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My husband doesn’t “do” Valentine’s Day. But one thing I can
count on every year without fail is a card from Hallmark -- because he really
does care enough to send the very best.
So, what do hearts and roses have to do with this week’s
social media topic? Valentine’s
Day is about focusing on the people that mean the most to you – and it always
brings you a little closer to the one you love. Well, in The New Rules of Marketing and PR, +David Meerman Scott (2013) wrote, “Devoting attention to buyers and away from products is
difficult for many people, but it always pays off in the form of bringing you
closer to achieving your goals” (p. 161).
Ok, so it may be a stretch. One thing is for sure though – by
taking the time to identify a buyer persona, you can more effectively
communicate with your consumer.
Hallmark has been able to identify a specific buyer persona and
communicate effectively through Facebook, Twitter and YouTube accounts.
Hallmark’s target is moms and grandmothers (PRNewswire, 2011).
To define them further by their buyer persona, they have a big heart and a great
sense of humor. They are down to earth and obviously family friendly. They
focus on others, not on themselves (which is just what moms do). Hallmark
engages its audience by asking questions and offering rewards. They have high
engagement on Facebook and Twitter with many likes, shares, comments, and retweets on a daily basis.
If I could coordinate social media for an organization, I would
focus on The Spa at Canyon Oaks.
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| Image source: pfisterfaucets.com |
Currently
it’s primarily a place to push discounts.
The buyer persona I would focus on would be well educated, working moms
who reward themselves by getting pampered at the spa. I would engage this buyer persona on Facebook where they go
to relax. Since we can reach this audience through highly targeted efforts, I
would ask questions and post engaging content to develop relationships. When
the time comes for them to reward themselves with a little spa time, they will know
and trust the Spa, and will therefore have no need to go elsewhere. In addition
to monitoring for repeat customer visits, referrals and Google Analytics, I
would push the use of #loveSpaAtCanyonOaks.
Ahh, a visit to the spa sounds nice!
Hallmark's New Brand Campaign: It's NOT What You Might
Expect. (2011, February 9). Retrieved February 12, 2015, from
http://www.prnewswire.com/news-releases/hallmarks-new-brand-campaign-its-not-what-you-might-expect-115628584.html
Kerpen, D.
(2011). Likeable social media: How to
delight your customers, create an irresistible brand, and be generally
amazing on facebook (& other social networks). New York: McGraw-Hill.
Scott, D. M.
(2013). The new rules of marketing &
PR: How to use social
media, online video, mobile applications, blogs, news releases, & viral
marketing to reach buyers directly (4th ed.). Hoboken, NJ: John
Wiley & Sons.
Nice post Mandy! Marketing plays such a HUUUUGE role when it comes to Valentine's Day (as well as other holidays) and Hallmark reigns supreme in this department. The fact that we use the term "Hallmark Holiday" to describe Valentine's Day and Sweetest Day (does that exist everywhere or just the Midwest?) says a lot.
ReplyDeleteYour spot on with your description of the buyer persona for Hallmark. If I had to lay out all the greeting cards I've received in my life they'd probably go from coast to coast and 90% would be from my Mother, Mother-in-law, and grandmothers. Sense of humor and a big heart are the themes behind a majority of the card and for good reason. Hallmark has also been smart with a number of small spin offs which are aimed at different buyer personas.
Thanks for your comments, Russ! I hope you have a great... Hallmark Holiday. :)
DeleteHi Mandy,
ReplyDeleteI really enjoyed reading your post as it is especially timely considering Valentine's Day is tomorrow! Hallmark is a great example of picking a buyer persona and sticking to it. Moms are an extremely important demographic with a lot of buying power, and it seems that Hallmark is making the right decision using channels like Facebook and YouTube to connect to moms, since as you mentioned with the Spa at Canyon Oaks, studies show that moms definitely go our of their way to make 'online 'me time.'" In fact, "nine out of 10 moms go online daily for personal use" (Olenski, 2013).
As Russ suggested, there's no doubt that women make up the majority of Hallmark's purchases, as women tend to find more excuses than men to send cards. However, considering holidays like Valentine's Day, Mother's Day, and women's birthdays, do you think Hallmark is missing out on a prime opportunity to draw in men at special occasions by gearing their social activity toward women? Do you think Hallmark should consider a separate social campaign to target men for holidays like this? I'd love to hear your thoughts!
Source:
Olenski, S. (2013, September 18). This is the most important relationship in demographic marketing. Forbes. Retrieved from http://www.forbes.com/sites/steveolenski/2013/09/18/this-is-the-most-important-demographic-in-relationship-marketing/
Hi, Brenna. Great question. As I started my post, I think men get it – because women tell/show them. :) My husband’s choice of making sure I get a card with a gold crown sticker doesn’t come from it being convenient. He’s watched me cry at Hallmark commercials and knows that during Christmas, I’m not missing the Hallmark movie special. He knows they are good at what they do, because he sees me interact with them. So no, I don’t think they are missing out by focusing primarily on women on social media. I think women are the buyer persona that are going to interact the most with them. I don’t think it’s a bad idea that they reach out to men through Facebook ads or a commercial during the Super Bowl (which is always just a few weeks before Valentine’s Day – a perfect reminder), but I think the majority of their engagement is still going to be with women.
DeleteThat's a great point! In order to have a measurable social media strategy, Hallmark should focus on interaction and I agree that women are definitely the ones that are going to interact the most with the brand on social media. Hallmark integrates its social media efforts into its entire marketing plan, including store display space. The Hallmark card section of any grocery store or chain pharmacy always seems to stand out from the other sections. Whether this primary placement is paid or earned, this is likely the kind of thing that will draw men to the brand. Each strategy, from social media to mass media commercials is all part of the bigger integrated marketing puzzle. Thank you for taking the time to respond! (And happy Valentine's Day!)
DeleteHi Mandy,
ReplyDeleteGreat post! Hallmark definitely has a good idea of its buyer persona, and you nailed it when you say they target those with big hearts and are family friendly. The video you posted really shows that as well. I was going to say something similar to Russ, that Valentine's Day has been labeled a "Hallmark Holiday" by many. Skeptics of the holiday sometimes say things like, "Why do we need a specific day to show someone we care? Why shouldn't that be every day?" While this is a valid point, this "Hallmark Holiday" also allows those who typically aren't as "mushy" to come out of their shell, and Hallmark is the go-to brand consumers flock to, whether it is a loving mother or an appreciative curmudgeon showing his lesser-known sweet side.