Christmas – Your key creative touch point

A touch point is a term often used to describe any opportunity a business has to communicate with its customers. We are all well aware of the traditional common touch points in advertising from print adverts in shop windows to direct mail through the letter box to short adverts on the television. However most touch points are formal and rarely is there the opportunity to break out of the hard sell strategy and into some informal creative marketing. The big question is are you going to wow your potential customers this year and build stronger relationships with your existing client base.

Informal touch points are a rare and valuable opportunity, there is no doubt that creativity sells and improves brand value but for most businesses, especially in B2B markets, these moments are hard to find and often not capitalised on. The unfortunate truth is that many businesses see Christmas is an awkward mid winter obligation rather than an excuse to show their creative side. Christmas is one of the few events you can guarantee will happen each year at the same time for the same duration, you have the best part of a month to communicate directly with all types of clients with whatever message you choose – there’s really no good reason to miss out.

So how can you get more out of Christmas and be more strategic, here is a list of tips:

  1. Avoid the hard sell – Never blatantly use Christmas to directly promote your business and products, this is likely to do more harm to your brand than good.
  2. Be creative and stand out – The majority of businesses send out generic card designs each year that show little effort or planning, show there’s more of a human side to your company and demonstrate how well organised you are.
  3. Add a personal touch – Genuine signatures and hand written cards show you can find the time to put special effort into all your customers.
  4. Support your brand – If it fits your brand be funny, be sophisiticated or be classy, creatively use your products and demonstrate your feel for style and quality.
  5. Show respect – Demonstrate an understanding for culture and tradition by celebrating the season without offending others religious views but still entering into the spirit of things.

Right now you should already thinking about Christmas 2009 as the time to plan for this year has already passed by. What will you be doing this year to stand out from your competitors?