Spread the Love, Tell your Story
When I was a little girl, Valentine’s Day was one of my favorite holidays. My mom would wake up early to decorate the kitchen with red and white streamers and confetti, and make heart-shaped pancakes. My sisters and I exchanged cards with my dad and we would always receive a card from our grandpa in the mail. Then I would go to school and exchange cards with my friends, classmates and, if I was particularly bold, my crush du jour. As I’ve gotten older, the holiday’s emphasis has shifted somewhat from familial love to romantic love, but one thing that has remained constant is the exchanging of cards.
A hundred years ago, greeting cards as we know them were not yet a part of Valentine’s tradition. It was Joyce Clyde Hall, founder of what would one day become Hallmark Cards, who, after noticing a decline in postcard sales, began printing his own cards to be sent in envelopes, recognizing the public’s desire for more privacy in their communication. As the company grew, Hall became convinced of the power of national advertising and began sponsoring radio and television programs, and in the 60 years since, Hallmark productions have won 80 Emmy Awards.
The name “Hallmark” refers not only to Hall’s family name, but also to a term used by goldsmiths as a mark of quality. Hall built his business on a foundation of quality – quality cards, quality communication, and most importantly, quality content. From greeting cards to television productions, Hallmark continues to produce quality, compelling content that tells its brand’s story. Their tagline “Life is a special occasion” ties in perfectly with the positive, life-affirming themes of their productions. Hallmark wants you to believe that they do more than sell you cards – they help you tell your story.
Storytelling is a very powerful marketing tool, and as Hallmark proves, it can strengthen both business and personal relationships. After all, great content begins with a great story.
From all of us at Fiore Communications, have a safe and happy Valentine’s Day.