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The Truth About Christmas Cards & Your Business

The Truth About Christmas Cards & Your Business

Tom Daly

Christmastime. Doesn’t the thought of it warm your hearts? Children’s eyes glitter with the promises of parents and advertisers. Adults reminisce fondly about seasons past, and think of friends and acquaintances whom were once close and now are far away. It’s also the time that many businesses send Christmas (or Seasonal) cards to past customers and clients, enclosing a warm saying about the season, as well as thanking past and present customers for their business.

So, you probably expect me to remind you to get busy, Right? Well, before we get there let’s think about the process, not from your perspective, but looking at it from the customer’s point of view. Your card arrives at your customer’s office along with 5-25 other cards announcing “Joy to the World . . .,” or something similar. The process repeats every business day for two weeks. The boss, who is buried in year end activities, and is short on staff due to holiday vacations, tells the admin to keep track of who sent the cards and to do whatever she wants with the card.

The admin, being in a holiday spirit puts the cards on display. The cards are taped to the door jambs, pinned to the walls; or hung on a long string once all other wall space is occupied, you know what I mean. Your card may be one of hundreds, and your intent lost amongst all the other well-meaning businesses. Oh, and this isn’t just for B2B (Business-to-Business). It also applies to B2C (Business-to-Consumer). If you wanted them to remember that you cared, or that you are still there for them, this is a clean miss.

If you want to be noticed, you must stick your head up above the crowd, note where they are going and go the opposite. By all means, you must acknowledge and thank you past and present customers for their business. A warm and meaningful message will convey a more personal touch. But you must never, never, send a card (just like everyone else) at Christmastime.

Send a card on Thanksgiving. Send a card a week or so into the New Year (after the Christmas cards are trashed). Make up an occasion to send a card, perhaps the anniversary of your business. Make sure it is different enough that your message will reach the person you want it to. Otherwise it will be lost along with everyone else’s, and the money to send it, wasted.