Friday, 6 August 2010

Marketing to stamp collectors

Stamp collectors as a target market? Stanley Gibbons, the big UK stamp and autograph marketer, is doing well because of renewed interest in collecting stamps for personal enjoyment and, more importantly, for investment purposes.

Stanley Gibbons is particularly interested in expanding into China, where collectors have pent-up demand for local and international stamps, in part because collecting was banned for more than 25 years. Now, with rising household income, collectors in China are increasingly seeking to acquire rare stamps through auctions, for example.

What makes a stamp valuable? According to an expert from Interasia Auctions, which specialises in stamps, a stamp must be both rare and in demand to command a high price.

One New Zealand dealer observes that digital media (the Internet, Facebook and so on) make it easier than ever for collectors to connect with other collectors and with dealers and auction houses. As more people communicate without traditional letters or cards, stamps may be rarer and rarer--which will only add to their value in the coming years.

UPDATE 13 August: With the big auction of Chinese stamps scheduled to start in a few days, the head of Stanley Gibbons comments about stamp prices: "Collectibles are driven by the passion of the collectors, not the sentiments of gamblers."