Last Christmas Bell sent me an e-card to say Seasons Greetings. This year they put one in the post instead. (That’s a strange reversal of environmental culture from an industry that pushes hard for electronic billing, but that’s another story.)
The Bell card arrived the same time as a card from Dominos Pizza.
Guess which one I liked better?
My average monthly business to Dominos is about $25, so $300 a year. It’s easy to be disloyal and use another pizza delivery service, so the $5 gift card is smart. It will ensure my next order anyway.
I use Bell to the tune of about $150 a month. I have contracts so I don’t have much discretionary choice. If I want to switch to another telecom, it will cost me a bundle.
Bell knows this and didn’t reward my $1,800 a year business with anything beyond a “Thanks”.
Now in your mind, “Thanks” might be enough. But an unsigned card isn’t doing anything to earn my gratitude or keep my business. It’s just a corporate card, a cost to the company that goes straight into recycling. It has no value-add, nor even a rewarding idea. It wasted resources, and my time to open it and recycle it.
Don’t say it. Show it.
The Dominos card, while not going on my mantle, delivered something in the way of a message. “We are eager to keep your business”. They didn’t say it – they showed it with the coupon, which will hang around, an ongoing branding reminder, long after the recycled card has made its way back into paper mulch.
Of course you can argue there is a significantly greater cost to Dominos for the gesture for considerably less business potential. But my guess is it will pay off.
You must get corporate Christmas cards. Do you think they have value?