The Ladder Club 2016 was one of the best I have attended in thirteen years of speaking at the event. This year's seminars for new and aspiring publishers were held at the Cliffs Pavilion in Southend-on-Sea and featured a host of greeting card experts to help those starting out or seeking to grow their greeting card businesses.
Founded by Lynn Tait and now organised by Jakki Brown, editor of Progressive Greetings Magazine the Ladder Club has been an incredible support for so many artists, creatives and newbies for the last 17 years helping them to save time, money and heartache. If you are new to the card industry and have never attended, I would highly recommend doing so.
Here are some photos and a summary of the two days at the Ladder Club 2016:
If you ever attend the event it's worth staying over the night before and attending the delegates dinner at the Westcliff Hotel. Speakers are seated amongst delegates on every table. It's a great opportunity to network and pick up some informal tips from the experts.
Day 1 at the Ladder Club 2016 was for absolute beginners and those considering setting up a greeting card business. The day started at 9am sharp with an introduction from Lynn and Jakki. After the speakers were introduced, Sharon Little the Chief Executive of the Greeting Card Association said a few words about the GCA and why it's worth being a member.
Karen Wilson and Claire Williams then gave a wonderful news reader style presentation of the highs and lows of their company Paper Salad. Then Jeremy Corner of Blue Eyed Sun (that's me) spoke on how to wear different hats within your greeting card business and the different ways of thinking needed to run a successful greeting card company.
After a short break, Julie Brightley from Enveco talked us through the nitty gritty of envelopes. Mark Jessett from GF Smith gave an amusing talk on how to choose the right boards for printing your cards on. Bob Short from The Imaging Centre took us through printing digitally. His son Adam demonstrated their fantastic new online ordering and marketing system called Simplicity. Simon King from Sherwood Press spoke on litho printing. Sharon returned to wrap up the morning's session telling us what to include on the back of our greeting cards.
After lunch we learned about PG Live from co-founder Warren Lomax and Tracey Arnaud who runs the a section of the show called Springboard for new publishers. Jim Bullough then took us through the practical aspects of exhibiting at trade shows. I wrapped the section up with a short talk on how to evaluate the success of trade shows.
Midlands sales agent, Ian Bradley, showed us the inside a sales agent's brain. Miles Robinson from House of Cards shared the independent retailer's perspective. Finally, Ben Hickman and Mark Williams from Brainbox Candy talked about standing out from the crowd with effective marketing.
Day 2 at the Ladder Club 2016 was for those who have already exhibited at a trade show or are turning over several thousand pounds. Day 2 is more about climbing the ladder once you are on it.
The day was filled with some fantastic talks from Ladder Club alumni. Jack and Hannah Dale of Wrendale Designs who have grown their business from £0 to £2.5 million in four years shared their story and insights. Tish Bas and Hazel Williams from Paperchase gave a large multiple retailer's perspective and answered loads of questions from an inquisitive audience. Jessica Hogarth spoke brilliantly on licensing and copying issues.
I shared my experience of export, cash flow and financial growing pains. Mark Coulson from Coulson Macleod discussed warehousing and fulfilment options. Gale Astley, Warren Lomax and Jakki Brown spoke on PR and how to generate sales and leads through PG magazine. The day ended with a panel Q&A session with the speakers and an interesting discussion on price increases that are expected in 2017.
The Ladder Club 2016 was a fantastic example of the wonderful and supportive nature of the greeting card industry. I loved speaking at it and am so grateful to Lynn and Jakki for starting it. It has helped so many publishers and creatives over the years. If you are thinking about setting up a greeting card business don't miss it next year.
10 Top Climbers from the Ladder Club
10 Ladder Cub Alumni on their way up
