Marketing,Lessons,from,Santa,n marketing Marketing Lessons from Santa

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If a nonexistent man can change the world and millions ofpeople with a message of joy then his marketing plan surelyworks. Right? Then what has Santa been doing right allthese 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 nameSanta, 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 adifferent 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 fewminutes and see how it compares to you. It is natural tofeel intimidated being compared to Santa, everyone feelsthat 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. Santalooks invisible until you see the children’s eyes andsmiles. Even as adults, we set aside our worries and allowjoy in. And Santa does this without saying a word -- provesthe power of nonverbal communication. And let’s not forgethis profitability!Santa uses a solid yet standard psychological system thathas stood the test of time and distance. His first mainmarketing principle is consistency. For hundreds of yearshe’s delivered one brand, one message and a powerful visualimage. It works for him, thus, it will work for you.Consistency includes the ripple effect. Every one of yourcontacts ripples the world. The tree that falls in thequiet forest is heard.Your message needs to be consistent everywhere in yourbusiness -- voice service, web site, you're your shopping,or sitting waiting for a bus. This means being consistent24/7 and being whom you want to attract. It is walking ourtalk. Consistency makes bank accounts ring jingle bells.Take another moment, think of where you are or want to beconsistent in your business. Make a list of three each dayand the go make the changes. Check your e-mail signatureand tone, business card, and web site. Is it consistentlysaying the one word that you want people to remember? Oneuncomplicated word. People remember simple. KISS it --keep it short and simple.Like Santa’s "joy," what one word do you want people to walkaway with every time they connect with you or your business?Mine is "inspired." It is the one word that I want everyoneto receive whenever they connect with me. What is yourword? This is a word that tickles your Twinkie and you wantit to ring bells whatever roof top it lands.The word will have derivatives, like inspirational. If youlook 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 toleverage resources and spread his message. He provides themessage, doesn't wait until we figure out what to say, andtell you exactly what he wants you to say to others. Giveothers the tools to smoothly give your message away. Peopleappreciate having the "right" words.Third, when you connect the word with positive energy itbecomes a trend. If you focus on the negative aspects thenit is a fad. Words connect feelings and energy and can berocky or smooth. Smooth is easier to share. Fads arestill important because they help with short-term revenueand keep the trend alive and moving. Many toys are fadsplaced 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 adifference. Santa, like FEDEX, stands out with his deliverysystem. The US mail carrier comes close but still missesthe mark. Yet, their uniforms don't compare, do they?Okay, another "thinking" break. What do you that isdifferent or makes a difference? Do you where a uniform ordeliver your products in some different way? What can youdo that would be simple, effective, and make a difference?Create a list of small and large. How about your phone ore-mail response rate? Maybe you only want to deliver oneway, by FEDEX or by hand.Make a list of your customer contact points. Whatdifference can you make at those points that would make adifference in quality to your customer? Sell ebooks, offera printed by mail version. How does your business card showyour difference?Here is a KEY point to the difference principle nevermention. Shh...it’s our secret. The difference must alsobecustomer-oriented.Let’s brainstorm together. A professional organizer removesclutter. They could choose the words: clutter remover.Chuckle, similar to a trash remover. A coach could useRudolph as an inspiration. Like the red-nose reindeer, theyboth provide a beacon for clearer navigation. Then isn't alife coach a "life navigator". Both Rudolph and a lifecoach also "lights the way for others." Chuckle, love tobrainstorm.Fifth, Santa checks his list to see who has been naughty andnice. Do you have a nice list? What puts them on your goodlist or moves them to the naughty list? What are the"gifts" for the people on the "nice" list? Create apossible gift list, let your brainstorming powers jump allover the place. How do you treat your list? Is it in ashoe box or on the computer but not backed up? Do you stayin contact with your list? How often?Sixth, Santa gives first and then receives his cookies andmilk. Are you asking for the cookies and milk first?Psychologically, people like people who first give theirtime, money or knowledge. It sends the message, "Here I am,let me show you why you want to trust me." Give and then bea 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 yourenergy doesn't change to anger. Even Santa has boundaries.Stop now and create a list of gift possibilities. "What canyou 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 longcustomers. Even though the relationship changes with hiscustomer’s age, his message of joy and good cheer remainsgeneration after generation. Santa ties you into a solidloyalty program that people want to keep. His technique is"customer create customer." Quite different from othermarketing messages of "advertising creates customers."Deep breath, we coming to the close, how do your customerscreate other customers? Leverage this resource. It’scheaper too. What happened to the customers that boughtfrom you this past year? What are your loyalty buildingpolicies and procedures? None, then you need to focus inand create one. Don't let customers fall of your sleigh.Go strap them in with seat belts. Yes, Santa’s sleight hasseat belts now.Okay, you're sold. You want to market like Santa. Did youstop in-between each one, take notes, and know how youcurrently stand on each of Santa’s principles? Are youwilling to play full out, as Santa does? Borrow Rudolph’snose and get some support to help light your way. Or borrowone 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 makeone decision. Which one do you want to tackle first? Whichone will make the biggest difference? Make a list ofmessages with your one word that you want others to share.Let my inspiration jump from my heart to yours. Then passit along to someone else to inspire again -- "customer tocustomer" or in this case "reader to reader." Good tidingsto all and to all a good night.