What’s that ringing sound you hear
at this time of year? It’s
the sound of cash registers ringing up the sales generated by Santa Claus.
Just because he’s old, overweight, long haired and unshaven and
dresses funny, don’t overlook his marketing success. Santa is a
small business marketing expert and you can become one, too, if you follow
his marketing methods.
What’s that you say? You don’t believe in Santa Claus or
you don’t
celebrate Christmas? It’s true that Santa may be mostly mythical, but ask
almost anybody who Santa is and what he does, and they’ll tell you. And
there are millions of children who are convinced he’s real. So put your
doubts about Santa aside for a moment and take a look at why he’s so good
at small business marketing.
Knows How to Be Unique
Whether it is his trademark red suit, his unconventional transportation, his
belly laugh or his occupation, Santa is different. He’s one of a kind,
which makes him memorable.
Gets Free Publicity
He’s a master at getting free press. He’s mentioned in the media
constantly during the winter holidays. Many songs, movies and books have been
written about him.
Is Customer Focused
While everyone knows about Santa, his marketing isn’t focused on
his credentials. He rarely talks about how long he’s been in business
nor does he bore people with long discussions of his work processes.
Instead, he makes a huge effort to learn what people want. It is estimated that
each year over a million letters are sent to Santa.
Santa supplements this effort by appearing in thousands of shopping malls
around the country, listening to an average of nine thousand children
per mall. He does all this just to learn what his customers want.
Gives Something Away For Free
While most of the presents under the tree are from family, including
the annual fruitcake from Aunt Bernice, typically at least one gift bears
Santa’s name. How can you not love someone who gives so many presents
away each year and whose only expectation is a couple of cookies and
a glass of milk?
Knows What He Is Selling
Santa knows what he is selling, and its not just games and toys. Santa
sells hope, whether it is for the latest video game, a warm sweater or
happiness.
How can you market your business more like Santa Claus does his?
1. Clarify how you and your
firm are unique, and what it is that separates you from the crowd.
You don’t need to put on a red
suit or slide down chimneys. Define yourself by the problems you solve, the
expertise you provide and what your customers say about you.
2. Get free publicity for your business, not just during
holidays but all year round. Sometimes imaginative stunts like appearing
in a sleigh help.
3. Ask your prospects what they want and then provide services
and products that give them what they’ve asked for. The better you
understand their concerns, the better services or products you’ll provide.
4. Give something away for free. It could be an article,
a report, a book or a workshop. Use your free offer to prompt people to contact
you and demonstrate your expertise. It works for Santa and it can work for
you.
5. Know what you are selling. Your products and services
bring in the money, but what do they stand for? What do they represent to
your clients? Sell your prospects on achieving their objectives and dreams
and deliver with tangible results they can appreciate.
Whether or not you celebrate Christmas, market like Santa and you
too, can have many happy clients this and every season, without having to
squeeze down a single sooty chimney.
Email Charlie Cook Helping you attract more clients
and be more successful
