Ah, ‘tis the season for the B2B Christmas ‘e-card’. The very phrase is enough for some to go straight for the shift-delete option in their inbox to be followed swiftly by a large schooner of sherry rather than be forced to look at another self-serving, humourless video clip. But I’m no Scrooge. I am absolutely fine with the addition of a liberal dollop of seasonal cheese. Here’s a perfectly decent example of cheesy (from a BMW dealership)- but it works! And after all unless I’m very much mistaken December is the only time of the year we can actually say with some conviction ‘Well, it is Christmas’.

Here’s a couple that I’ve seen recently that I think get it very right. Bite CP’s is more your lavish spectacular, a seasonal blockbuster if you will - whilst Avvio’s is a lovely little indie sleeper hit and no less appealing for that.

So some very simple do’s and don’ts then for the online Christmas message (please let’s not call them ‘electronic cards’, last time I checked it wasn’t 1997!) • Do please try and entertain. It wouldn’t hurt would it? It is Christmas after all.
• Do something 'personal'. For me sticking a video camera in front of the CEO to deliver a heartfelt message is actually better than a homogenised, off-the shelf CGI snowman.
• Don’t buy some generic video and stick your logo on it. Stop that at once.
• Don’t pretend you’re doing something ‘electronic’ because it’s an environmentally-friendly option unless you can back it up.
• Don’t bother if it says nothing about you or what you stand for. Well here’s a great opportunity to 'humanise' your brand.

Like every single piece of marketing you put your name to, ‘Acceptable’ and ‘Fine’ really won’t do. I have a hunch your customers deserve better. Christmas is not an excuse to be lazy. So once more...and this time with some feeling please!