01 Nov Have you Got Your Christmas Marketing Campaigns Wrapped Up?
The John Lewis Christmas TV ad has become as synonymous with Christmas as the jolly man in red and his band of elves – what a position to be in! Wouldn’t you like your product or service to be in the hearts and minds of your target customers during the festive season? The best place to start is with a kick-butt marketing strategy that makes your brand croon like a harmonious rendition of Hark! The Herald Angels Sing. Read on to ho-ho-hone your Christmas marketing prowess…
How important is the Christmas product push?
With Brexit hanging over last year’s festive season, retailers gave product a big push over brand at Christmas and the resulting campaigns were labelled “unimaginative” by TCC Global. Then, in January, the British Retail Consortium confirmed that 2018 was the worst Christmas since 2018’s financial crash.
Although John Lewis’ sales were up 1%. Is this just a reflection of how good their ever-popular Christmas TV ads really are? Likewise, Tesco saw a 2.2% Rise in UK sales, which has been attributed to “strong brand engagement around its marketing that in turn helped to drive quality and value perceptions”.
It is also thought that both focussed on customer experience to support their advertising efforts and as Marketing Week’s senior reporter Ellen Hammett comments: “… Stronger results from John Lewis and Tesco seem to confirm the obvious: it is easy to turn brand love into sales, but it is much harder to generate long term emotional engagement by focusing on sales alone.”
Christmas marketing crackers
Let’s be honest, everyone takes a seasonal sigh of satisfaction as soon as the John Lewis Christmas ad hits UK screens and 2016’s #BusterTheBoxer (and all his bouncing buddies) has to be one of our favourites. It has a family feel, evoking Christmas excitement and expectation, with a dash of magic and a dusting of light relief. With the tagline “Gifts the everyone will love”, it’s got everything. But John Lewis don’t just stop at TV advertising, for this campaign they used a multi-channel marketing strategy including: a virtual reality experience in their London store, a 360-degree YouTube video, merchandise spinoffs (with profits going to Wildlife Trust), and a feature on Snapchat where you could add an animated Buster face over your selfies – genius!
For innovation, we’d like to give 2017’s Budweiser Prohibition ad campaign a shout out. Turning festive revelry on its head by not focussing on boozing for a merry Christmas, they promoted their alcohol-free range. Combining a set of digital ads and voucher giveaways, the beer brand teamed up with the Department of Transport and “Think!” and not only got across a Christmas safety message but also stood out from their competitors.
The McDonald’s #ReindeerReady campaign has maximum “ahh-factor” and totally tapped into the storytelling trend. This ad concept was so popular with the burger chain’s customers that they brought it back for a second year in 2018, this time from Santa’s point of view. By including a Snapchat game and Reindeer Lens (like Buster’s) as well as an app, McDonald’s succeeded in teaming traditional marketing with new technology.
Get your Xmas marketing covered with Xpress Group
- Social media marketing – If you’ve not got a TV ad budget, social media is the way to go. While it takes a bit of time commitment, you can create effective social media artwork for free using the likes of Canva. For more intricate designs or larger campaigns, our graphic designers can lend a helping hand. Social media is a great way to communicate your final shipping dates and opening hours. What’s more, you can target your customers on the days and at the times you want. To further harness brand awareness, make use of remarketing – refreshing and reusing past content.
- Email marketing – Whether you want to create a countdown to Christmas, highlight seasonal special offers and shopping events or wish your customer base a fantastic festive season, dropping a well-designed and well-timed email into their inboxes can present an excellent return on investment. We offer email and digital designs that will smash your competitors out of the park.
- Print marketing – Why not add a sprinkle of Christmas sparkle to your print marketing? Look at how popular the limited-edition festive cups are at Starbucks and Costa. Don’t the festive brochures from the likes of Neal’s Yard Remedies and Hotel Chocolat make you want to dive in and discover a treasure trove of present perfect products? Xpress Group can help you achieve the direct mail Xmas-Factor.
Contact Xpress Group today to get your Xmas marketing all wrapped up.