The Success Story of Hallmark Greeting Cards

Greeting cards from Hallmark - today they are known worldwide, but this brand had a long and challenging journey to its fame and recognition.

Origins

The history of the Hallmark brand began in 1910, when eighteen-year-old Joyce Clyde Hall, for the sake of his dream, fearlessly left college and traveled far from home. When the enterprising youth reached Kansas City, he only had 2 shoeboxes filled with postcards. Illustrated postcards were just becoming popular then, but Joyce somehow sensed that this product had a great future.

In the first few months, the young businessman managed to sell over $200 worth of postcards in Montana. This was a significant amount considering that the annual salary of a skilled professional in America at that time was less than $1000 per year.

Convinced of the prospects of the "postcard" business, Joyce invited his brother, Rollie Hall, to join him. Together, they founded the company "Hall Brothers." Business was booming - the young entrepreneurs successfully sold retail postcards purchased wholesale from print publications. The Hall brothers' wealth grew, leading to them establishing their own office, store, and substantial warehouse.

Challenges

However, the Hall Brothers couldn't rest on their laurels - in the winter of 1915, a fire destroyed all the company's assets. Another entrepreneur might have been discouraged and given up, but not Joyce Hall. The determined American gathered the remnants of his postcards, took out a large loan from the bank, and opened a new store. Furthermore, the Hall brothers realized their longtime dream - they purchased a printing press and began creating their own postcards.

At that time, the company's total debt exceeded $17,000. However, the situation gradually improved - customers were offered bright Christmas cards, birthday cards, and Valentine's Day cards, which were in high demand. Cards with envelopes were especially popular, allowing senders to convey confidential messages to their loved ones.

Advertising - The Engine of Trade

Far-sighted Joyce Clyde Hall skillfully utilized advertising. In the 1930s-1950s, Hall Brothers' postcard advertisements could be heard on the radio, and later on television.

The Hall brothers generously sponsored theatrical productions and earned substantial dividends from it. In return for their philanthropy, they received respect and love from the audience, as well as increased brand recognition. Through their sponsorship activities, the company earned over 70 prestigious awards from the Emmy Awards and the National Academy of Television Arts and Sciences.

In 1954, Hall Brothers adopted a new name - "Hallmark Cards." Over time, descendants of Joyce Clyde Hall took over the company's presidency, each contributing their share to the family business. Throughout the ages, the sponsorship and innovative traditions initiated by Joyce remained constant.

Present Time

Currently, more than 700 employees - artists, designers, and copywriters - work at "Hallmark Cards." A plethora of ideas is suggested by a vast army of greeting card customers.

In the mid-1990s, the company underwent significant expansion, partly through the acquisition of businesses specializing in related industries. Hallmark Cards has acquired companies such as Crayola, Sunrise Greetings, Image Arts, William Arthur, DaySpring, and Irresistible Ink at various times. The brand's range expanded - apart from cards, Hallmark Cards is involved in producing stationery and fashionable handcrafted craft kits.

Future

Are "Hallmark Cards" products still in demand today? Surprisingly, yes - people continue to purchase bright and affectionate cards that sometimes convey more than lengthy speeches.

Explaining the Success of "Hallmark Cards"

Perhaps the key to the success of the company lies in the fact that the founder from the very beginning aimed not to earn as much money as possible, but to show care for people.

In his autobiography seasoned with experience, Joyce Clyde Hall writes about this very aspect. According to the businessman, if one starts a business with the sole aim of making money, the chances of becoming wealthy are not that great. But when the primary goal is to serve people, the money is likely to find its way to you. Hall believes that the strongest guarantee of success is not the desire to become rich, but the desire to produce truly high-quality, first-rate products that people need.