Hallmark are a company that many people condemn as being exploitive of sentimental or emotional occasions. As always, people sit on both sides of the fence; some people love giving/receiving cards while others think it is just a waste of money. Either way you have got to admit that as a company it has amassed a huge amount of success over the years. Let’s take a look at how this was accomplished and hoe you can replicate.
In 1910 a man called Joyce Clyde started off with two shoeboxes of postcards (and a cart load of dreams!). After starting off with such a small amount, disaster hit when a fire destroyed them and left them $15,000 in debt. Instead of becoming too disheartened to continue, Joyce decided to not only pick himself up and start again, but to also invest in innovative new technology. Convincing his brother (his then business partner by this time) that it was the way forward, they invested in a printing press. All of these things happening at a time when sales had declined.
The investing didn’t stop there as Joyce knew that heavy marketing was the way to break through the downturn of sales. The increased exposure finally led to a deal with Walt Disney who agreed to display his greeting cards.
In the 1950’s as sales started to increase, he decided to thank his customers and sponsored an opera show for TV. Continued success from here led to the company going global by 1966. The 70’s saw the company diversify again with Hallmark Keepsake ornaments which revolutionised Christmas decorations. They also studied the market at this time and looked at the different trends of other ethnicities which in turn led to the idea of other greeting cards for various religious and celebratory events. Independent retailers now began stocking their products.
Not wanting to slow down the expansion of the business, it was decided to acquire complimentary companies including Crayola. A website was launched and a new range of cards selling at 99c was printed nationwide called ‘Hallmark Well Wishes.
Tens of thousands of retail outlets now stocked the cards in over 50 languages in more than 100 companies. It was a long journey from a devastating fire and $15k debt.
Joyce always kept the belief and values of filling the basic human need – to connect with others. It is very much the blueprint for the concept of today’s social media sites which show us how important social connection is to human beings on a very basic level. Through his journey we can see clearly how marketing, market information and innovation are absolutely pivotal in the success of a company. Use Joyce Clyde’s story to inspire you and illustrate that even when the outlook appears bleak, there is always away to move to success if you are willing to work hard, listen to the market and believe in your product.
Cherry Marketing Bandon 