A. Sawade pg 1
Hallmark Sound Cards
Product Launch
Amy Sawade
December 6th, 2007
A. Sawade pg 2
Case Background
In the past few years, Hallmark Gold Crown has seen a decline in card sales. The popularity
of electronic ways of communication (text messages, emails, instant messaging, and e-cards) is the
most likely reason for the decline in card sales. Hallmark needed a way to attract customers in a new
way, in addition to increasing card sales. They saw an opportunity to capitalize on our society’s
current obsession with music as well as an opportunity to improve on the “sound card” concept that
had flopped in the past by other card companies.
Hallmark did extensive research in multiple areas as well as doing a pre-launch of twenty
sound cards. In late 2006, Hallmark released a full line of 200 sound cards. They hired Fleishman-
Hillard to do the product launch campaign. With a budget of $200,000 Fleishman-Hillard launched
“Hallmark Sound Cards: Sweet Music” to aid in the cards’ success.
Research for the product launch was mostly from Fleishman-Hillard’s web site. Hallmark’s
newsroom had a few helpful areas. Articles featuring the sound cards from The Washington Post,
Wall Street Journal, and Rolling Stone provided background and support of what Fleishman-Hillard
stated in their information.
PR Opportunity
Hallmark has a great opportunity to make a new, hip name for themselves. The sound cards,
as the case explains, appeal to many generations. Not only will the new sound cards revitalize the
sales of current customers, but attract people that may not have been a target audience for card
companies. Hallmark has a great opportunity to carry the new image of their company far into the
future. The success of the sound cards is proof that Hallmark can bounce back from the sales slump
they were in and create something that will lead them into the future. The sound cards could be the
beginning of many new products that appeal to nontraditional audiences. The size of potential
Hallmark