If you're one of those P.C. Grinches that doesn't want to hear anything about Santa, than this piece isn't for you. But for all those of you who want to find a lesson in marketing through the spirit of Christmas, read on.
I don't care what you may or may not celebrate. My hope for each and every reader today is that they can take some basic core information about people and understand the impact that a little good will towards men can have when it comes to marketing.
It's Better To Give Than To Receive
We don't really think Santa does it all for the cookie, do we? I mean, come on - the guy gets billions of them. No, Santa gives because it feels good...AND it helps build his brand. The marketing lesson here is clear. Provide value...constantly. Establish yourself as the expert at what you do by giving and giving...and you may just end up receiving.
Take Time To Get To Know Your Customers
Santa reads each and every letter. He knows what those who believe in him want and he rewards them for it. He interacts with his customers on social media and he also uses smart lists so he can understand who is following him, how they are interacting with him (are they writing old fashioned letters or are they tweeting at him?) and he makes decisions based on that knowledge.
Be Filled With Joy
It's impossible to think of Santa and not think of joy. Customers want to do business with people who are pleasant to do business with. Are you constantly whining about how bad business is or how tired you are? Nobody wants to hear it. Don't just put on a smile...live that smile and distribute joy freely and abundantly.
He's Got a Story To Tell
Santa has the coolest freaking brand on the face of the plant. The man has branding DOWN. You know who he is, who his staff is, what he does and how he operates. He's such a good storyteller, in fact, that he doesn't have to do it. He's got billions of people telling his story for him. Your marketing lesson? Know your brand and don't just teach it - help others to live it and breathe it for you.
He Knows If You've Been Bad Or Good
Yeah, yeah, yeah - it sounds big brother. Get over it. Santa knows your surfing, shopping and buying habits and taps into that to give you EXACTLY what you need. It wouldn't be good for Santa's business if he wasn't personalizing the experience. Think about how long the return line is at Target the day after Christmas ALREADY. Can you imagine if Santa stopped paying attention?
He Knows How To Reach Us
It always blew my mind that Santa knew the following: A) What time we're hitting the sack. B) That the chocolate chip cookies are the best out of all of them. C) How the heck to get into a house with no chimney. D) That you can't forget the batteries.
He's the expert at knowing the best way of delivering the right gift (message) to the right person at the right time.
Everything is Trackable
Billions of gifts. Deliveries all over the world. And one tight timeline. How does it pull it off? A process. The big man works with Norad so that you can track him, and unlike the USPS - he makes sure to not leave your packages sitting out in the rain when the covered porch is just five feet away (sorry - I needed to vent). Santa has a process for everything and it's the key to success.
And so from our team at The Silent Partner Marketing to your team at wherever you are...we wish you a peaceful, joyful and blessed Christmas.
For those of you who are insulted that we wished you a Merry Christmas? Looks like you're on the naughty list.
I'm off to wrap some presents.
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