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holiday corporate card

The corporate Christmas card

December is right around the corner, and we all know what that means…it’s time to break out the festive corporate cheer! But is your corporate Christmas card spreading cheer or jeers?

Over the years, we’ve been asked to design and print Christmas cards for many of our clients. And we’ve always understood that the purpose behind these cards was marketing, not actual yuletide greetings. These were cards intended to put a corporate logo in front of customers over the holidays to make them think of that company in the new year. It never felt sincere or special…more like an obligation…a thing companies had to do. (Fa la la la la!)

Some companies have started asking us to type the message and staff names inside the card, complaining about the time it takes to sign all of the cards personally. We’ve also noticed that, over the years, the messaging itself has become less and less personal. Handwritten notes have been reduced to a single line of “Season’s Greetings.”

From a branding perspective, there is nothing good about sending a generic holiday card, “signed” with typed out names and a large corporate logo. What’s the point? What effort does that show your customer?

It’s even worse if you gift your customers with a coupon for your services (example: “10% off your order in January”). In fact, that just comes across as rude.

More often than not, this type of Christmas card will go unnoticed and will be lost in the mix of all the other cards that disappear in a sad pile of mail that nobody cares about.

This year, why don’t you pick up the phone and call your customers to wish them a Merry Christmas or a Happy Hanukkah or Happy Kwanzaa? If you’re not sure what they are excited to celebrate, ask them! If calling your customers is not possible, send an email that is written just for them. It doesn’t have to be long. Something that says “I sincerely want to wish you a happy holiday. What are your plans for the season?”

Or go ahead and send a beautiful card and just forget the corporate logo. Take the time to hand write a kind message of joy and goodwill.

This greeting can be sent earlier in the month of December, or it can take place in January as a follow-up call asking how their holiday was. Your sincere interest in your customers does not have to be strategically timed for December 21.

We see our clients dreading the holidays and the extra costs and time required for sending cards and gifts. If you’re sending corporate cards out of perceived obligation and you don’t sincerely want to wish customers a happy holiday, then don’t! People will notice a weak effort at a corporate holiday card, but they likely won’t notice if they don’t hear from you at all.

Whatever you do, we beg you: please do not mix a holiday greeting with a blatant opportunity to get your logo in front of customers offering them a discount. That is going to put you on the naughty list.

If it’s not thoughtful and sincere, don’t bother!

We are a strategic brand agency located in Barrie and Toronto Ontario, focusing on spreading our passion for branding within Toronto and the GTA. We love working with small to medium sized businesses looking to brand or re-brand their company. We also love working with entrepreneurs who are passionately shaping our economy with their innovative visions for our future. If you are an entrepreneur, a business owner, or a marketing director, we’d love to work with you on your brand strategy and discover ways to heighten your consumer’s experience. Our Discovery Session and our Define Before Design® strategic brand process has been developed for you.
Shanna Dennis

Shanna Dennis

Brand Consultant

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