The Hallmark recordable sound cards are set to go off this Mother’s Day. They are part of the popular Hallmark sound card range which was launched last year and continues to lead card sales around the country.
The Hallmark sound card launch is the most successful new greeting card line launch I have ever seen in Australia.
What is interesting about the success is that all retailers accepted a small reduction in margin to take on the range. We also gave up some retail space for promotional use. The space investment paid off as it promoted the point of difference well.
I expect the Mother’s Day cards to perform particularly well because of the TV commercial planned which will support the Hallmark brand and the point of difference offered in the sound card range.
We have our Hallmark Mother’s Day sound cards in a prime position at the front of our shops – the point of sale makes this position work well (already) for us.