Thanks to Jon Taylor, ordinary people can grace the cover of their favourite celebrity magazine.
Jon, head of etail development at Bradford card giant Hallmark, is helping customers achieve their newfound celebrity status after the company secured a licence with celebrity magazine OK!.
Hallmark customers are able to create personalised cards to celebrate the special occasions of their nearest and dearest using the OK! front cover template through the company’s online card shop.
The cards are then professionally printed and either sent directly to the recipient or returned for the sender to deliver personally.
“OK! is the number one celebrity magazine in the UK and it fitted well with people being able to add pictures and messages. It is a good product for people to start giving to each other,” says Jon.
Since the summer launch, the OK! card has been a big hit, allowing customers to put their own pictures and text on to the front cover template.
“They have quickly established themselves as one of our top-selling licences. There is so much opportunity and potential for them,” says Jon, hinting of plans for further development of the brand.
“OK! is so well-known because if anything happens in celebrity circles, it is usually in the magazine. It’s a good opportunity for members of the public to be a cover star and a great way to show somebody you care,” says Jon.
He says from the positive feedback they have already received, recipients are saying it’s a wonderful keepsake of their special occasion.
As well as working on the new OK! range, Jon promotes other high-profile Hallmark product licences such as Disney and the company’s Forever Friends collection.
His role, since arriving at Hallmark’s Heaton head office in March, 2007, has been to help establish the online personal card shop, promoting the website and ensuring customer satisfaction.
Before arriving at Hallmark, Jon – who has a degree in design and technology – worked in financial institutions and with design agencies.
He admits he’s ‘a bit of a techie’, but says it’s that technical knowledge you need to have to be able to do the job.
“Online card buying has grown considerably and we are trying to establish ourselves as part of that market,” says Jon. “People are buying more cards online, but personal cards are different because you can do more with them.”
He says the growth in online card buying is predominantly down to convenience.
Customers can personalise cards on their computer at home, and Hallmark offers a reminder service so they won’t forget that special occasion.
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