Guest post by Go Go Mama Go Contributor Erin Fristoe.
PNC Wealth Management conducts a study at this time every year to estimate what the cost of the classic 12 days of Christmas would be in the modern economy. This year, the magic number for The Partridge in the Pear Tree and all of his friends is a staggering $87,403.
But all is not lost – holiday gift-giving does not have to break the company bank book. Many companies take the time (and the added expense) during the holidays to let their clients know they appreciate them. The problem, of course, becomes this, “How do you appreciate your clients without giving your wallet a Blue Christmas?” Check out the following suggestions:
Go Green!
Being environmentally responsible is not a seasonal trend. The Nature Conservancy (www.nature.org) offers opportunities to “adopt an acre” in several areas within the US and around the world for a minimum donation of $50. If you require a more frugal option, a tree can be planted in your client’s name for $1. And you don’t have to mention the amount of your donation in the message to the client!.
Offer Discounts
Discounts, promos and sales can be short lived- but timing is everything. Take the holiday season to offer discounted services to top clients. Let them know that you really appreciate their business, and want to continue building your relationship.
Use Your Instincts
As mom entrepreneurs- think like a mom!- Give to organizations like Toys for Tots, Salvation Army Angels Giving Tree, etc. As moms- we know that no matter what, there is an emphasis placed on gifts for our little ones at the holidays. Let your clients know that you are thinking about those less fortunate., and doing what you can to help those in need.
Get Creative
Send your clients a “grow-it-yourself” gift. Amaryllis bulbs and windowsill herb gardens can be purchased at affordable prices. Include a note about “growing your business” or relationship with the client.
Religion and All That Good Stuff
For a lot of people, “the holidays” might mean one thing. The problem is that one thing for them could be totally different for you. One of the things I struggle with is remembering to not gear everything toward December 25. It is important to be sensitive to your clients and not to alienate them. And it works both ways. Don’t send out mailings specifically wishing a Merry Christmas or a Happy Hannaka unless you are sure of whom you are reaching. The last thing you want is for a notion that had the best intention to backfire for not being politically correct.
It’s the Thought That Counts
If no traditional “gifts” seem to be screaming “this represents my company”, send a card. Plenty of websites offer tools for building, buying and using e-marketing software to send electronic cards. Exercises like this around the holidays also help to make sure your contact lists are up to date and ready to go.
Remember, as Marshall McLuhan once taught, the medium is the message. Make sure your message matches the economy. Your clients might not appreciate receiving 5 Golden Rings from you during the holidays if your product’s costs went up last year.
It’s ok to personalize gifts, too. If your client-base is anything like mine, you’ll find that there are plenty of personalities and backgrounds. Maybe one size doesn’t fit all. Take a look at the big picture of your client demographics. Do you have clients that might appreciate the Toys for Tots donation much more than a Nature Conservancy donation? Use that information to your advantage. What would happen if you bought all of your kids the exact same present?
Keep in mind that while it is a nice gesture to let your clients know you are thinking of them at the holidays (and don’t forget about the tax write-off), in the grand scheme of things, a client is going to remember a vendor or service provider that appreciates them year-round. Don’t expect that the holidays will be your one stop shop for relationship strengthening. However, take advantage of this great opportunity to reinforce the relationships you’ve been working on all year, and to show just how innovative you can be.
Do you have other key ideas for corporate holiday giving? Please share them with a comment below.
Happy Holidays to all.
Erin Fristoe is the founder of My Media Mom and is a marketing professional who specializes in assisting entrepreneurs carve out a publicity niche as they launch their businesses.
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Give a little as well, it might even help you on your taxes