Christmas is coming. Well it isn’t coming fully. As we all know Christmas season doesn’t arrive until the Coca-Cola advert is on television. But it should at least be starting to make an appearance in your planning meetings. The Christmas Campaign needs to be planned.
The Coca-Cola trucks mark the holy grail of Christmas marketing. It has followed the same formula since it hit the screens in 1995. It is cheerful and has an easily recognisable song. That is not to say that Coca-Cola do not spend large amounts of money growing and improving their Christmas Campaign. But they are not hitting the drawing board each year and starting fresh.
In more recent years, other big brands have begun to make the most of the Christmas hype. John Lewis have become a staple of the Christmas period of advertising. Each year they create a new engaging story. These campaigns have become separate challenges from their all year round marketing plans.
So are the advertising campaigns worthwhile?
Our lead designer Dan Bramham spared some time from his schedule to talk to us about the role of the Christmas campaign and how getting it right can produce massive returns while a wrong campaign can end up being a waste of time and money.
Where should a company start?
‘The most important thing to remember when designing a Christmas campaign, is to ensure that you have set out your aims and objectives. A campaign that looks good but doesn’t meet any of your needs will be very disappointing.’
What makes a good Christmas campaign?
‘Trucks and Santa Claus. The dream is always to hit the perfect formula. But like trying to make something ‘viral’ there isn’t a set formula. The content is important but there are so many ideas that could work. For example, the John Lewis ‘Man on the Moon’ advert was fantastic. We tend to look at how we are going to implement the campaign across various platforms and specifically towards the target demographic. Research is really important.’
Can you not produce one piece of content and share it everywhere?
‘You could, But then the content would not be optimised for each individual platform. Take imagery, if you produce all of your content in CMYK which is the best option for print it won’t look as good in digital format. The tone of voice also changes across platforms. And in terms of video, a TV advert will not react well on social platforms due to the shorter attention span that is noted online.’
So there are lots of variables?
‘Of course, the theory for marketing is always full of variables. The difference with Christmas time is you are tapping into a market where people historically are more likely to be spending money. But that doesn’t mean they are being extravagant. Companies like Lidl and Aldi have been very successful in targeting the frugal demographic who are looking to have their Christmas budget go further.’
So there we have it. Christmas campaigns are big business. Last year Christmas marketing costs reached around £300 million and that looks like a trend that is set to continue. Don’t miss out and research wisely how to create a campaign that is tailored for you. Why not get in touch and see if we can help you build a Christmas Campaign.