What to send for the holidays?
By Sally Glick -With holiday season approaching firm’s are facing the typical dilemma about how or what to do in regard to sending holiday greetings to clients. Because the economy is so turbulent, your clients might like to receive a card from you that indicates a donation has been made to a local charity. It is a little more meaningful for your clients and business colleagues and enables you to do something that feels good at the same. Many firms have dispensed with holiday cards because of the cost of printing and postage as well as to avoid being lost in the season’s card “crush.”
Alternatives might include an e-mail message or a cleverly designed PDF card sent electronically. In addition, you can consider acknowledging a different holiday, one that is a little less leveraged, such as Thanksgiving. I once worked with a firm that sent a great Valentine’s Day e-card accompanied by a donation to the Heart Association (February is Heart Disease Awareness month!) and clients and centers of influence were very surprised. The firm received many great comments, far exceeding their expectations. Others have even sent cards around the July 4 celebration or other events – it is a matter of knowing your audience, your budget and your goal for sending the communication.
No matter what choice you make, reaching out to clients and friends with a warm and caring message is never a bad idea!
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.