What if Businesses Didn’t Issue Holiday Wishes?
For the last two weeks before Christmas, 2015, my in-box was filled with holiday wishes and greetings. You know the kind I mean: Innocuous messages from any company you’ve ever done business with in the last several years.
When the first few arrived, I had my consumer hat on, and opened them looking for my percent off coupon. I must admit, I was a little disappointed that the message was no more than “Happy Holidays” or “Thank you from your friends at ABC Company.” But by the time the 10th one had started to clog up my in-box, I started pondering the purpose of these massive missives.
If I didn’t receive one from a company, would I even have noticed? Would I think they didn’t appreciate my business anymore? Would I consider switching and head right off to their competition?
Each message was politically correct, of course. No “Merry Christmas,” “Happy Hannukkah” or “Joyful Kwanzaa!” in the bunch (although a few included all three!). No. For the most part it was just a simple “Happy Holidays.”
I got these messages from businesses I recognized — and many that I did not. Clearly I was added to their email list (perhaps as a prospect), but it seemed oddly out of place when the message was from my “friends at Unknown Company” — considering I didn’t have any friends at all in that organization (at least that I knew of).
Holiday cards were even worse.
I received at least four different cards that had no company name on the return address on the envelope, nor on the inside of the card itself. Just “Holiday Greetings from all of us to all of you” signed (yeah, right!) by five to 10 people. Truly, I have no idea who sent me these greetings … so, in my opinion, it was a waste of the paper they were printed on (let alone the cost of the stamp!).
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.