Hallmark Of Success

The Wall Street Journal once accused him of having a “near-obsession with promotion.” And for the man whose fortune began in a burned-out warehouse, this was understandable.

In 1915, 23-year old Joyce Hall began distributing European-made Valentine’s Day and Christmas postcards. His success was just beginning when a fire destroyed thousands of cards ready for shipping. Rather than quit, J.C. Hall thought fast and purchased a local engraving firm to make his own cards. The orders were fulfilled.

Thus began Hall’s effort to shape the infant American greeting card business. Recognizing Americans to be more relaxed than Europeans, he reasoned this country would be more inclined to accept everyday “me-to-you” cards. Bearing messages like “missing you,” they were perfect for sending to the doughboys away at war.

J.C.’s business boomed when he convinced retailers to use his new invention, the display rack. His creation revolutionized the industry.

Hall insisted throughout that “Good taste is good business!” and that marketing efforts should take place even without short-term gains. This covered everything from sponsorship of the “Hallmark Hall of Fame” to his point of sale materials. His marketing programs were always quality, because he cared enough to send the very best.