As December approaches, business owners out there may be asking themselves the following question. Should we send out holiday greeting cards this year? Let’s face it, it can be a big expense, and you may never really know how much it affects your business in the long run.
If your business is service oriented, and your customers know your employees by name, then sending holiday greeting cards would be a bonus for you. In service-oriented companies, your staff has developed a sense of relationship with your customers, and it only makes sense to extend holiday greetings to your patrons during the winter season. With the overwhelming use of e-mail over traditional mail, people like to get something in their mailbox once in a while. People feel like they know their dentist, their mechanic, or their insurance provider personally. Sending holiday greeting cards is a must to keep up the personal relationship.
If your business is more product-oriented, think about whether your customers have established a long-term personal relationship with your staff. Wal-Mart, for example, may be a store that many people shop at weekly, but shoppers don’t expect a holiday greeting card from the chain. It’s too big and impersonal, even with the greeters at the door. Getting a card from a large company where customers do not have personal relationships will not feel like getting a card from an old friend. If your staff doesn’t know customers by name, this is a good litmus test to show you that holiday greeting cards need not be on your winter agenda.
When sending holiday greeting cards, keep in mind that the more personal, the better. A staff photo full of warm smiles will make any card more interesting and certainly bring a smile to your customers’ faces. Cards that look like they were bought in bulk and are merely stamped with a signature will not seem as personal as cards signed by hand in bright colors. Use a red, green, or silver felt tip pen when signing to make the cards more festive. Choosing seasonal stamps, such as snowflakes or a snowman, will also add a nice touch.
Remember, holiday cards are not just something to check off of your to-do list, but they are to show the customer you appreciate their service and the relationship they have with your company. Make your greeting cards personal and they’re sure to be a success.