Today we got a Season’s Greeting card and a December version of a company’s newsletter. Both are printers trying to develop non-print revenue by positioning themselves as value-added providers of marketing services like direct mail, personalized landing pages and multi-channel marketing.

So what’s the problem? What marketing professional wants to entrust their strategic initiatives to a firm who can’t even define and execute a strategy to get their holiday greeting to their constituency before the holiday? Maybe a few days late and we could blame it on the USPS, but 3 weeks is starting to push even that envelope. Even if this is due to the USPS, their timeliness is notorious and everybody knows it. Why not plan to get your holiday card in the mail December 1st so even if the USPS takes their sweet time, you’re still good?

Marketing… good. Shooting yourself in the foot… very bad.

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