I Love This Business, Exults Robert Kaynes Jr., Vice President Of Sales (and Gra

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Term Paper Title	I Love This Business, Exults Robert Kaynes Jr., Vice President Of Sales (and Gra
# of Words	3665
# of Pages (250 words per page double spaced)	14.66

"I love this business," exults Robert Kaynes Jr., vice president of sales (and grandson of the founder) at Bron Shoe, the Columbus, Ohio-based company responsible for putting millions of pairs of bronzed baby shoes on bookshelves in the homes of loving parents across America for the past 75 years. "It may sound schmaltzy" Kaynes concedes, "but it's a schmaltzy business. We're selling sentiment."
Still, how do you market a memory? For companies like Hallmark, FTD, Bron Shoe, and others in the "sentiment expression" industry, selling can be a daunting task. After all, its hard enough to describe sentiment, let alone market it.
Of course, its not all blue smoke and mirrors; there are products involved here. But even though you can "reach out and touch" things like flowers, cards, and bronze baby shoes, these aren't your standard durable goods by any stretch of the imagination. The real function and purpose of such items is to act as a messenger--a vehicle of communication between sender and receiver designed to capture a moment in a way that's both memorable "and affordable (in other words, not as constricting as vows or as expensive as diamonds), conveying the proper sentiment in a language and fashion that's as close to universal as possible.
Naturally this requires using some highly creative sales and marketing techniques, and its a testament to the success of these three companies that many of the strategies they've developed over the years have since become standard operating procedure in areas like point-of-purchase, direct marketing, and distribution. And if you're wondering whether prophets can also make profits, consider this: Hallmark, FTD, and Bron Shoe together generate sales of over $5 billion a year, a figure that's guaranteed to make even the most hardened marketer a little misty- eyed.
Despite such an impressive record of innovation and achievement--both historically and financially--these companies aren't content to rest on their laurels. For them, success in selling sentiment is an ongoing process: Hallmark introduced both the first mass-marketed greeting card and the first computerized card; FTD developed flowers-by- wire (and later flowers-by-phone), as well as the first catalog of standardized bouquets and, more recently, the first tie-ins between flowers and brand name products; Bron-shoe was the first company to bronze baby shoes and has continued to innovate by adding porcelainizing techniques and branching out into related areas o...

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