’Tis the Season to Keep It Simple
These marketing “extras” are necessary, yet as with everything, timing is a huge factor. In order to maximize the impact of a greeting-card business opportunity for an end-buyer, work with season, not against it.
According to Boyer, mailing Thanksgiving cards instead of the typical December greetings is a good way to get noticed. “A card received in November will stand out in the crowd of cards that arrive for the December holiday[s],” she said.
An early mailing date isn’t the only way to get a jump on things. Manufacturers and distributors can avoid some of the scramble as the season snowballs by promoting product lines early, and presenting them often. This is the first big holiday push for ImpressionZ, but Johnson has already observed the importance of the sensory experience when selling handcrafted cards. “Show them, show them and then show them again,” he advised. “Once [clients] touch and feel [the cards], they’re sold.” Martin also stressed the importance of visually marketing a selection
And like those enviable holiday shoppers whose gifts are wrapped and ready to go in September, Boyer suggested early ordering. “Many distributors request our holiday card line in March,” she explained. “It is a benefit to their clients and any business to order early before the busy holiday season. Having their holiday cards signed, sealed, addressed and ready to send by mid-November makes a hectic time of the year easier to handle.”
If only the rest of the holiday season could be as simple as preparing its promotions.