I know, I know. Nobody wants to think about Christmas and all the other winter holidays in July.

Does it help any to know that we have to have all our card designs ready by May each year? Each year in April, The Bosses bring in Christmas music and a Santa hat for Poor Kendra (Design Goddess). Each year, they hope all the “atmosphere” will prove inspiring. It’s like pulling teeth.

But we have to think ahead.

There are advertising deadlines, print deadlines, and mailing deadlines. We also have to plan for Something Going Wrong.

So now is the time, my lovelies. You have time now. Plan your goals. Make your lists.

• Are you going to offer a special?
• Are you going to try and stand out from all the other holiday communications or are you going to focus on the shoulder seasons (Halloween/Thanksgiving and New Year’s/Valentine’s)?
• Are you going to contact all the people you’ve worked with for the last five years? Two years? Year? Or are you just going to contact your regulars?
• Are you going to send one message/offer on a postcard to regulars and another message/offer in a greeting card to your “special” clients?
• How many times will you contact clients this season and how? The marketing standard is that you should plan to contact people 3 times to get the maximum response. (You don’t send the same message word-for-word each time, though.) It’s also considered better to contact clients three different ways. eg: postcard, email, letter; or newsletter, email, schmancy email. Don’t stress out too much about these “standards.” You know what it takes to get a response from your clients.
• How long is it going to take to get everything ready? Work backwards.
  1. What is the deadline for clients to respond?
  2. How long will it take for a mailing to get to them?
  3. How long will it take you to address cards/envelopes?
  4. How long will it take to order cards with your message printed on them? How long will it take to receive them?
  5. How long will it take to get samples of cards (you don’t want to send cheapo stuff)?
  6. How long will it take to research costs and vendors?

As much as it pains me to talk about Christmas during the dog days of summer, it’s for your own good. And mine, too.

Now is the time to ask questions and float ideas by me. I have my Christmas music on and I’m feeling inspired.

All my best,
Eileen

Forecast: This Thursday will be my end of the month round up of fun and useful websites. Send in any suggestions that you think may be helpful or inspiring. Or a clear example of what not to do.