Christmas is a great time to touch base with your clients and customers. Sometimes we overlook the importance and value associated with sending Christmas cards, gifts and holiday greetings to people and organisations that we’ve worked with over the year. From a business perspective, it is also a perfect opportunity to build on your brand awareness and remind people who you are and what you do.
However, sending out a branded Christmas greeting should be properly considered. If they are not executed correctly, they may have no effect, or worse, be counter productive. Like any piece of branded communication, it is important to consider your message and your audience. Think about what you want to say and how you want to say it to ensure that you engage with your recipients.
Before you send your holiday greetings, consider the following advice to ensure that your messages are being received as intended:
Be brand relevant
Ensure that the design and messages of your card are inline with your brand. A card that does not reflect your organisational personality, values and messages may be ineffective. Remember that sending a Christmas card of any kind is seen by your clients and customers as a direct reflection of your business and capabilities.
Make it personal
Where possible, send personalised cards. Sometimes this may be impracticable, but if you can take the time, hand-write your cards and include personalised messages. This will be received as a more thoughtful gesture than simply having your team sign their names. Also, try not to print signatures in your cards, it is better that one person signs the card on behalf of the team than delivering a page of ‘token’ signatures.
Be cautious when using humour in your cards as the written word is open to interpretation. What you believe to be funny may be insulting to somebody else. This does not mean avoid it all together, but consider if its use is inline with your branding and if it is appropriate for your audience.
Season's Greetings? Happy Holidays?
Be mindful that not all of your clients may celebrate Christmas. Using ‘Season's Greetings’ or ‘Happy Holidays’ can be more universal if you want to ensure that you do not alienate your client base.
Print vs digital
The form in which you send your Christmas greetings can almost be as important as the message itself. The choice to send a printed or digital card will reflect on your brand and your values. You need to decide what will best support the messages from your organisation. Printed cards are tangible and can appear more personal and engaging. Alternately, digital cards can be more cost effective, and if relevant, can be more inline with branding or organisational values. For example, a web company or an environmentally responsible organisation may choose a digital option in place of a traditional printed greeting. In choosing a digital option, still ensure that your card has well designed and brand appropriate so it suitably reflects your business.
Messages across social media
Messages across social media platforms such as Facebook and Twitter should be executed in support of your Christmas card and not be the sole piece of communication. Sending well wishes to ‘friends’ and ‘followers’ on these platforms, with no other communication support, can appear impersonal and will likely be lost in a sea of Season's Greetings that flood news feeds at this time of year.
So if you are sending cards this year, consider what your greeting is saying about your brand and business... And if you haven’t thought about it, why not take the opportunity to make contact with your client base.
If you would like assistance in the design and production of your Christmas cards this year please don’t hesitate to contact the Nucleus team as we are more than happy to help.