MARKETING

Published on March 31st, 2010 | by drkkr

20

THE OLD ORDER CHANGETH!!

greting bigGreetings !!  Few years back when we were greeted (or) when we wanted to greet someone
(or) when we wanted to impress upon someone
(or) when there was an occasion, we spent hours together searching  for an interesting,
innovative, unique card properly worded in not just one shop but hopped around few shops
to choose the best greeting card.
Through the card we communicated, expressed, impressed friends and families we also
bought cards but ended up admiring those cards which we won’t buy but I guess that was
a big pass time for all of us.  Oh! How many occasions we created (courtesy :
ARCHIE and HALL MARK) to greet others.

  1. Birthday
  2. New Year
  3. Diwali
  4. Pongal
  5. Christmas
  6. Ramadan
  7. Valentines
  8. Mothers Day
  9. Fathers Day
  10. Wedding Anniversaries
  11. New Born
  12. New House
  13. New Job
  14. Graduation
  15. Get Well Soon
  16. Miss You
  17. Women’s Day
  18. Teachers Day
  19. Holi
  20. Voyage
  21. Best Wishes
  22. Examinations
  23. Death
  24. Love
  25. Marriage.

This list  seems to be endless, we used to buy cards, buy some interesting stickers and place on it, try to create our own thought (or copy it from other card) and personalize it and then find a beautiful cover (packaging evokes glamor and curiosity). (My God! How much of my pocked money have I spent on it).

Hold for a moment, when was the last time you received a greeting card?! The way people greet for occasions have changed.  It is e-greeting card, (or) an email (which includes those forwards ) the text messages (forwarded messages) and of course few people call up over the phone and greet you, some come home and greet  you.  But for sure the way people greet has changed.  Most of the occasions used to be lot more appealing because of companies like arches and hall mark.  Just wondering how these companies are performing now.  Please pass on your knowledge or thought on what should ARCHIE / HALL MARK  should do now to regain its lost glory ?! or Find New ways ?!

The old order changed ……. Making way to New!!

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20 Responses to THE OLD ORDER CHANGETH!!

  1. Jameela CA says:

    Its true that Arches and Hall mark lost their old glory and E-cards have emerged in that position. In this era, everythng is at a finger touch.

    But the real thing is that it could never touched our hearts.

  2. Komal says:

    yup technology has made the wk simple, e-cards r gone once v clear our mail box but cards stay wit us till d end!! i personally feel cards give personal feel of dear ones. Everythin is gud in stratin den the freshness of old thing ll be felt very soon!!!!!

  3. Ajmal says:

    I think only the cards section has lost its charm, but the people are never gonna stop buying gifts for their dear ones.
    so one option would be that the Archie’s and Hallmark store’s should club on cards with gifts they are selling. hey no one would reject some extra love….
    nowadays everything seems to be personalised, so all these brands should jump on to the on line greetings, that is create your own personalised cards using the applications provided by these brands and pay the price on line. so this would be more interesting than going to the store and buying printed cards.with no other option.

  4. Dayala.P.U says:

    It was Sir Henry Cole who created the first card with the help of artist John Calcott Horsley in 1843.Since then passing through these years almost everybody’s heart is being touched by emotions and feelings expressed through greeting cards from friends and acquaintances.Though substitutes like e-cards and other such facilities have emerged they cannot replace the role of greeting cards, just because they are intangible.It will be definitely more convenient and interesting if these companies can make arrangements for selecting the cards and pay for it through web but at the same it they should deliver them as tangible.

  5. mansoor says:

    In the era of space-age technology, there is no scope for cards… all greetings are through internet and mobile phone, this is also cost effective… e-cards have emerged in the position of traditional greeting card.. so Arches and Hall mark diversify their business to gifts and home decorative articles like painting, flowers etc…..

  6. Sandya.P.S says:

    Receiving a card gives pleasure in a way that e-mail can never hope to replicate. Because in the case of ordinary cards you have to sit and think of a message that you want to convey, to make it more heart felt one…..in the case of ordinary cards , the time you takes to write a message is based on how much the person means to you and you write your card based on those thoughts, facts and feelings. Which will never replaced by e-cards……..

  7. Akhil says:

    Its a fact that we used to give and receive cards on many no of listed occasions years back..but now when we use e-cards and give e-greetings, it has become a very tough task for Archies/hallmark to survive. So here they might have to think differently and remind people that these greeting cards is the one which have got true feelings when we sent or receive and also its the one which stays forever.
    But i believe its good for them to give their full abilities in online marketing which they have started in the year 2000. Its always better to move and capture new, rather than sticking to the old.

