The War In Christmas Marketing

The War in Christmas Marketing - Social Media - Branding
The War in Christmas Marketing - Social Media - Branding
The War in Christmas Marketing. Above Promotions Company. Tampa, FL. 2015

 

It goes without saying that commercialism of the holiday season is at an all time high. One needs no further proof of this than the REI Black Friday announcement, the TJ Maxx commercial on being closed on Thanksgiving or the Starbucks holiday cup discussion. From Twitter to CNN, everyone seems to have their own opinion on how businesses should handle the holidays and advertise to them.

The topic of the “War on Christmas” seems to be a hot button or easy media content to fuel discussion among the masses during these last few weeks of the year. However, it isn’t the War on Christmas brands and consumers should pay attention to, but it is the War in Christmas Marketing. The war is in what brand will be the most memorable and what emotions will they evoke. Who will rise to the top with the most sales? For this time of year, it is all out war for the mighty dollar. For the companies who have not focused on creativity, relevance and agility, they can expect to lose once again this holiday season.

I must say the way Dunkin’ Donuts joined the conversation on seasonal holiday cups was a boss move. It was the coup de grace to the other coffee industry giants. Whether it is decorations or advertisements, this is the season for marketing departments everywhere to pull out all of the stops. As we see, they are doing just that.

The great thing about marketing in today’s world is we now have the ability to be nimble with our efforts. The chance to take creativity and join it with relevant discussions from an agile stance. Technology through the internet and mobile phones allows brands to successfully reach consumers in minutes instead of days. Social media has given brands the ability to publish content whenever they see fit. Waiting for the annual catalog to drop or a host of commercials to run is no longer the primary thing for businesses. A simple text message on sales and people are immediately taken online to shop. And in war, being quick to strike helps to gain small or large victories. These catalogs and commercials help and of course have not gone anywhere, but when you have Twitter, YouTube, Facebook and Android systems, you can obtain feedback sooner and tweak messaging at a faster rate now (i.e. newsjack).

Brands like Dunkin’ Donuts have proven they are not afraid to get into the conversation. The War on Christmas was not going to be a missed opportunity for them to experience an easy win in the War in Christmas Marketing. (Truly Starbucks should have predicted this one based on the #AllDayBreakfast promotion McDonald’s ran in October which I mentioned in the “How to Hijack a Hashtag Like a Boss” post.) Besides, why not take advantage of a topic occurring in your industry about a competitor? It is very difficult to cut through all of the holiday noise and stand out. One must grab the media’s attention while they can, right? A cup of Joy fit into the conversation perfectly and a victory in the war was attained.

There are only so many ways to make a toy store stand out against a big box store. There are only so many ways to make sweaters stand out from brand to brand. This War in Christmas Marketing calls for creating great content, but taking strategic steps to stand out at the right moments. The road map to holiday victory comes with successes, just barely getting by and massive explosions (crises) which injures brands. However, with a dynamic strategy, brands can still win.

The War in Christmas Marketing is not taken lightly for the retail industry. Black Friday and Cyber Monday may help set the pace for the remaining weeks.

How do you feel the War in Christmas Marketing is going thus far? Leave your comment below and it may be used for future articles.

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Above Promotions is a digital marketing and public relations agency with B2C clients that promote brands in the food, fashion and family entertainment industries. We build and protect brands by creating and executing digital resources to sell products or build positive public sentiment. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visithttp://www.abovepromotions.com today.

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Ebony T. Grimsley-Vaz is the Creative Director and Owner of Above Promotions Company. She is also the author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation” which is sold on Amazon, Barnes & Noble and other stores and a contributor to various media outlets.

The End of an Era

Image from Creative Commons. Above Promotions Company. Digital Marketing and Public Relations. Tampa, FL. 2015
Image from Creative Commons. Above Promotions Company. Digital Marketing and Public Relations. Tampa, FL. 2015

Alas, after 11 judges, 13 years, 14 seasons, and 533 episodes the American Idol era has come to an end, but what’s been left behind is now a legacy. With some of the highest ratings on television Fox went on to create eight different American Idol spin-offs, an attraction at Disney’s Hollywood Studios, and influenced the start of many other singing competition shows, still going strong today. So, this begs the question: why end it?

The high ratings they once had were no longer there. The audience for American Idol had left. The ratings coming in the past few years were numbers expected for scripted once a week shows. However, this wouldn’t cut it for the money that’s put into such a production. Fox knew that its product was no longer in demand and did the smart thing.

In building your brand, you may find that a product does really well and becomes really high in demand, but then one day it isn’t anymore. What your brand does next is critical. There is the option to try and find a way to make the product better, and find out what is making the product a non-essential. If you come up empty be sure you’re not losing more than you’re making. If this is true for your brand start thinking of new ideas.

In Fox’s case with American Idol by the time their ratings started dropping the revised, better versions of their show were already out there like The Voice and America’s Got Talent.Almost every network has their own American Idol with a twist. The demand was no longer there. Despite losing what once were their two biggest shows last season (American Idol and Glee) Fox is looking forward with their fall schedule with shows Empire, who had record high ratings in their first season alone. With these new shows I have no doubt Fox will be back on top of the rating game in no time.

Do you think Fox could revive American Idol? Share your thoughts in a comment below. Your responses could be used for a future article.

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Above Promotions is a digital marketing and public relations agency with B2C clients that promote brands in the food, fashion and family entertainment industries. We build and protect brands by creating and executing digital resources to sell products or build positive public sentiment. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.

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Althea Tyrell is a communications assistant with Above Promotions Company. She is a student with the University of South Florida.

Moving Forward

The National Guard
Image from Creative Commons. Above Promotions Company. Digital Marketing and Public Relations. Tampa, FL. 2015

 

For the past couple of weeks across the nation we have been watching the tragedy of the peaceful protests turn to riots in Baltimore.

During this time a lot of criticism has been made towards Baltimore officials on if they waited too long to send for help, or if they somehow allowed this to happen. One quote made by Baltimore Mayor, Stephanie Rawlings-Blake, has been construed by many to think she hoped the rioters would let off steam and then stop when they’d had enough. Stephanie said, “It’s a very delicate balancing act, because, while we tried to make sure that they were protected from the cars and the other things that were going on, we also gave those who wished to destroy space to do that as well.” However, following all the criticism she later went on to say “I never said nor would I ever say that we are giving people space to destroy our city, so my words should not be twisted,” but by this time she was already seen in a bad way.

However, what’s said was said and what’s done is done. From here it is important for the city of Baltimore to band together, and to show that the world that there are people who still care about their city. Already hash-tags have been started, like #OneBaltimore and #BaltimoreUnited to show the supporters of their city doing what they can to help. What happened in Baltimore can be a teachable lesson for every business and city.  If such a tragedy is to happen it is important to come together as a united front and build back what once was.

In a crisis it is vital to be careful of what you say, and to think of the impact it will have on someone from the outside looking in. Having a set plan for different crisis scenarios could make this step essential because you will already have gone through the possible causes and effects of the crisis. In the case that this does not work be sure not to give up, but to keep moving forward so that your business can once again make it out on top.

What are some vital brand management tips you pulled from the situation in Baltimore? What would you have done differently? Share them in a comment below, and your response could be used for a future article.