|Give Customers What They Want With Christmas Branding
By: Cindy Wendland
Branding is not done just once a year. It is a continual, consistent process and series of activities and efforts. But, once a year, branding can take on a new form and shape. Christmas branding, done well, can serve to reinforce all your efforts the whole year through.
What do your customers really want this year? Do they want something with your logo? Or do they want a positive experience? For best results, connect on a human level with your customers. Offer them something that surprises and delights. Nordstrom does it right with their holiday shopping party. They invite their reward members to a private party in the store and serve wine, champagne, and delectable hors d’oeuvres followed by cookies and milk. The customers feel special, get some shopping done, and have fun doing it.
A great example of giving customers what they truly want happened last year with WestJet Airlines. Before boarding their plane at Toronto Pearson Airport, passengers were asked by Santa what they wanted for Christmas… Once the requests were collected, a team of 150 WestJet staff located each of the desired gifts in the destination city of Ontario… The presents were then wrapped, and each was individually labeled with the name of the recipient. As the passengers waited to get their luggage, their presents hit the conveyor belt. Not surprisingly, the customers were blown away! This year WestJet continued their kindness giving and brought Santa Claus, snow, and a ton of gifts to the community of Nuevo Renacer near Puerto Plata, Dominican Republic.
Finally, reduce your customers’ stress by offering lists of the perfect Christmas ideas. People are looking to find the “home run” gift for those on their list. Have your employees compile the best gift ideas. Then have customers add their input. The list will be customers’ go-to resource if they need ideas. Consistently market your brand, but use Christmas branding as a way to enhance your customer’s experience.
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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