December 8, 2008
For years I have been sending holiday cards. I remember back in my corporate days signing hundreds of cards to clients and vendors. The process then was to have a stack of 300 to 500 cards passed from one office to the next as we attempted to have all the employees sign the cards. I admit some years I signed the cards and at times my assistant signed them for me. I did not fully understand why I was sending them to begin with. What difference is one holiday card going to make?
After completing my corporate ladder climb and realizing I no longer wanted to work for someone but instead wanted to build my own company, I began the journey of owning and building a promotional marketing company. Through this process I had many great experiences. One that comes to mind is sending holiday cards each year to my clients and prospects. One of these prospects never actually purchased my services but I sent them a holiday card anyway. The result of this simple holiday card came six months later. The prospect called me for a new project and became a new customer. I remember asking her why she decided to call almost one year later. Her response was surprising! She said she received my holiday card and actually kept it for months after the holiday as she was so impressed I would spend the time to send her a card even though our project never materialized. She called me because I sent her a holiday card!
Here are few of the most important reasons why you should be sending holiday cards:
- Holiday cards are another touch in the connection process with your customers.
- Holiday cards give you an opportunity to express your appreciation to your customers.
- Your customers will receive holiday cards from your largest competitors!
- Customers will not always remember who sent cards but most will remember who did not!
- Holiday cards put you at the top of your customers mind, this allows for more business and referrals.
- Sending holiday cards is an example of great customer service.
- Sending holiday cards gives you an opportunity to touch people within a company that you may not have access to. An example of this could be the CEO of your best customer whom you have only met once.
Holiday card sending used to be a huge time commitment; this is not the case anymore! Holiday cards can be very expensive however now you have very cost effective options which you cannot afford not to take advantage of! (Future posts will have some great time saving and cost effective services for holiday cards. If you need help now let me know by leaving a comment and I will send you my favorite resources.)
If you are one of those companies who have already mailed your cards I congratulate you! Sending holiday cards should be a part of every companies marketing plan, it’s one of those personal touches you must do. If you are in the procrastination stage of holiday card sending, I encourage you to get it done. Get it done today! Commit to yourself to mail all of your cards out this week, it will be worth it I promise!
A special note to those who have already decided not to mail holiday cards this year. I challenge you to rethink your reasoning. Many people have decided to cut this out because of time, cost, or just clear laziness. You cannot afford not to connect with your clients and vendors. Take the time to mail out holiday cards! Consider sending cards to your top 100 clients and referral sources. Sending holiday cards is one of my favorite follow up methods because it is an opportunity to create a personal touch in your business s relationship.
Look for my post tomorrow on the do’s and don’ts of holiday card sending!
Remember if you need help with your holiday card or gift sending options this year make a comment and I will respond to you with a few great resources that I will be covering this week.