Know-How Exchange : Advertising/PR

I think the key is to have a wide selection. As a consumer I just pick a card based on the occasion and the person I am giving it to. I often times buy my cards at the grocery store or Target.

You need to market to the store, probably not the end consumer. Everyone I know just browses the cards and picks one that seems appropriate for the situation. The better your selection the more likely one of your's is picked.

I hope this helps,
Mike

I'm not convinced that advertising is the solution to your problems. It's more likely distribution. Where do people find your cards?

As Mikee points out, most people shop for a card without much regard for the manufacturer. They may be reassured by a broad sign that says "Hallmark" but they don't check each card to make sure it's really from Hallmark.

Do you have a business plan? A marketing plan? A clear benefit-oriented positioning statement? If not, those are the places to start. Jumping in with advertising for a relatively low-ticket item doesn't sound like the right starting point to me.

I do the web site for a small greetings card company (who is also a close friend.) The trick is to get your cards into the stores. Big supermarkets won't be interested in you. Instead go for small stores. Just go in and talk to them. Show them some samples of your cards and if they like, leave them with the store owner on as "sale or return" basis. So there is no risk for them.

It is a huge amount of leg work at first. You will spend most of your time visiting store owners that are unimaginative and uninterested in your product. But with time you will build up a number of outlets for your card range and your sales will increase.

Contrary to the advice above, don't have a wide range of cards. Just 6 or 12 designs at first. Get them into the shops. Your cards will be on display along side other competitors cards. Once you have an established block of retail outlets, you can expand by increasing your range in each outlets and by increasing your promotions to end customers so that the volume of sales increases.

Derek has given you very good practical advice. You can also look at going to trade shows and slowly and gradually you will get exposure to buyers.
1) I would also suggest trying to get appointments with buyers of if not big chains, certainly small chains.
2) Mail samples of your cards to buyers, even if you don't get to see them. Who knows somebody you never expect might give you a chance. That brings me to the question of your product. Do your cards are unique in some ways; humor, emotions, expressions or something else. A me too product won't have much chance of survival and that too if you are a small start up.
3) Price is another factor. If you are able to offer much better margins to retailers and then persuade them to do some special promotions, it might help. Obviously you are too late for Christmas, but how about Valentine's Day. Good luck

What makes your cards stand out? Carlson Craft, Crane and Checkerboard all have an unique look and feel to them that prompts some card buyers to look for them when shopping for cards.

I have a client that owns a small stationery store and she looks for cards that are unique, fun and that won't typically be found in a big box store. Many small stationery stores in my area are like this.

Also, do you have a sales plan in addition to everything else (business plan and marketing plan)? The sales plan should include a prospect plan and account plan. How you communicate to various stores will be different as each have different needs or wants. You'll need to be sure you are tailoring your marketing message to each one of them. You'll want to be sure you are going in with a presentation that shows that you understand their needs, their customers needs and then your prospects brand. You'll find all this out during the initial meeting after asking some good open-ended questions about their business and business goals. You'll also need to be sure that you have compelling answers to any objections that may arise during your conversations with prospective buyers.

I know you were looking for advertising solutions but I would also have to agree with mgoodman. It doesn't sound like advertising is the solution to your problem.