Christmas

Why did I decide to become one of "Santa's Helpers"? First of all, I was already a Work at Home Mom doing desktop publishing and word processing, so I hoped that experience and equipment were no problem! Secondly, I was watching my two-year-old son's eyes sparkle each time we went shopping and saw the shiny lights and ""anta Claus trees"! Could I make a child 's eyes twinkle like that? I wanted to give it a try!

ASKING FOR ADVICE
Being a member of the WAHM (http://www.wahm.com) mailing list, I knew I could turn to those ladies for help! All I had to do was send out an SOS and my project was underway! Advice was received on everything from letter content to marketing to postmarking. I learned of the Professional Association of Santa's Elves (PASE) and was encouraged to visit their web site (http://members.aol/santasouth). I found yet another great group of people willing to help in any way they could! The PASE web site contains a tutorial for people just getting started, many resources for paper, gift enclosures, and clipart, a message board, and much more. They also host a weekly chat on AOL. I was on my way to becoming a successful elf!

SHOPPING FOR SUPPLIES
It was mid-October so I was ready to get started. The first thing I did was go shopping for supplies. There are lots of resources for Christmas stationery. On-line paper suppliers are plentiful; I requested many catalogs. Local office supply stores and discount stores offer several choices. I looked for at least two types of paper, so letters to siblings would be unique, and I also wanted Santa's picture to be on the paper. I was a picky elf! Remember to shop around at the after Christmas sales for great bargains on Christmas stationery for next season!

Envelopes can be found in red and green. However, my advice would be to stay clear of the colored envelopes, especially red. Red envelopes can slow down processing at the post office. Some stationery comes with matching envelopes. Another option is to purchase white envelopes and decorate them with clipart. I had a color printer and scanner, so this was my choice. I simply scanned the image from the stationery, copied it to the envelope document, and I had a matching set! Of course, there are many ways to use clipart or stickers to decorate the envelopes as well. Different sizes of envelopes can be used. I used the regular #10 style, but many elves use 6" x 9" or even 9" x 12" catalog envelopes.

I hadn't considered the idea of enclosing gifts until I visited the PASE web site. Wouldn't that increase my product appeal? My customers would be getting more for their money. Oriental Trading Company (http://www.oriental.com) carries a broad range of small gifts that can be bought in quantity. I purchased an assortment of gifts to appeal to several age groups. First Christmas ornaments were on clearance, so I stocked up! Enclosures can also be handmade. Items that can be created on the computer are bookmarks, door hangers, coloring pages, and even magnets. Crocheted or hand-painted Christmas ornaments would be special! Envelope size and postage costs should be taken into consideration when deciding upon enclosures. Take a sample envelope, with paper and enclosures, to the local post office and have it weighed so there are no surprises on deadline day!

MARKETING OF PRODUCT
Spread the word! I designed my brochure as an 8 ½ x 11, front and back flyer. The front included a description of the product and ordering information, and the order form was on the back. I decided on an order deadline about two weeks prior to Christmas to insure delivery by the holidays.

Shop around at local copy centers to find the best price for duplication of the flyer. After getting 500 copies of my flyer, I hit the road! I visited the local day cares and preschools, and they were very helpful in distributing flyers to the parents. I also left flyers at local discount stores, and the rest were distributed to friends and family.

I carried flyers with me in my bag and in my car, so I could have them available for everyone I met. Leave flyers at places frequented by parents and children. I did not place ads in my local newspapers, because this type of advertising can be pretty expensive. I use local newspaper ads for other business endeavors, but haven't had much response from them. Word of mouth is my cheapest and best marketing tool!

John Cloos, member of the board of directors of PASE, is often quoted to say, "Market 24/7". John is a very successful marketer of his business endeavors and he suggests, "Santa Letters is a business, and like any business needs to be marketed. Marketing means to first determine who your prospective customers are, then you have to direct your advertising (flyers/brochures, etc.) to them. Unfortunately there is no 'one size fits all' approach to marketing different products, and different areas will all require a 'unique' approach, but the bottom line is this: Get the word out! Let people know about you and your product! Look around, check out billboards, newspaper ads, flyers in the mail, etc. Ask yourself, 'How would that help me sell?' Or how could I do it better? Marketing is a 24 hour a day, seven days a week project, so remember Market 24/7!"

DECISIONS ABOUT POSTMARKING
I discovered several options when it came time to consider postmarking. First of all, if letters are prepared well in advance, they can be boxed up and shipped to "North Pole, Alaska." The U. S. Postal Service web site (http://www.usps.gov) gives complete instructions on how to do this. Request that the Post Office hand cancel the letters and forward them to the recipients.

I knew this would make my letters more "authentic," but I felt uneasy shipping my letters to Alaska to be postmarked. What if the children didn' t receive their letters on time? I talked with other elves about this dilemma. Another option was to buy a rubber stamp with a Santa postmark. These are available at stamping shops and on-line stamp suppliers. I decided to use a postmark graphic available from PASE. I downloaded the graphic, changed the Santa face to make it unique, and then copied it directly into my envelope document. Just make sure the graphic is printed well to the left of where the stamp will be placed. Checking with the local post office is again a good idea!

WORKING ON LETTERS
Before the first orders start arriving, a lot of preparation needs to be done. Remember that personalization is what sells this product, so several basic letters will be needed. I wrote three basic letters and then a special letter for unborn children, first Christmas, and toddlers. Other elves are usually willing to share some samples to help get the creative juices flowing.

I set my letters up as mail merge documents in MS Word. Of course, any good word processing program can be used. After setting up my letters, I placed them along with all the samples and macros I had gathered into a binder for quick reference when doing the final personalization. Again, I wanted children to feel that Santa had written just to them!

The database for the customers should also be set up ahead of time. Allow plenty of time for testing the mail merge procedure. I used my own family members to test and practice my letter writing techniques. If the mail merging works well, the letters can be composed more smoothly and accurately once the orders start coming in. I used Microsoft Access for my database design. There are many other good database programs that can be used efficiently. Of course, each letter can be written individually without using a database. The task is much simpler, however, when using even a simple mail merging procedure.

The database can also be used to compile mailing lists for potential customers in the future. I did a thank you letter and survey to the parents after Christmas, and will use these names for future mail outs about other desktop publishing services I offer. Repeat customers are the best kind!

ARRIVAL OF ORDERS
I was ready to write letters! My first two orders came in the mail on November 5! I didn't expect to receive many orders before Thanksgiving, but I averaged from three to five each week until my deadline on December 8. I even received nine orders the day after my designated deadline! Don't wait until the last minute to start working on the letters. I found that working on six or seven at a time was much easier than letting them accumulate.

ACCOMPLISHMENT OF MISSION
By the end of the season, I had written to 67 children! This was definitely the most fun project I have undertaken, and I hope I made some little eyes sparkle! One final thought: always remember to do some freebies, especially for family, friends, and anyone that helps out with the project. That's what the season is all about, right?

I consider my Santa Letter business a success! These techniques and tactics worked for me, but of course, they are not all inclusive. Different techniques may be needed in various areas of the country. I enjoyed helping Santa write his letters, and evidently I did a pretty good job. He gave the Easter Bunny a good recommendation, and I've now become one of his newest helpers!

About the Author: Tammie W. Hardin owns and operates "Designs by Tammie", a home-based desktop publishing business. Her website is http://www.webmoms.com/designsbytammie. In addition to Letters from Santa, she designs wedding and special event programs and invitations, birth announcements, brochures, newsletters, resumes, and Letters from the Easter Bunny. She is happily married and the proud mother of a 2½-year-old son.