They say that Christmas is a time for giving, so I thought I’d give you my thoughts on Christmas cards and differentiation. A ‘personalised’ note can be a great opportunity to show your customers that you care, that you are thinking about them and a chance to ‘Demonstrate‘ your ‘Difference‘. Unfortunately, so many businesses miss out on that opportunity.
First of all, let’s look at our 3D Model. It hopefully shows how you are seen by customers, prospects and influencers in the marketplace. Basically, your business can be seen as -1D: ‘Worse Than’ (in the areas that customers say are important), 0D: ‘Same As’ (no differentiation) all the way through to 3D – Being ‘Dramatically and Demonstrably Different‘ – It’s about doing things your competitors aren’t doing, or can’t do!
Here’s what it looks like……
Let’s look at applying this to Christmas cards. Here are some of the things I’ve seen this Christmas….
-1D: The Bland Email…
“XXXX wishes you all a Merry Christmas”.…. err, that’s it!
What they think it says: “We value you as a customer”
How customers could see it: “We’re ticking boxes here, and you’re just one of many”
0D (As Bad As): The Branded Email…
“XXXX wishes you all a Merry Christmas” plus ‘standard’ Photoshop image with Santa / a reindeer / holly / Christmas pudding (insert where appropriate)
What they think it says: “We REALLY value you as a customer”
How customers could see it: “We’re still ticking boxes here, and you’re one of many…. but we did give it a bit of thought, honest”
0D (As Bad As): Photocopied Signatures…
The Card With The Photocopied Signatures Of People You’ve Never Heard Of…..
What they think it says: “Happy Christmas from all the team”
How customers could see it: “Who ARE these people?”
0D (As Good As): We’re Not Sending Cards…
The ‘We’re Not Sending A Card’ Email…. “But We Are Donating To Charity”
What they think it says: “We’re a caring company, honest”
How customers could see it: “If that’s the case, why not do both?”
The ‘We’re Not Sending A Card’ Email…. “We’re thinking of the environment”
What they think it says: “We’re environmentally friendly, honest”
How customers could see it: “Clever – good excuse!”
1D (Better Than): Branded, Animated Emails…
The ‘Funny’ Email Showing Your Team….
What they think it says: “We’re breaking the pattern and being different”
How customers could see it: “It’s good, but I have seen it before with someone else’s face on it”
2D (Dramatically Different): Branded, Animated Personalised Emails…
The ‘Funny’ Email With A Personalised Message To The Individual
What they think it says: “We’ve done this for you”
How customers could see it: “That’s great – thank you”
3D (Dramatically and Demonstrably Different): A Personalised Handwritten Card In The Post…
The Card With A Personalised Hand Written Message Signed By People You Know
What they think it says: “Happy Christmas – we value you as a customer”
How customers could see it: “Happy Christmas – you really do value me as a customer…. you took the time and effort to demonstrate that – thank you….. That’s lovely, I’ve not had many of those this Christmas… I’m ‘delighted’…..You clearly care for me as an individual…. Why haven’t others done that?”
Don’t write off the old fashioned ways – it’s a great way to create ‘Customer Delight’. Yes, it takes time, it takes effort and it costs money, but in a world where we are being bombarded with emails, tweets, posts, texts, a handwritten card is ‘Dramatically and Demonstrably Different‘ – surely your customers (or even your ‘key’ customers’) are worth that?
So, what are you going to do to ‘Demonstrate‘ you care about your customers this Christmas?
