Fact or fiction: can sending holiday
cards can grow your brand?
The answer: Fact! Whether
your business is B2B (business to business) or B2C (business to customer), holiday cards are great for nurturing current business relationships but they are also an easy and inexpensive way to break
the ice and began the process of building new connections.
Let's say for example, you are an emerging jewelry designer. You've just finished your first collection, your website is active and you're open for
business. Now what? How can something as simple as sending a holiday card help
your business grow?
Think of the holiday card as an
introduction. In your industry, who do you want to build a relationship
with? Going back to our example, as an emerging designer, I would send a card to retailers that I'd like to sell my jewelry, to apparel designers I'd like to collaborate with, potential investors, people in
the media, bloggers. The list goes on and on.
Holiday cards are a great
platform to draw attention to your business without coming off like a salesman (or woman). However, it's important to remember that
it's not the holiday card itself that will open doors, but what you do with it. The trick is to stand out. But, with so many people sending holiday cards, how do you make your card stand out in the
pile?
Here are 4 steps to differentiate your
business this holiday season.
Create a strategic list. Bloggers, press, store owners, investors. Who do you want to connect
with? Make a list of 5-10 influential people that you’d like to do business
with.
Make it personal. Personalized, handwritten cards are a great way to stand out and to show
the recipient that they are important. Tailor
your message to the recipient. Comment on a recent event they participated in, a
blog post or article they wrote or a garment you’re loving from their
collection. It's okay to add more then the usual "happy holidays"
hoopla to your card.
Add something special. As an emerging designer or small business owner, you may not be able to afford to send an expensive bottle of wine or holiday basket with each card.
You can however, add something small that will help you stand out. As a jewelry
designer, perhaps you could send a ring to the top 3-5 people on your list. As
a fashion designer, you could send a small tote or pouch made from the excess fabric you used to make your collection. It's all
about being original and thinking outside the box.
Follow-up. Don't just send a card and expect an instant relationship. Follow-up with an email, a tweet, a comment, something to keep the conversation going.
Bonus Tip: Stay Neutral. Not everyone celebrates the Christmas. Keep your card and your message
neutral to avoid offending anyone.
Sending a strategic holiday card to your potential business network is an inexpensive and sure way to break the ice and began the process of building new connections. It's not always about how big a gesture is, but that you make one.
Looking for the perfect card, check out these selections from a local #portlandmade business, EggPress.
Happy December!
