The value of a greeting is the value that the recipient perceives it as. The value they derive is from the feeling that someone cares and sharing that feeling with others. Current eCards do a poor job maximizing value on both criteria. So as we build Nudgems, we’re thinking specifically how to maximize the value for the recipient.
Greetings represent the caring the sender has for the receiver and can be conveyed in a number of ways. It can have value in time spent, like those that are created from scratch, or it could be value in time and effort spent on finding and purchasing one that is pre-made. Only 55 million eCards (mostly of the free variety) are sent each year in the USA, a paltry amount compared to the large $2B greeting card market. This disparity is obvious when looking at the perceived value of an eCard. It represents low value to the recipient as little effort or money is spent by the sender. Traditional cards still represent time, effort and money to make someone feel special. Furthermore, traditional cards are shared with friends, family and coworkers when they are displayed on mantles, desks and refrigerators. eCards go to the inbox and are never seen again.
Nudgems correct both these issues by instilling more perceived value with the receiver. Nudgems are artist branded greetings in a variety of media types, from recorded birthday songs to unique cards from established independent artists. As fans of the artist, the content already has intrinsic value to the receiver. Furthermore, the sender must demonstrate thought and familiarity with receiver to know their likes and then must spend money to acquire it for them. So it’s easy to send like an eCard, but as significantly more value to the receiver.
The other difference with nudges are that receivers can share them across social networks. So if your boyfriend got you an anniversary song from your favorite band, an mp3 snippet and a short message could be posted to Facebook or Twitter. Now that declaration of love is seen by everyone and the value is increased. It’s the same reason that flowers received at an office are worth more than those received at home. Sharing is a key part of our strategy because it promotes our brand and that of our artists. The receivers’ social groups are likely the target markets of the artists and we can quantify the amount of awareness that each nudge generates. At the end of the day, we want to show our artists value in both a direct financial return and invaluable marketing.