PR for the Bible: Trading cards for kids

Card 112: Jacob's Dream

When Steven Kaye developed his idea to create a line of Bible Trading Cards he would be following the lead of other popular and proven kids collectable trading cards like Pokemon or Yu-Gi-Oh.  But he knew their success would not automatically lead to his. As the founder of Creation By Design Bible Cards, Kaye knew he would need his own unique plan of action to carry his product from concept to reality.

A successful entrepreneur in the service industry -- this was different. Steven Kaye now had to take into consideration the views of billions of consumers he would never meet. Below is the process and lessons he learned for his launch of www.mybiblecards.com which he recommends to other start-ups.

Research potential demand.  Do your homework and don’t take shortcuts. You might be in love with your idea but will consumers?  Steven Kaye conducted surveys by email, phone and through organized focus groups and discovered that parents and pastors were looking for an age appropriate means to relate the stories of the Bible to children. But would that mean they would buy his product?  Uncovering more research, Kaye found data stating 54 million Christian youths believed there were very few products on the market geared to them and their beliefs but would be interested in them if they were available. 

Build on current trends.  Kaye was able to establish there was a need and a want but this answer posed even more questions.  Even choosing a proven format of trading cards -- what type of artwork would make it pop for buyers?  Since the majority of kids’ entertainment time is spent either on video games, computer or animation – Kaye knew he would have to create images that were akin to that.  He designed the Bible Cards using 3D digital graphics to give familiarity to the current generation.  The backs of the cards offering a narrative, fun facts trivia and historical timeline were also created using similar imagery.

Partners.  Take all meetings offered and network with everyone you can. If people opt-out of working with you but refer you to another -- take it. Nearly all of Kaye’s partners on the project turned out to be referrals from people who loved the product, but were not in a position to push it forward themselves.  Not everyone will have the time or appetite for your idea so keep looking until you find the right fit.

Cutting Costs:  When creating a product, potential costs can snowball, especially if you outsource certain work. No one will have a grasp of your idea the way you do – so do the first phase yourself and let the professionals follow. Kaye personally researched, fact-checked and wrote descriptions for each of the Bible Cards.  He later hired editors to make sure the content was thorough and accurate, and that it read well for the age group. There are also places where it is not smart to be penny wise, and pound foolish. Although his printer was more expensive than some others – they had experience in the trading card genre which meant they could offer guidance, which Kaye welcomed.

Sales and Faith:  This process has a beginning and middle but no end. Finding the right retail, wholesale and group sales programs for your property is ongoing. Brick and mortar shelf space, e-commerce providers, and organization fundraising partners will be based on chemistry, commitment and growth. You must believe and then it is much easier to convince others to believe and they will convince others to believe and so on and so on.

Read the Easter and Passover update on the Bible Trading Cards with a new slide show.