Magazine article Management Today

Crash Course: Winning with Your Christmas Advertising

Magazine article Management Today

Crash Course: Winning with Your Christmas Advertising

Article excerpt

Crimbo is nigh, and with it the battle to win over consumers. So how do you make your brand stand out in the blitzkrieg of festive advertising and marketing?

Get talked about. The media is obsessed with Christmas campaigns. Make yours the attention-grabbing one, and you'll get a whole lot of free column inches. 'If you're a significant British retailer and the trade and consumer press aren't anticipating your campaign before it breaks then you're already behind,' says Alice McGinn, a planning partner at Grey Advertising. 'Like it or not, it is a part of UK Christmas culture, signalling the kick-off to the season.'

Embrace the festive spirit. Wrap your marketing in tinsel, daub snowflakes over your website, partner with a charity and share the goodwill of the season. 'Avoid anything negative or dismissive,' says Jacques de Cock, a faculty member at the London School of Marketing, 'and never make fun of Christmas. This is the one period in the year when the whole of society doesn't want cynicism - people want a bit of make-believe.'

Give it feeling. 'At Christmas, emotion is disproportionately important because - corny or not - it's a time when we get together to enjoy each other's company and have a good time.,' says McGinn. 'It's also important because when giving a gift, you want what you're buying to have an emotional impact on the receiver.' But try to look beyond the tear-jerking.

Amplify. 'Create communications that traverse the online and offline worlds and generate conversations that flow between the two,' says Gareth Davies, EMEA digital lead at WE Worldwide, which conducts an annual brand agility study of Christmas advertisers. …

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