By Wayne Brown
December is a tough month for me, not just because of the holidays, but for the additional 8 people in my immediate family who celebrate their birthdays. A couple of years ago, I came to the realization that greeting cards aren’t cheap, and while they have great graphics, the clever greetings just didn’t come from my heart. So, being in the marketing/advertising industry, and fully capable of illustrating, designing, and copywriting, I felt I could do a better job of creating cards that would emotionally connect with the people I care about. It does take a lot of effort to customize a creative card, but now my family won’t accept anything less.
I think businesses can do better, too. The generic, snail-mailed, corporate holiday card gets thrown out after a week, and depending on your industry, the average opening rate for an eblast is only 22%. With just a few days before the big holidays arrive, here are a few ideas to add new twists into your holiday greetings.
- First, whatever you do, make sure you tie in your product or service.
- Next, get personal. Humor works, as does thanking your customers.
- Give a gift or informative tip. This doesn’t have to break the bank. Let’s say you own a bakery; include a discount or a recipe. Or, if you own a fitness center, include a tip to work off those holiday pounds!
- Make a card like I do. This does take some time, and make sure you include some or all of the above.
- Make a video. This is my personal favorite for businesses. You can create a custom video with help from a template using online services, such as animoto.com. Videos are great because you can share by mailing (DVD or flash drive), emailing, and posting on social media. The good thing about creating a video is that you don’t need any special equipment. A simple smartphone will do. Keep it short. 60% of viewers will stop watching after 2 minutes. Here’s an opportunity to get creative or act silly. For example, your take on The Harlem Shake can get your fans in a festive mood. However, the big internet craze right now is the Mannequin Challenge (#MannequinChallenge). If you’re planning a holiday party soon, this would be a great time to test your “freeze” skills. Another of my favorites is having members of the staff each sing a line of a famous holiday song. Insert the raw footage into a program like Windows Movie Maker, and “Let it snow, let it snow, let it snow!”
Happy Holidays to all!