Sat, 05 Dec 2015 11:22:36 -0800
(And How Small Businesses Can Mimic Their Success)
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The holidays are one of the busiest times of the year for small businesses. A good marketing campaign during this season can make or break you. We’ve compiled a list of our favorite and best holiday campaigns ever run. So sit back, grab a cup of cocoa, watch some nostalgic Youtube clips, and learn how you can mimic their tactics.
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1. M&M’s “They Do Exist!”
Takeaway: Use relevant and appropriate Christmas icons. There are a multitude out there – Santa, reindeer, Christmas trees, wreaths, gingerbread men . . . and the list continues (oh hey, Santa’s list is another). Find one(s) that work with your business in order to associate your brand with the joy people get from Christmas time.
2. Coca-Cola “Polar Bears”
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Takeaway: Emotional appeal can be a powerful ally. These ads have ‘aww’ written all over them. They remind people about the importance of family and just tug at your heart strings.
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3. Krispy Kreme “12 Days of Donuts”
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Takeaway: In 2012, Krispy Kreme created an integrated campaign with new packaging, point of purchase signage, in-store displays, and QR codes to various landing pages and video clips. (Editor’s Note: Ha! Remember when QR codes were relevant). They kept to their brand standards and campaign-specific design throughout. Create a similar integrated strategy for your business. Use a system of levers & funnels that play into each other and maintain a similar look and feel.
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4. Target “Best Party Ever”
Takeaway: “We’re here to help you make your holidays easy, fun, and full of great ideas.” Target created a campaign where they helped people use their products. Giving customers new ideas where they can envision themselves using your product brings them closer to the sale. Featuring how-to guides are a great way to execute this.
5. Folger’s Coffee “Peter Comes Home For Christmas”
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Takeaway: Tell a story. But don’t only tell a story, tell a compelling story that people can relate to – . The look on mom’s face as she first sees Peter is extremely endearing. This story has been so compelling that this ad ran for almost 20 years.
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6. Macy’s “Believe”
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Takeaway: Altogether, Macy’s has raised million dollars for the Make-A-Wish foundation since 2003. Their “Believe” campaign is a large part of that – for every letter to Santa they receive, they donate . In true Macy’s fashion, they play to the spirit of Christmas while also benefiting a charity . . . and what’s better than helping kids at Christmas time? See if you can also find a charity tie-in during your holiday campaigns.
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7. Fruit of the Loom “The Rules of Underwear Giving”
Takeaway: How can you not laugh at this ad? Make sure you don’t forget about humor in your ads. In addition to helping create a positive association with your company, it is more likely to be shared on social media.
8. Toys R Us “Geoffrey’s Awesome Christmas Sweepstakes”
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Takeaway: Gifts are a central part of the holiday season (remember, it’s most likely the reason people are shopping your business at the holidays). People will be intrigued by getting something free. Toys R Us has done this multiple times, most recently with their “Geoffrey’s Awesome Christmas Sweepstakes”. The best part of this campaign? It has a grand prize as well as daily gifts in order to keep people coming back.
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Speaking of daily giveaways, have you about Cidewalk’s 12 Days of Christmas? Every day we’ll be giving away a new gift and 1 lucky small business will win 1 Year of Free Advertising.
Cidewalk’s 12 Days of Christmas
9. OfficeMax “Elf Yourself”
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Takeaway: Who hasn’t seen this on their social media feed? (Or played around it with yourself?) You’ll notice most of these campaigns have a social element, which in today’s world is extremely important. Maybe you implement this by asking people to post pictures with your product; or it could involve an online contest / game – the possibilities are endless given the number of platforms nowadays. A good social element can create more awareness for your business, which leads to more sales.
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So what do you think? Did we miss any of your favorites?
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