

Thanksgiving is now behind us as are the few Thanksgiving cards I received at work. Yet, Christmas now awaits us and the Christmas cards will be streaming in the door at the office soon. Why?
If you have been even a somewhat regular reader of PSF marketing blogs, you have heard (and possibly heeded) the advice to ditch the company Christmas cards. I say, yes, ditch the company Christmas cards as well as the company Thanksgiving cards, or any other holiday cards. The return on the investment is just not there.
We live in a world with a shorter attention span, and, as such, the sentiment and message needs to be targeted and personal. The hard fact is that at many, if not most, offices the receptionist opens the Christmas card and it's then taped to a doorframe along with all the others. Only those who are interested will spend the time looking to see who sent them. So, if you want to spend money on cards and postage to help others create holiday decorations, go ahead. Your smarter competitors will love you.
If you want something with a chance for more personal meaning (for your clients/referral sources and for you), consider the following:
For influential clients and referral sources (as well as for those people you just plain like):
- Donate money to a charity in their name
- Send a handwritten note of thanks for their business
- Call them during the holiday season to personally wish them a Merry Christmas or Happy Holidays
For the rest of your database:
- Continue to send them useful content on a consistent basis throughout the year
While this advice may be late for some since the catalogs for Christmas cards have been published for some time now, if you are about to order Christmas cards for this year - don't. Instead try the advice above. If you have other ideas, please share them with us as well.
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