As 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 media 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 percent 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 retailers’ 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 direct mail.
Last year I received a Christmas card from a service business owner with whom I had done some work 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. They are one of the reasons I spend so much time getting the newspaper and the mail – to help me work off resulting 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. But throw a holiday party with caution. In the movie, Glengarry Glenross, there is a classic scene where Alec Baldwin berates his sales staff to follow the ABCs 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 this year. 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 have impact, but don’t be afraid to try a more affordable approach. Many businesses make donations to charity on behalf of their clients, then 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 sincerely connect with your customers on a personal level and it will pay dividends in the upcoming New Year.