It’s the Most Wonderful Time of the (Branding + PR) Year!
The lights, the decorations and the Christmas music are in full swing anywhere you go in the city these days. From big shopping extravanganzas to ‘stuff-a-bus’ campaigns to tree lighting ceremonies to the Starbucks red cup fiasco of 2015, it seems that the holiday season is always the time of year business after business tries to out-do each other for the PR spotlight. Case in point with WestJet’s admittedly impressive stunt in 2013.
This Christmas, forget the large-scale, consumer-focused, out-of-this-world PR campaigns to promote your brand and services. Because, let’s be honest, not many businesses have quite the PR/marketing budget that WestJet has.
Few things give people the warm fuzzies more than a simple heartfelt – and sometimes awkward – Christmas card in the mail. As the holiday season approaches, take this opportunity to send out festive cards (bonus points for snail mail!) to clients and business partners to nurture existing business relationships and to tip the scales in your favour for potential new business relationships in the new year.
In PR, we always talk about the importance of key messages. Don’t miss an opportunity to incorporate these in a company Christmas card! More than just wishing ‘Happy Holidays’ or saying ‘thank you’ via email or social media, use your card as a way to remind clients, past and present, of what makes your business unique and the value you can bring to help them meet their business goals. Think about the big themes that give your company its character and charm and use them as the foundation of your card.
Maybe all your employees are big advocates of health and fitness. Or maybe everyone at the office is an obsessive coffee drinker with an unusual love for cats. It doesn’t have to be big and it doesn’t have to be flashy, but utilize your creativity to incorporate your company’s voice, personality and character into a holiday card without just relying on your company logo and tagline to do the talking.
From the message, to the wackiness of your graphic design, this is the perfect opportunity to capture your brand’s values and personality in a non-invasive, feel-good way. Be classy about it – no one needs to see your website URL in bold 20-point Arial font across the front – but use this card as a PR tool to reinforce your brand values and keep your business at the forefront of people’s minds.