Each year during the holidays, companies of all sizes try to think of ways to spread holiday cheer and recognize their customers. Many want to acknowledge the importance of their relationships. Marketing committees, business partners, advisers, and team members put their heads together, rack their brains, and try to come up with the best ways to show gratitude for their clients’ work, and to nurture ongoing relationships.
They’re all looking for the best way to send the message of appreciation in a timely manner. Many companies send holiday cards, and while this is traditional, happens at the end of the year, and is reflective of years past when every business did this, nowadays cards don’t stand out among the extra volume of holiday greetings. Sending a “we love our customers” card for Valentine’s Day might get more attention. In fact, almost anything sent out (or presented in person) out of season will get remembered. There’s a certain power that goes with keeping in touch all year round.
Companies with a lot of customers can find it challenging to acknowledge and connect with all of them during the holidays. Showing gratitude might be even more appreciated when people are not burdened with end-of-year projects and tasks. Since the holidays tend to be jam-packed with events, family connections, and other engagements, try taking the pressure off your company by planning a thank-you campaign at a different time of year. Here are a few suggestions:
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- Take time to research and investigate other unique holidays. Remember Seinfeld’s “Festivus”? Invent one of your own, and create a perfect card that spells out how much your company appreciates your clients’ business.
- Ask your customers what they want. They may prefer a donation to a local nonprofit group, a virtual card that will spare a tree, or a donation to a teacher for class supplies. Asking the customer makes the gift even more personal.
- Offer to volunteer at a fundraiser for a client’s favorite charity. I have sat at more registration tables than I can remember, and every time I have it’s brought me opportunities that might not have come along otherwise. Once, one of our team even drove 60 miles to give blood in a blood drive hosted by a prospective customer. We didn’t get that prospect’s business, but we did get a warm feeling of giving.
- Host a client event … in January or February. This could be the perfect time to host anything from a hot-chocolate-and-doughnuts early riser’s networking event to a wine and cheese after-five party.
- Invite your best clients to attend local charity events. A great January event is Lily’s Luau, which is put on by Lily’s Fund, a charity that works to find a cure for epilepsy. All the money raised at this fundraiser goes directly to the cause.
- Bake. Who doesn’t like homemade cookies, fruitcake, pound cake, zucchini bread, or banana bread? Take an offering to your favorite customers every now and then. I’m reminded of that commercial that goes, “Nothing says lovin’ like something from the oven.” Getting something that’s fragrant and delicious allows the “giftee” to share with others on his or her team.
- Design a basket that includes something from your own company’s product mix, wrap it in cellophane, and attach a personal, handwritten card to express your gratitude.
My mother taught me that the best kind of gift is a thoughtful one. Whatever you decide to do, I hope you spread a little holiday cheer to all those who support your company year-round.
Happy holidays!
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