It seems like we have gotten something in the mail every day this week about holiday promotions. I can’t believe it’s that time of year already!
I know with the economy the way it is, more and more people are going to send electronic greetings and use social media to convey their sentiments this coming holiday season. But it seems to me, especially in times like these, the things that really stand out are the paper things, the printed things, the beautiful things you get in the mail that you can touch and feel. The kind of pieces that people keep.
Now, if you have 100,000 plus customers I know it is much more expensive to deliver a custom made holiday card. However, if you traditionally send out 1,000 to 5,000 pieces, often you can afford a custom design.
For those of you considering this option, you may be wondering what on earth you will put on your cards and how they can be used as an effective marketing tool. The truth is, the best designs evolve through a process that begins with an objective that fits with your business strategy and ends with a creative, functional, beautiful solution, because every piece of communication is part of your brand.
The final card or holiday promotion should reflect your company’s key message(s) to your employees and your customers. Think about the impression you want to leave on the person who receives this card. What does your holiday greeting say about the way you do business?
For instance, if you want to promote your company’s green efforts, then obviously the design should use sustainable materials and your message should be that of sustainability.
Whereas, if you intend your message to be sensitive to the current economic climate, your card can reflect the concept of conservatism and express appreciation for clients and the business they give. You can also focus on sincere traditions of the holiday season that don’t cost anything, like spreading joy, thoughtfulness and care for your fellow man.
In the end, no matter what your message is or how you send it, you are leaving an impression. It should be memorable and intentional, and for the holidays, wonderful.