Branding the Holidays

Hi Antony, If you were watching TV around the middle of November, you probably noticed the first commercial for Christmas shopping. And if you’re like me, you said, “Are they kidding? They’re selling Christmas already? It seems to get earlier every year.”

In certain industries, where over 90 percent of all sales are between Thanksgiving and Christmas, the push to sell Christmas—branding the holidays—is a necessary evil. If retailers don’t make a profit within this time period, they could be out of business.

If you want to leverage your business by promoting an association with the holidays, you’d do well to keep one of my favorite expressions in mind:

You don’t have to be outstanding, but you had better stand out!

Some companies do a fantastic job; they really stand out during the holiday season, and they do so in a stylish way, without offending any religious groups.

• No one does it better than Hallmark. Not only are the products great, but Hallmark is the number one brand in the greeting card market, which of course means that it gets a premium price for its products. I’ve mentioned in previous editions of BRAND NEWs that the “best brands get the best customers,” and Hallmark sure does that!            It leverages the heck out of the holidays, but it softens the crassness by making sure that Hallmark also has a continuing presence all year long in many other ways—for instance, Hallmark Theater on television. During the holidays, though, Hallmark promotes its products in such a way that we may feel it represents the “real feeling” of the holidays. What a class act—is there any doubt that Hallmark will continue to be number one in the card business for years to come?
• Coca Cola, the number one package goods brand in the world, owns the image of Santa Claus, St. Nick, Father Christmas (as he’s called in England), or whatever else you call that jolly fat guy with the white beard and red outfit. The holidays would not be the same without that visual. But again, Coke is the number one brand in the world, and the company doesn’t take that position lightly. There is a responsibility that goes with the territory, and it’s clear the company is well aware of it.                                                                                             What a great job they’ve done over the years—retailers want Coca-Cola displays in their stores, especially over the holidays. What a difference that is from other products and during the rest of the year, when retailers expect to be paid for promotional placement.

 (OK, Coke and Hallmark are the big guys; they already have the brand awareness. But what about the rest of us?)

How can you—or should you—leverage the holidays?

Some of you may think that leveraging the holidays, as part of your brand’s communication activities, is not the right thing to do—and that is your choice. Or you might want to jump into the promotional arena during the holidays, but it’s so crowded that it could be too expensive to compete.    Still, your competition could take advantage of the opportunity, even if you don’t.

What to do? It really depends on your business category. For instance, if you are in the frozen or fresh-baked apple pie business, it’s an obvious choice to promote sales for the holidays, beginning with Thanksgiving.

That, then, is the first decision: Do you need to compete at this time of the year?

If you do, then make sure you create an impression that will draw the attention of the target audience. Don’t take half measures; that just won’t work. You need to stand out! If you can’t afford to create a whole campaign, then it could be advantageous to “piggy back” on existing programs or even charities. This will help reduce costs and help you to gain awareness through association with a bigger program.

You also could bring it down to a smaller level; for instance, in the way your phones are answered. When my company was called Sims Freeman O’Brien, everyone knew it as “SFO.” So during the holidays, our incredibly smart and funny receptionist answered the phones by saying, “Ho-ho-ho! It’s SFO.” Everyone loved it. You see, you can leverage the holidays without having to put on a big campaign. It’s all about the attitude and culture of your company. Why don’t you ask your employees or your workmates for holiday suggestions that would be fun, inexpensive, and create a great impression?

Charity really does begin at home!

During the holiday season, most of us think about spending time with our families and loved ones, just as we should. But there are millions of people around the globe who will not celebrate with food, drink, and gifts, as we take for granted in the United States.

Who is ringing the bells?

If you are lucky enough to visit any major City during the holidays, you will hear the continuous ringing of bells as you walk along the city streets. It’s the Salvation Army volunteers, often dressed in Santa outfits, who ring the bells as they call out good wishes and other Christmas messages. They do a wonderful job of encouraging people to part with some of their change to support those who need their help.

The Salvation Army is just one of hundreds of charities that ask for donations for those in need. I am a great believer in giving to this and similar charities. While I feel such donations are one’s personal business, I also feel that corporations should not necessarily keep quiet about their charitable contributions—in fact, go ahead and shout about if you feel so inclined.

I don’t expect that everyone will share my opinion on this, but I know from experience that charitable contributions can be leveraged in the marketplace, and I have worked on many during my career. Many companies are philanthropic, simply because it’s morally right to help those who are less fortunate. The other side of the philanthropic coin, however, is that charitable causes can be a huge marketing differentiator.

The use of charitable donations as a marketing tool is a huge way to appeal to mass markets of people. For instance, the Olympics are watched by millions around the world, and it’s important for companies that consider themselves world brands, like Coca-Cola, to be in this “borrowed equity” program. ( By the way if you don’t know what “Borrowed Equity means, please send me an e-mail) But the cost of participation is huge, not only in the commitment to pay a massive fee for exclusivity in a particular category but also in the additional amount that is spent in leveraging and communicating the company’s association with the Olympics through TV, print, or point of sale.

Companies at the other end of the corporate spectrum, however, can still make use of charities as borrowed-equity programs. For instance, UNICEF, the Red Cross, and the United Way are perfect examples of how you can get involved at very little cost of entry.

Some businesses have been extremely successful in leveraging their charitable associations as a core component of their business strategy and positioning. For instance, the Body Shop was founded on the premise that none of its products would be tested on animals. It also promoted its fair salaries for workers in foreign countries, where the products are manufactured, rather than exploiting foreign workers, as many corporations do.

I would suggest that you continue to give to the less fortunate but also consider the marketing opportunities that a charitable association can bring your company. It will send the right signals to your existing customers and will give you an opportunity to acquire customers who may not have considered you.

Remember, charity can begin at home—and it can give your company a huge marketing advantage, while helping those who are less fortunate.

Have a wonderful holiday season. Best wishes from the Sims family to yours. And as my mother would have said, “When New Year comes, I hope you have a happy one.”

info@jacksims.com with any specific questions you might have!

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