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Why Santa's Marketing Works Better Than Yours

Santa Claus Inc. is well and profitable, right through

recessions, depressions and just about any economic scenario.

The reason why his marketing strategies work better than yours,

is because he uses solid, dyed-in-the-wool psychology. He knows

he doesn't have to use new fangled techniques, when his simple

marketing has stood the test of time.

If you don't believe in Santa, you'd better change your mind,

because the fat man from the north pole rocks on and you too can

do the same if you stick to the basics. Find out if your product

or service matches up by reading the article below.

Jingle Bells, Jingle Bells, Jingle All the Way...

you go to the heart of Santa's marketing, the one word you come

away with is 'consistency'. Generation after generation have

been exposed to one brand, one message, and the same powerful

imagery. Just like Mercedes own the term 'luxury' and Volvo owns

the term 'safety', Santa owns the word 'hope'. Every kid worth

his Nintendo, hopes he's got enough points on the goodness scale

to justify a mountain of gifts.

Yet, most companies get tired of their own brand. They chop,

change and pour thousands (if not millions) of dollars into a

bottomless pit of mindless change. Take a look at McDonald's

advertising, for instance. McDonald's own the word family outing

yet their ads have been straying down the teenager path. Does it

make sense to consistently occupy one niche? You bet it does!

Families go out with their kids to McDonalds. These kids sprout

into budget-conscious teenagers that hang out at McDonalds. They

have kids and grandkids and guess where they all end up. At the

big yellow 'M', that's where!

Santa doesn't waver. His customers are kids. Like several

marketers, he might have been sorely tempted to enter the gift

market. With bad advice, he would have tried to get to

teenagers, adults and everyone. Can you see the magic still

working? Even the tiniest of niches is huge and niches have a

way of expanding by themselves.

At the end of the day, it's the consistency that takes the

jingle all the way to the bank. Too many companies lose focus

and give you seven reasons why you should buy from them. Santa

sticks to one: Be a 'good' kid or you can keep hoping!

You Can Spot Him in the Middle of a Crowded Sky

Do you know anyone who comes to visit on a sleigh in the middle

of the night? With reindeer and gifts? The reason why Santa

stands out so vividly in our memories is because he's different.

The postman does the same thing, but leaves without the flourish.

It's really important to work out how your marketing message

differs. Santa's core marketing term is not built solely on

consistent branding but also on a very hard-nosed

differentiation. Too much communication out there fits in with

what's safe. Customers have just one slot in their mind. You

have to enter that slot at such an obtuse angle that they

remember you for life.

Rose Richards runs Office Doctor. The term that set her apart

from all the rest of the administration crowd is the term, Small

business pain relief. Can you imagine your reaction when you

hear something like that? The human mind is intensely curious

and a marketing statement like that is pure bait. You want to

know what pain relief she brings and how she goes about

it-specially if you're the one in pain. That's only half the

story.

The construction of the message elevates her from simple number

crunching to brain surgery and makes her unique.

If you want differentiation you need look no further than the

guiding light of Santa's sleigh-- Rudolph, with his shiny nose.

Can you even remember the names of the rest of the eight

reindeer?

One very important point, however, is that the marketing message

isn't just different, but also customer-oriented. Rose takes the

clutter out of administration and Rudolph provides a beacon for

clearer navigation.

If you don't have a benefit for the customer, just being

different is going to get you nowhere.

Give and You Shall Receive

How many of you are out there networking like crazy? Trying

desperately to fill in your steadily depleting bank reserves?

You want, want, want! Take a look at Santa's style.

He's into giving first. If you probe deep into your mind,

you'll find the people you like best are those who have given

you their time, their money or their knowledge. You trust them,

and it's very hard to say no when they ask you for a favour in

return.

The deepest core of human emotions is fear. Every single product

or service, without exception, is sold on the basis of turgid

fear. The only known antidote to fear is TRUST. When trusts

struts upwards, fear banishes itself to penguin land. The more

you pile up the trust, the more you can do business.

Wouldn't Santa be able to sell you just about anything? Would he

be able to cross-sell and up-sell product? Santa could knock on

your door next summer and you'd be more than happy to have him

join your barbeque.

It's up to you to build up the trust one Lego block at a time.

Identify your clients and see what you can give them. It could

be information, time or even a chocolate covered scrumptious

cookie. It's the old 'What's in it for me?' theory. If you can't

find something calorie-ridden for their minds or bodies, they

won't want to see you.

Play Santa. It works.

He Knows if You've Been Bad or Good...

