’Tis the Season to Keep It Simple
SnugZ USA dove into handcrafted greeting cards due in part to its Salt Lake City location. “Lucky for us, Salt Lake City is the absolute Mecca of scrapbooking,” Johnson contended. The birth of the ImpressionZ line was the result of a casual brainstorming session with a few friends who happened to be immersed in the scrapbooking business. “Someone made a joke, ‘Why don’t we do handcrafted greeting cards?,’ and they said, ‘That’s it,’” he exclaimed. Six months later, the company introduced its new line.
While SnugZ USA is new to the greeting card game, Carlson Craft, North Mankato, Minn., has been manufacturing cards since 1948, and still adds new products to its line. According to Brenda Boyer, promotions specialist and graphic designer at Carlson Craft, the company added 300 new greeting card offerings for 2008, including recycled cards and the company’s Identity Greetings line, which integrates company names into the card’s design.
Like Johnson, Boyer believes in the ability of holiday cards to charm clients with personalization. “It keeps the business in touch, attracts new customers, enhances business relationships and shows appreciation to those that have supported the business during the year,” she noted.
The holiday season certainly brings good cheer, but it also comes with more than a few decisions to make regarding gifts and recognition. Getting ahead with holiday cards relies on smart strategizing, and perhaps a little help from supplier partners. Warwick Publishing Company, St. Charles, Ill., maintains a consistent product line to keep it simple for clients at the holidays. “We try to introduce some new ones every couple of years,” said Phil Martin, sales manager. “We also drop some of the low-selling cards in order to keep the line reasonable in size. We feel that if you offer too many [options], that the client cannot decide as easily.” He advised offering unique customization as a way to rise above the competition, or offering another product along with the card, such as a calendar. Boyer also mentioned that the inclusion of a logo is a good way to enhance brand identity.