Focusing on the Bedrock of Brand Promise with Lindsey Roy, CMO, and SVP, Hallmark
‘Mail is here!” Maybe this daily occurrence is signified by your dog barking, or maybe you just get a text notification but come the holidays you might have an extra skip in your step on the way to the mailbox. Greeting cards are a $20 billion dollar global market and Lindsey Roy, CMO and SVP, Hallmark, brings 2 decades of experience to helping people connect with each other in meaningful ways.
“From my vantage point, if I was going to narrow it down to the biggest source of change, it’s that consumers want flexibility,” said Roy. “About 10, 15, 20 years ago you played the game as the manufacturer or the retailer. Now [it’s about the consumer] ‘I want how I want it when I want it, where I want it.’ People are completely demanding flexibility and that’s a huge insight into how we’re thinking about where we reach people. We always try to have authentic conversations in our marketing.”
When your customers are using your products to invest in their own relationships and connections, showing them that you’re really listening and serving their needs is critical. Knowing how to speak to and engage with a wide spectrum of consumers requires asking the right questions.
“[When you ask] what are your perceptions of cards? You learn a lot of amazing things. There are what we would call the ‘caring connector’ archetype: that person who believes that the world is inherently good, that person that believes that relationships are the glue and they’re willing to put in the time and effort. These people exist at 12 [years old] and they exist at 92. To figure out what they need and how to tap into what would make sense for them, that’s the key to relevance in my mind. Be open, ask the hard questions and make sure that you’re investing in innovation to answer those questions.”
If you’re listening, you’re positioned to stay relevant and serve that consumer, no matter who they are. In this episode we dive into the role that data plays in every aspect of their strategy including innovating; the ways and thought processes behind Hallmark’s testing and uses for A.I.; and a bit about Lindsey’s leadership style.
For more from Lindsey and Hallmark check out the full episode of Marketing Trends!
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