Cutting through the noise at Christmas

Let’s face it, Christmas is a noisy time for marketing – particularly for retail or food-based business (such as restaurants, cafés, bars, etc). Everybody wants to cut through the noise and be the business that stands out during the festive period, but the noise is so deafening that few make an impact.

You’ve got two options – either go all out and grab attention with a big budget and something to grab the public’s eye (see John Lewis, Sainsburys, etc) or do something a little different. I read with interest today with café-chain Pret A Manger has announced that instead of spending money on marketing activities this Christmas, it is instead donating its marketing spend to five charities – meaning its charitable donation per sandwich goes up from 5p per sandwich bought to 50p. In doing so, it has generated publicity in itself – just by doing something different (yet worthwhile).

Supporting charities appears to be the key message this festive season, and rightly so. In donating and supporting others, Christmas cheer is spread and helps the public to help others whilst going about their usual routines.

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This can also work for small businesses. Three quick ways to cut above the local Christmas marketing noise, with little or no marketing budget needed:

  • Tie in with a local charity – for example, a cafe bar could donate unsold produce to the local YMCA or Foodbank. Completely newsworthy, whilst incurring no (or little) additional cost to the business.
  • Use social media to target your Christmas audience with focused updates, tweets, images, etc. Tell a story or support a cause, update often and with a clear aim in mind.
  • Put yourself in the shoes of your customers… what do they want / do / support / need at Christmas time. Where will they be and how can you capture their attention about all others? Spending some time thinking as a customer (instead of how you think your customer acts) can make a huge difference to the success of your marketing, and help you to ‘think outside the box’ (to coin a cliché).

And if you haven’t already started your Christmas marketing, now is the time to do so!

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