Every year is different. And 2020 is more different than most – so perish the thought of just reusing last year’s card design. Clichés are out and individual greetings are in. But how should you address the upheavals of recent months? And what do you wish the recipients, if not a happy holiday spent with all their friends and family?
For a challenge like this, you need an expert. We’ve done our research and drawn on elfish expertise to offer you these top tips:
1. Convey warmth and solidarity
The new Christmas Consumer Report from advertising platform Unruly shows that more than half of all consumers across the globe want a different kind of advertising this year – and that 30% are looking forward to the festive season more than ever. This year’s marketing should convey warmth, happiness and solidarity.
Holiday cards sent to your customers and partners are first and foremost an opportunity to thank them, but also a moment to present your company in the best possible light. So it’s definitely worth discussing the challenges we’re currently facing as a society. How can we remain close while keeping a physical distance? What projects and charities are offering support? And how is your company doing its bit?
2. Think logi(sti)cally
While it’s true that nothing beats a handwritten card, think carefully about whether it’s worth sending cards by mail this year. Will they get there in time? Will the recipients even be in their offices to receive them? If you’re not sure, opt for a digital greeting this year – especially as you may well be working from home yourself, making physical cards harder to organize.
3. Don’t (just) talk about COVID
One thing’s for sure: it’s going to be an unusual holiday season. But that doesn’t mean it can’t also be relaxing – so give the COVID chat a break. Mention it once and have done with it. Tackling the subject with humor doesn’t hurt, either. Just make sure there’s plenty of empathy and understanding in there as well.
4. Get to the point
As with all mailings, less is more when it comes to seasonal greetings – so keep it short. And only send a gift along with your card if you’re sure it’ll impress the recipient, not to mention being appropriate to your company and the current situation. Otherwise, stick with words.
5. Choose your words carefully
It’s worth taking a bit of extra time to draft your festive message this year. More than ever, it’s important to make sure that the tone is just right and that your message comes across. Are you sending greetings to business partners abroad? Watch out – the situation on the ground there is likely to be different than at home. To be on the safe side, check with a local language expert. They’ll know what’s going on and can give you tips on appropriate seasonal communications (not to mention the local traditions).
And if you’re still stuck for ideas, we’d be happy to put in a good word for you.
Cover image via Twenty20