New Year Greetings for Clients: Why It Matters and How It Works
While some business owners view holiday client outreach as unnecessary or even intrusive, maintaining such contact is proven to boost sales. Acquiring new clients is far harder than securing repeat business—yet most marketing efforts focus on the former. The upcoming New Year (or any holiday) presents a perfect opportunity to reconnect with past clients and strengthen relationships.
Though the business season is just beginning, now is the time to plan holiday greetings for clients and partners. Below, we break down how to prepare effectively and execute this marketing tactic with tact.
Start Preparing Early
The key to successful holiday greetings is early planning—ideally by September or October. Reasons include:
- Curating recipient lists and selecting gifts take time.
- Production and delivery face holiday-season delays (overloaded couriers, early vacations).
Case in point: Our firm once ordered branded gift bags that arrived on December 29—after we’d already distributed gifts in generic packaging. The lesson? Always build in buffer time for logistics snafus.
Who to Greet?
Not all contacts warrant equal attention. Prioritize:
- Past clients: A low-pressure way to reignite dormant relationships.
- Current clients: Strengthen loyalty—ask for feedback or simply check in.
- Key prospects: If the relationship is warm, a holiday gesture can nudge them toward a contract.
- Business partners: Cross-referrals between firms (e.g., niche legal practices) are increasingly valuable.
- Vendors/contractors: If budget allows, acknowledge their role in your operations.
Pro tip: For top-tier contacts, pair gifts with a personal call or visit. Avoid business talk—simply mention you’ll follow up post-holidays.
Gift Selection
Do’s:
- Original, useful, or edible items (e.g., gourmet hampers, event tickets).
- Charitable donations in the recipient’s name (a growing trend).
- Subtle branding—if any.
Don’ts:
- Cheap branded stationery (pens, notepads).
- Over-branding luxury items (e.g., crystalware).
- Sticking your logo on third-party products (e.g., slapping a label on premium chocolates).
- Gifts tied to gender/age stereotypes (unless you know preferences).
- Calendars (unless exceptionally unique).
Bonus: Creative gifts may earn free social media exposure when recipients share them online.
Budgeting
Typical gift tiers (including packaging/delivery):
- Junior staff/vendors: ≤2,000 RUB
- Mid-level managers/partners: 4,000–6,000 RUB
- Top clients/strategic partners: 10,000–15,000 RUB
Example: Greeting 100 contacts could cost ~535,000 RUB. While not insignificant, this investment fosters goodwill critical in trust-driven industries like law.
The Bottom Line
Holiday outreach isn’t about transactional gestures—it’s authentic relationship-building. Personal interest, not pricey presents, leaves the lasting impression. As the legal market grows more competitive, a timely "happy New Year" might someday yield an unexpected opportunity.
Source: Pravo.ru
