This week, I was a guest of CardGains, at the prestigious Gift Awards at The Royal Lancaster Hotel in London. A true celebration of an industry, where words such as commitment, professionalism and support, actually mean something and aren’t just flippantly used.
While I was thrilled to be included at this wonderful event, I realised that not one single balloon was on display! The truth is, that my beloved balloon and party industry, has declined over the past few years. Let me explain exactly what I mean by that.
This event was filled with Manufacturers, Wholesalers and Retailers, each understanding the importance of respecting and supporting one another. Working as a combined unit, to bring out the best in each other. Ultimately aimed at showing a professional front to their retail customers.
Not once did I bump into anyone looking to see if they could find cheap stock, with no safety testing, or certification on Temu! Not once did I hear anyone discussing the virtues of buying cheap stock from Amazon! Not once did anyone discuss being the cheapest in the marketplace. Why? Because these people are professional business owners, that understand what running a true business entails. These are the very same people we should be pleading with, to join our industry. After all, aren’t Balloons and Parties’ part of the Gift Industry?
Balloons are now seen by many retailers, as a commodity, they can’t possibly consider stocking, because our industry has become an uncontrolled shambles. Even long standing balloon professionals are throwing in the towel, because they feel their voices are unheard and they simply can’t compete. It’s truly heart-breaking to see real talent turn their backs on an industry they once thrived in and loved.
It’s now dominated by those that know little about our industry or the product. Have had limited, if any training, but have watched a video on YouTube and thought, “ That looks easy, I’ll have a go at that”! Many neither know or care about pricing correctly, or have any idea of what running a professional business looks like! We are inundated with hobbyists, looking for the cheapest stock to sell as cheaply as possible. Is there any surprise the failure rate of these new entrants, is over 80% in the first year?
But there is hope for a brighter future, IF those in positions of influence and power, start taking decisive action.
Manufactures have to start giving genuine thought and consideration to what they actually are and who they actually NEED as wholesalers. They have to consider the consequences of their actions and stop trying to be all things to all people. Are they manufacturers, trainers, educators, influencers, wholesalers, retailers or All the above??
Wholesalers need to understand the products they sell, the value of “quality” education and understand the balloon industry. This doesn’t mean playing follow the follower and sticking on a training event sponsored by a manufacturer. It doesn’t mean giving kudos to an influencer, simply because they have a large following. It means understanding enough, to enable them to serve and support their customers.
At GO, no one answering our phones has less than 5 years’ experience in the industry. We don’t sell, we SERVE! There’s a huge difference and despite this oversaturated mess, we are blessed to have amazing loyal clients, that truly understand the value we bring. It goes far deeper than sticking a few bags of balloons in a box and shipping them out!
Influencers, well that’s a subject all of its own! While I applaud their social media skills and their ability to gain a huge following, for many, I question their skillset and intentions. As previously mentioned, despite a new influencer popping up almost every day, there are currently only two, I am comfortable supporting and working with. There is certainly a place for influencers, but currently, there are no standards and no accountability. Some of the training and advice being handed out, is simply shocking. The manufacturers and wholesalers eagerly clambering to support and feed this frenzy, must realise that they too are accountable for this mess. It has to be about quality over quantity
We all have our part to play, as the solution is in the hands of those that genuinely care. We can’t continue doing what we are doing and expect a different outcom. But, we will need to take Massive Action! By fostering a community of dedicated professionals, who value quality and professionalism, we can create a thriving environment where everyone benefits.
The future is bright, if we work together to uphold the standards that make our industry special. Let’s commit to making the changes necessary and embrace the potential for a great future!!!
Accountability in the Balloon & Party Industry
