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How to properly execute a festive greeting campaign
I’m dastardly evil for writing this. Especially so close to Christmas.
My office received a Christmas festive greeting last week. Yes, there are people who still believe in print media. Eager to know who this good old fashion soul was, I retrieved the greeting and sat down with complicated thoughts on what sort of response to reply with. Things quickly got peculiar from that moment onwards, beginning with how it was not one greeting, but two identical ones, using the same envelope, stapled together. Thinking they might be addressed to different people, I checked the address tag and saw that they weren’t. Both were addressed to me. From the stamp on the postage, they were sent out on the same day too.
No big deal. Probably a small oversight. Removing the staple, I opened both and for the next minute struggled to recall the sender. Not that the cards had no names or company logos or sign-offs, the company that had sent the cards simply didn’t ring a bell in my memory. Neither was there any helpful information on the cards. It was just a company logo surrounded by some abstract decorations. Below the standardised greeting, two persons had scrawled simplistic slashes in signature. There wasn’t even a website or an address mentioned.
My curiosity piqued, I googled the Internet for the company. This took me three searches before I located the website of the company. The Reason being, they were much more prominent on business listings than their actual website. As for their website itself, it had no more than a very 90s style template and an under construction notice. It did have an address and tagline though, from which I learnt that the company was a décor firm, or a builder, or refitting contractor. With these, I finally had some inkling about this nice company that had mailed me a festive message. Problem was, I have never done any business with them. Frankly, after 15 minutes of researching, the company remains as mysterious to me as ever.
How a proper festive greeting campaign ought to be
(Again, I admit it’s nasty of me to thrash a festive greeting in this way.)
A festive greeting can be a potent instrument. It reminds your customer about you, and generate goodwill in a period when people are generally feeling positive and gregarious. With today’s proliferation of online platforms, sending a traditional card might even grant you a marked advantage. It sets you apart, identify you as willing to make an additional effort, i.e. you have more sincerity by your simple act of choosing, signing and mailing a card rather than just clicking to send an electronic one. Done faithfully across time, the exercise adds much to your relationship building with customers. In the earlier days of my company, I benefitted a lot from such card-sending.
But to reap in such benefits, much more must be done than just prepare a card. And I don’t mean having to splurge and design and print an expensive greeting. Here are five tasks that must be seen to in order for a festive greeting campaign to work. On the whole, the fundamentals they stand on are also applicable to any mailing campaign.
Communicate a complete message. Not just a random thought
A festive greeting sent by a business is not an end in itself. It is an opening. An invitation to remember or discover the entity that sent it. In other words, ensure your other collateral are prepared before sending the festive greeting. At the very least, have your website ready and your social media channels updated. Instruct your team to be ready for inquiries. Also have your printed materials stocked up and ready for distribution.
This is crucial because when a business sends out a festive greeting, it would always be interpreted as a marketing effort. This happens even if you are purely intending to “share the season’s joy,” and you wouldn’t be there to explain yourself. Few things leaves a dourer impression than a potential client wanting to discover more about you, and finding nothing is available. You might well spare yourself the reputation damage by not sending the greeting at all.
Cherish the limited contact
We can all agree that we have too little time for the things we want to get done. There’s also a lot of distractions surrounding us every day.
Plus, there’s plenty of competition. You are unlikely to be the only one sending a particular person a festive greeting. For that reason alone, take it that your greeting would receive no more than a few seconds of attention. Communicate the most vital elements of your marketing within those few seconds. By just a glance, your recipient must know WHAT you are, WHAT you do, and WHY you do it well.
Sounds like a huge task. But any decent designer can surmount this challenge easily. Copywriters also have a slew of techniques too to “lure” recipients into craving more information about you. Very often, a meaningful picture, or a short slogan, is all that’s needed.
Update your mailing list
I have a confession. I left out the conclusion to the tale above. I did eventually recall the sender. This company has been mailing me Christmas cards for at least two years. Each year, I forget about them before the year is over.
The mistakes with its campaign aside, it is clear that I am a lost cause. That company should therefore not be expending any more effort on me. Now it might seems to be nit-picking; the cost of the greeting, envelope and postage inclusive, would only be a dollar or so. But consider the time and manpower involved too. Consider as well that I am unlikely the only “lost cause” receiving their cards. Businesses, especially smaller ones, need to be very prudent with all forms of expenditure. Every cent and every effort expended must bring in a return that is exponentially larger. Sending cards to people who never respond, for years, is just giving yourself deadweight tasks to do. Update your mailing lists. Remove all the hopeless cases from it.
Follow Up
This is a simple step to retain the active position in the whole exercise. Drop an email or give a business call some time after sending the greeting. Initiate some form of contact. Now of course you shouldn’t be asking whether the person remembers the card or how he or she feels about it. Bank instead on the lingering memory in that person’s mind. Use it to proceed with the rest of your marketing effort.
As said before, your greeting is an invitation. The first step. Take the active position and use it to welcome your client into knowing the rest about you. Invite them to your door, then step with them through it.
A greeting is about your recipient. Not about you.
I left out this part in the story-telling above. I’m putting this point last too because I suspect some marketers might disagree.
The card I received, in my opinion, had a major conceptual flaw. All design elements and text on it revolved around the sender celebrating its so-and-so anniversary. In fact, there was not even any Christmas motifs, other than the word MERRY CHRISTMAS. This is wrong to me. While you do want to promote yourself with such collateral, take care not to overdo it. Do not make it a shout-in-the-face, blatant self-promotion attempt. That renders the greeting tasteless. What do people do to tasteless things? They trash it.
To put it in another way, encourage your recipients to know about you. But let them do so on a comfortable pace. Do not drag them into it. Do not compromise the perceived goodwill of the card by talking only about yourself and nothing else. After all, this is a step in relationship building. This is also a festive greeting, not a sales pamphlet. You want clients happy to learn about you, from being happy to receive your greeting. Not because they are forced to. What you truly do not need is someone annoyed that you had just wasted a few minutes of their time by disguising self-glorification as festive cheer. That just leads them to have all sorts of unfestive thoughts about you.
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marketing, Christmas, festive greeting, greeting card