Heck Santa knows his customers. He even knows when you are

sleeping, or awake.Then, there's you. Look at your biggest

customer. What's her name? When is her birthday? Does she like

Indian curries or sushi? In curries can she handle hot or

medium? What does she think about you? What doesn't she like?

You're guessing for sure. You can't be dead certain because

you've been so busy looking at dollar signs that you've missed

the plot completely.

The reason why Santa's marketing works is because he intimately

knows your individual needs. If you want a drum kit, you get

one. If you want a Barbie, you don't end up sulking with a

xylophone.

Santa knows because he's interested in giving. To give, you have

to know exactly what the receiver wants or your gift is not

worth the packaging it's wrapped in.

Some people worry about invading personal privacy. Hogwash! When

was the last time you got upset because a supplier turned up

with a big chocolate cake (your favourite) for your birthday? or

with rare stamps for your son (because he loves collecting

stamps)?

Santa's invades our privacy gently and uses it to give, not to

take. That's why we don't mind it. The tax department on the

other hand, uses our information to take and therein lies the

principal difference.

Once a Customer, Always a Customer

Santa Doesn't Lose Customers. Period.

One of the primary reasons why he's able to achieve this amazing

feat is because he thinks of his customer's customer. His

customer is the kid, who in a few years gets a little wiser

about Santa and his customer's customer is the parent who has

the amazing power to get their children to be nice not naughty,

if only for a short while.

Since the concept works in their favour, they do all the

advertising. Without TV, radio or the internet, Santa's message

gets a grip on millions of kids around the planet. These kids

grow up and the marvel of Santa is handed down through the

generations.

While It's OK For Santa, How Would This Work In The Real World?

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Say, If You Sold Jeans.

Jeans West, a jean retailer, has several of the answers. I

needed one pair, but Stephanie (the sales girl) sold me two--not

by hassling me, but by gently reminding me I would get $20 off

the second pair. Then, with my purchase, she gave me a gift

voucher of $10, for my use or to pass on. They, also signed me

up for a loyalty program that offered to give me a 10% discount

if I purchased over $250 worth of product in the next 6 months.

This Is Effectively What Jeans West Did to Make Me a

Permanent Customer.

Step 1: The sales person asked the right questions to find out

my need. Step 2: She up-sold the product giving me good value

for money. Step 3: A gift voucher with a validity date, ensured

an additional purchase. Or even better, the chance for me to

pass it on to another person thus 'creating a customer' for

Jeans West. Step 4: Tying my fickle consumer head into a loyalty

scheme. They wanted me to stay with them forever.

Santa's steps may vary, but in essence he ties you into a solid

loyalty program that is near impossible to get off. It's

'customer get customer', rather than 'advertising get customer.'

It's cheaper and it works!

In conclusion here are the main points why Santa's customers

keeps coming back. These concepts may sound old, even trite, but

have been proven time after time to work well. Test them against

your company and brand to see where you can learn from the man

from the North Pole.

1) Solid branding: We're not talking lease here. Consistency is

the key. This applies everywhere from networking meetings,

advertising to any sort of communication that goes out. Keep

hammering home the same unique message and put it up front. The

weather changes all the time which is why we can't trust it.

If you must change, it's because your old message isn't doing a

complete job. I changed our first baseline from 'Recession proof

business principles' to 'Reactivating dormant business clients.'

The proposition was the same but the second line got 10 times

the response.

2) Differentiation: Santa knows he can be a courier with a

difference. You, too, can create your own legend. Nike used Just

Do It. Coke threw in the concept, Rum and Coke, indelibly

burning the word classic into our consciousness. Sameness is in

your mind. No matter how many brands exist on the market, your

product has a fingerprint of its own. You just have to dig deep

to find out.

3) Build trust by giving first. Life is all about sowing, then

reaping-but sowing comes first. If you don't give first, you

will only get limited results. The more you stop thinking of

yourself and focus on what the customer needs instead, the more

you are trusted. Business is all about trust. If you don't have

it, you're yesterday's soup.

4) Know your customer... Like you know the hair on your head.

Data collection and its optimum usage will get you right into

their minds and keep you permanently rooted in. Every time they

see you, they should think you are Santa coming to town.

5) Reactivate dormant clients They are all volcanoes. Sitting

there with the power to erupt mightily. Figure out who they are

and how you can work in tandem with them. Forget your product or

service. That's a given-- It has to be good. Find out the

'everything else' factor and you will keep them for life.

Like Santa does...

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