The Most Wonderful Time of the Year
How to master one-time holiday promotions and turn them into programs
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Season's Greetings
Greeting cards might fall into the one-time purchase trap, so Melinda Marr, vice president of sales for HotLine Products, St. Paul, Minn., offered a few ideas to take your greeting cards from promotions to programs. "Send a Thanksgiving card in November," she said. "This gives the opportunity to say 'thank you' for their past business and avoid getting lost in the high volume of greeting cards that show up in late December," she explained. Marr also suggested using a greeting card with a year-at-a-glance calendar so the card and calendars will stay in front of users for an entire year.
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Colleen McKenna
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