By Rhonda Abrams
Gannett News Service

In my company, we've just finished an annual ritual - placing our holiday card and gift orders. Every year, I send dozens of gifts and hundreds of greeting cards.

But yesterday, I was asked, "Why send gifts or cards?"

Like most small businesses, we don't have a big marketing budget. The money we spend on gifts and cards represents a meaningful percentage of our total marketing dollars. It not only takes money, it takes staff time.

But I know the best businesses are built on relationships, not just transactions. Most of us do business with the same customers and vendors repeatedly. And the holidays are the traditional time of the year for gift giving.

Keep your name fresh

Sending greeting cards is not only a way of showing someone you remember them, but it's a way of keeping your name fresh in their mind.

• Whom should I give gifts?

Start with the obvious: Send gifts to your important clients or customers. Next, include referral sources - after all, they send business to you. Colleagues and industry associates might also be appropriate.

I also send gifts to some of my key vendors.

• What kind of gift should I give?

This depends, of course, on who the recipient is. You might have a few big clients or referral sources deserving a substantial, personal gift.

Keep it simple

But we're a small business, and our gift budget is limited. I send the same gift every year - See's chocolates.

Many of my recipients tell me they look forward to getting this excellent candy every year. I initially ordered See's because it's something I like.

A better choice is something with the name of your company on it. If you can afford it, send something the recipient is likely to value and keep - a desk clock, a carry-on bag, a wooden box with candy inside - imprinted with your name.

• What kind of greeting cards should I send?

I send a greeting card that has a calendar as part of the card. Each year, I choose a design that isn't too "holiday," so the recipient can put it up on their wall and keep our company name in front of them throughout the year. Another choice is to send an imprinted calendar instead of a greeting card; the price might be fairly comparable.

Send "Season's Greetings" cards, not Christmas cards, and keep the sentiments non-religious as well.

Because many businesses display the cards they receive, you might want to consider selecting a card that allows your company's name to be seen from the outside if it's tastefully done.

Finally, consider sending Thanksgiving cards. They arrive earlier and stand out more than Christmas-time cards.

And what better time to say "Thank you" than Thanksgiving?

Rhonda Abrams is the author of "The Successful Business Plan: Secrets & Strategies" and the president of The Planning Shop, publisher of books and tools for business planning. Register for her free business planning newsletter at www.PlanningShop.com.