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“Here we go again!” That was my first reaction when I opened the paper on Thanksgiving morning and over 30 sale circulars fell out all over the family room floor. As I’ve said in almost every holiday blog for the past 5-6 years, what used to be the best time of the year for creativity in retail advertising has become nothing more than redundancy and boring sale ads that do nothing to differentiate one store from another nor does it create a positive brand promise at the biggest sales season.
But enough of the negativity. It’s Christmas and I’m committed to looking at the positive and how some marketers continue to create loyalty for their brands at this time of the year. As the carol on the iTunes just reminded me, “It’s not the things you do at Christmas time, but the Christmas things you do all year long.” This month, let’s take a look at four companies who have built strong brands all year through creative marketing and through consistent operations that keep the customers coming back despite all of the other choices.
Publix continues to get national attention for its marketing even though its regional player in the grocery store business. There’s a good reason that it may be in just a few southern states but it’s revenues and customer satisfaction is right near the top nationally year after year and growing. Again, this year, Publix captures the spirit of the holidays with a couple of spots that bring out the family values and the sentiment of the season. They carry this through in-store and in their multi-faceted (read as “not just another sale”) print and online messages. Take a look at these spots that not only tug at your heart but also strengthen the promise that ‘shopping is a pleasure” at Publix.
Thanksgiving spot: http://youtu.be/08rj14I6QPY
Christmas : https://www.youtube.com/watch?v=CfkGKdXXpVM
John Lewis is a chain of stores in the UK that has taken a creative approach to building associate loyalty by making them all partners in the business. The stores have set the standard for the past several years for breakthrough marketing and they live up to it in-store with great merchandising and outstanding customer service. At Christmas, John Lewis also gets the public talking about its commercials by producing stories that are not just creative but they also tell a story that could easily be made into a holiday classic. This year the company (www.johnlewis.com) capitalized on our love for penguins with a story of a boy and his imagination during the holidays.
John Lewis Penguin spots: https://www.youtube.com/watch?v=iccscUFY860
Hallmark makes every holiday and personal event of the year a special event but at Christmas, the company has always “cared enough to give its very best” with commercials that hit the heart and solidify its number one share in the greeting card business. It’s ongoing Christmas movies series on its own Hallmark Channel are typical of the great marketing that the company does. It’s Hallmark Hall of Fame movies are award winning and feature award winning commercials like the one below which keeps customers loyal whether online or in the store.
Hallmark Couple at her parents: http://www.hallmark.com/commercials/#
Sainsbury is one of the UK’s top retailers and certainly its strongest food store chain. It has consistently grown market share with state of the art stores and outstanding marketing whether its their CRM program or outstanding marketing. It this year’s television commercial, the company goes back to WWI to relate a true story about how the British troops and German army met on the same battlefield and decided to put down their weapons and celebrate Christmas for just one day before getting back to the war. It’s a story that deserves a full-length movie but does a great job for Sainsbury with a commercial that sets the holiday standard.
Sainsbury WWI Christmas: http://m.youtube.com/watch?feature=youtu.be&v=NWF2JBb1bvM
I hope you took the time to view these great examples of creativity that helps not only with a Christmas message but also with a solid brand strategy that works all year long. Try it yourself.
Merry Christmas and a Happy New Year.
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