BtoB

Hallmark introduces b-to-b wing

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Kansas City, Mo.--Hallmark Cards, the $4.2 billion greeting card company, has established a division aimed at building business loyalty. The Hallmark Loyalty Marketing Group will provide consulting services to businesses, including loyalty program development, database management and analysis, and marketing and communications. Scott Robinette, president of Hallmark Loyalty Marketing Group, Kansas City, said free trial offers, discounts and other incentives are too easily forgotten or copied by competitors, but b-to-b campaigns that evoke emotional responses are powerful tools for customer retention.
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