CreataCard invites a colorful new look

Drug Store News, April 3, 1995

CLEVELAND - CreataCard, the customized greeting card kiosk from American Greetings, is launching a new line of invitations and announcements targeted for this "nesting" era of family formation and home entertainment.

The invitations and announcement module of CreataCard (upgraded with a CD-ROM installation) will be available in April and hit the stores with point-of-purchase for Fathers Day. There is a header sign on the monitor and on the side of CreataCard explaining that new invitations and announcements are available in multiples of three while you wait.

The invitations and announcements come on finely perforated paper panels and are available in 82 core designs (more if seasonals are counted.)

Designs range from announcements and party invitations for kids (including the popular Ren and Stempy license), to invitations for informal get-togethers (SRP $3.50 for a sheet of three), and they come with different color envelopes and choices of font types. Printing time is faster and can be set to multiples of 15.

Color me easy

In the last two years, CreataCard has evolved into a smaller, easier-to-use and more colorful unit.

To boost retail excitement, CreataCard is also jazzing up color and graphics on the CreataCard machines. Colors are now tied to the seasons and are no longer basic black. To generate more seasonal excitement, CreataCard is running a monthly consumer campaign to reach different market segments.

A benchmark study showed that among teenagers, around 40 percent are using the machine compared with 6 percent to 7 percent of the 35-plus market.

That means the potential for growth in the over-35 group is higher than for teens.

CreataCard is targeting a more mature audience with a user-friendly campaign to show that it's easy to create a card. It is also trying to boost interest among the teens who are already an important market to promote multiple purchases.

"We've shifted our target and are skewing to older demographics to encourage ease of use. But in same light, we still have to reach out to teens and encourage the teen segment to grow," said Rhonda Rybka, assistant marketing manager for CreataCard.