As a marketing professional, I get a kick out of the cavalcade of corporate holiday cards that arrive in the mail each year.

For most companies, this is the only time of the year that they send their clients anything besides a product or an invoice. And for many of them, it pops up on the radar around November.

I can almost hear the internal conversations:
- let’s be religious…
- let’s be secular…
- let’s be funny…
and of course…
- let’s include a team photo

All of these are great topics to discuss, but there are two major problems with this scenario:
- it’s a month away
- they are discussing a ‘one-off’ marketing piece

Your clients are the lifeblood of your business, and even the very best Holiday card in the whole-wide-world can’t do it all. “Dear client, your business means a lot to us…and here is a bunch of other stuff you should buy…”

If you think you might fall into this category, here’s a suggestion; before the new year, make a resolution to create a marketing plan.

• Who were your best clients this year? How can I get more like them?
• How did you get their business? How do I repeat this?
• Consider industry events and seasonality when you plot the frequency and timing of your messaging.
• Make a budget.

It doesn’t have to be perfect (because it will most-likely change), but it does need to help you consistently deliver your message throughout the year.

Think about how you use email and networking. Write articles in industry publications, speak at events, try new tactics…but most importantly have a plan!

Then, next November…instead of panicking about a Holiday card, you’ll be improving your plan for 2011.