Hallmark x Venmo Greeting Cards

Source: Hallmark

Well this is certainly a well-matched partnership, filling in a gap for each brand that perhaps only the other can fulfill … Hallmark formed a collab with Venmo where you can add a Venmo gift payment to a Hallmark greeting card.

Brilliant. Gift giving is a common activity on Venmo, but if I’m objective then it is kind of cold and very limited in its gift messaging. On the other side, it’s been customary to use a greeting card to send someone a cash (or check) gift. Now it’s easy to do all of the above.

Here’s the “how-to” directly from Hallmark.com, essentially it’s via a scannable QR code in the greeting card that links to a Venmo account. Yet another reason to love QR codes, post-pandemic.

Oh and there are all sorts of versions of these Venmo-enabled cards … here’s one for birthdays!

In my integrated marketing class at NYU, we talk all the time about how to add products and services to your brand and product portfolio … and I always say stay close to consumer behavior and look for need gaps. This is a perfect example. Close to consumer behaviors for both brands and filling a gap in what they might be looking for. Score.

Any need gaps you can find in your consumers’ behaviors? What’s your experience? JIM