This time it’s personal
The kids are back to school.
The heating is getting switched on again.
My flip flops are in the cupboard. My bike is in the garage.
This can only mean one thing – Christmas will be here before you can say: ‘Ropey Sir Cliff Richard tunes being piped through the local shopping centre.’
If you are going to make the most of the Season of Goodwill. Start planning now.
I had a client meeting on Monday and top of our agenda was a review of the summer marketing and then plans for Christmas.
I’ve asked for my client’s permission to share the following and he’s cool with it. He said something really interesting: ‘knowing something doesn’t mean you’ll actually do something, just look at gym memberships.’
Here’s the four-point plan we put together.
- Tiered gifts. By that, and it might sound harsh but it’s true, some clients, contacts and suppliers are more valuable than others. So, we have three tiers of person / organisations we are going to give something to this Christmas – ranging from a card to a hamper to a donation to a charity of their choice.
- Charity Donation. Sounds corny but it’s a tradition with this agency and they get good press from it and a heck of a lot of local goodwill. £500 has been allocated and the search for the most deserving charity is currently taking place.
- A Christmas window display – A trick a lot of agents miss. A bit of Lidl tinsel wonkily blu-tacked to your window doesn’t qualify as a window display. This agent (ahem, with my advice) has plans in place to create a Disney themed window this year – because as any wise marketer will tell you – ‘when you get the kids’ attention, you’ll get the parents.’ (and in this case grandparents).
- Make it Personal – If you are in the practice of getting cards printed up with your branding, great. If you then get each office member to sign them, super.
BUT if you’re not taking the 15 seconds it takes to write the recipient’s’ name and a little message then quite frankly you’re an example of bad PR.
People like the sound of their own name, they like seeing it in cards. Could you imagine getting a birthday card from someone who didn’t write your name in it? What would you think of that person?
The point is this. We live in an age of personalisation. So, putting a name on a card is the bare minimum you should be doing. It’s piss easy.
The best bit of Christmas marketing I ever did started in 2015 when I sent out more than 50 personalised calendars to key contact, clients and prospects.
It worked like a dream. Lots of conversations, a few new clients and a lot of good will gained.
Why did the calendars work?
Well as mentioned people like stuff with their name on. When that stuff is on their desk 365 days of the year with your branding subtly featured you’re getting personal with them on a very sub conscious level
.
There are other options out there, loads, the key thing is to take the time to make it personal.
Thanks for reading and here’s to your next instruction.
Jerry
PS: If you want the name of the company I used for the personalised calendars I mentioned ping me an email and I’ll send it to you.
PPS: My new Volume of 30 articles for letting agents and departments is being released on October 3rd. It’s called Letting Agent Articles and is aimed at getting landlords (as well as a few tenant themed articles) to love your agency. It’s a sure-fire winner.
It will be sold on a strictly postcode exclusive basis as usual, and is first come first served, so if you want a non- committal first look at them 48 hours before they are released (my usual try before you buy) let me know and I will put you on the list.
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