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