The Upper Deck Company Product Portfolio Join The Team Our Customers Member Services

 

Learn More About Upper Deck’s Hockey Card Heaven
WINNERS
 

Congratulations to our first winner of Hockey Card Heaven - COMIC CONNECTION from Hamilton, ON!  Check out how they use Upper Deck hockey cards to run promotions and merchandise to become Upper Deck's Hockey Card Heaven!

I. Merchandising NHL Trading Cards
We have been in business for over 20 years, and have been promoting hockey cards from the beginning. When Upper Deck burst on to the scene, we promoted the product extensively carrying boxes and packs, building sets for sale and meticulously organizing card singles for collectors to finish their sets. In fact, the Comic Connection was one of the first stores in Ontario to organize card singles into binders instead of boxes. We pride ourselves on being able to find what you are looking for in the blink of an eye. Before online databases where available, we had built our own to search for players and the sets in which they appear. Our staff can access a counter top computer to aid customers in their search for cards. The Comic Connection is always the store to be at…we have tables for customers to sit at and talk sports (which we do a lot) and the TV always has sports on to watch.

401   

THE COMIC CONNECTION IS HOCKEY CARD HEAVEN!

We have special theme days all week!

 

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Superstar Sundays!

25% off cards of the featured star players of the day, PLUS…buy packs of cards & we will supply FREE protective holders for your high end pulls!

Memorabilia Mondays!

Buy any hockey memorabilia card and then buy the second one (of equal or lesser value) at 40% off!

Trader Tuesday!

From 4-7 pm, bring your doubles and trade amongst yourselves to complete your wish list! BONUS: In store specials announced weekly.

Raffle Wednesday!

Buy 5 or more packs to be entered in draw to win an autographed picture or other memorabilia (draw date: Feb.28th). NOTE: 5 pack purchases also qualify you for Biography of a Season Cards everyday!

Rookie Card Day! 
   

20% off ALL hockey rookie cards.

Facebook Friday!

It pays to be a fan of the store on Facebook!

If we can verify that you are a fan of the store on Facebook, you can roll for a discount off your purchase! PLUS, watch FB for secret buzz word days!

Kids’ Day!

25% off hockey card singles for kids 12 & under. Plus, your purchase gets you entered in a draw at 3 pm for FREE PACKS!


• Biography of a Season – Buy 5 packs of hockey cards to receive an exclusive Upper Deck Biography of a Season Card – a 30 card set that captures the greatest moments of the NHL season. Available only through Upper Deck Certified Diamond Dealers!

• National Hockey Card Day in Canada - Upper Deck's 2010 National Hockey Card Day will take place on Saturday, January 30th, 2010. Drop by your local Canadian hobby store and pick up a free five card pack (one per customer). With cards of such Canadian-born NHL stars as John Tavares, Martin Brodeur, Sidney Crosby, Wayne Gretzky and Steve Yzerman, this is sure to be a fun day for all who participate.

401

WHY COME TO THE COMIC CONNECTION? We are providing many ways for you to get more than 1 pack! Wear a hockey jersey to receive an extra pack. Make a $1.00 donation to the Canadian Autism Foundation to receive an extra pack.
Plus, hockey cards singles for all Canadian team members are 25% off!!! And if that’s not enough…make a purchase of more than $10.00 and pop a balloon for an additional prize!!!

• Eh-O’Canada-Go Promotion – Cards for Team Canada players are 25% off on game days! Feb. 16th (vs. NOR), Feb. 18th (vs. SUI) & Feb. 21st (vs. USA).

II. Engaging Kids
Kids are the collectors of the present and the future. We work really hard to make our store family friendly – we provide friendly staff and service, good prices and lots of bargains. During the Hockey Card Heaven promotion, Saturday was Kids Day. Collectors who were 12 and under got 25% off their card singles purchases. Plus, ALL their purchases got them entered in a daily draw for FREE PACKS. We also continued to give away NHCD packs to kids who wore jerseys into the store from January 30th until the end of February!  We also made our hockey card trading night on Tuesdays because we have Pokemon League that night. Many kids were drawn in by the atmosphere created by the more experienced collectors and started their own collections as well.

