14 | syb | DECEMBER 2013

REPORTER FEATURE

Christmas marketing is a bit of a balancing act and, there’s a fine linebetween cool and cliché, but, honestly… one person’s cliché isanother person’s cool. So rather than try to give you a lesson inChristmas creative, here’s a run down on some of the practical stuffthat makes a massive difference, because, like that amazing toywithout batteries, Christmas communications without the basicscovered is always a disappointment.

Celebrate, don’t sellThe first thing to work out is what your Christmas marketing is allabout. Unless you’re in retail, the last thing it should be is a salespitch. In most markets, what you’re aiming for with your Christmasmarketing is to simply raise a smile, a little reminder that you’re lovelypeople. Think about being helpful, saying thank you, and having fun.

Christmas is not just for customersWord of mouth and referrals are so important. Even more so in thissocial media world. So, make sure you’re not forgetting people thisChristmas.

You should have something appropriate in plan for all of the followinggroups:• Employees• Suppliers• Referrers• Partners• And, of course, customers and prospective customers

If, like so many small businesses, you’ve never quite gotten round tomoving this data from individual Outlook folders, LinkedIn contacts,phones, etc. into a centralised database… start now. Get a processin place that makes pulling together the annual Christmas card listless of an ordeal.

Get their names rightThere’s no easier way to show that you don’t really know or careabout someone than getting their name wrong. Once you’ve drawnup a list of people and businesses you’re sending Christmasmessages to – it really is worth taking the time to check and doublecheck the data. In a business-to-business context, I’d say that anannual data cleanse at the beginning of November is the very leastyou should be doing to keep on top of this (oops, have you missedthat already?). Without the electoral roll to reference against, this isusually a manual process to looking at websites, checking onLinkedIn profiles, etc. A perfect job for a seasonal intern perhaps?

Be a helpful elf!We’ve all seen crazy Christmas games, but before you even thinkdown these lines, spend a moment to consider if there’s any practicalhelp people will need.

Does the holiday season mean they’ll need to use your systems,products or services differently? A handy guide sent out in earlyDecember on how to divert phones, set automated responses for out-of-office systems, etc. is genuinely helpful and also shows you care.You need to let people know when you’ll be open and how to getsupport in these times if they need it. This sort of helpfulcommunication is far more important than the crazy stuff.

In fact, if you’ve missed this out you may well find a customer deeplyirritated by seeing you spend energy on elf bowling when they can’tuse the stuff they’re paying for.

Do people need inbox icing?Managing email is consistently reported as a source of stress… so Ireally would think twice about Christmas emails that don’t really earntheir place in a person’s inbox.

Maybe I’m a Scrooge, but honestly, I find the influx of ‘MerryChristmas’ emails coming in when I am desperately trying to clear thedecks to allow me to enjoy my break more than a bit of a nuisance.Unless it’s laugh out loud funny, fabulously engaging, or fromsomeone I really feel that I know, it’s deleted from my inbox and mymind in moments.

Communication is not just for ChristmasDo you have friends and relatives who send you a one-line card eachyear? Hardly makes you feel special does it? In fact, I find that itreminds me how little I really know them.

Don’t be that business. The one who only gets in touch once a yearwith a hastily bought corporate Christmas card, with your namewrong (and all in lower case because it’s been mail-merged from dufffile), and a wonky label with their name and address on the back.

Instead, be the business that I actively ask for information from.Information that I read, use and enjoy. When doing your seasonalmarketing plan, look at the whole twelve months and find ways to behelpful, friendly and visible at regular intervals.

In fact, start with January – how will you be welcoming people into2014, and how will you help them kick off the year with gusto?

I know, I know, it’s hardly the most creatively stimulating list. But, it isthe stuff that you need to get right first. Even the very best creativebrilliance can’t overcome getting the basics right.

Bryony Thomas is described as the MD’s marketing confidante, andis the author of Watertight Marketing (Panoma Press £14.99) – theentrepreneur’s essential marketing manual. www.watertightmarketing.com

How to make sure your Christmasmarketing isn’t missing the batteries

Page14 Reporter News_NEW LAYOUT SYB 06/12/2013 15:38 Page 26