Case 9-2 Hallmark Sound Card Product Launch; Sweet Music!
Conclusion
Evaluation
- Weaknesses
- Strengths
- Suggestions
- Sales results
- Media Results
- Suggestions
Activity
Please gather with your group and create a greeting card based on the theme given. Also choose a song to go with your card. Keep in mind who your target audience is and how the design and song will relate to them.
Once each group is finished, 2 members will present their group's card and song. Please state who you think your target audience is and how you are reaching them.
Planning
- Create a "wow" factor
- Celebrity endorsements
- Consumer relations
- Media relations
By: Julie Brossman, Sarah Haley, Vincent Mroczka, and Emily Thomas
Objectives
Research
- Product Research
- Consumer Focus Groups
- Sales Data Research
- Consumer Online Idea Exchange
Introduction
- Created in 2005
- Partnered with Fleishman-Hillard
- Modernized the card industry