Effective Messaging: The Hallmark way
Hallmark know all about effective messaging.
The process of creating a card for Valentine’s Day — the industry’s second most popular holiday, behind Christmas — can begin up to two years before it finds its way to a loved one’s hands. An 80-person research staff’s analysis of Hallmark’s 2004 card sales was the initial impetus for this year’s line. That combines with more than 100,000 annual customer interviews, focus groups and in-store observations to lay the framework for roughly 2,000 cards in Hallmark’s core Valentine’s Day line as well as another 2,500 offerings through sister brands offered at supermarkets, Wal-Mart and elsewhere.
Writers and artists and others at the company say everything they do is aimed at helping a consumer express a sentiment. That, of course, translates to sales.
I wonder what would happen if corporate communications staff and speechwriters put as much effort into the content of their next presentation? Executives might be able to make the audience fall in love with what they have say. Or, at the very least, make their hearts beat a little faster…
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