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If you're a top-end B2B brand that sells its products/services at a premium versus others in the marketplace, then make sure your Christmas client gifts reflect and reinforce this positioning.  Receiving poor quality, generic cards/gifts can do more harm than good. If you're a premium B2B brand that wants to do things on the cheap, don’t bother - it'll do more harm than good.

 

The slower nature of many technical B2B markets means there are often times where there is not much you can communicate to clients and prospects. With this in mind, the festive period provides an ideal opportunity to send your contacts something that will keep your brand top of mind. Whether this is a fancy gift or a simple e-card, don't miss this chance to communicate. Furthermore, bearing in mind the conservative nature of many B2B sectors, use it as an opportunity to communicate in a fun, light-hearted manner that may reflect the culture of your organisation and put a smile on someone's face.

 

B2B projects normally involve several people on the service provider side and the buying group side. With this in mind, there is often a mad scramble to ensure all the team signs a card and that all the key contacts at the client side are covered. Plan. Plan. Plan. You do not want to send gifts to your client contacts at the last minute and then realise that you have missed off a key influencer or decision maker. And there is nothing worse then receiving a Christmas card/gift on that blue first day back in the New Year - it smacks of a very disorganised company. Not what you want to convey if you sell your business on your ability to meet deadlines!

 

Do not forget to tell your key stakeholders about your Christmas and New Year opening hours. With more and more businesses opting to have a shut-down, it is essential these are communicated well in advance to everyone via phone, email, direct mail, social media and of course on your website. This is particularly important when dealing with non-western markets that might not celebrate Christmas. You do not want you major Emirates-based client chasing you for a project update when you're tucking in to your Christmas leftovers! And make sure there is an answerphone service set-up when you're closed!!

 

For us folk in the B2B marketing and PR world, 2011 has been a tough year. Budget cuts, economic meltdown and currency fluctuations to name but a few. So if you’re having some time off this Christmas, then for goodness sake switch off. Do not check your emails, leave your blackberry/Iphone in the office and let your colleagues/clients know that you’re not available. Spend time with friends and family, have a tipple or two and enjoy yourself. Because you know what? In the New Year, it all starts again.

 

Wishing you a very Merry Christmas and a prosperous 2012 from the team at ramarketing.

Let's talk! Telephone: 07808 796 300 or email: raman@ramarketingpr.com