III. Store Promotions
• Advertisements – In co-operation with Grosnor Distribution Inc., our participation in National Hockey Card Day in Canada was advertised in the Toronto Star newspaper.

• Social Media Promotions – Hockey Card Heaven promotions were announced on our website and on Facebook. Also through our email lists.

• Theme Days – We ran a promotion every day of the week during the promotion, and added special theme days as well during the Olympic Games (Eh-O’Canada-Go).

401   


Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Superstar Sundays!

25% off cards of the featured star players of the day, PLUS…buy packs of cards & we will supply FREE protective holders for your high end pulls!

Memorabilia Mondays!

Buy any hockey memorabilia card and then buy the second one (of equal or lesser value) at 40% off!

Trader Tuesday!

From 4-7 pm, bring your doubles and trade amongst yourselves to complete your wish list! BONUS: In store specials announced weekly.

Raffle Wednesday!

Buy 5 or more packs to be entered in draw to win an autographed picture or other memorabilia (draw date: Feb.28th). NOTE: 5 pack purchases also qualify you for Biography of a Season* Cards everyday!

Rookie Card Day!

20% off ALL hockey rookie cards.

Facebook Friday!

It pays to be a fan of the store on Facebook!

If we can verify that you are a fan of the store on Facebook, you can roll for a discount off your purchase! PLUS, watch FB for secret buzz word days!

Kids’ Day!

25% off hockey card singles for kids 12 & under. Plus, your purchase gets you entered in a draw at 3 pm for FREE PACKS!


* Biography of a Season – Buy 5 packs of hockey cards to receive an exclusive Upper Deck Biography of a Season Card – a 30 card set that captures the greatest moments of the NHL season. Available only through Upper Deck Certified Diamond Dealers!
 
Eh-O’Canada-Go Promotion – Cards for Team Canada players are 25% off on game days! Feb. 16th (vs. NOR), Feb. 18th (vs. SUI) & Feb. 21st (vs. USA). More dates to follow.

• Upper Deck Promotions – We utilized both the Biography of a Season promotion and National Hockey Card Day in Canada to draw people to the store. A special flyer was posted inside and outside the store, on Facebook and sent out the email groups. For NHCD we tied in one of our favorite charities (the Canadian National Autism Foundation) who also promoted the event through their email group.

National Hockey Card Day in Canada - Upper Deck's 2010 National Hockey Card Day will take place on Saturday, January 30th, 2010. Drop by your local Canadian hobby store and pick up a free five card pack (one per customer). With cards of such Canadian-born NHL stars as John Tavares, Martin Brodeur, Sidney Crosby, Wayne Gretzky and Steve Yzerman, this is sure to be a fun day for all who participate. Check out the official site: http://www.upperdeck.com/nhcd/

WHY COME TO THE COMIC CONNECTION? We are providing many ways for you to get more than 1 pack! Wear a hockey jersey to receive an extra pack. Make a $1.00 donation to the Canadian Autism Foundation to receive an extra pack.  Plus, hockey cards singles for all Canadian team members are 25% off!!! And if that’s not enough…make a purchase of more than $10.00 and pop a balloon for an additional prize!!!


Congratulations to our second grand prize winner of Hockey Card Heaven - WAYNE'S SPORTS CARDS in Edmonton, AB!  Check out how they use Upper Deck hockey cards to run promotions and merchandise to become Upper Deck's Hockey Card Heaven!

Wayne's Sports Cards hosted a contest titled "Black Diamond is a Man's Best Friend".  The contest ran from January 1st-19th, where customers simply had to purchase a box of 09/10 Black Diamond Hockey between those dates for a chance to win a prize.  For each box of Black Diamond purchased, customers get to pull a regular playing card from a deck of cards, and if they pull a diamond from the deck, they won a prize! Prizes ranged from a pack of soft sleeves, top loaders, binders, packs of cards and one of one Upper Deck printing plates.  Check out these pictures from the event!

