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Are Holiday Cards Worth The Effort?



During the holiday season, one question that many small

business owners ask is, “Are holiday cards worth the effort?”

As with many things, the answer is, “It depends”. Let’s take

Christmas as example. It’s certainly the one holiday that seems to get the most

attention. Opinions naturally vary, but I believe that sending Christmas

greetings is one of the less effective uses of your marketing dollars. The

problem is that these cards arrive by the dozens and the individual benefit is

thus negligible.

However if you do send Christmas cards you want to make sure

to avoid making same glaring mistakes.

This year I received a holiday card from one of my insurance

providers. Nothing terribly unusual about that. The front of the card had the

standard message of Seasons Greetings. However in a typeface that must have

been at least twice as large as the greeting was embossed “From Your Friends At

ABC Insurance”.

We all realize that businesses send out holiday cards more

for pragmatic mercantile reasons than for any other reason, but one wants to be

a bit subtler than having your company name emblazoned on the front of the

card.

Another insurance company (and my intent is not to pick on

that particular industry) sent a fairly nice, albeit innocuous, holiday card

with not one but two business cards enclosed between the folds. Again,

including your business card with your holiday greeting smacks a bit of overt

promotion. I can certainly understand anyone who wants to get as much business

development benefit from their holiday mailings as possible but including your

card does tend to send a message of desperation.

Anyway, as I say, I’m not a big fan of Christmas holiday

cards in general. Mailing a card is approaching $1 per card, which makes send

out a thousand of them a not-minor expense. Personally my advice would be that

if you want to send out holiday cards, pick Thanksgiving as the holiday of

choice. This year I received over 85 Christmas cards. I’d be hard pressed to

tell you sent me one or who didn’t. However, during the Thanksgiving holiday I

got 9 cards. Each was opened, read and remembered.

The key with any type of marketing initiative, whether it is

a sales letter or a holiday card is to have it assist you and your business in

becoming remembered. The unfortunate reality is that far too often our good

intentions don't yield many tangible results largely because we get “lost in

the shuffle”. That’s why you won't get a Christmas card from me, but a

Thanksgiving best wishes is far more likely to arrive in your mailbox.

Author:.

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