Pros And Cons Of Greeting Cards

Greeting cards were first introduced back when the Egyptians and Romans had their form of gift giving. This lead to the process of greeting card production starting in the early 1900’s and created a variety of cards for different occasions. The first company in the industry to mass produce greeting cards was American Greetings in 1906. Its rival Hallmark was introduced in 1910 and has been the leader in the industry since it started (S. Papson). According to E. West (2007), Hallmark loyalty tries to keep the business and selling content to a minimum and focuses mainly on the emotional message on the cards. West also talks about how Hallmark conducts surveys for customers and uses the results to create a new line of cards. That being said, Hallmark wants to …show more content…
The internet has opened up new possibilities for the greeting card industry. American Greetings and Hallmark have worked together to adapt to the change in digital technology such as the internet and social media. Customers now have the ability to send a e-greeting which can be emailed to a recipient within seconds and all at the convenience at home (E. West 2003).
90 percent of household’s purchase at least one greeting card a year (B. Adelman). This means that the size of the greeting card market is huge and we can basically market to almost anyone. However, there are some pros and cons of having such a large target market. An advantage of being able to market to such a large audience allows us to have more potential customers. A disadvantage is while marketing our service, it becomes tougher to actually obtaining a customer because not everyone is going to want to spend their money on this service. The best web community to market to would be social media sites such as Facebook, Pinterest, and Instagram. This online form of advertising on social media can be little to no cost and attract a huge amount of traffic to our business. For example,