Holiday Cards a Good Part of Your Marketing Plan

Are you sending out holiday cards this year? Many small business owners miss the boat on the opportunity to connect with current clients and reconnect with old ones at holiday time. Don't be one of them. But how do you decide what to send? The folks over at Hallmark Business Expressions have some advice for you.

It seems more businesses are opting to send elegant, religion-neutral holiday cards this year. Businesses are becoming more sensitive to the culturally diverse audiences they serve, and as a result, traditional "happy holidays" greetings are rising in popularity. "The purpose of a holiday card is to strengthen a relationship," said Marc Wagenheim, product development director for Hallmark Business Expressions. "Sending a card that doesn't assume a particular religious faith provides a way to wish good tidings without offending anyone." That's why the preferred business holiday greeting card is fast becoming one that does not reference a religious holiday. Last year, the most popular card in Hallmark Business Expressions' holiday line featured a snowflake design with a "Happy Holidays" message. Other best sellers are those with secular messages of joy and abundance, Wagenheim said. Popular images include elements of nature, such as pinecones, trees, deer, snow and cardinals. The most popular color? Surprisingly, blue. And, for those companies that want to be among this year's holiday card fashionistas, Wagenheim recommends penguins. "They're really in," he said. One card features a group of penguins sporting bow ties and reads: Just wanted to formally wish you a very happy holiday. That's about as humorous as businesses are willing to get when it comes to holiday cards. "Most of our customers feel humor is inappropriate and wouldn't send a funny card unless they knew the recipient very well," Wagenheim adds. Wagenheim recommends that unless a business knows the recipient's religious preference, it should send a non-religious card. "When mailing holiday cards to people of different ethnic or faith backgrounds, consider Thanksgiving or New Year's cards. If you do choose a holiday card, select one with a secular design and sentiment," he suggests. For those who still struggle, Wagenheim says ask for help. "Hallmark Business Expressions offers over 100 holiday greeting card designs. We can help you find the right holiday card with the right message and image," he said. "We even offer a variety of options to help businesses address, post and pay for holiday cards," he adds.