Holiday Ads That You’ll Want to See Again

It’s the holidays, and we’re ramping up for another season of excess. I always hate the way the media sets us up for failure this time of year. Remember that not all of us are rushing from gala to gala, our arms loaded with expensive gifts. We’re not all getting cars for Christmas, as the ads suggest. I’m not sitting down to my holiday dinner surrounded by my loving family. My family is dysfunctional, and we haven’t seen each other in years. My holiday, as I expect it is for many, will be rather modest, yet I’ve learned to take pleasure in small things that make this time of year special—I love holiday music and lights and time with those I care about. Here are some holiday ads you’ll want to watch again

And those ads? Here are two companies that are totally nailing this

REI: #OptOutside

Last year, REI did something pretty astonishing—they had the temerity to close the doors at all of their stores on Black Friday, perhaps the biggest shopping day of the year. They invited their community to join their employees, taking Black Friday off to do what they love most: being outside! This year, they’re back big time with their #OptOutside campaign in full force. This is so smart—it’s getting attention from big names, including the National Parks Foundation, which is doing its own spin on this campaign. Let’s not forget that millennials are one demographic that love to support cause-driven brands. 

An ad from a German supermarket, Edeka, that’s restrained and endearing

This ad is a tear-jerker. It reminds us that what really matters around the holidays is spending time with those we love.

In the ad, an elderly man prepares to spend yet another Christmas alone

His kids cancel their planned visits at the last minute. We see his chopping carrots, preparing his solitary meal. The video then cuts to his various grown children—all busy with their careers. Then they receive a letter telling them their father has died. When they arrive home, however, they’re greeted by their very healthy father. He says, “How else could I have brought you all together?” The final scene shows the family laughing and talking around the table, sharing a holiday meal with their father.

Other than the delicious meal they share at the very end, there’s no hint that Edeka is a supermarket or that this is ultimately about food. This video generated 33.5 million views on YouTube within a week of posting. 

Good marketing tells a story, reaching people on an emotional level

It takes a commitment to make this kind of an ad. It doesn’t beat people over the head with special offers, free promos or phone numbers to call. The message is more subtle and needs time to develop. 

But stick with this, and you’ll be rewarded 

This is a powerful holiday message—slow down and be grateful for the things worth celebrating in your own life. Wishing everyone a happy holiday and a wonderful New Year.

Include Case Studies: Because Good Marketing Tells a Story

I’ve been working with group of engineers on a website project that includes rewriting their content. I’m trying to make technical language accessible; they’re stuck on engineerspeak. Happily, we’ve been able to compromise!

We’re developing case studies that clearly demonstrate how they’ve helped their clients automate processes that save money, eliminate waste and grow their businesses. A company that’s been around for more than 20 years with an impressive client list of big brands, including Tesla, they’re competing in today’s red-hot robotics market.

Building trust through real-world examples

A case study showcases how you work with your clients. It’s a chance to demonstrate your problem-solving skills, breadth of experience and efforts to go the extra mile to make sure your clients are happy. Convey credibility by highlighting a real company with real metrics. If the information is confidential, describe the company without using its name.

These days, good marketing tells a story

One thing that hasn’t changed is that when it comes to marketing and sales, it’s still all about relationships, and we need to reach our audience on a visceral level. Speak to the pain—the real-time challenges. Showing how your services helped another company is a powerful way to connect with a potential new one.

Case studies follow a formula

A case study follows the traditional story format. You should be able to do this in a few hundred words. Include a client testimonial for additional validation. Include the following:

• Company introduction
• The problem/challenge
• How they found you
• What you’ve done to solve the problem
• Successful conclusion

Look for ways to get more exposure for your case study

Of course you want to post this to your website, hopefully to the Case Studies section, but look for other ways to position case studies to help tell a story.

• Add client recommendations to your Testimonial page.
• Search your website for appropriate places where adding a call-to-action (CTA) to view your case studies is relevant.
• If your homepage has marketing modules or banners, swap these out on a regular basis with a headline and link to your case study page.

Sales collateral and event handouts

Include case studies in any print or online sales and event collateral. Tailor these by industry to help customize your content. Keep them short and accessible. Use a testimonial as a pullquote/graphic for visual appeal. If you’re participating in an event or trade show, prepare a few case studies as handouts.

Add a case study to your email signature line!

Okay. How long has it been since you took a look at the stuff that lives below your signature on your email? Think about using this space to feature a case study. Something like “Read about how we helped our engineering clients increase their 2018 revenue” and include a link.

Considering a video?

Videos enhance SEO and millennials love them. They’re particularly effective when used as testimonials.

Having trouble developing your own case studies? Let me help you develop stories for your marketing program.