Friday, September 28, 2007

No Christmas Cards

Do not send Christmas cards to your customers.

This has nothing to do with being politically correct. It is about getting the best return on your marketing.

Think about why you might send Christmas cards to your customers. The only reason is to build relationships with your customers. That sounds like a good idea. So why do I tell you not to send Christmas cards? Because it is a waste of time and money.

The purpose of any marketing you do is to differentiate yourself from the competition. If everyone else is sending Christmas cards what’s the point of you doing the same? You won’t stand out. Your customer probably won’t even remember that you sent a card.

Instead, what should you do?

Send cards at other times of the year – when no one else is sending cards.

For example, you could send New Years cards to kick off the year. You might send cards for the first day of spring to celebrate new growth and new hope. Send a birthday card on the anniversary of Elvis’s birthday. Depending on your market you might celebrate mother’s day, father’s day or grandparents’ day.

Pick your event and celebrate it every year. And why not build the relationships with your customers by sending them greeting cards or postcards more than once a year?

It is hard to sustain a relationship with only one contact a year.

George Torok
Marketing Specialist
Motivational Speaker

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