401 


401   

SP “X” Marks the Spot
• Contest ran from January 21st- February 5th
• At least 2 cases of boxes were open on the shelf behind us at any given time
• For every box of 09/10 UD SPX  Hockey Product that a customer purchased they had a chance to win a prize
• Selected boxes had an X on the bottom at a 1 in 5 ratio
• Every customer who selected a box with an X on them won a prize
• The prizes consisted of anywhere from a jersey card up to a 1/1 printing plate
• The result was more enjoyment in customers selecting their own boxes as well as encouraging more sales if an X was not pulled.
• It had customers competing with each other, as well as a husband wife team, seeing who could be the first to buy a box with an X on it.

National Hockey Card Day
National Hockey Card Day is by far the best promotion any store can run. The tools, advertising, and cards are done, and all the store has to really do is promote and execute.

We have taken the opportunity of this day to make it one of the biggest and best days that our store could have. It is basically a day full of trading, promotions, excitement and customer appreciation. It is basically our yearend event.

It begins with promoting the event starting in early December, as most of our customers will come through the door at some point during the Christmas Holidays. We continue our promotion through the month of January. This includes an appearance on the City TV Breakfast morning show which aired Friday January 29th, the day before the actual event, and through this effort we have been able to make it the biggest attended event we hold.

As each customer walks through the door they are handed a free pack of National Hockey card day packs.

Involved with this as mentioned, is a customer appreciation feel to it. We have our annual Balloon Pop. For every certain dollar amount a customer spends on that day, the customer will receive a balloon.
Every balloon has a prize ranging from a pack of Top Loaders up to a $100.00 gift certificate in the store. There are 400 balloons throughout the store.

We always, as with most events have a charity fund raiser. This year we held our shootout once again. The shootout was done like this. For every $5.00 you donated you received 2 shots, on me, for a chance to score and win prizes. (A big thank you goes out to Upper Deck and the NHL for helping out with the prizes). The event went very well, and we raised over $700.00 for charity. This number became doubled as one of our customers said he would double the amount if we used his charity. We therefore raised $1400.00 for the Alberta Diabetes Foundation.

It ends up being a day of fun, trading and excitement throughout the entire day, and is by far the biggest day for customers through the door. This year once again we had over 300 people.
Upper Deck Scavenger Hunt
CLUE RELEASE DATES:
CLUE ONE       FEBRUARY 2ND TO FEBRUARY 6TH
CLUE TWO      FEBRUARY 9TH TO FEBRUARY 13TH
CLUE THREE   FEBRUARY 16TH TO FEBRUARY 20TH
CLUE FOUR    FEBRUARY 23RD TO FEBRUARY 27TH
FINAL CLUE    FEBRUARY 27TH 11:00 AM

Clues:
1). We will make clue one easy to be done......Simply find the 09/10 Upper Deck Card that "Gestures" being #1.
2). Flying through the air with the greatest of ease........Its your "Choice" to find me then turn me in please.
3). "Hey, are you calling me an "Ultra" mouthpiece?"
4). The final clue is the toughest as its the set with the "Most"........Images of "Other Sports" makes me a good host.

HOW TO PARTICIPATE
 During each week Purchase any pack of Upper Deck hockey cards 2009/2010 and receive a clue
 Contest consists of 4 Clues, 1 Per week  starting February 2 -  February  27th with a final clue to be given out on Saturday February 27th in store at 11:00 AM  (Total of 5 Clues)
 Once you purchase your first pack you will be registered and will receive your first clue
(Clues 2, 3, 4 will work the same way)
 Correct submissions will be entered for a Weekly Prize
 
