Adverting and marketing is a complex game for any business. Christmas advertising is a whole new level of difficulty. For many, Christmas adverts are a form of entertainment to be
But a successful Christmas marketing campaign can not only become an intrinsic part of your brand’s identity
Indeed, John Lewis has stated that their famous Christmas adverts are their most profitable ROI. But they’re also quick to note that the key element for success in those well-loved adverts is creativity. And creativity pays off hugely for brand building in the longer term, where short-term elements like social media “likes” might be a visual boost, but don’t often translate to brand-building success.
Successful Christmas marketing examples
The Christmas TV Advert Stand-Off
Every year it seems like titans of retail John Lewis and Sainsbury’s face off in order to see who can make the most people sob over its Christmas advert. Whether it’s the impossibly endearing child
Meanwhile, in the background, the Coca-Cola Christmas advert does essentially the same thing every year to nearly the same level of hype and anticipation.
So, what is it that makes a TV advert really successful? For John Lewis and Sainsbury’s, the creativity factor is there each year, but then the same excitement is generated by Coca-Cola for their very samey advert every Christmas. Arguably then, it’s less about the content and more about what it stands for — it’s almost like a TV broadcast alert that Christmas has begun. Even for those less-popular John Lewis adverts, they still generate the excitement, a whole load of views, and a decent ROI.
For a start-up, such a huge-scale event is likely out of reach for now, but the core lesson is very much at hand. As advertising
And remember, you don’t need John Lewis’ £7 million Christmas advert budget to do it. This year, a £50 advert has gone viral and clocked 7 million views and counting, with people calling for the filmmaker to be hired by John Lewis.
Festive shop windows
Every year, it’s a Newcastle tradition to head to Northumberland Street to see the grand unveiling of the Fenwick’s ChristmasWindow. Each year the window display takes on a new theme, from Alice in Wonderland to The Snowman. The displays are vast, intricate, and oh-so-Christmassy. Like the TV adverts, for many
But with a little creativity, a little mischief, and presumably a lot less money, you can advertise to the same crowd Fenwick’s pulls in — as shown by the Greggs store opposite Fenwick’s.
The logo-flip alone isn’t Christmassy, but this is a genius way to get people talking and sharing a brand’s creativity over the winter season. And, of course, remembering to pick up a festive bake on the way home from Fenwick’s window…
Of course, any sort of winter advertising push needs a little extra money. It is wise, therefore, for start-ups to consider when throughout the year to push advertising. As Entrepreneur Europe points out, splitting your advertising budget evenly over twelve months sounds smart, but really, is ineffective — if you have a seasonal product, or you know Black Friday and Christmas will be huge for your brand, you should allocate more funds to advertising for this. Starting a little early can also get you a step ahead of the competition. However, be careful not to start too early and be forgotten closer to the time!
Entrepreneur Europe also advises start-ups to know their audience. Knowing the websites they visit, the magazines they read and so on will highlight exactly where you need to place your ads, whether you opt for an online presence or for digital printing(ideally, balance both offline and online methods!).
With the right approach and the right creativity, you will certainly see your brand build year-on-year as each festive season arrives!