The big debate every year for our business Christmas cards is should they be traditional and corporate or should we try using a humorous approach. It all comes down to how you would like to be perceived as a company. In any debate there are two sides. So I have approached the question this year by presenting both sides.
The case for humorous cards starts with the premise that it is better to be less staid and throw traditional designs to the wind. These proponents believe that if you show a humorous side of the company, your clients will perceive that you are on their level and friendlier.
The case for corporate cards starts with the premise that humorous cards will be perceived as frivolous. These proponents believe that it your clients will appreciate a traditional approach that shows how seriously you will take care of their needs throughout the year.
The best approach may be somewhere in between. The humorous approach will not work because you cannot predict that all your clients will have the same sense of humor. While some may appreciate the humor others will be offended. It is best not to risk a company’s reputation and future profits on a whimsical offering. The corporate staid approach may also be a little too stiff and defined that will turn off those of your clients who do want a friendlier approach.
The ultimate goal in the end will be to find a card that will give a feeling of traditional strength combined with a personal touch. This can be accomplished with some lovely winter scene, a portrayal of an animal in a snowy glen or perhaps a dove as a symbol peace. There are many wildlife portrayals that will suit any company’s ideal business Christmas cards. There are also many cards that will have an image that reflects your business. A house for real estate, a truck for a shipping company or a city for your location will meet with tradition and give a feeling of strength mixed with the personal touch. Remember that we may enjoy humor in its proper place but a company’s goal should always be to insure confidence.
After being in the corporate world for many years, like so many other people, my position was eliminated. So I found myself unemployed for a long time, and I decided to start a business of my own, I have the capital, store, inventory and even some employees (mostly family and very close friends who will not accept any pay until the business is in full swing, but that is another story). So, since I officially opened a few months before Christmas, I seized the opportunity to send out business Christmas cards. I ran this by several friends to see what they would like and would actually use if they received cards from a competitor. They all offered up the usual, like an introductory offer, or coupons, and maybe some sort of “Who we are and what do we do” letter. Now, these ideas seemed great, but I also wanted to make sure I did not overwhelm my potential customers, or simply have my good intentions tossed out because it gets lost in the other mail that is received during the holidays. So, what I finally came up with was a mix of all of the ideas. I sent out Christmas cards with a brief explanation of the business, a coupon good until Christmas, and another coupon that did not start until early January. This would get them in the store, and keep them coming back.