Hallmark Idea Exchange and Project HaHa! Keep moms coming back to stores and loving updated products.
Hallmark has always been a company to watch in the greeting card and retail gift industry—and they were one of the first companies to work with an online customer community. True pioneers in the consumer space. In 2000, the Hallmark/Communispace team launched the "Hallmark Idea Exchange," where 200 mothers with young children were recruited to brainstorm ideas, help Hallmark rethink the retail experience and merchandise, and react to pricing. They effectively became an extension of the marketing team as close advisors on just about everything Hallmark was working on—including how to get a handle on what's funny to baby boomers (turning 40 is not the same for boomers as for their parents...) In 2004, Hallmark introduced "Project HaHa!" to better understand how people’s sense of humor was changing—and how to retune its Classic Humor and Shoebox card lines.