Yesterday my spam filter caught 6 holiday e-cards. This morning it caught 11. I understand companies are looking for ways to cut costs. I get that people don’t necessarily have time to sign a few hundred cards. However, if you think your e-greeting has the same effect as a paper card, I’m sorry but it does not.
The general reason to send holiday greetings is to say hi, I’m thinking of you during this festive season and I wish you and your family the best. Business reasons to send holiday greetings, along with the above, are to keep you and your company name in front of the customer, to make them feel special and to add a personal touch to a professional relationship. But an e-card doesn’t do this, especially if it comes into an inbox along with a lot of other greetings.
First of all, it being caught in a spam filter makes me treat it as bulk mail. I don’t feel special getting a “Happy Holidays” email blast. It’s not personal. It doesn’t remind me of your service/product. In fact, your e-card does not make me feel like anything other than a name on your email list. At least with a paper card I’m going to open it, read it and probably put it on display in my office. If you personally signed it I’m going to appreciate the extra effort.
I’m not saying you must do paper cards, but I am saying if you are going to acknowledge the holidays, do something that won’t get filed as spam. For instance, start right after Thanksgiving and send a personal email to 10 of your contacts each day welcoming the holiday season. Thank them for their business (make this specific) and mention a way you will follow-up in the new year (lunch maybe, etc.). And don’t title it Happy Holidays!
Posted in Business, marketing, mid level professionals, personal branding, Towanda Long
Tagged business follow-up, customer relationships, experience marketing, holiday e-card, marketing, small business marketing, Towanda Long
A few weeks ago I worked a tradeshow exhibit booth at a convention. While taking my afternoon stroll around the exhibit area (mostly to check out the competition and to find inspiring ideas) I chatted with a possible vendor that was also exhibiting.
Her business was a great fit for one of my future marketing projects. I was excited at the possibilities and gave her my contact information. She was to follow-up with me after the show to schedule a meeting.
When I hadn’t heard from her in two weeks I figured she must have forgotten about me. I considered calling her, but never got around to it. Over four weeks later she contacted me, but my excitement was gone.
Why? Because a call within a week says, “I am on top of my business and I look forward to working with you.” A call within two weeks says, “I am an efficient business person, but not overbearing.”
But four weeks? That makes me ask questions. Can I trust her to respond in a timely manner? Will she value my business? Will my products arrive on time? Will she call me with updates? Is she on top of her business details?
I’ll still consider a meeting, but my enthusiasm to work with her is gone. Her follow-up has shown me some unflattering things, and she has to overcome that.
What does your follow-up say about you?
Towanda Long aka The Café Lady
Posted in branding, Business, General, marketing, Marketing Tips, mid level professionals, networking, self promotion, senior professionals, Towanda Long
Tagged branding, business follow-up, marketing, tradeshow exhibit