What Small Businesses Are Doing With Greeting Cards And Why

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What Small Businesses are Doing withGreeting Cards and Why A National StudyStephen J. Lind, PhDPresented at the Greeting Card AssociationWorkshop & Retreat 2022@StephenJLind

SMALL BUSINESS USE OF GREETING CARDSWhat Small Businesses are Doing with Greeting Cards and WhyStephen J. Lind, PhDStephen J. Lind, PhD@StephenJLind

Where we’re going About the StudyMethodsKey DataKey InsightsSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

About the studySMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

About the studyDriven by previous research6.5BILLIONGC purchasedannually [1]5xEFFECTIVEDirect mail overemail/social [3]MeaningfulObjects [2]?SB useunknownSources: [1] Greeting Card Association 2020; [2] West, Emily 2010; [3] Data & Marketing Association 2018SMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

METHODSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

METHODA survey of U.S. small businesses Nearly 2,000 small businesses (SBs) April-May 2021 Nationwide SB less than 100 employees 5.8 million in the U.S. [1] SB 98% of U.S. businesses [2]SB: Small Business GC Greeting Card WHS Winter Holiday SeasonSources: [1] United States Census Bureau 2020; [2] Small Business & Entrepreneurship Council 2018SMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

METHODA survey of U.S. small businesses4 question categories (36 total Qs)Card SendingBehaviorCardContent send in last 3 WHS? classic or contemp?AudienceProfilesBusinessTraits sent to whom? what industry?SMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

METHODA Well-Supported STudy Feedback given by industry practitioners(Hallmark Business Connections; also providedanonymous coupon incentive) Funding by Washington & Lee University Independent final design, collection,analysis, and authoring completed(including support from research assistants) White paper published by Greeting CardAssociationSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key DataSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key Datasignificant send Stats1/3SBs sendGCs duringthe WHSSBsspanningentire U.S.GC-sending SBs spanmodalities: face-to-face,online, and hybridSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key Datasignificant send Stats 200GCSModestaveragesend totals87% GCsphysicalnot e-cardsSend rates projectedto remain constant ifnot slightly growSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key DataPreferred contentWhat describes the greeting/wish of thegreeting card? (Select all that apply) [top 5 below]Happy Holidays51.6%Merry Christmas47.2%Season's Greetings44.0%Happy New Year32.0%Happy Thanksgiving0.0%23.0%10.0%SMALL BUSINESS USE OF GREETING CARDS20.0%30.0%40.0%50.0%60.0%Stephen J. Lind, PhD@StephenJLind

Key DataPreferred contentWhat describes the greeting/wish of thegreeting card? (Select all that apply) [top 6 below]0.0%10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%Traditional/classic content59.6%Can include my company logo42.5%Neutral/secular content31.2%Modern/contemporary content25.6%Religious/spiritual-faith content14.0%Can include a photo of my team13.8%SMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key DataWHY SEND?Relationship maintenance is at theheart of SB use of GCs.91% GC-sending SBs send toCURRENT CUSTOMERS“CLIENTS WITH FILES” based SBs(e.g., insurance company) send at significantlyhigher rates than “walk-in” (e.g., coffee shop)“Relationship-building” and“showing gratitude” most commonreasons reported for WHY SENDSMALL BUSINESS USE OF GREETING CARDS89%don’t track GCimpactStephen J. Lind, PhD@StephenJLind

Key DataWHY NOT SEND?Two-thirds of SBs do not send GCs. Corethemes are consistent across rationale:TimeCostSMALL BUSINESS USE OF GREETING CARDSUnknown value Customer typeStephen J. Lind, PhD@StephenJLind

Key InsightsSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key InsightsSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

Key InsightsFour truths of SB GCsSubstantial practiceA Relational mediumClassically informedUnexhaustedSMALL BUSINESS USE OF GREETING CARDSStephen J. Lind, PhD@StephenJLind

SMALL BUSINESS USEOF GREETING CARDSNational StudyWhite paper available onGCA websiteSMALL BUSINESS USE OF GREETING CARDSLindStep@Marshall.USC.eduStephen J. Lind, PhD@StephenJLind

Presented at the Greeting Card Association Workshop & Retreat 2022 @StephenJLind. What Small Businesses are Doing with Greeting Cards and Why. . Small Business GC Greeting Card WHS Winter Holiday Season. METHOD. A survey of U.S. small businesses. Sources: [1] United States Census Bureau 2020; [2] Small Business & Entrepreneurship .

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