for weddings and showers. You can use the QR code to link directly to the guest of honor's registry page or to the couple's wedding website. It’s a great shortcut for giving guests key information that you'd rather not print on the invite.
Purple – It could be due to the royal wedding earlier this year, but the regal hue is back in a big way! We are seeing a variety of purple colors – from jewel tones to pastels – making a resurgence. The versatility of the color lends itself perfectly to any season.
Destinations – Exchanging vows abroad, or anywhere away from home, remains a popular option for couples. They are tying the knot everywhere from Las Vegas to the Bahamas to France! Maps have been a wonderful design trend lately, particularly in home décor. We incorporated this into our line with our new layered invitations. These items allow for the couple to have a heart on the map at the place of the nuptials and proudly proclaim, "We're getting married here!"
  
NSS News
LOUIEs To Celebrate "The Greatest Cards on Earth"
"The Greatest Cards on Earth!" is the theme for the Greeting Card Association's 24th Annual "LOUIE Awards," which will be celebrated on Sunday, May 20, 2012 – the opening night of the National Stationery Show.
 Inspired by the exciting and classic circuses popular in the 1920s and 1930s, this theme concept was designed by 2011 Awards Chair Katy Greenspan, creative director at Cardstore.com. "The theme evokes nostalgia, yet communicates the new and modern face of the LOUIEs," says Greenspan. "We also plan to carry a 'fancy circus' theme to the LOUIE gala – the most visible and exciting portion of the Awards program – by making it fun and interactive for the attendees, while reinforcing the significance of what it means within the industry to be nominated for or to win a LOUIE. Get ready for a fun-filled evening under the big top!"
The LOUIE Awards circus theme will carry through all of the visual elements of the Awards, from the Call for Entries, which is now posted to the GCA website; to the congratulatory posters sent to all finalists to use in their booths at the National Stationery Show (NSS) to tout their nominated cards; to the invitations for the gala, which will be mailed to all of last year’s entrants, finalists and members of the industry in mid-March; to the program books that will be distributed both at the Awards event and at the NSS; and finally to the lobby display during the NSS.
The theme will also guide the décor and activities for the LOUIE Awards gala, which is returning to Espace on W. 42nd St., near the Jacob K. Javits Center where the NSS is held.
"The decision to host the event for the second year at Espace was unanimous," says Patti Stracher, NSS show manager and GCA general manager. "The space is elegant and modern, not to mention conveniently located. With exciting features such as the video wall and customizable lighting, Espace is the perfect place to continue the modernization of the LOUIEs. Further, we are excited to move the event to opening night of the National Stationery Show to give maximum visibility to the finalists and winners."
The Call for Entries for the 24th Annual LOUIE Awards is available on the GCA website at www.greetingcard.org. The deadline for entries is December 15.
National Stationery Show Partners With School and Office Products Network
 A valuable new relationship between the National Stationery Show and School and Office Products Network (the Network) has been established, the goal of which is to promote growth and opportunity across all business sectors. The partnership aims to build the presence of national brands in the commercial/specialty office and back to school markets in the 2012 NSS, and to draw attendance from major retailers in this important business sector, thereby further diversifying the audience to create new business opportunities for both exhibitors and retailers.
"Partnering with a show of this caliber reinforces the Network's mission to provide trade event opportunities on a national level," comments Carm Crawford, executive director of the School & Office Products Network. "Because of the success of our participation in the 2011 National Stationery Show on behalf of our members, we want to build on that momentum in 2012 by providing an expanded opportunity for our members to participate in the Network's pavilion. We're confident that the school-and-office-products industry will benefit from this alliance."
"This exciting collaboration combines the considerable School & Office Products Network with the diverse product resources and education available at the National Stationery Show," said Patti Stracher, NSS show manager. "The NSS provides an excellent format for senior executives to form new, meaningful relationships in a context that presents the product depth and design capabilities of each manufacturer."
The School and Office Products Network serves those who produce, distribute and sell (retail & commercial) furniture, supplies, equipment, and services in the markets they choose to serve. The Network offers a variety of membership benefits including proprietary and industry research, educational opportunities, membership discounts and industry-specific news. The Network's goal is to provide members with opportunities to partner together, utilize expanded resources and reduce costs within their business. For information on becoming a member, or on exhibiting in the Network's Pavilion at the National Stationery Show, contact Lin Favor, Membership Manager, School and Office Products Network, at (937) 974-0530 or via email at lindaf@gs-em.net. Additional information about the Network is available online at www.schoolandofficenetwork.org. 
Meet the NSS Team: Melissa Gray, Marketing Manager
 Responsibilities: I am responsible for executing promotional campaigns to attract both exhibitors and attendees to the Show. This includes our creative campaigns – e.g., "Paper Power"; establishing advertising programs; creating impactful email and direct-mail campaigns; and establishing strategic marketing partnerships with select trade publications and organizations. In addition, I handle public relations – including announcing NSS news via press releases and social media, securing editorial commitments and getting members of the media to the Show.
Years on the NSS Team: I have been with GLM for six years and working on the NSS for four of those years.
Most Memorable Show Moment: I have two. One is when I sent my very first NSS press release to Show Manager Patti Stracher for review four years ago. I used the word "stationary" throughout the entire press release and immediately received a very polite phone call with the news that it was, in fact, spelled "stationery." I have not misspelled it since! The second was watching "The Paper Runway" come to life at the 2011 NSS. Seeing the final product and how well it was received was a rewarding experience. For those who aren’t aware, those paper dresses are actually in the Mattatuck Museum in Waterbury, CT, right now!
Favorite Pastimes: Three years ago I would have answered this question very differently … hiking, traveling and reading as many books as I could get my hands on. Now, as a wife and mother to two little girls (ages one and two), my favorite pastimes are keeping up with the laundry, creating meals they will actually eat, and occasionally daring to take them both shopping!
Melissa can be reached at mgray@glmshows.com.
|
|
|
|
|
|