For the last few years, the makers of the popular adult game “Cards Against Humanity” have done a holiday promotion where for a couple dollars, they send fans of the game a series of small gifts, most of which have nothing to do with the game itself. Last year, the company purchased a small private island in Maine, turned it into a nature preserve, and sent each participant a deed for one square foot of land. This year, their “sensible” gifts have included socks, financial advice, and a year’s subscription to WBEZ. The promotion is clever and witty, which fits the game perfectly – and definitely memorable.
Sending holiday cards and year-end letters is a widely common practice, both at home and in business. It’s the perfect time of year to reach out to current and past customers, but it’s easy for your message to get lost among the many “Season’s Greetings” that your clients receive. So how can you make your holiday promotions stand out? Here are a few tips from our friends at the American Marketing Association on how to craft an attention-grabbing holiday marketing piece:
- The Greeting Matters – Whether you decide to say ‘Merry Christmas’, ‘Happy Hanukkah’, or ‘Season’s Greetings’ is up to you. What matters is your audience – it’s important that you be as inclusive and welcoming as possible. When in doubt, a non-specific greeting like ‘Happy Holidays’ or even ‘Happy New Year’ is the way to go.
- Timing Matters – If you’re just now planning your year-end marketing…you might be a little too late. There’s a fine balance to being too early or too late for your holiday promotions or greeting to be effective. It’s never too early to plan ahead – consider this newsletter your chance to get ideas for next year!
- The Message Matters – Says Sarah Schaffer, editorial director at Maryland-based branding agency HZDG,“The holidays aren’t a time for transactional language. Tap into your raison d’etre, your business and what you’re doing. For example, a catering company could run a campaign about holiday meals. The message might be that they’re encouraging you to spend time with your loved ones and share a meal. It comes from a place of authenticity because they’re in the business of making moments for people to relax and gather and celebrate. There’s no shame in calling attention to what you do best, as long as it comes from a place of realness.”
- Your Business Matters – Storytelling is a great way to connect with your customers on a personal level. Don’t be afraid to showcase the work that you’ve been doing, either for your customers or working with non-profits and charities.
Check out the full list of tips from the AMA at their website here.
There’s still a little time left for you to send a year-end greeting to your customers. Let us help you design, print and mail the perfect piece to start 2016 off right! Contact us today at firstname.lastname@example.org or visit our Facebook page and website!