How Location Helps Hallmark Guide Consumers On Mother’s Day

As Hallmark goes 'all in' on programmatic advertising, VP of Greetings Marketing Lindsey Roy says data is the currency of the future.

“If you have first party data, use it,” says Hallmark’s Lindsey Roy from the stage of the Mobile Marketing Association’s Leadership Forum. “It allows you to buy based on the user, not the site.”

Roy, who serves as Hallmark’s VP of Greetings Marketing, says that the company has gone “all in” on programmatic advertising as “data is the currency of the future.”

The company’s shift to an entirely programmatic model reflects the interconnection between mobile and social media, as well as the use of “dynamic location messaging to create personalized call-to actions” is also important to the company’s creative focus as well.

For example, holidays are particularly important to a brand like Hallmark. This Sunday’s Mother’s Day, for example, will see an estimated 118 million Mother’s Day cards exchanged. The company also says that Mother’s Day is the third-largest holiday for giving greeting cards. This year, the Hallmark Mother’s Day card collection includes more than 1,000 designs that address the range and relevance of today’s modern moms and families.

With 20,000 locations nationwide selling those cards, Hallmark is using geotargeting to ensure Mother’s Day celebrants get the message, Roy told GeoMarketing following her presentation.

“At Hallmark, we believe that value delivers results,” Roy said. “That entails providing something useful to our consumers. Part of that involves the use of location data. Understanding where you are helps us provide clear benefits: for example, being able to remind about a birthday or Valentine’s Day or Mother’s Day and what you can get at Hallmark is beneficial.

Hallmark’s Lindsey Roy at the MMA’s Leadership Forum

“For our seasonal time periods, we believe it makes sense to let people know when there’s a special occasion coming up, the cards and gifts that people love is right around the corner from you,” she added.

Roy also talked about the use of mobile video as opening up new ways of connecting with consumers. Hallmark, like most major brands, are now looking at how to harness the emergence of voice-activated assistants as an additional marketing channel.

“We always pride ourselves on being where the consumer is and how they want to communicate,” Roy told us. “Looking back to the way we created the Hallmark Hall of Fame and now knowing that the next frontier is voice-activation through channels like Amazon’s Echo and Alexa. Amazon is a key partner of ours and we’re excited about going with them to where our consumers are.”


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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.