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Case Study: Quantifying Love and Getting Coverage

February 14, 2006 by Kami Huyse

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Cover: For the one I love

Inside: Each time I see you, hold you, think of you, here's what I do…I fall more deeply, madly, happily in love with you. Happy Valentine's Day

Hallmark is very good at this. They don’t just tell you about something, they also show you. While I am not crazy about this card (personally) it was a best seller at Hallmark last year. Did you get one?

By releasing internal research showing that an aspect of love (most people choose to express themselves similarly), Hallmark captured the interest of one Associated Press writer and got the coverage it wanted on one of the most important days for the company.

Valentine's Day is the biggest day for greeting cards after Christmas, and not surprisingly, the greeting card giant doesn’t take any chances. Its PR department leveraged the research that the company must do to stay competitive to deliver its message through the media. And if you notice, the research isn't even recent, it is from LAST year's sales

If you don’t know it already, the media love good research, especially if it ties into a trend or a special coverage day, such as Valentine’s Day. With this research story, the media can cover Valentine’s Day (required) and still feel they have delivered useful information (research results).

To show you how effective this technique is, I did a quick Google News search for Hallmark and drilled down on these results.

This is an excellent pickup rate of an article written and distributed by the Associated Press. I didn’t have time to do a complete content analysis, but it seems some pretty helpful key messages about Hallmark were picked up in these articles, namely:

  1. We create our cards with care (using research) to suit your personalized need to express yourself. Our cards are created through a painstaking process (implying their motto, “for those who want to give the very best.”)
  2. While we were surprised by the research, it seems love is universal, and this card (V330-5) was the most purchased in most major cities; however, we still have lots of cards with a message that will suit YOUR taste

So, in the spirit of Hallmark:

Thank you for reading this one voice in the crowded blogosphere. Keep coming back and adding your voice, I can’t wait to see what you have to say!

Tags: Hallmark|Valentine's Day|Case Study|PR|Public Relations

Filed Under: Featured

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

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