In marketing, we call that room full of noisy people, “clutter.” Our goal is to avoid clutter so that we can be easily heard. Otherwise we have to yell pretty loudly in order to be heard. In marketing, this translates into spending more time, money or energy, just to get same message out.

You want your marketing efforts to be as efficient as possible because generally that will cost you less money and time. Your goal should be to avoid clutter whenever possible.

In order to do this, you want to market where others are not, or when others are not. This might mean using different methods of getting your marketing message out than your competition is using, or putting your message out at a time when your competition is not marketing. This is not always possible, but you should take advantage of “clutter-free” times and opportunities whenever possible. And who knows, it might be just reminder your customers need to re-visit your website or store, or pick up phone to contact you. Are you wondering if you should send your Thanksgiving or thank you cards via postal mail or email?

I believe you should send special communications such as holiday cards or thank you notes via traditional postal mail. Email is fine for day-to-day communications and business, and many of us rely on it for quick and easy communication. However when you are sending out Thanksgiving cards (or any other holiday card or personal note) it is more than just communication. It is special and you want it to be received as such. When was last time you received a handwritten thank you note, or a card that was hand-signed by owner of a company that you do business with? Probably not recently. And that is very reason I recommend you send a handwritten thank you note, or a card with a handwritten signature.

It costs same as mailing a form letter or an imprinted card, but value to recipient is so much higher. It says you took time to hand sign, or handwrite a personal message. To your customer, it says “they really appreciate me.”

So use email for your regular communication, but use postal mail when it comes to cards and any other form of special communication that you want to stand out. The value will be worth extra time, effort and expense.

Give thanks to your customers this year instead of following pack and sending holiday cards or gifts and see what happens!

(C) Copyright 2005 Debbie LaChusa, 10stepmarketing

(3) Or just find a way to help your customers see that now is perfect time to buy, before your prices increase in new year (Buy Now and Save!), or before you no longer offer a particular product or service. If you don’t want to discount, offer a free gift or value-added bonus with purchase.

Once you’ve decided to make a special holiday offer to your customers. What is best way to make them aware of this offer? How about through your regular e-zine or e-newsletter? Along with your regular content, include a line or two about this special promotion. Include a link to page on your web site where customers can go to take advantage of your special offer.

Don’t publish an e-zine? That’s okay, send out an email notifying your customers of your special holiday offer. Use a compelling Subject Line to get them to open email. If you have email addresses for both current customers and prospects you may want to send out two different emails.

You could use email to your current customers to thank them for all of their business over past year. Or suggest that since they like your products or services so much, they may want to share them with a friend or family member by purchasing a gift. Put together a special gift package to make their shopping easy.

Don’t have email address for your customers or prospects. Here’s six more ways to quickly get word out about your holiday promotion or special offer.

(1) Put up a poster in your retail location.

(2) Promote your holiday special on your web site home page.

(3) Telephone your best customers to tell them about your end-of-year special, reserved for only your very best customers.

(4) Run a small ad where you usually advertise, but have ad promote your holiday special.

(5) Include a note on all of your receipts and be sure to make all of your regular December customers aware as well. You may be able to increase amount of their purchase or get them to return later in month to make another purchase.

(6) Create a promotional flyer and hand it out in areas your customers and prospects frequent, or find another business you can partner with (a complimentary or non-competing product or service) who might be willing to make your promotional flyers available to their customers, if you do same for them.

(C) Copyright 2005 Debbie LaChusa, 10stepmarketing