Initiative will see greeting card exhibitors sending smiles all around the show with extra cards
Two seating areas within the main greeting card area and a special post box will feature as part of Spring Fair’s commitment to promoting greeting cards at the imminent event – so exhibiting publishers will need to remember to pack up to 50 extra cards!
The plan, instigated by the GCA in collaboration with show organiser Hyve Group, is that the cards will be available in the seating areas for anyone to write to exhibitors at the show, which starts next weekend at Birmingham’s NEC, running from Sunday to Wednesday, 4-7 February.
And on a more serious note, the GCA will also have prepared pre-written letters for people to sign and send to their mps to further amplify the greeting card industry’s concerns over the threats to Royal Mail’s services.
GCA ceo Amanda Fergusson said the industry association has been meeting regularly with Hyve to relay members’ feedback and “discuss ways to ensure buyers and exhibitors are attended to”.
The show organiser has confirmed parking at the NEC will continue to be free and will be subsidising cloakroom charges so people only pay £1, and the organiser has listened to the requests for more seating in the card hall along with free tea and coffee for buyers.
Two seating areas are now planned with one as a buyers’ lounge, with complimentary hot drinks, while the second will have open seating and include the promotion of card sending, with the post box and giant heart.
Everyone will be encouraged to write a card to tell an exhibitor how much they love their stand or their products, share their own details, reach out to those they haven’t yet managed to meet or just connect with pals exhibiting, then pop them in the post box with the company’s name and stand number on the envelope and the Hyve team will collect and hand deliver regularly.
Amanda said the association would love its members who are exhibiting to contribute a selection of between 20 and 50 cards with envelopes: “These will be prominently displayed on a special table, and there will be signage highlighting to attendees and buyers the opportunity to write a card of kindness to be delivered to an exhibitor.”
The initiative is in support of the #Cardmitment campaign with both seating areas in the greetings section having relevant signage – created by Paper Salad – and one will house the special post box along with a giant heard to promote card sending and that can be used for social media photo opportunities.
Everyone at the show will be encouraged to snap themselves holding up some cards and post the pic online, and full details are in the GCA blog.
Charlie Herbert, senior marketing manager of Spring Fair, explained: “Our dedicated Spring Fair staff will personally deliver these heartfelt messages to exhibitors on-site. This initiative not only offers publishers the chance to get your cards into the hands of potential buyers beyond your own stand but also guarantees significant social media exposure throughout the event.
“Let’s transform Spring Fair into a place where cards connect hearts, and smiles flourish all around!”
The cards can be blank, Valentine’s designs, or any suitable for sending at the show – it’s bound to be someone’s special day!”
Exhibiting publishers need to deliver their cards to the hall manager’s office at Hall 3 by the morning of Sunday, 4 February, marked “for the attention of Alice McGrail, #Cardmitment”.
“And then don’t forget to write some cards and post in the on-site post box,” Amanda added, “give a card, deliver a show smile!”
