One Person’s Perception is Another’s Reality

The days are getting longer as the show is getting closer. So many pieces are coming together both here at GLM and within our exhibitors’ businesses. New product releases, new booth displays, celebrity appearances, artist signings and other in–booth events in the making – these are just a few of the things that will make the Show so exciting for retailers.

But what retailers want most when they put in time and money to visit a show is to see vendors in booths that are filled with products and warm sales people ready to serve them!

This brings me to what is most on my mind after looking through the non-exhibiting manufacturer badge requests last evening. As an industry event – and one that takes place only once a year – surely everyone wants to be there. But, attending the Show in a way that best represents your business and best serves your customer is a very tactical decision.

Attendee and exhibitor badges are different colors, so at a glance the difference is clear. All badges include business type, job function and company name: Retailer, Owner, The Paper Place; Retailer, Divisional Merchandise Manager, Target; Manufacturer’s Rep, Owner, Roadrunners; Exhibitor, President, Design Design, Exhibitor, Owner, Smock Letterpress.

Non-exhibiting manufacturer (NEM) badges are denoted the same way: Non-Exhibiting Manufacturer, President, ABC Company. Non-Exhibiting Manufacturer, Creative Director, DEF Company. When established companies that should exhibit don’t, and instead attend, it sends a peculiar message to the retail customer walking the show: Why isn’t company ABC exhibiting? Is the business in trouble? Isn’t my business important enough to invest in presenting the lines to me in a booth? And, to the industry peer who has spent real time and money to exhibit and in front of whose booth the NEM stands talking to the retailer that the exhibitor has paid to see, the mindset is one of real frustration: How in the world does the NEM feel right conducting business in front of my booth? Why the heck aren’t they exhibiting? I’m going to talk to Patti about how wrong this is!

The bottom line in my head and heart is that no matter on which side of the business we sit, all of us want the social stationery industry to have a thriving future. There is one industry show – the National Stationery Show. This is where you see or you’re seen, you buy, you sell, you learn and you network. And a healthy show is one that reflects its industry at its best and most diverse, serving its customers – exhibitors and buyers - in the most productive and fair way.

I hope that if you are one of the people that have requested a NEM badge, you will call me to request a booth instead, sharing the stage with 900 of your industry peers who have fully committed the continued health of the social stationery industry.

-Patti

Trend Talk with Kelly and Jess

It’s that time of year – the time of year we can’t wait for – placing new exhibitors into the Show. All summer long, the applications come in over the web, by fax and in the mail. This week we excitedly began unraveling the future of the National Stationery Show – our newest exhibitors! Now, the real excitement begins as our team starts finding booth space for all of these companies.

Here’s Jess with the more than 300 companies wanting to come into the Show!



We live and work around these applications – representing real people, with great product – throughout the summer and right up until the beginning of November, when we can begin placing these companies onto the floorplan.

Every application goes in a folder, and is organized by date of application and requested booth size.



Here’s Kelly checking off a booth for someone.

It’s a fun time of year, because as we work with each application, one right after the other, we start to see trends. And, we are seeing a few notable trends right now. First off, remember last year’s HUGE polka dot trend? We have to tell you, we did not really see polka dots. Seriously, almost none. This is interesting, as polka dots have been so strong for a number of years.

So what have we been seeing?

Most surprisingly, the combination of blue and orange – we don’t remember seeing this color combo last year! The blue is a lighter shade (sometimes turquoise-y) and the orange is usually straightforward, or leaning toward orange-red. We can’t show you any pictures (we have to protect our new companies and their brand new ideas) but we can tell you that these colors have been seen on many different types of products ranging from greeting cards to office products to personalized plates.

Another trend that is continuing is florals and flourishes. The flowers are big and bold, and we’ve seen them as photography, watercolors, and graphic design – and always with very strong, vibrant colors. The flourishes are often just that – swirly designs, but also still lots of damask patterns.

Ribbon embellishments are still big - solids and patterns both; letterpress is going strong, and (as if you couldn’t tell by entering ANY clothing or home furnishings store) brown is still hot.

We’re so excited by the creativity in this industry! We can’t wait to meet all of these new exhibitors at the Show. (May seems so far away right now).

If you are someone who’s been thinking of applying to exhibit in the Show, you should apply now, as space is definitely limited, now that we are placing all of these great companies on the floorplan. And on that note – if you have already applied to the Show – you will be hearing from us within the next few weeks regarding your space.

If you are a retailer, make your plans to attend now! You can register today, and make your hotel and travel (link) arrangements for the May Show. Take our advice, plan now; your favorite hotel will book up fast! You will want to spend 2-3 days at the Show in order to explore the entire Show floor, have great conversations with the new exhibitors, and place your orders for your stores.

Perhaps May isn’t so far away after all!

Well, it’s time to get back to the floor plan! Until next time…

Kelly and Jess