As we are about to enjoy Columbus Day weekend and our friends in Canada are celebrating their Thanksgiving, it reminds me that the holiday season is fast approaching. Companies for years have used this time as a way to reconnect with clients and build a stronger relationship with key accounts by sending a holiday cards and / or gifts. As a business owner and marketing coach I am often asked if this is necessary for a small business. The decision remains a personal choice, but if you had an in-house marketing department or worked with an advertising or marketing consulting firm they would share with you that this is the BEST opportunity you will have to re-connect with old customers and possibly open the door to new business. It is also a great way to show your top customers how much you appreciate their business and thank them for choosing to work with you or buy from you.
There are companies like Send Out Cards [ www.Mailboxhappiness.biz ] in which you can personalize a holiday card on-line and it is sent to your entire list quick and easily. Or, you can choose to have cards with your own business name printed on it and then hand-write a personal note. The key is to not let this opportunity pass by. It is the best direct mail piece you can send and often you will see your card hanging in your client’s business. Last year I sent out over 120 purple holiday cards with my company name, Purple Diamond, on the cover. The emails and thank you calls I received were wonderful, but the power of that card stood out when I walked in to a local store and saw it hanging by the register.
As for corporate gifts, this can be challenging for a small business. It is not always something one can afford for their entire client list, but choosing a few of your top clients and selecting a gift that they would appreciate will go a long way in the building of your relationship with your key accounts. Try to get something they would use or display in their office or home. Candy and edible items are appreciated, but that same gift can have a stronger impact if you place it in a glass candy dish with a cover that has either their logo on it or yours.
Today, I attended a business networking event in which a local glass artist from Salem, Jack Walsh, who owns Dancing Sand, www.DancingSand.com , surprised me with 2 PURPLE wine glasses with my company logo etched in to the glass. WOW….he got my attention and he sure made a lasting impression with me. In addition to many of the large glass sculptured art that this artist is known for, Jack designs custom bottles for gifts for all occasions. What a great way of thanking that top client for their business!
So, if you are considering doing nothing this year for corporate holiday cards and gifts because of the challenging economy, I urge you to reconsider. Work within a budget, but try not to let this marketing opportunity pass that could help you to keep your own business strong and ready for 2010.
All my best to your success!
Charlene
