Posted on | December 12, 2011 | No Comments
I’ll admit: I’ve come full circle. Fifteen years ago or so, I wondered aloud why so many PR agencies and companies still sent, through the U.S. Postal Service, holiday greeting cards. In those days we still got barrels-full of snail mail every day, and the far more efficient and green email was just beginning to be used. Toss. Toss. Toss. Toss. Keep. Toss.
A lot of people would decorate their cubicles and offices with the greeting cards, often those Kodak-picture jobs adorned with signatures and the occasional smiley face. But it seemed to me a much greener and cleaner thing to simply email us something. The medium was ripe for the pickins.
Now, 15 years later, the chickens have come home to roost, and it’s dreadful. If it can be, it’s even more soulless than the robo-cards of the snail mail era. In our leveraging of the medium to touch everyone, we really touch no one. It’s like getting back change in pennies.
In our industry, there are a handful of people who still send hand-written notes (Susan, Nanette, you know who you are), and they’re memorable for that act alone. Being memorable amid an unrelenting onslaught of messages is huge.
In a digitally cacophonous world, we need to redo this holiday practice. Even if it means touching fewer people and organizations, we should buy some cards, pull out a pen (preferably a fountain pen) and touch a few folks.