The Hallmark Mother’s Day TV commercial has worked well. Many people came into my newsagencies asking if we had them. Some asked by the Hallmark brand and others asked if we had the cards which recorded your voice. Plenty of people asking were not regular customers.
One customer in particular was interesting. He was kind of panicked. He had to get one of these cards – because his mother loved the TV commercial. He wanted one of the recordable cards. He’d been to a major retailer and couldn’t find it and they offered little help. We helped him. Once he had his card he bought a roll of wrapping paper, a newspaper and book. Not a bad sale for a new customer – hopefully the experience he had will bring him back.
Those I personally served I asked how they heard about them. 100% responded they saw them on TV. Having shoppers come in and specifically ask for a product you sell is wonderful. Thanks Hallmark for driving this traffic.
We set ourselves up to leverage the TV commercial opportunity by including Hallmark products in monthly newsletters and other marketing collateral. Connecting our brand to theirs helped link us to their Mother’s Day TV campaign as well as to their campaigns planned for later this year.
While I am sure that newsagents without Hallmark cards had good Mother’s Day sales, it is the new traffic which we saw in my newsagencies, as a result of the TV commercials, which has provided us with a point of difference this year.