It’s in the cards

Similarly, to choosing and providing a corporate gift, comparable consideration should be given to the decision regarding the provision of greeting cards such as the purpose for the greeting card, as well as what resources you may have appropriated to procuring this item. Always remember, whatever you choose to give, becomes a reflection of your brand. As such, if the greeting card is to be given to your clients, potential and existing, it is useful to ensure that the accompanying greeting card clearly demonstrates to the receiver that they are valued both to you and your organization.

An impactful greeting card has the potential to send a very strong message of relationship value. Additionally, it is useful to ensure that the cards are signed personally. In some instances, the sheer volume of cards to be issued may prove challenging to craft a personal message in each. However, it is not too difficult to perhaps ensure a generic message is printed, and to simply invest some time affixing your signature to each. I witnessed the Chairman of a Group of Companies invest two hours over a period personally affixing his signature to hundreds of greeting cards, simply because he wished to ensure that each of his clients understood the value he placed on their relationship.

It is also very important to understand and appreciate the value of cross culturalism in corporate culture. This simply means that we must recognize that perhaps not everyone in our listing may celebrate Christmas. As such, it may be considerate to utilize a more generic greeting such as ‘Season’s Greetings.’ This remains a decision that requires an abundance of thought, as a balance needs to be met between the appreciation of embracing diversity, along with embracing and celebrating one’s personal customs and beliefs.

I was asked recently how bold should a Christmas greeting card be, taking into consideration the existing corporate culture. Simply, just think how many greeting cards you receive during this period, and imagine receiving a greeting card that stands apart from the rest. Such a greeting card sends several messages including, that its sender is audacious, self-assured, willing to take calculated risks, and certainly seeking to stand out from amongst the crowd. Do not be afraid to choose a greeting card that stands out. If it is not offensive, and maintains a level of sensitivity to the occasion, I say go for it!