What Gifts Should I Send this Holiday Season?

Let’s think about walking into a showroom, a purchasing office or an interior designer’s studio during the holiday season.  What do you see?  There are large and small Christmas trees, twinkly lights, cookies and candy galore, tall rectangular lavishly wrapped booze boxes and holiday cards by the score.  Lots of people exchanging numerous gifts, thanking their customers for a great year and others trying to be remembered in the New Year.  So many companies and individuals trying to make an impression.  So what happens to all of those gifts?   

The business holiday season is a traffic jam of companies trying to be remembered by old accounts or impress new ones.  Is this where you want to spend your marketing money? Hoping that Johnny at ABC will recall yet another logo coffee cup that will motivate him to lead his next customer to your display?  How many gifts will Johnny receive?  Will yours be the one that is magically remembered?  It is a big HOPE.  But you don’t want to be that company that plays Scrooge and does nothing. 

I would like to offer an alternative solution for holiday brand building.  

I always tried to find a solid charity that offered a holiday card where we could place a picture of our complete team on the cover wishing Happy Holidays.  The money went to a good cause and when anyone asked a team member, they had a good holiday story to share and show where they are in the card cover image.

Doing this freed our holiday marketing money to use during a time when it made a more substantial impression.  By mid-January, a lot of people are back in the day-to-day workflow and miss the “entertainment validation” of the holidays.  This is a good time to take a target to dinner, bring in a catered lunch or hand out gift cards.  By waiting until the January holiday hangover, you will be the lone brand thanking key players and it just might wash away the gift they received from your competitor way back in December. Some companies that follow this plan have a large event in early spring to welcome the building season and rev everyone up.  

This plan also removes the stress of trying to do the best thing for your clients and allows you to better focus on your family’s holiday festivities.  Because isn’t that what the holidays are all about? 

P.S. Let’s never forget that HOPE is not a strategy.

This article previously appeared in the November 22 issue of DPHA’s Connections

The Addictive Speed of 21st Century Digital Media

Remember the old joke, “Oh, I buy Playboy for the articles…”  It was always good for a laugh and some bright blushing faces.  Today, that line translates to “I skim Instagram for the comments…”  ha, ha, giggle, giggle snort… But let’s think about that. Is it all about the image or is it about recognizing what the image stands for?  Is it just a slick shot or is it about the authenticity of the brand and its story supporting the image? Can marketing and branding survive on images alone?

One of our nation’s biggest fear is countries outside our borders influencing our elections.  Posting stories to Facebook crafted to motivate certain-minded people to do what is best for that outside organization.  They build a story on what their targeted audience WANTS and THINKS and leverage it, correct? Sounds like branding to me.  Sounds like people do take the time to read and recall the post.

Lazy marketing is simply focusing on pretty pictures but without an authentic, captivating story it is just that- a collection of colors.  With substance, images and videos that go viral lose steam at the store once the flash burns out.  

You have worked hard to build your brand and your good customers appreciate that.  Don’t lunge for the quick hit. Set your goals, formulate your strategy leveraging your brand’s strengths.  Then craft engaging stories and images that will stop your customers mid-swipe.