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ABC Family's 25 Days of Christmas Flails
By: Cindy Wendland
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Christmas. Family. Countdown. Giveaways. Fun!

The ABC Family channel is bringing excitement to the countdown to Christmas. With fuor million Facebook followers and 59,000 Twitter followers, they reach their audience with regular communication. Particularly fun is the way they reached out to expand their market in Chicago’s shopping district one Sunday afternoon.

Outside of Macy’s flagship store in Chicago, several young women were handing out Christmas shopping bags. The durable bags — bright red and green — promote the 25 Days of Christmas on ABC Family. The bags are well designed and a great way to promote the channel.

The missing element is all of this was the most basic marketing element — communication. On one side of the bag was a sticker that said, “Win $2,500!” The Spot the Bag sweepstakes gives a chance to win by snapping a photo of your bag and tweeting or posting on Instagram. To increase the number of people participating, the people handing out the bags could have/should have mentioned the promotion as the bags were being handed out. Instead, the bags were handed out two at a time in an effort to get rid of the bags since the promotion ended that night.

The most difficult part of any marketing plan is to keep the message consistent as it flows through the multiple channels needed to carry it out. Keeping the employees excited and following the plan is not always easy, yet it is crucial.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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