If a nonexistent man can change
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 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 intimidation in "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 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 power of nonverbal communication. And let’s not forget his profitability!
Santa uses a solid yet standard psychological system that has stood 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 ripple effect. Every one of your contacts ripples world. The tree that falls in 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 go make changes. Check your e-mail signature and tone, business card, and web site. Is it consistently saying 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 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 "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 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 tools to smoothly give your message away. People appreciate having "right" words.
Third, when you connect word with positive energy it becomes a trend. If you focus on 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 trend alive and moving. Many toys are fads placed inside 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 middle of 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 mark. Yet, their uniforms don't compare, do they?
