Oh, look...another holiday card

In 1843, Sir Henry Cole of London was fretting about whether or not his handwriting would be up to the task of sending out Christmas greetings to all those on his list.

So, to save his digits from discomfort, he commissioned John Calcott Hoseley to paint a card displaying a happy family embracing one another, sipping wine and enjoying holiday festivities. The simple greeting? “A Merry Christmas and a Happy New Year to You.”

Hoseley’s creation is credited by most holiday card historians (yes, there are holiday card historians) with being the first Christmas card. And, while the tradition may have taken a while to catch on, it is now as much a part of the holiday season as the blank stares of mall shoppers after a day of retail battle.

For businesses, sending holiday cards and (in many cases, gifts) to clients, prospects, friends, and vendors has become so routine that it rarely stimulates any fresh thought. Therein lies the problem.

While there are some differences, most company holiday greetings are either obligatory (“It’s the holidays...better send a card”) or familiar (“Everyone looks forward to getting our package of cheeses and summer sausage...don’t they?”). And, at the risk of coming off like a Scrooge, the corporate holiday greeting swap also has a touch of defensive marketing to it. After all, if you don’t send something, are you sending a message of corporate instability? (“Business must be bad if they can’t afford to send cards...”)

So, every year, businesses send trinkets that get tossed, food that gets forgotten, and cards that collect dust on break room bulletin boards. Is this any way to nurture your most important business relationships? Of course not.

While your corporate reindeer may already have left the barn (stable?) for this year, consider these suggestions as you plan how you will say “thank you” in 2004 and beyond:

• Ignore the calendar. December isn’t the only time to say thanks. What about the anniversary of a customer’s first purchase? How about when a customer gives you a referral? Or when a customer tries a new product or service? If the idea is to show customers that their patronage means something, prove it by demonstrating that you’re paying attention.
• Make it different. What does a greeting card stamped with your company’s name say about you? (Hint: It isn’t pretty.) If you must send a card, write a note that actually references the customer by name. If you’re ready to be more adventurous, how about burning and sending a CD with a personalized PowerPoint or Flash presentation? Recipients will watch, just to satisfy their curiosity. Or what about sending your greeting in the form of your company president – armed with boxes of hot donuts. Think that won’t get talked about?
• Give it meaning. Many companies are eschewing holiday gifts in favor of charitable donations that they report in a holiday missive to customers. Certainly, we’re all better off if companies send money to the local food pantry, instead of another coffee mug to a customer. But, don’t just say, “We made a donation in your name.” Say, why you picked that charity, what they do, and what it means to your company.

The message? Perfunctory wishes at traditional times do nothing except demonstrate that your company still has a pulse. If you really want to show you care, show some flair.