…and my chiropractor, my insurance agent and a business consultant with whom I’d worked many years ago. These businesses were smart sending an off-season mailing to get their customer’s attention.

It works. I’ll definitely go into my local Chico’s to redeem the enclosed $10 gift card. Of course, there’s nothing available at Chico’s for ten bucks, so their thoughtfulness benefits them by getting me into their store when I hadn’t planned to go and making a purchase I hadn’t intended to make.

I just finished writing about 100 ‘warmest wishes’ cards to colleagues who’d sent me holiday cards last December. I don’t want to get lost in the pile, so I respond in July when mine is the only hand-written, first-class mail in their box.

There is no call to action in my cards to my clients and prospects. It’s more a means for staying top of mind which is what marketing is all about–showing up with your message and hoping it matches a need.

I’m quite sure Chico’s doesn’t feel as connected to me as I do to my clients. But, in both cases we’re taking the time to acknowledge the importance and value of the relationship. And that’s worth celebrating any time of year.