What's your company style? A quiz to help you pick the right business holiday or Christmas cards

The cards you choose to send as your company holiday cards say a lot about how you see your company, and what you want to say to your customers. Now there's a quiz to help your find the right card style for your company's personality. It's only 8 questions and it's free! You just might learn something! :-)

Who should get a business holiday card, the second tier

My last post was about who MUST get a holiday card from your company this year.

Now it's time for the SHOULDS.

1) Prospective customers who really fit your target demographic, whether that is lifestyle, income, age or ideally, all of the above. The more closely they resemble your target group, the higher they should be on your priority list. Remember, these are not the current or recent customers -- those folks were on the "Must Send" list. This is prospecting.

2) The geographical matches. These are the people who live so close to your business, that they might choose you if they needed your products/services simply because you're close (and the gas prices are still over $2.50 a gallon)

3) The broader demographics. This might be groups of people who hit only one target, but just might become a customer. If you're lucky. REALLY lucky! Save this group for last. This is the target if and only if you still have cards left over after sending them to everyone in the last post AND the first two groups above.

Make sure your must-have are well cared for with a quality holiday card and a personal signature. Then step into these groups, with nice business holiday cards and imprinted signatures. Different groups, different rules. Learn the right order, and your holiday cards could be just what your business ordered.

Who gets a business holiday card?

Step one in the business holiday card process is to make a holiday card list. So who's on it? Who should be, who would be nice and who absolutely better be there?

Let's start with the who better be on the list.

1) Your employees.

Every last one of them, from the Board Members to the kid in the back who started last week as a floor sweeper.

Each and every person who works for you should get a card from you, come holidays, birthdays or employment anniversaries. It's a cheap but effective way to say that they matter, and as silly as a seems, it makes a big difference in a feeling of being part of the team.

Before customers or vendors or clients or prospects, make a card list that includes every employee, and then send a company Christmas card or holiday card to their home. Trust me on this. Yeah, I know it's easier to drop them on desks, but don't. I'll write a post soon on why this matters, but for now, just do it.

2) Your loyal customers.

It's often said that your most important prospects are the customers you already have. It's often said, but seldom followed, however.

But think about it...these are the people who have already handed over their precious dollars to you. They know you. You don't have to get them to come in -- they already do. You just need to get them to buy MORE. Much easier to do than to acquire and convert a new customer. So put these people on your must-send list.

3) Your vendors and suppliers.

How far would your manufacturing line get without raw materials? Or your restaurant without food or beverages? A hotel lacking linens would be in a terrible mess. Imagine a law firm without paper or a hospital without medication. It's your vendors and suppliers who get you the things you need to turn your business into...well...a business.

Make sure each and every vendor and supplier gets a company holiday card thanking them for all they contribute to your business. Even if you've had problems with them...or especially if you've had problems with them...send them a nice card, on time.

TOMORROW,the "should send" list....

Don't fence yourself in with holiday cards

If yours is like most U.S. businesses, times are rough. Customers are hard to come by, and harder to keep. Sales are down and costs are up. The last thing you want is to spend more money!

But before you deep six your traditional business holiday cards, spend some time brainstorming about all the ways those little messengers of holiday cheer could help your business thrive in the coming year. Step out of the box and soar into the wide open spaces of new possibilities. (Thus the lovely video today!)

Here are a couple of ideas to get you started on new ways to use your company Christmas cards to generate business.

Run a contest. The entries are your company holiday cards "remade" into something else. It could become anything...a gift box, a fan, a hat or a paper airplane (reason number two for my film choice!) Give prizes for the most original, funniest, etc., and make the day of judging a party.

Glue "golden tickets" or other prize certificates into the cards. Make it clear that the reveal has to happen in the store to qualify (that gets them in the door!) Add another layer by making the tickets 3-D so shoppers must don paper glasses in the store to see their prizes.

Send cards that do not match your region and then give away a trip as a prize. If your business is in a sunny warm clime, choose cards with icy, snowy images. Those in the north would send cards with scenes of tropical beaches. Customers can bring in their cards as an entry into the drawing for a trip. Floridians might win a trip to Minnesota, while those in New England would find themselves relaxing on a beach.

Ready to come up with your own? Who says a business holiday card is limited to putting it in the envelope and mailing it?

Picking out the right business holiday cards for your company style

Business holiday cards are a wonderful marketing tool. And employee holiday cards are a great way to create a team spirit and boost morale.

Or at least...they can be. IF you pick the right cards for the right people.

Earlier in this blog, I told you about paying attention to the recipients' religions. And we discussed using Thanksgiving or New Year's cards to sidestep that with some customers or employees.

But there are other factors that affect the card you choose for your company. Before you place that card order, here are some things to consider:

1) The quality of the card. I've said it before and I'll say it again, when it comes to using business Christmas or holiday cards as marketing tools, the quality of the holiday cards and even the envelopes MATTERS! A LOT! Sending a cheap card doesn't tell the recipient that you are cautious with expenses. It says:

a) I'm cheap -- too cheap to buy a good card, so expect cheap service

or

b) Our business is not doing well, so find someone more stable to hire/buy from because we probably won't be around next year

Is that really the message you want to send with each and every card? Spend the extra few cents a card and send a message of quality and stability instead. The ROI will be worth it.

2) The match between your company style and your card. The holiday cards your business sends out should be a reflection of your company's overall image and style. If there is a significant disconnect between your company image and the card you choose, you could end up hurting rather than helping business. For example, a very casual and lighthearted card from a very traditional oak-desk style law firm, or a heavily foiled card from a green business.

3) The timing of your card's message. If your holiday cards arrive far too early, or even one day too late for the holiday, the message will be that you are not an organized company. Make sure you allow enough time for mailing -- the post office publishes schedules for domestic and overseas holiday mailing each year, so take a look before you plan your card schedule.

If you want to get in the first word with potential or existing customers this holiday season, do not mail out your Christmas cards in November. You will just look as though you cannot read a calendar. If early is important, send out cards with a Thanksgiving message, too. That will take your business to the front of the holiday season.

Choosing the right cards makes all the difference in the world to your marketing and PR efforts. Spend the time up front to find the right card for your business and for the time you will be sending it. The results later will be worth the time now.

Business Christmas card special!

G.Neil is running some pretty cool specials on their company Christmas cards and other business holiday cards. From now until 8/14 (next Friday), you can choose to save 50% on your card order (minimum 200 cards) or you can get cool premiums with your order like digital picture frames or DVD players!

You know I like G.Neil's cards, but this is even better than just getting the cards!

Just go to their website and start shopping! The key codes are Z3666 for the 50% off deal, or Z3668 for the gifts. Share those codes! Anyone can use them!

Off to shop!