Dandelion’s download offer for stockists promotes importance of sending cards
Giving back is a big thing for Dandelion Stationery’s founder Jo Wilson, and she’s busy doing that right now with free digital posters available for retailers to download and promote the importance of sending cards.
Jo and her team have a passion for finding and sending the right card so they’ve been working on their plan to produce the posters and make them freely available via a Dropbox link that’s been sent to all Dandelion’s stockists, in printable sizes from A1 to A4.
She got the idea from the recent GCA AGM & Conference where market research firm Kantar’s presentation included Ni Wang commenting on the power of cards, saying: “There are lots of things people will cut back on to save money before cards,” and reminding the audience, at £1.71 the average cost of a greeting card is far cheaper than a bottle of wine, bunch of flowers or cup of coffee.
“Some things are worth more than the cost,” reinforced her colleague Alex Bandini, citing cards as one, “the flowers will die and the wine will be drunk, but you still have the card.”
And he added that, as long as the designs remain relevant to the buying consumer, their purchases are highly likely to be less negatively affected than other product areas during this cost-of-living crunch, especially given how engrained they are in the British psyche.
“This is just so true,” Jo told PG Buzz. “It made me think we should do everything we can to help small shops get people in through the doors – and realise that, while spending on gifts may suffer over the coming months as people tighten their belts, the importance of cards is as strong as ever.
“The right card can be a hug in an envelope, just when someone needs it the most, and we wanted to encourage people to come on in to their local shops, to have a browse and to spend time choosing the right card.
“People are having to tighten their belts given the current financial climate and, while they may not be spending so much on gifts, research tells us that the card is as important as ever, perhaps even more so. Let’s go forth and send cards!”
Although they’re not able to measure how many downloads there are, Dandelion does know that within 24 hours of the Dropbox link going live, greeting card specialist group Baileys, of Ainsdale, had accessed the material and shared it on its Facebook and social media pages.
Well-known for helping stockists with personalised posters and large cards for window displays, Jo added: “In terms of supporting other small businesses – ultimately, Dandelion would not be here without their support so we will always work hard to give a bit back.”