 To be entered into the Grand Prize you must correctly submit  each of the 4 clues and submit them no later than February 27 by 11:00 AM
 Feel free to use any and all resources possible to find your clues, submissions may be either the item itself or a copy of the image.(Please note original items will be returned)
 The contest was extremely successful for our first venture into it. We had at least 15 customers return like clockwork each week to make their purchase and receive their clue. We had multiple customers actually just purchase boxes of the product in question to find the clue.
 Overall it got customers to go through their cards, purchase packs or boxes of Upper Deck product, go to Upper Decks website to look through the card images, and created a buzz in our store.
 Some of the clue ideas will be included in the email


Honorable Mentions:


West Sports Cards in Edmonton, AB hosts Trade Nights and Pack War Nights, where collectors trade for the first hour, then the next two hours everyone plays pack wars.  
 

401 

Untouchables in Mississauga, ON has been busy ramping up programs to be featured as Upper Deck's Hockey Card Heaven.  Check out this cool video they put together!



Overtime Sports in Thunder Bay, ON, among other things, donates Upper Deck hockey cards to local kid hockey leagues.  Check out those smiles! Overtime

Overtime 

Overtime 

Overtime Sports also put together this video that shows their presence at a local event:

 


Superstars Sports Collectibles in Winnipeg, Manitoba hosted a major in-store event in November called Upper Deck Night, where collectors were invited into the shop for pizza and Pack Wars for a chance to win a box of high end hockey product. What is your store doing to be considered Upper Deck's Hockey Card Heaven?



Ultimate Sportscards in North Bay, Ontario hosts a monthly Pack Wars night for the older collectors, where they eat free pizza and open packs of Upper Deck Series One.  The shop has prizes for each collector, ranging from boxes of Upper Deck hockey cards, to supplies for good pulls.  Below are some pictures of the event - enjoy! Ultimate Sportscards Ultimate Sportscards Ultimate Sportscards 

401 Games in Toronto, Ontario hosted a Pack Wars event as a SPx launch party in their store on January 20th.  Customers who participated got 20% off Pack Wars purchases as well as 10% off any Upper Deck purchase throughout the day.  Check out some of the pictures of the event!

401 

401  
 

Background on Upper Deck's Hockey Card Heaven:
 
Rookies who enter the NHL and make an immediate impact help drive sales of new NHL trading cards. For the 2009-10 NHL season, we are seeing a crop of standout rookies who can perform on the big stage like we haven’t seen in years. Upper Deck, the NHL, the NHLPA, Universal Distribution and Grosnor Distribution want to do everything possible to encourage hobby shops to make the most of this special hockey season.

 

“Upper Deck’s Hockey Card Heaven” is a promotion designed to inspire shops owners in Canada to host in-store events, create programs to engage kids, run store promotions and better merchandise trading cards in their stores. Together we believe that Canadian hobby shops focused on these elements will have an amazing year financially based on the strength of this rookie class and the quality products Upper Deck will be releasing around them.

 

Prizes: Those Canadian hobby shops that orchestrate the most lucrative in-store events, have the best programs to engage youth, run the most creative store promotions that translate to increased sales, and merchandise new hockey cards the best will win some fantastic prizes. Winners will be voted on by a panel of representatives comprised of Upper Deck, Universal Distribution and Grosnor Distribution employees.

 

Ten first-prize shops will get to run Upper Deck-sponsored “Tailgate Parties” where each will receive a variety of prizes including Upper Deck product, autographed items from NHL stars, apparel, food and more! What better way to thank your customers for their support than by sharing some exciting NHL items from Upper Deck?

 

Two grand-prize shops which earn the moniker of Upper Deck’s Hockey Card Heaven will both win an in-store appearance by an NHL athlete. Jonas Gustavsson is the first player who will spend some time at “Upper Deck’s Hockey Card Heaven.” Gustavsson, the well-known Swedish goaltender for the Toronto Maple Leafs, is commonly referred to as “The Monster,” a name he earned by his coach in Sweden after he posted a couple of impressive shutouts. The second player will be Patrick O'Sullivan, forward for the Edmonton Oilers.

