If you are desperately trying to meet end-of-year goals with a push in holiday marketing, it is likely already too late. There is a good chance that somewhere in your company, someone is forcing out incalculable amounts of pre-fabricated emails, postcards, catalogs, or coupons. It seems like a logical idea: saturate your existing client base (and anyone within range) with your seasonal products. The problem lies in the fact that every other company is doing the same thing.
It’s the first week of December. Halloween decorations morphed into wreaths and trees several weeks back. At this point, your holiday marketing strategies should already be in full swing. The only thing left is that last Q4 push into target revenues. The last thing you want to be doing right now is bombarding your potential customers with things that are only going to be thrown away. It is called ‘junk mail’ for a reason.
As Rhonda Wunderlin pointed out in an article last Christmas, “It just really surprised me however that I haven’t heard from some of these companies in months…I wonder why aren’t they sending me something relevant? Why aren’t they communicating with me more frequently?”
If you are not communicating consistently with your clients, customers, or local residents, any half-hearted attempt this late in the game will come across as desperate or disingenuous. Social media has resolved this issue somewhat. Through applications like Facebook and Twitter, companies can appear more personable with their customers, and people are less likely to feel assaulted when flyers turn up in mailboxes, online or otherwise.
Instead, if you have maintained a constant presence with your customer base, they will welcome modest end-of-year mailings. Not only will you have avoided irritating potential future customers, you will have saved time and effort.
Founded in 1989, WebbMason is one of the fastest-growing print and brand management service companies in the United States, helping marketing departments and their internal and external partners save money and streamline processes through a winning combination of industry expertise, exceptional print supply chain partners and technological innovation. Headquartered in Hunt Valley, Maryland, WebbMason has 20 sales offices throughout the United States.