3 Reasons Why Your Business Shouldn't Snub Holiday Giving

It's still a recession.

Marketing budgets for 2010 are pretty much a wrap and wrapped very tightly for that matter. But let's talk about the tail end of 2009 or the holiday season and how what you give (or don't give) will affect your perceived image.

It's still bad all around for many industries (and individuals) but I'm here to give you guys some holiday snacking for thought. Holiday giving, in the form of money, services, time, or product is a must for any smart organization (and individual--you're going to see how these rules apply to one man or woman and how it can make them a cut above the rest).

You might say your business is not competing to become the Benevolent World Champion or with Mother Teresa, Ghandi, Santa Claus, or any other historical/fictional figure for that matter. You might not have the time or resources, sure as hell not the money, the list goes on...Why they are all legit reasons, Marketing Zero wants to take you on a journey where we look at the ghost of marketing past, present and future to determine why something that feels so good is also dead necessary.

Reason 1: It has a profundly positive--and often times underrated--effect on an organization's company culture. Often times, employees don't so much as change a company's environment as much become absorbed in it (especially in large companies and even so in small and medium companies). What better way to sail into the new year by giving your employees a purpose larger than the company and its core businesses? The benefit over time is a more positive work environment, greater comfort working on teams and a connection to the organization beyond their desk which equals a more valuable company workforce. KPMG employees delivered 22000 teddy bears and books to local charities in support of literacy and giving. This was done on a national scale and it was reported that at least some KPMG offices skipped their annual holiday altogether to support this project. Imagine motivating hundreds, maybe thousands, of employees to skip out on a swanky corporate holiday party to deliver stuffed animals and books to needy children? The level of giving is tremendous but the effect on the company culture even more so.

Reason 2: It's branding, branding, branding. An alcohol company that uses money on a "safe driver" campaign especially appreciated more over the holidays by those who may not have loves ones due to drunk driving (and the thousands of organizations worldwide appreciate the nod in their direction). And it doesn't have to cost money. With facebook, twitter, myspace, and other SocNets, it's virtually free. Many companies overlook the gigantic global network of social awareness organizations and just how many people they can reach by supporting a single cause merely by incorporating it into it's marketing. Whether it's a safe driving for the holidays campaign or an ad encouraging its customers/buyers donate to a coat drive, it helps to reach a huge network of people during a period of the year where the spirit of giving is more viable than ever.

Reason 3: Perhaps the most obvious reason of all is the fact that even the smallest amount holiday giving brings long lasting positive visibility to any brand. There is no such thing as too much positive visibility. You can never have too much and if you do, think of this "extra" positive visibilty as going into reserve and growing in value as time goes on for your company. This positive visibility is more liquid than you could ever imagine and can be converted into real money easier than one might think. The truth is many companies spend thousands and even millions of dollars each quarter trying to woo mega brands, media outlets, celebrities (many of whom could not care less), not to mention, tons of dollars go to lavish employee holiday parties even this economy. What would a little time, resources, and a few dollars toward holiday giving matter in the grand scheme of an entire year's worth of the aforementioned? While celebrities come and go, brands rise and fold, media continues to have the attention span of a small child, holiday giving--a small sector of corporate and social responsibility as a whole really-- increases in value.

-Danielle