With today's ease of communication people have forgotten the tangible and heartfelt impact of a greeting card. Hallmark needed to reestablish the emotional value of cards, so it teamed with Extreme Makeover: Home Edition, a feel-good reality TV show that rewards “everyday heroes” by repairing their homes. Hallmark also helped one of the heroes, a music teacher, by donating instruments to her school without her knowledge. The program featured the teacher receiving a basket of Hallmark Recordable Cards with personal messages of thanks from her students and proud pictures of them holding their new instruments. In the face of one of the bleakest Q4 sales quarters, Hallmark sales increased, while marketing ROI exceeded expectations.
With today's ease of communication people have forgotten the tangible and heartfelt impact of a greeting card. Hallmark needed to reestablish the emotional value of cards, so it teamed with Extreme Makeover: Home Edition, a feel-good reality TV show that rewards “everyday heroes” by repairing their homes. Hallmark also helped one of the heroes, a music teacher, by donating instruments to her school without her knowledge. The program featured the teacher receiving a basket of Hallmark Recordable Cards with personal messages of thanks from her students and proud pictures of them holding their new instruments. In the face of one of the bleakest Q4 sales quarters, Hallmark sales increased, while marketing ROI exceeded expectations.