Start Licensing’s Ian Downes highlights the value of trade shows, and also takes a look at licensing in relation to this year’s Mother’s Day and Easter.
“Every so often there is debate around the value of trade shows and their role in business these days. (So far this year, I have attended four, including Top Drawer and Spring Fair). From my perspective trade shows, whether taking part as a visitor or exhibitor, are still valuable, acting as a vital cog in the commercial wheel, not least as a forum to actually meet people in person. Licensing is a networking business and trade shows are a vital component of that network.
Trade shows have got better at building their events as hubs for broader industry activities such as educational programmes. In this vein I think the very fact that the Gift of the Year nominations were showcased at Spring Fair, and that a live judging took place at the show, provides a great example of how a trade show can deliver a focal point for an industry. The Giftware Association leverage the awards well, using the live judging as a catalyst for conversations and coverage. Licensed products featured in the awards nominations, with brands such as Shaun the Sheep, the RHS and Traitors all part of the mix.
Reflecting on how the Giftware Association uses Spring Fair as a springboard, it reminded me of how gift licensees and retailers are getting better at tapping into events such as Mother’s Day and Easter to create new opportunities. Recently I have noticed several retailers using FSDUs to present greetings cards ranges for both events. Within these ranges, licensed cards feature, including the likes of Peter Rabbit and Emma Bridgewater.
In addition, retailers are using these events in other ways as well. Card Factory for example, showcased a range of Winnie the Pooh gift lines as part of their Mother’s Day offer, with the products featured on large format window posters. In this context, a well-established brand like Winnie the Pooh represents a safe bet for a retailer such as Card Factory, as it is a proven brand with cross generational appeal. It also allows them to bring together different types of products in a co-ordinated brand centric way.
Beyond calendar events, licensing has got better at becoming involved in a wider range of events such as World Book Day. This is an event that has the potential to drive sales of book related gift products. Licensees, such as Half Moon Bay, Robert Frederick, Widdop and Enesco all have publishing related products in their portfolios, with publishing a good source of licensed IP. Of course, ranges like these will also be attractive to bookshops who are increasingly selling products in addition to books.
Another good example of how licensing is playing its part in event driven opportunities can be seen with the retail activation in TK Maxx which features a range of Aardman characters such as Wallace & Gromit and Shaun the Sheep in tandem with Comic Relief and Red Nose Day. TK Maxx are selling bespoke Red Nose products including plush, mugs, apparel and lunch bags. It is encouraging to see licensed characters being used in an activation like this and it is also a good illustration of how a retailer can orchestrate an event.”
Ian Downes, Start Licensing
07776 228454 | twitter.com/StartLicensing
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