 

Participation: It couldn’t be easier to participate in this promotion. Just enter your information in the “Register Now” portion of the main page if you run a hobby shop in Canada. Upper Deck staff will follow up directly with you in terms of how we can secure information about your shop. Shops can provide text, pictures, video or scans that will demonstrate why they should be considered Upper Deck’s Hockey Card Heaven. Make sure to check the “Tips for Success” section for more information on each of the judging criteria.

 

We will post information on shops which are participating in the “Check Out Submissions” section. Make sure to review those so you can get ideas on what other shops are doing to make the most of this special NHL season. The nice thing about Upper Deck’s Hockey Card Heaven is that hopefully it will help retailers learn some good ideas from fellow retailers who have had success.

 

Upper Deck staff will work directly with retailers to help obtain submissions. You should provide a written portion describing why you feel you are Upper Deck’s Hockey Card Heaven and then you can also share images, video, scans or anything else you think may help you score the top prize. Good luck!

 

Timing: Upper Deck’s Hockey Card Heaven promotion will run from November 15, 2009, through February 28, 2010. Winners of Upper Deck’s Hockey Card Heaven will be announced on March 8, 2010 at http://sports.upperdeck.com/hch.


 

Tips for Success with In-Store Events – Here are some tips to help you to have a good showing in Upper Deck’s Hockey Card Heaven Promotion. One of the key areas we have identified to help drive traffic to hobby stores is running in-store events. Most shops run a variety of different events to help bring people into their stores and to keep them coming back. Some examples of in-store events and more information about them are listed below:


Pack Wars - The premise for pack wars is to get collectors excited about opening cards and to create a perception of heightened value in all cards. Come up with some prizes for the winners of each round, have participants open packs and then use the information on the card to identify a winner for that round. For example, have collectors open their packs and ask, "Who has the tallest player?" Collectors will shout out heights and the person running the event will recognize the new leaders. Once the person who has a card with the tallest player is identified, they are the winner.

 

Raffles and Auctions - For every $10 spent, award a raffle ticket to customers for a weekly auction that takes place on one of your typically slower days. Customers must be present to win. Use a variety of trading card and memorabilia product. Allow customers to bring in some of their unique items they consign with you to auction off to collectors in attendance before the raffle.

 

Draft Parties – Use these to help move through a case of product where each customer buys in for a certain amount to cover the case. For each entry they purchased, they draw at random a team in which they will get all the cards from the case for. If someone draws the Maple Leafs, they get all the cards from that team. There are a variety of ways to run these events and make sure you identify a way to deal with cards that feature more than one player. For example, if there is a card with three players on it from different teams, we will always give it to the player who is on the top left.

 

Fantasy Sports - Some shops have leagues where customers pay a certain amount to the shop and the shop awards card prizes to winners each week and then a grand prize to the largest winner. These are a great way to create buzz for NHL players your collectors may be managing and also to keep collectors connected to the shop.

 

Birthday Parties - Come up with packages for youngsters to have birthday parties in your shop. Usually they can be set up in the early afternoon when stores are slower. For a flat rate, kids get pizza, cake, get to play games and get goodie bags. Most shops usually offer different levels of packages here to meet the needs of all customers.

 

Release Day Parties – Have an event around the release of a new product. Many stores run events around the release of Upper Deck Series One Hockey as it basically starts the card collecting season with live rookies in packs. Find a release your customers are interested in and set up some fun events to go along with it on the release day. Be careful not to schedule these too far in advance as release dates may change.

Spelling Bees - Pull players with more difficult names to spell and have a spelling bee with prizes as a unique event for the month. Customers will go through their common cards more frequently to learn names and it can be very funny as well to watch collectors struggle to spell names of players like Jonas Gustavsson. Many shops will incorporate Trivia in this as well to give young and old collectors an opportunity to participate and win.

 

Trade Nights – Come up with a night where the main focus is allowing collectors to trade with other collectors. While they are in your store, they will definitely end up buying more and it helps to create a community with your customers.

