Tag Archives: Corporate Christmas wishes

Christmas card wars: Bell versus Dominos

12 Dec

corporate Christmas cards

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?

Christmas card from BellDominos Pizza Christmas card and couponMy 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?

How should a company say Merry Christmas to its customers?

20 Dec

Yesterday I received this e-card from Bell Mobility.

The card was fine, but it got me thinking: What does a corporate Christmas wish mean to a customer?

Bell Mobility Christmas e-card with TV snowman

This one stopped at wishing me the best (never a bad thing, just a missed opportunity from a marketing point of view).

It also told me I am in a database, which I know of course. There may be an illusion of a relationship here, but when viewed through cynical customer eyes, it’s just an impersonal, one-way marketing piece meant to connect me further to the brand. It isn’t about me, the customer, at all.

What might Bell have done differently?

The Brand Interventionist Recommends

Bell missed an opportunity here to create some loyalty and communicate where their heart is as a business. They could have:

  • Told me they are doing something philanthropic in the spirit of the season, using the money they made from me.
  • Offered me relevant personalization. “Hey Doug, thanks for joining us this year!”
  • Offered me a gift (something this much smaller company does so well). Telus Mobility gave me their calendar every year.

An empty corporate Christmas greeting may satisfy some, who are caught up in the rush of the season and don’t think too much on it.

But customers want more from a business these days.

No one is likely to feel bad about Bell for sending this greeting. But “don’t feel bad about them” is not the ringing endorsement a company wants to achieve through its marketing.

Did any corporate Christmas greeting catch your eye?

 

 

Amy C. Amy Do.

Amy fall down.

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