Marketing tips from unlikely sources - Father Christmas

It’s that time of year again.

That slightly manic, tinsel filled, calorie-fest that has us clapping with glee or longing for hibernation. Either way, it’s hard to escape the signs of Christmas – decorated trees, twinkling lights and the universally jolly figure of Santa Claus.

Who knew that timeless, present bringing character, was actually a black belt marketer ...

St. Nicolas? Father Christmas? Santa Claus? – think local, act global

No matter what he's called, he's globally recognized.  Across much of the planet you'll find a variation on the theme of Father Christmas, with a story to match, usually something country specific and always relevant to the present givers and getters.

• Your brand needs to be consistent in fonts, imagery, colour and tone if your customers are going to notice and more importantly recognise and remember you 
• Create a story for them.  Make it simple and easy to share 
• Be in tune with your local market.  What do they want and need?

Ho Ho Ho

Father Christmas the brand, stands for something. Ask any child who Santa Claus is and they’ll immediately talk of gifts and happiness and good things (although the odd few may be terrified).

• Do people have an emotional connection to your brand?  
• Which images spring to mind when they think about your company?
• Does your business have a personality which appeals to the audience it's trying to attract?

Santa Claus is everywhere

He’s on Christmas cards, you can visit him in stores and he can even send you a personalised video from the north pole.  Decades may pass, but Father Christmas has evolved to stay relevant to each new generation and makes sure you can find him wherever you look, throughout December and worryingly beyond.  He rocks omnichannel!

• Make sure your customers can find you wherever they currently look for information (across social media, in print and in person)
• Partner with other brands and influencers to increase your reach 
• Be involved with relevant third parties, to show your understanding of the market and the choices your customers face

He only visits once a year

I swear I heard sleigh bells every Christmas eve, when I was a child. Anticipation is a big part of any experience and having to wait all year to see if you get what’s on your list, is quite a build up.

In this age of instant everything, making your customers wait is no bad thing, as long as you deliver something of value (in their terms) at the end of it.

• Have you mapped your buyers journey from information gathering to sale?
• Do you know how long your typical sales cycle is?
• Does every part of your sales process, reinforce your brands reputation (for better or worse)?

He’s going to find out who’s naughty or nice

Santa Claus knows his customers and doesn’t treat them all the same way.

• With free analytics there are no excuses for not knowing your audience 
• Use social media to eavesdrop on topics, conversations and ideas
• We all want personal service and having a real customer relationship always pays dividends

Santa delivers on his promises

Year after year those wonderful Elfs hit the mark in fulfilling requests. Santa always delivers - supplying what was asked for, on time and to schedule.  It’s why his brand is trusted and his followers are loyal.  It probably also helps that Santa’s main audience is unlikely to call north pole customer service if things go wrong.

The magic that changes buyers into loyal customers, happens when they experience your product.

• Does it live up to expectations?  
• Do you make buyers feel so great about spending their money with you that they immediately join your marketing team in spreading the word to friends and family?  
• Delight your customers, exceed their expectations, not just once a year, but every time and watch your fan base grow

Best kept secret

There are various accounts of how this Christmas figure came into being, but ultimately he was created to capture imagination and unite an audience in the big conspiracy.

Surely there is no greater form of customer engagement than participation.  The success of projects like Kickstarter reinforce our need to feel involved and our love of supporting ideas that resonate with our own ideal world.

• How do you make customers feel like they belong to your brand?
• What could you do to keep your company in the customers mind, after the initial sale?
• Humans love best kept secrets and find it difficult to keep them - tap into these traits 

Merry Christmas!

P.S. The festive dachshund of joy is my dog Walnut paying homage. Hat models own.