Many people think Christmas card marketing is a waste of time and money. The way most people do it, they are probably right!
One sales person told me he gave up sending cards because he never seemed to get any response. So he stopped… and his customers phoned him wondering whether he had gone out of business!
Want to know how to get a return on your marketing investment with Christmas Cards this year?
Here are 5 marketing tips to keep in mind:
1.) Measure your results.
Ideally put in some type of response, such as gifts they can come and pick up, or something you will send them if they call you.
At worst, measure the response by phoning a selection of people to gauge how they reacted to the card, what they did with it, and who else saw it. Which ever way you do it, you must find a way to measure your cards’ impact.
2.) Make the card stand out.
Imagine your card hanging on a door, a fridge or a front counter with 50 others.
Would your card stand out and make someone pick it up and look inside?
Ignore how much embossing there is or how much gold or other fancy stuff, if it fades into the look of all the other cards then it’s a waste of time.
3.) Personalize the card.
Never just send the same Christmas card message to every one.
At the very least it must include the person’s name inside the card, and it’s even better if you can have a specific personal message in there as well. You can handwrite each card, or use a web-to-print service to add in this personalization more easily.
4.) Don’t sell.
Christmas cards are a way of improving the relationship with someone who you hope to do business with over the long term.
Certainly you can keep the message business-like but if you really have a great offer then send it in a separate mailing.
5.) Have a face on the card (yes, maybe even your own).
It’s okay to be shy, but this card is not for you. It’s for the person receiving it.
In some businesses they may have never met you, or they will have forgotten you, but putting your face to your business makes it even more personal and adds to the connection.
If you use a photo of all your staff make sure to include names so that people can tell their friends exactly who is looking after them in your business.
Either of these “face cards” will give you great word of mouth referrals just by being so convenient for people to show your card around to others.
Want to make Christmas Cards marketing easy this year?
Purchase from one of these web-to-print services…
CardStore - the service from the USPS.
MoonPig - for UK and Australia.
SendOutCards -an online service I recommend.
Then with the 5 tips as starters, what are your thoughts?
-Martin Russell
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5 Comments
While I like the idea of sending cards - is it really appropriate to assume that everyone celebrates Christmas? I know a salesperson who sends out cards at Thanksgiving - it’s not tied to a specific religion and it stands out because so few other people are doing it.
By the way I found you on the Carnival of Working at Home on the Internet
http://workingathomeinternet.com/WP/2007/11/02/working-at-home-blog-carnival-fifty-seventh-edition/
Excellent comment Liz.
It certainly is not suitable to assume that everyone has the same significance for this time of year.
I use the word Christmas rather loosely to include anything for the end of year holiday season, from Thanksgiving and New Year, to Kwanzaa, Hanukkah, Santa Claus, Jesus’ birthday, and any others.
You can send a card with your own seasonal point of view if this is part of your positioning in your market. Otherwise I suggest keeping cards very generic.
I believe Christmas cards are really the hardest cards to succeed with, for the very reason that everyone else is doing it. That’s why this tips list and my “Christmas Cards Marketing” product.
It’s easier to stand out with Thanksgiving, mid-January cards or Groundhog Day cards.
Okay everyone. Liz has given the suggestion. Any takers? Thanksgiving is soon so you don’t have long to get ready!
BTW Liz, congrats on getting into John Crickett’s Top 100 Business Blogs Nice work!
Hi Martin
Thanks for the thoughtful response (and the mention of the Top 100 Business Blogs!!) - I think I get your point now - in the crowded world of Christmas Card marketing, which so many businesses do, how do you stand out as unique?
From that perspective, I really like your ideas to make yourself memorable.
My suggestion - How about including your “all time favorite cookie recipe” printed in the card? If they’re like me, it’s easier just to hold onto the card than copy it over onto a recipe card - and they’re more likely to hold onto it and keep pulling it out (along with your contact info) even after Christmas is over.
Absolutely Liz. Anything you can do to give your card a lifespan beyond the recycle dump in January is excellent. Best of all is a picture of the person themselves, eg from a seminar group shot.
With the cookie recipe just be careful that some people will throw that one out as they get started on their New Year’s Resolutions
Your post has made it to the top 10. I deleted 23 post and you made it. Since there are only 10 articles in the carnival it would not be hard to get notice. I recommend that you stumbleupon the carnival post to bring some traffic and increase your chance of getting traffic from my post to yours.
Make Money Online Tips & Tricks - November 7, 2007 Blog Carnival
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