Holiday movies are always a welcome escape from the bustle of shopping, wrapping and baking, but this year they take on an even more important role. The need to stay a little safer at home will probably have you cozying up for a few extra hours of seasonal entertainment, so you may as well mine them for a little marketing insight.
Know Your Audience: If there’s one particularly cringe-worthy scene in Elf, it’s got to be when his dad opens up the red nightie from Buddy. Captivated by the words “for someone special” on the tag, Buddy can’t imagine who could be more special than his dad.
Before we get carried away laughing too hard, there has probably been a time or two when you’ve served up a bit of marketing that was all wrong. Like maybe you launched an Instagram contest to an audience that doesn’t even hang out on Instagram. Or it was your big jokey video that was supposed to create a few laughs, but offended some of your most loyal customers.
Saying “Thank you.”: In Christmas Vacation, the villain is Clark’s boss, who goes cheap on the Christmas bonus and gifts his employees a jelly-of-the-month club. It’s a nice thought, but won’t go far in helping Clark install the in-ground pool he’s counting on as a big surprise to his family.
Don’t miss the opportunity to say thank you to your customers. Whether it’s a post on social media, a special discount or going all-out with a jelly-of-the-month club (a great gift when you’re not expecting a pool), use the holidays as a perfect time to say, “without you, we’re sunk.”
Be Authentic: Reaching waaaay back here to Frosty the Snowman, it’s easy to see why the magician’s show fell flat while Frosty was a hit with the kids. The magician tries too hard to sell his show to the class. When the magic hat causes snow to swirl into Frosty, the first words out of his mouth are, “Happy Birthday.” Not exactly marketing magic.
And yet, the kids are ready to follow this guy anywhere. It’s because he looks them in the eye, talks to them like they’re real people and doesn’t try to be anybody else.
Sure, it’s a kids’ cartoon, but knowing who you are and successfully connecting with people is a big part of your task as a marketer. Be like Frosty.
At SJC Marketing, we’re still working hard through the holidays, coming up with new ideas to make your brand shine. But we’ll be taking a few breaks, too, with a big bowl of popcorn and our favorite holiday movies. Contact us to get started on your 2021 marketing strategy!