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What Santa Knows About Marketing
What's that ringing sound you hear at this time of year? It's the sound of store registers ringing up the sales generated by Santa Claus. Just because he's old, overweight, long haired, unshaven and dresses funny, don't overlook his marketing...
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Marketing Lessons from Santa
If a nonexistent man can change the world and millions of
people with a message of joy then his marketing plan surely
works. Right? Then what has Santa been doing right all
these years that we can learn from?
Santa’s message is short--joy. His target market--
children and the young at heart. When you think of name
Santa, you automatically associate it with giving, kindness,
thoughtfulness, joy, magic, and usually a lighter heart.
Yet, his campaign began long ago in another country with a
different brand. There have been songs about him, plays,
movies, and more TV shows than any other brand.
Let’s examine how Santa markets. Afterwards, let take a few
minutes and see how it compares to you. It is natural to
feel intimidated being compared to Santa, everyone feels
that way at first. First, kick the intimidation in the
"ass"ets. You can't compete and you don't want to.
Be inspired. Santa’s given you proof it can be done. Santa
looks invisible until you see the children’s eyes and
smiles. Even as adults, we set aside our worries and allow
joy in. And Santa does this without saying a word -- proves
the power of nonverbal communication. And let’s not forget
his profitability!
Santa uses a solid yet standard psychological system that
has stood the test of time and distance. His first main
marketing principle is consistency. For hundreds of years
he’s delivered one brand, one message and a powerful visual
image. It works for him, thus, it will work for you.
Consistency includes the ripple effect. Every one of your
contacts ripples the world. The tree that falls in the
quiet forest is heard.
Your message needs to be consistent everywhere in your
business -- voice service, web site, you're your shopping,
or sitting waiting for a bus. This means being consistent
24/7 and being whom you want to attract. It is walking our
talk. Consistency makes bank accounts ring jingle bells.
Take another moment, think of where you are or want to be
consistent in your business. Make a list of three each day
and the go make the changes. Check your e-mail signature
and tone, business card, and web site. Is it consistently
saying the one word that you want people to remember? One
uncomplicated word. People remember simple. KISS it --
keep it short and simple.
Like Santa’s "joy," what one word do you want people to walk
away with every time they connect with you or your business?
Mine is "inspired." It is the one word that I want everyone
to receive whenever they connect with me. What is your
word? This is a word that tickles your Twinkie and you want
it to ring bells whatever roof top it lands.
The word will have derivatives, like inspirational. If you
look up "joy" in the "Flip Dictionary" (Barbara Ann Kipfer),
its derivatives are: amusement, beatitude, bliss,
cheerfulness, delight, ecstasy, elation, enjoyment,
excitement, exhilation, felicity, festivity, gaiety,
gladness, glee, happiness, jubilation, mirth, pleasure,
rapture, satisfaction, and solace.
Santa’s second marketing principle is his ability to
leverage resources and spread his message. He provides the
message, doesn't wait until we figure out what to say, and
tell you exactly what he wants you to say to others. Give
others the tools to smoothly give your message away. People
appreciate having the "right" words.
Third, when you connect the word with positive energy it
becomes a trend. If you focus on the negative aspects then
it is a fad. Words connect feelings and energy and can be
rocky or smooth. Smooth is easier to share. Fads are
still important because they help with short-term revenue
and keep the trend alive and moving. Many toys are fads
placed inside the Christmas trend.
Let’s take a look at Santa’s hat, furry red suit and boots.
Do you know anyone who delivers their product on a sleigh,
with reindeer, and gifts in the middle of the night? Yet,
it’s made one heck of an impact in nonverbal communications,
hasn't it? The fourth Santa principle creating a
difference. Santa, like FEDEX, stands out with his delivery
system. The US mail carrier comes close but still misses
the mark. Yet, their uniforms don't compare, do they?
Okay, another "thinking" break. What
do you that is
different or makes a difference? Do you where a uniform or
deliver your products in some different way? What can you
do that would be simple, effective, and make a difference?
Create a list of small and large. How about your phone or
e-mail response rate? Maybe you only want to deliver one
way, by FEDEX or by hand.
Make a list of your customer contact points. What
difference can you make at those points that would make a
difference in quality to your customer? Sell ebooks, offer
a printed by mail version. How does your business card show
your difference?
Here is a KEY point to the difference principle never
mention. Shh...it’s our secret. The difference must also
be
customer-oriented.
Let’s brainstorm together. A professional organizer removes
clutter. They could choose the words: clutter remover.
Chuckle, similar to a trash remover. A coach could use
Rudolph as an inspiration. Like the red-nose reindeer, they
both provide a beacon for clearer navigation. Then isn't a
life coach a "life navigator". Both Rudolph and a life
coach also "lights the way for others." Chuckle, love to
brainstorm.
Fifth, Santa checks his list to see who has been naughty and
nice. Do you have a nice list? What puts them on your good
list or moves them to the naughty list? What are the
"gifts" for the people on the "nice" list? Create a
possible gift list, let your brainstorming powers jump all
over the place. How do you treat your list? Is it in a
shoe box or on the computer but not backed up? Do you stay
in contact with your list? How often?
Sixth, Santa gives first and then receives his cookies and
milk. Are you asking for the cookies and milk first?
Psychologically, people like people who first give their
time, money or knowledge. It sends the message, "Here I am,
let me show you why you want to trust me." Give and then be
a gracious receiver. Tell them whether you like chocolate.
2% milk or a Diet Coke with your cookies.
Know where the boundary is on how much you give so that your
energy doesn't change to anger. Even Santa has boundaries.
Stop now and create a list of gift possibilities. "What can
you give?" Give with an unchained heart, clear boundaries,
no attached expectations, and success will connect with you.
The seventh Santa principle is his loyal and life long
customers. Even though the relationship changes with his
customer’s age, his message of joy and good cheer remains
generation after generation. Santa ties you into a solid
loyalty program that people want to keep. His technique is
"customer create customer." Quite different from other
marketing messages of "advertising creates customers."
Deep breath, we coming to the close, how do your customers
create other customers? Leverage this resource. It’s
cheaper too. What happened to the customers that bought
from you this past year? What are your loyalty building
policies and procedures? None, then you need to focus in
and create one. Don't let customers fall of your sleigh.
Go strap them in with seat belts. Yes, Santa’s sleight has
seat belts now.
Okay, you're sold. You want to market like Santa. Did you
stop in-between each one, take notes, and know how you
currently stand on each of Santa’s principles? Are you
willing to play full out, as Santa does? Borrow Rudolph’s
nose and get some support to help light your way. Or borrow
one of the other reindeer and create a new direction?
Okay, find your Santa hat, sit down with milk and cookies,
spread your notes out and make your priority list and make
one decision. Which one do you want to tackle first? Which
one will make the biggest difference? Make a list of
messages with your one word that you want others to share.
Let my inspiration jump from my heart to yours. Then pass
it along to someone else to inspire again -- "customer to
customer" or in this case "reader to reader." Good tidings
to all and to all a good night.
About the Author
Catherine Franz is a marketing industry veteran, a Certified
Business Coach, Certified Teleclass Leader and Trainer,
speaker, author. You can subscribe to her award winning
daily marketing ezine -- Light Bulb Moment at:
http://www.AbundanceCenter.com.
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