Christmas Cards ‘Critical’ to B2C Relations Pitney Bowes Survey Finds Seasonal Sentiment Less Important to B2B Arena
A survey from mail and messaging specialist Pitney Bowes has revealed that 61% of UK marketers* believe the sending of Christmas cards is a critical relationship-building tool in the business-to-consumer (B2C) arena. This figure contrasts with that for the business-to-business (B2B) environment, where only 35% of respondents saw Christmas cards as critical to customer relations.
For B2C companies, the message is something of a wake-up call. At a push, consumers might expect a Christmas card through the door from the local garage or favourite curry house. But, traditionally, larger retailers have relayed messages of goodwill via advertising or shop displays. The Pitney Bowes survey stresses the importance of the personal touch.
Certainly, for many consumer-facing businesses, sending a Christmas card is easier than in the past due to the proliferation of loyalty cards which have captured the customer’s name and address.
However, the findings will raise eyebrows in many a B2B boardroom, where the giving and receiving of corporate gifts and the despatch of the corporate Christmas card has become as seasonally ubiquitous as the office party and tinsel-strewn monitors.
Stuart Bonthrone, MD Western Region, Pitney Bowes comments:
“It is the job of UK marketers to be ahead of the game when it comes to trends and market perceptions, so these findings deserve attention.
“Whilst the subject of Christmas cards might be seen as frivolous and a bit of end of year fun, the message behind the response is clear. Treat your customers with respect and as individuals or run the risk of losing them.
“The focus on Christmas cards, rather than festive sms or email alternatives, is significant. Clearly, the perception is of posted cards being a more personal communication, one where the sender has exhibited a little more thought and care over content, design and, perhaps, choice of charity. And a Christmas card is likely to last longer than an email or text message which, once read, will be quickly deleted.
“It is surprising to see B2C Christmas messages take on more siginifcance than B2B equivalents, yet it is worth noting that a third of UK marketers still felt Christmas cards were ‘critical’ to healthy B2B relationships. Certainly, choice of card and decisions on charity involvement are important indicators of brand direction and corporate social responsibility.”
Source: http://www.pitneybowes.co.uk/PressRoom/press_releases.asp
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