Kiwi humour cards tickle many a fancy

By ELLEN READ

Two young men are demonstrating that you don't have to be high-tech to make headway in business - and they are doing it with humour.

Auckland freelance journalist Andrew Alderson and artist Bruce Madden, of Long White Cards, have designed and published a series of greeting cards that reflect the quirky side of New Zealand life.

And as so often happens, the inspiration came from personal experience of an unfulfilled need.

"One day I was searching high and low for a Kiwi card that would be appropriate for a mate's birthday that was coming up, and I simply couldn't find something that hit the spot," Mr Alderson says.

"The frustration jolted me into thinking about creating some cards to fill the gap.

"I've known Bruce as a really gifted artist, so I gave him a bell to see what he thought."

That was in January. The duo now have 18 cards in production and are in the middle of a two-week national roadshow promoting their cards to retailers.

"Naturally, we also expect to pick up a whole lot more ideas for new cards on the tour," says Mr Madden.

"People buy our cards, whether they are Kiwis or tourists, because they reflect the Kiwi way of life. We just hope we don't provide too many of our own silly stories for future cards."

Their first print run sold out in weeks, with some shops hanging out for their allocation of the second run.

The top-seller is Hokey Pokey, which captures the down side of being a Kiwi who loves one of our national icons so much that he cannot do without it - to the mortification of his partner at an elegant restaurant.

The creative duo attribute their success to the fact that they are the only purely New Zealand humour cards on the market.

Business partner Simon James is not so sure.

"These cards aren't just captivating because they're Kiwi. These two have a combined words and picture talent that is world-class - and that's where we intend to take them," he says.

Anne Whelan, franchise owner of Dymocks Atrium in Auckland, says the cards appeal to the humour of all New Zealanders. They have been in her shop for three months - she was one of the first to stock them - and have consistently sold well.

Long White Cards' 18 designs were whittled down from about 40 original ideas.

The cards are blank inside, which makes them multi-purpose.

The company is working on a Christmas range, but that will not be ready until next year.

Mr Alderson says the sales trip gives the pair the chance to develop relationships with customers.

"We like the idea of one-on-one contact and want to be a friendly face."

When asked the most important piece of advice he would pass on to new business owners, he says: "It's a cliche, but you've got to be tenacious."

Mr Madden agrees: "Don't be afraid to put yourself on the line. And you have to be able to communicate ideas confidently."

The men plan to expand their market - they are negotiating with the New Zealand shop in London - and would one day like to produce other ranges, perhaps poking some lighthearted fun at Australians.

Long White Cards has already been approached by a merchandising company wanting to reproduce the images on T-shirts, mugs and the like.

While keen, "at this stage we only want to do such deals on a New Zealand basis," says Mr James. "We are still mapping out our international strategy.

"There are plenty who have gone before us and succeeded on the international stage with high-value intellectual property like this - Murray Ball and Lynley Dodd are just two who come to mind.

"We want to learn what we can from their experience, as well as our own research," he says.

Designing cards for corporate clients is another option. The company is in talks with two firms who want a distinctive way of communicating with clients.