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
P.S. The festive dachshund of joy is my dog Walnut paying homage. Hat models own.
Fri, Dec 2 2016 01:30 | Awareness, Brand, Communication, Customer segmentation, Differentiation, engagement, Familiarity, Marketing Mix
|TCMA 2016 The Hub, Edinburgh|
Earlier this month, I was lucky enough to attend TCMA 2016, a two day event bringing together the great and the good of content marketing from around the globe. I could blog for years on the people who attended and the inspiration they provided, but I'll start with some tips worth remembering.
1. Being consistent in the content you create makes you unique, builds credibility and ultimately trust
2. Choose how you communicate to attract the audience who need you most
3. Spend more time thinking about how you'll distribute your content once it's produced
4. Create content that addresses problems with solutions, painpoints with remedies, questions with answers and rituals with ideas
5. Use predictive search to see what mainstream searchers are looking for. It shows demand and gives insight
6. Have a goal for every piece of marketing you create
7. When you make a video, treat the viewer like they've been a friend for years
8. Aim for visually pleasing on Facebook - the initial image will attract a viewer to watch more
9. Make the first couple of words in any content reiterate the search that brought visitors to it
10. Be transparent
11. Create Ebooks
12. Become the wikipedia for your industry
13. Commit to creating regular new content for your website and do it
14. Think about the words your audience might use in a google search and make your titles fit
15. Always tell people what they should do next. No call to action = no action.
16. Invest in good images and design. Perception is everything
17. Share every piece of content multiple times, in different formats for each platform
18. Hone your skills to do the right things in the most efficient way possible
19. Build a team around you to do specific tasks, so you're open to opportunities
20. Try running webinars - an hour builds trust and speeds the time to sale
21. You are not your customer. Serve your audience
22. Inject your personality to educate, entertain and inspire your audience
23. Don't sell the thing, sell the dream
24. The biggest missed opportunity is playing it safe
25. Engaging content is far more about brains than budget - show your passion
26. Be bigger, be bolder and aim for fanatical fans
27. Think like a teacher to deliver value (in your audiences terms)
28. Strategy is the plumbing of content marketing - where do you want to go?
29. Make life easier and you'll gain customers. Walk in their shoes.
30. Look for and dominate an unsaturated niche
31. Have an aggressive keywords strategy so Google only looks at you
32. Know who shares your content most and work on delighting them
33. 'I will never let you down' is a differentiator
34. It can take 3 to 5 years to create the awareness that results in sales - aim for reliable reach
35. User generated content is gold
36. Make your brand human
Valentines day looms again in all its heart shaped madness.
According to a recent survey by the Retail and Marketing Association, 53% of American women would end their relationship if they didn't get something on Valentines Day. Who are these people?! Would they really be so shallow as to dump their partners for not conforming to this marketing ruse?
Could it be that we're all getting so jaded by marketing overload, that we long for something to break the routine? The unexpected. The marvellous. The extraordinary.
Perhaps it comes down to the element of surprise, after all, even those who argue that they hate surprises, would be hard pushed not to feel touched when they discover there's no charge for their coffee, or their company has catered lunch rather than leaving them to starve through their midday meeting.
Simple acts of kindness make great stories. We share them. They shape our brand perception. They make an emotional connection with us that remains long after the event. Like the sweets that accompany the restaurant bill, every little unexpected joy makes us like your company more, turning us from happy customers into loyal fans.
It doesn't have to be hearts and flowers this month, but what could you be doing to surprise and delight?
They could have written no smoking in capital letters on an A5 card by the bedside.
They could have put a sticker on the back of the door with the familiar anti-puff sign.
It might have featured on the room key.
Instead, this hotel, turned a boring ‘thou shalt not’ into a humorous note, conveying what they need to, but in a way that also shows their personality and reinforces your choice of accommodation in the first place.
With so much information bombarding us every day, it's easy to ignore the details, dismissing the little things like the no smoking sign, rather than seeing it for the fantastic marketing tool that it is. Today I challenge you to look at the supposedly insignificant things that could add weight to your sell. Are they helpful, do then entertain or somehow emotionally appeal to your audience? Would anyone ever be inspired to blog about them?
This same hotel lobby bathroom -
I'd love to see your examples of great communication.