Brand Marketing Notes: Our 3 favourite stationery brands & how they're doing their marketing right
I’m a certified stationery fanatic, if you take a look at my end of year spending report on Monzo, I can almost guarantee I’ve dedicated a good 10% to stationery. What can I say? I’m obsessed. As much as I try to write my notes online and organise my life on Notion, the truth is, if I don’t write it down on paper, it’s doesn’t fully registered in my brain.
So this National Stationery Week, it only feels right that I should be chatting through my favourite stationery brands, and how they’re doing their marketing right on behalf of The Doers team. So without further ado let’s have a chat about what makes a stationery brand stand out.
In a digital world, how does a stationery brand make its mark? A love for analogue is everywhere in 2022, with a resurgence of film photography and videography, seen even in campaigns from the likes of Gucci and Burberry, and not to mention, vinyl sales flying through the roof (in 2021 vinyl sales grew by 10.6%). So it’s with no surprise that pen and paper are far from out of fashion. As our digital lives grow, we’re seeking refuge away from our screens.
Of course, we can’t talk about these changes without mentioning the pandemic, which had a huge impact on our day-to-day lives. 2020 saw Papier gain a 300% increase in online sales, and it seems like those habits have truly stuck. With the prevalence of Gen Z as consumers and targets of many brands marketing efforts, it’s important to note that as a generation, they’re 5 times more likely to take a digital detox than any other generation.
Now we know why stationery has become so important in recent years, lets take a look into my personal favourites.
*warning: you will want to purchase a new notebook by the end of this!…
Papersmiths
A true stationery lover’s dream! With both an online presence and three beautiful stores (one based in Brighton and two in London), Papersmiths is the indie stationery brand of choice. Stocking both its own clean designs of notebooks and pens alike, it also stocks a hand-picked selection of sleek and cool brands.
Taking a few peeks at their Instagram and blog content alike, you can tell that this is a brand created by stationery fanatics for stationery fanatics. They delve into the psyche of why we love stationery and how it fits in with and improves our lives.
In terms of their marketing, despite their impressive selection and fantastic branding, there are still hints of a developing business. Their email marketing is consistent and great at highlighting their brilliant range but perhaps could delve more into social hooks and brand stories. Whilst over on their Instagram they’re hosting an incredible 50k+ followers, however, perhaps need to explore Instagram’s ever continuous push towards video marketing and embrace Reels.
That being said, I’m really excited to see Papersmiths grow, I predict big things for them.
If you only buy one thing: Marais Notebook - the perfect notebook? It officially exists.
Papier
It wouldn’t be right to create a blog post around stationery brands without mentioning the incredible Papier. Founded in 2015, Papier has dominated the stationery sector. Collaborating with top artists such as The V&A, Liv & Dom, and Desmond & Dempsey to name a few, as well as really stepping into the customisation space.
In terms of their marketing, where do we start? Their affiliate marketing is incredible, as early adopters of the Mention Me affiliate scheme they have naturally entered the nano influencer space. With their generous referral discount of £15 for every friend referred, their codes are flying on the likes of Instagram and in turn, a lot of content is being created for them.
Not to sound like I’m gushing too much, but they truly are a brand that has nailed its social presence. With the right amount of joy and sustenance, between their on point memes, timely pop culture references (who knew how much I needed to know which diaries the Bridgerton characters would use?!), and their more meaningful dives into the importance of journaling for well-being. They’ve got it well and truly sussed.
Despite their enormous growth, this is only the beginning for them. We’re excited to see where their recent investment takes them next.
If you only buy one thing: Growth Weekly Desk Planner - the main reason I feel like I have my life together.
The Completist
A brand that has really caught our eye is Peckham-based, The Completist. Founded in 2018 by husband and wife duo Marko and Jana, this graphic design haven is one I can’t get enough of. Their undated planner is one I return to year-on-year without fail. What can I say? Dates really bog me down and I love being able to skip over days I’m not in need of a planner.
What sets The Completist apart is their dedication to sustainability, not just on the pages they print their stationery on but the whole experience. All of their paper goods are made from FSC-certified paper and come in biodegradable film bags. The rest of the packaging is made from FSC certified card or recycled paper, and 90% of the range is made in the UK using small, independent manufacturers. This is a brand that is listening to what consumers want, especially those ever important Gen Z’s.
The majority of their marketing comes through their social media channels, in which they keep a tight-knit relationship with their audience. This has enabled them to retain a healthy engagement rate with their growing following and I’m personally excited to see their channels grow. Strategy-wise, it would be great to see them bring more educational content to the forefront - what you can do with their stationery, and how to plan your life in their diaries. This would make for great and engaging video content, something they have only dipped their toe into so far.
Brand partnerships are something they have done well, in particular their one with other favourite, Papersmiths was a real hit. It would be great to see them collaborate with more like-minded brands, I can certainly think of a few!
If you only buy one thing: Chains Undated Planner - honestly, if you find yourself missing days of your dated diary and getting frustrated, move over to undated - it will change your life.
And there you have it, our favourite stationery brands and their marketing rounded up in one post. Don’t forget to celebrate #NationalStationeryDay with a new notepad from your favourite brand!
This post was written by our Inner Circle member, Allie. If you’re in any need of social media advice or help, do be sure to book a 30-minute discovery call.