  8. Gautham Ranjit says:

    The greeting card segment has been adversely affected in recent times due to the use of e-cards and a rise in personal communications via the Internet. These mediums have the advantage of being economical and having faster modes of delivery. We as individuals have also slowly moved away from greeting cards and seldom glance at the greeting card shelves in an Archies or Hallmark shop.
    However, the personal touch that a greeting card gives is absent in a free e-card sent over the net. Even today, if we receive a greeting card by post, it gives us a feeling that the person who sent it actually took the pain of going to a store, choosing the card, paying for it, buying a stamp and posting it. It can be said to be an “I REALLY DO CARE” feeling. Hence, the greeting card market should work on changing the mindset of the people and leverage on this aspect.
    A significant development in the distribution of greeting cards will also definitely help boost sales. Apart from this, companies like Archies or Hallmark should consider diversifying into newer related markets and use the internet as a positive factor.

  9. Manas says:

    We took great pride in giving cards of all the good occasion ,
    but now the time as changed and people are more interested in email & chatting . So Arches and Hallmark to survive in the market should sell their cards through E-bay or should market attractive cards through their own sights . One should follow the present not the past ,and adapt to the changes coming in this ever changing world .

  10. Ajith Varghese says:

    Giving cards for all the situation or occasion was considered a great thing, 7 to 8 years before but people have now got adapted to the new changes like e-mail, messages through mobiles etc. So Arches & hallmark should follow new marketing means through the internet. Thats the only way i believe for them to survive in this field.

  11. Sonu Pious says:

    Both Hallmark and Archies are reputed brands in the greeting card industry but lately they have lost a lot of their business due to e-greetings. E-greetings are more economical and convenient way of greeting. Both Hallmark and Archies should think of doing more business through internet like creating their own web sites for e-greetings and other services were cards, gifts and other accesories are deliverd door to door and payment is made online through credit cards. They should be more dynamic when it comes to marketing.

  12. krithika devi says:

    i think if the person’s photo could be merged with it or else if any videos can be uploaded in the cards,inspite of it being expensive…it can very well add a glossy touch to the card

  13. RAHUL DAMODARAN says:

    The greeting card era have gone and now its the turn of email greetings and messages.people now rarely uses the printed cards for greeting someone so the leaders in greeting cards like archies and hallmark lost its glory..
    if these companies want to survive they have to come up with new ideas in E-greeting like designed pictures with wordings etc …

  14. ROHITH.M says:

    As we know the recall value of greeting cards are much more higher than the e-greetings. We will be having the cards send by our relatives during olden days but wnt be having the greeting SMS or email which is send before few months. So we can clearly identify the difference of cards and e-greetings.
    Our Indian greeting card business which touches around 300 crore,is facing a real challenge. Archies and hallmark (vintage cards,Indian franchise of HM) are the leaders in greeting business.now they face great threat from e-greetings. So to take up the lost market share, some of my suggestions are : *print cards in regional language, *bring out some attractive cards,*make the cards more lively , *modify their present website ,so that they can earn more revenue from e-greetings.

  15. Ian says:

    We took great pride in giving cards of all the good occasion ,
    but now the time as changed and people are more interested in email & chatting . So Arches and Hallmark to survive in the market should sell their cards through E-bay or should market attractive cards through their own sights . One should follow the present not the past ,and adapt to the changes coming in this ever changing world .

  16. Dave says:

    Giving cards for all the situation or occasion was considered a great thing, 7 to 8 years before but people have now got adapted to the new changes like e-mail, messages through mobiles etc. So Arches & hallmark should follow new marketing means through the internet. Thats the only way i believe for them to survive in this field.

  17. Ian says:

    Both Hallmark and Archies are reputed brands in the greeting card industry but lately they have lost a lot of their business due to e-greetings. E-greetings are more economical and convenient way of greeting. Both Hallmark and Archies should think of doing more business through internet like creating their own web sites for e-greetings and other services were cards, gifts and other accesories are deliverd door to door and payment is made online through credit cards. They should be more dynamic when it comes to marketing.

  18. Jonathan says:

    Its a fact that we used to give and receive cards on many no of listed occasions years back..but now when we use e-cards and give e-greetings, it has become a very tough task for Archies/hallmark to survive. So here they might have to think differently and remind people that these greeting cards is the one which have got true feelings when we sent or receive and also its the one which stays forever.
    But i believe its good for them to give their full abilities in online marketing which they have started in the year 2000. Its always better to move and capture new, rather than sticking to the old.

  19. Emily says:

    As we know the recall value of greeting cards are much more higher than the e-greetings. We will be having the cards send by our relatives during olden days but wnt be having the greeting SMS or email which is send before few months. So we can clearly identify the difference of cards and e-greetings.
    Our Indian greeting card business which touches around 300 crore,is facing a real challenge. Archies and hallmark (vintage cards,Indian franchise of HM) are the leaders in greeting business.now they face great threat from e-greetings. So to take up the lost market share, some of my suggestions are : *print cards in regional language, *bring out some attractive cards,*make the cards more lively , *modify their present website ,so that they can earn more revenue from e-greetings.

  20. drkkr says:

    Emily..That was a good one.Very thought provoking !!

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