According to Statista, “Home Alone” is the most-viewed Christmas movie, with 87% of those surveyed saying they had watched Kevin McCallister outsmart the Wet Bandits. And Christmas comedy seems to reign supreme, with “Elf” and “A Christmas Story” coming in second and third.
Hallmark may be dishing up one holiday romance after another, but for most of us, there are a few characters that appear on-screen every year. If you listen closely, you’ll realize all of these movies are intended to deliver something entirely unexpected: a marketing lesson.
Yes, it’s a Christmas miracle.
You never saw this coming, but trust us—Christmas movies exist mostly to help you with marketing. Get your chilled eggnog, a few sugar cookies to dunk and your coziest blanket, and settle in for some marketing secrets from Christmas movies.
Listen and Observe Like Scrooge
Ebenezer Scrooge is celebrated for his generosity, his change of heart and his love of Christmas. But, wow—what that guy had to do to get there. We modern Americans may not have fared so well enduring the visits of three separate ghosts.
Scrooge listens to conversations, watches parties and gatherings, even endures a discussion among his former servants about what to do with his possessions after he dies.
But by the end of the tale, Scrooge has learned what is important to the people around him. He realizes that he is perfectly positioned to offer what everyone around him needs: love, generosity and comfort!
Take a note from Scrooge and get interested in what your target audiences have to say. Through analytics and social listening, rather than frightening apparitions, you can find out what it is your potential customers need and want. It may be something you have available to offer, just like Scrooge.
Get Creative Like Kevin
When Kevin McCallister’s family leaves the country and forgets him at home at Christmas, it’s easy to root for the young hero. Most adults, let alone children, would be frightened to stay in a house surrounded not only by a couple of thieves trying to get inside but also a creepy man lurking across the street.
You get the idea that this plucky kid has needed creativity in the past just to survive a few of his siblings. It comes in handy against the Wet Bandits, who spend their nights slipping on ice, stepping on broken glass ornaments and getting a reverse mohawk in a quick fire-related incident.
Kevin’s utilizing his creativity, first to keep the thieves guessing about who might be inside the McCallister house, then to keep them slipping, screaming and crying in pain as they attempt to outsmart him.
Your marketing strategy needs a healthy dose of this kind of creativity. Maybe it’s a funny video or a promotion that’s unexpectedly fun for your customers. It might be a new social media campaign or a live event that shows off your personality.
Pivot Like Bob
When Bob and Phil, plus the Haynes sisters, arrive at the Columbia Inn located in Pine Tree, Vermont, the resort is a ghost town. The weather is warm and there’s no snow for skiing.
Bing Crosby’s Bob has a plan. With a smart pivot, he draws a fantastic crowd to honor the inn’s proprietor and boost his business. There’s a tribute to the general and a fantastic stage show.
You may not be trying to tempt guests to visit a snow-free ski lodge, but there may be good reason why now is the ideal time for your business to pivot.
Have you undergone an acquisition or a major change in the products or services you offer? Maybe you’ve got a recognizable logo, but it’s mainly recognized as out-of-date.
There are times when a business needs to assess its situation and consider a rebrand, and it may be the way to breathe new life into your growth plan.
Get an Advocate Like Buddy
Buddy the Elf is one of the most beloved holiday characters. His unreserved love for Christmas, singing and candy is the perfect balm for cynical New Yorkers—and the rest of us.
Few have advocated for Christmas quite as much as Buddy does. From toy-building to cookie baking and decorating, there’s no limit to his love for Christmas.
Has your company got a Buddy? It might be a bit of a stretch to find anyone who loves anything as much as Buddy loves Christmas. But that shouldn’t discourage you.
Having a brand advocate can be a powerful marketing tool. Maybe you recruit a small group of insiders who can preview new products or services. You might designate this team to post about your promotions on social media or receive a discount when they buy in bulk to give your product as gifts.
This year, as you settle in for your favorite holiday movies, don’t forget to watch for the marketing messages hidden within them. Maybe you’ll notice how Rudolph celebrates his unique gifts or you might be reminded to build an online community after watching “It’s a Wonderful Life.”
The possibilities are endless. You may not have realized that every Christmas movie contains hidden marketing advice, but now you’ll be watching for it. Next year, let’s find all of the hidden marketing lessons in Christmas carols!