 

Bid Boards - For shops that struggle to move singles, many stores use a bid board. It is a large board that goes up along the wall of a store with clips. Collectors open product in the shop and then can post the cards on these boards for sale. On a certain day (usually Saturday) and at a certain time, the bidding is closed and the cards are sold. The shop receives a percentage of the sale price, similar to on-line auction sites, except here there are no problems with delivery or unscrupulous sellers. After the auctions are closed down, customers have a certain amount of time to post new auctions. This usually stimulates box and pack sales for shops.

 

You don’t need to run events just like these, but hopefully this gives you some ideas on what you could do for in-store events.

 

Tips for Success on Programs to Engage Kids – Here are some tips to help you to have a good showing in Upper Deck’s Hockey Card Heaven Promotion. Kids are the future of our business and if you can secure their business now, they will come back when they are older. Make sure you have programs in place to engage younger collectors. Some examples of programs to engage kids are listed below:

 

Sponsor a Youth Team – With so many youth leagues in Canada, if you sponsor a team or even a tournament, you can tap into new collectors right there.

 

Cards for Good Grades – Reward kids with some unique cards if they achieve good grades in school. Make sure to promote it throughout the school year and encourage parents to bring them back if they were able to post good marks.

 

Kids Day – Make one day a week a designated kids day where there are specials on certain lower price point cards and sets. Have giveaways throughout the course of the day geared at younger collectors.

 

Create a Collecting Club – Look to create an after school collecting club with kids where you can teach them about collecting and help make them see how much fun the hobby is.

 

There are hundreds of ways you could look to engage kids. Hopefully these few ideas help stimulate your creativity on what you want to do to help support collecting with the youth of today.

 

Tips for Success on Store Promotions – Here are some tips to help you to have a good showing in Upper Deck’s Hockey Card Heaven Promotion. Grown up collectors are almost like big kids. It’s important to run promotions for them too, in a similar fashion as you do for kids. Running weekly and daily specials are a great way to get customers in your store. Here are just a small handful of ideas on store promotions:

 

Theme Days – Come up with a theme for each day to give customers a reason to visit. For example, Monday is Rookie Day where every rookie card is 20% off, Tuesday is Free Sales Tax day where we cover your sales tax, Wednesday we give out free supplies for any high-end card you pull, etc.

 

Social Media Promotions – Many shops have embraced websites like facebook and twitter where you can keep your customers up to date as to what is happening in your store. Run a special promotion for those who follow those pages of yours that is only available to facebook or twitter fans/followers like, 10% off if you say you saw us on facebook.

 

Advertisements – Look at traditional advertisements in print, online and on cable if possible. Advertising promotions where you talk about specials help drive traffic to your store and can definitely be used for Upper Deck’s Hockey Card Heaven Promotion.

 

Upper Deck Promotions – Utilizing existing promotions like Upper Deck’s Biography of a Season wrapper redemption program and National Hockey Card Day are also great ways to help get people through your doors.

 

Again, the ideas for promotions are almost limitless. It should be pretty easy to share some promotions you are working on.

 

Tips for Success on Merchandising NHL Trading Cards – Here are some tips to help you to have a good showing in Upper Deck’s Hockey Card Heaven Promotion. It’s important that your shop is a place that people want to visit and feel comfortable in when they are visiting. The more comfortable they are in your store, the more apt they are to spend. We want to see and show off how you merchandise trading cards in your store to provide other retailers with ideas on what works. Tell us about or show us displays you have set up, shelves for boxes, showcases for trading cards and more.

 

If you run a brick and mortar shop in Canada, simply click on the “Register Now” button above and provide us your contact information. We will send you all the information on the program and how you can win one of two athlete appearances in your store or one of ten Upper Deck Tailgate Parties with great prizes for your customers. Show us that your hobby shop is “Upper Deck’s Hockey Card Heaven” and you’ll win! It is free to participate so register with us today!