Purple Cow
Purple Cow! Transform Your Business by Being ... - QuBranx.com
Purple Cow! Transform Your Business by Being ... - QuBranx.com
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Seth Godin<br />
Case Study: What Should<br />
Hallmark.com Do?<br />
Hallmark runs one of the three biggest online greeting<br />
card services. The site grew when an ideavirus started –<br />
people would send an e-card to a friend, who would find<br />
out about the service by reading the card and would<br />
respond by sending a few more cards. Within a year, billions<br />
of cards were flying around online.<br />
The challenge, of course, is turning this free activity<br />
into something that can actually make money. One thing<br />
that’s working for Hallmark is selling gift certificates.<br />
Hallmark owns a gift certificate company, and they make a<br />
profit every time you spend $20 on a $20 gift certificate<br />
(complicated, but true).<br />
Anyway, Hallmark lies at the nexus of three powerful forces<br />
at work in this book, so I was happy to help my friend at<br />
Hallmark brainstorm some ways to put them to work.<br />
To start, Hallmark has permission to talk to the audience.<br />
These are consumers who voluntarily come to the<br />
site to send a card. No interruption media necessary. Alas,<br />
even though they are here on their own, many of them<br />
aren’t looking for Hallmark to have a voice in the conversation,<br />
so they’re not listening to any news Hallmark<br />
might want to share.<br />
Fortunately, many of the visitors are members of<br />
Hallmark’s Gold Crown Club. These consumers are busy<br />
collecting points (à la frequent flyer miles) to trade in for<br />
prizes. These self-selected consumers have a problem<br />
(how do I get more points?) that they’re willing to look to<br />
the market to solve.<br />
And best of all, these Gold Crown Club members are<br />
assiduous sneezers. They send a ton of cards (electronic<br />
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