Hallmark wanted to get feedback from us on their new line of encouragement cards called Journeys. The cards are supposed to reflect a change in our emotions. Sure, birthdays, anniversaries and get well cards have always been important, but in the 21st century we’re also dealing with issues like menopause, cancer support, divorce, aging parents, empty nests, weight loss, etc. Hallmark is trying to reflect that change.
I must admit that I was impressed by the Company’s initiative. They obviously have given careful thought and consideration to baby boomers. After all, we are the ones who have the largest purchasing power. Cater to us and you’re bound to be successful. Furthermore, Hallmark took the time to seek out bloggers who were writing about the very subjects they think are important.
BUT---Hallmark has definitely missed the mark when it comes to marketing to the menopausal crowd. The one card they introduced read:
(outside) “What’s the worst thing about Menopause?”
(inside) “Men don’t get it!”
OK…that’s just plain stupid! I would be totally insulted if my girlfriends sent me that card. There was obviously no thought---and probably no woman who had an input on that card. They would be smart if they did away with that card.
Then there’s Maxine. Ten years ago, she was the hottest thing going (no pun intended), but today Maxine is OUTDATED. She’s MY mother and she is definitely post menopausal. As a woman currently going through menopause, I represent a NEW FACE. I’m classy, a little bit sassy and a woman who is on the move! I am not living my mother’s menopause and Maxine does not represent me.
Thank you again Hallmark for the invite and, hopefully, our visit was more than ceremonial.
