Engaging clients over the holiday period can seem like an impossible task. Many are consumed with gift buying and family commitments and for others it’s the perfect time to unwind and get in some much needed relaxation at the end of a tough year. But getting your clients' attention over the holiday period isn’t impossible. Below are three tips for impressing your clients over the holiday season.
Show Some Personality
“A large part of your agency’s branding is about your personality: Are you laid back, family style agents, or smooth, quick talking professionals? Use it; the holidays are a great time to reinforce your brand’s personality” explains Malika James, AgencyBuzz Coordinator at Insurance Technologies Corporation (
ITC).
James advises insurance agencies to think of their business as a living, breathing person. “How would he say ‘Seasons Greetings’? Is he an edgy guy who’d throw bright colors and exciting video into his email?” she says. “Or, does he prefer a simple classic message? Maybe he’d put a tap dancing Santa in an email. Maybe he’d make your team sing a Christmas carol in an email. Your clients want to know this guy; your personality. Show them exactly who he is.”
Appeal to the Heart of the Season
Can you think back to a Christmas card you once received that you still remember today; a card that you kept long after the holidays were over? That card probably tugged on the heartstrings in some way. And that same human response applies to the way we make purchases, too: research shows that emotional response plays a greater role in buying decisions than ad content.
“Sometimes, a holiday message speaks to someone because it’s personal, sometimes it’s because the message is uplifting. Sometimes it’s because the imagery evokes good feelings; you are capable of doing all three,” James says. “You can send an email that has an uplifting message and touching imagery that is personal. Just think about the joy the season brings and tap into that.”
Here are James’ top tips:
• Be genuine, not cliché.
• Consider adding a personal story or idea related to the season. For example, the story of a family coming together for the holidays against all obstacles. Or, advice from your grandmother about gratitude and love.
• Use imagery that pulls at the heartstrings. Go by feeling. If an image gives you a warm fuzzy feeling, you’re on the right track.
Try Not Mentioning Your Products or Services
Throughout December your clients would’ve been receiving a constant flow of marketing emails trying to entice them into a special offer. It’s for this exact reason that you should try something different.
“Imagine receiving an email from a business owner. It’s a letter thanking you for your business and telling you what the holiday means to her; something so simple and honest,” James says. “Or, imagine an email that makes you laugh - whether it’s at the people inside of it or with them. It’s an email that makes you feel good and reminds you how much fun this time of year can be. That is the email your clients will remember and thank you for.”
“This holiday season, stand out from the crowd. Set yourself apart in your clients’ cluttered inboxes. A sincere, thoughtful approach to your agency’s holiday email will be more successful.”
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