Ward’s Words

Up to the challenge

Sarah Ward considers how the industry can face the challenging times ahead, with help from trade shows and the Giftware Association

Iwrite this at the end of an exhausting few weeks in which we have been at Glee, Harrogate Home & Gift and at the summer reception with the Hong Kong Trade Development Council in London. It’s enabled me a period of reflection on how we embark on the coming months in what is arguably the most challenging period to date in a few years already beset with challenges. None of us can continue to operate our businesses in the way we have already done – there needs to be a radical change in behaviour and thinking.

I want to start this issue’s column on a positive note: The People’s Choice Award, announced at Harrogate Home & Gift.

I think moments like this in our industry are absolutely crucial, and consumers know what they want, right? Consumers are more conscious now than they have ever been. They seek transparency and authenticity when being communicated to by brands; they seek quality brands who stand by their values, and they seek joy. Our very worthy winner of this year’s People’s Choice Awards delivers all of this and so much more, and their customers and champions clearly believe they deserve to be crowned as the final part of our Gift of the Year Awards 2022. So, huge congratulations to Cardology, this year’s People’s Choice winner.

The announcement of this award happened amid an atmosphere of incredible ‘’None of us can continue to operate our businesses in the way we have already done – there needs to be a radical change in behaviour and thinking’’

camaraderie in Harrogate. The punishing weather undoubtedly impacted on buyer footfall, but exhibitors remained upbeat. What was interesting to me when discussing the show with various members towards the end, was that people had vastly different experiences. So, what were the differentiating factors in businesses experiencing success? • Marketing in the run-up to the show – how hard are businesses working to drive their own visitor numbers? • Actively networking and making connections – there is business to be done, and it may not always walk up to you at your stand. Shows need to facilitate real networking opportunities and businesses need to talk to each other, to drive progress.

But the onus shouldn’t just be on businesses to make trade work. I have now visited every UK trade show so far this year and several overseas as well. They too need to think about how they can adopt change: • Theatre is crucial – we need to bring people together to share moments, learn from each other and connect. • Beneficial pricing structures that support businesses of all sizes and potentially enable discounts for three-year contracts.

These are just a couple of ideas to throw into the mix. I would love to know your experiences this year and understand what you believe needs to happen in 2023 and beyond.

Sarah Ward is chief executive of the Giftware Association, which is at the heart of the gift industry supporting members by offering invaluable advice and assistance. Coming originally from a retail background, she then worked at Penny Kennedy gaining extensive knowledge in the card, wrap and stationery sector, and now uses these skills across a broader environment.

Tel: 0121 236 2657 Web: www.ga-uk.org

Trade is everything and I have been banging the drum of international opportunities for GA members loudly since Covid restrictions lapsed. It is a mixed picture out there and we are fielding more enquiries than ever on international trade.

We have some incredible Sharing Lunches happening later in the year on sourcing (led by Talking Tables) and exporting (led by Gisella Graham) which have been created for our members in response to this.

The other issue that is dominating our member meetings is that of credit control. There is an increasing amount of bad debt out there and the GA is finding new ways to help. Bad debt can have a crippling effect on growth and productivity, so we are in talks with Let’s Talk Credit to set up credit control forums to support our members.

I want to leave you on a high by coming back to Gift of the Year. We have been inundated with entries for Gift of the Year 2023. Now, more than ever, we need opportunities like this to get products in front of industry judges. Enter at www.giftoftheyear. co.uk/enter-2023.