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Holiday Gift Guide
By Paul Weber
Published in the Kansas City Small Business Monthly
November 2006
Picking up my Sunday newspaper just became part of my exercise
routine. At a whopping 10.5 pounds (yes, I weighed it), keeping
current on national events can also keep you in shape. But if you
need a lighter workout, just remove the seasonal advertisements and
the paper shrinks to a diminutive 4 pounds.
If the average American is exposed to over 3,000 advertising
messages on a typical day then that number must certainly balloon
over the holiday season. For businesses of any size, the holidays
create a number of challenges in reaching your customers.
As I turn through hundreds of advertisements in the paper, I am
reminded that both the advantages and disadvantages of print
advertising are exacerbated during the holidays. The same holds true
for broadcast mediums such as radio and television.
Both print and broadcast advertising offer the benefit of immediacy.
An advertisement today can impact sales tomorrow. For retailers, the
holiday season is make-or-break, sometimes bringing in as much as
60% of annual sales. Even with the heavy clutter of surrounding ads,
a print or broadcast message that demonstrates value and creativity
can attract customers. If your customers respond to special sales,
promotional offers and events, then print and broadcast should be a
component of your advertising plan.
My Sunday newspaper exercise program is followed by my Monday direct
mail workout. Just after Thanksgiving mailboxes are filled with
pounds of direct mail including retailer’s promotions and holiday
cards. I’m fascinated every year by how businesses use holiday
cards, gifts and even parties to enhance their selling efforts. Some
are effective. Some are just going through the motions. Some can be
downright insulting. There are a handful of holiday rules, that when
applied properly, can enhance your holiday marketing.
Last year I received a Christmas card from a service business owner
whom I had done some work with in the past. Yes, it was a Christmas
card not a holiday card. I say that because the card contained a
heartfelt religious message. In a time when the holidays are often
too commercialized, a religious message can be a nice touch -
assuming the sender knows the religious orientation of the receiver.
In business, that’s often unlikely and can be offensive to some.
Rule 1: A warm, sincere holiday message is welcome to many. Avoid
religious orientation unless you’re certain of the recipient’s
preferences.
Many service businesses attract and retain customers by developing
personal relationships. So when my holiday cards arrive with a
pre-printed signature, the impact is less than heartwarming. Rule 2:
If you have relationships with your customers and can manage the
number of cards, then sign them. And when possible add a personal
message. It will be appreciated.
I love holiday parties. It’s one of the reasons I spend so much time
getting the newspaper and the mail. It helps work off the pounds I
add during the season. Throwing a holiday party for your key
customers has tremendous value when it comes to nurturing
relationships. Even the casual holiday lunch or dinner provides a
great chance for your customers to get to know you. Throw a holiday
party….with caution.
In the movie, Glengarry Glenross, there is a classic scene when Alec
Baldwin berates his sales staff to follow the ABC’s of selling,
Always Be Closing. The scene and the movie challenge all ethical
sales standards. Rule 3: Always be closing but not at your holiday
party or gathering.
A client recently asked my advice about sending gifts to his
customers. Elaborate gift giving to his top customers has been a
practice for many years. Unfortunately, business has been down and
giving an expensive gift is something he just can’t do. Will your
customers feel slighted if your gift is smaller than last year?
Probably so, but don’t let that stop you.
A gift to customers can be have impact but don’t be afraid to try a
more affordable approach. Many businesses make donations to charity
on behalf of their clients and tell them in a holiday card. The key
to any gift is sincerity. The gift and the message must not be
another selling tactic. Anything less will not only be a message
wasted, it can be insulting. Rule 4: Give gifts you can afford, with
sincerity.
These are simple rules to follow but ones that will send the right
messages to your customers. Use the holidays to connect with your
customers on a personal level and it will pay dividends in the
upcoming New Year.
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