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.

What Santa Can Teach Us About Running a Business

No one ever thinks about Santa as an experienced business owner, but he’s been running a wildly successful enterprise for well, forever. So before the holiday crunch, I invited Santa to sit down over cookies and cocoa. I wanted to pick his brain for the secrets to his long-running success. I’m a pig. I couldn’t pass up this opportunity, so I also asked for a red Tesla. I’ll let you know about the Tesla at a later date, but here are some thoughts from that great entrepreneur now.

Find a niche. Define your audience

“When we started out,” Santa explained, “I wanted to deliver a gift to every person on the planet. Mrs. Claus wisely advised that I was thinking too big. ‘Don’t try to be all things to all people,’ she said. ‘Focus on a smaller group.’ We settled on children who celebrate Christmas and were well-behaved.” Great advice. You have a much better chance of succeeding of you identify a specific market segment. Everybody is not the right answer.

Start lean. Identify your core product or service

“I had dreams of developing all kinds of toys, I was seriously undercapitalized,” said Santa. “Being cash-strapped actually worked in our favor. It forced me to focus on launching one core product first–just basic wooden blocks. But that established my reputation. Over time, we expanded, based on feedback from real customers. When you start out, get your product or service out the door and later make improvements. Those blocks are still a hit, especially with our youngest demographic.”

Develop a business plan. Make this a working document

Part of Santa’s wild success stems from his careful planning, ability to execute and remain nimble. “When kids started playing on digital devices,” said Santa, “I lost weight, I was so worried. How was my workshop going to survive?” Santa and Mrs. Claus sat down and came up with a plan. They hired a team of tech elves to develop electronic devices and apps. He’s been so successful that both Mattel and Hasbro gave Santa buyout offers. “I don’t want to sell out, and I’m already a spokesman for Coca-Cola.”

Watch your cash flow. Make realistic projections

“We do 100% of our business on one day, December 24^th. But we spend hundreds of thousands of dollars and months preparing for that day. We have a very detailed and aggressive production schedule. We purchase our materials in August, the elves start crafting toys in September, and despite my best efforts, I always end up getting killed with overtime in December. I also have fair amount of overhead. I have to board the reindeer year-round, Rudolph’s nose keeps shorting out, and vet bills are crazy.”

Santa’s tips for managing your cash-flow

• Make cash projections of money coming in and going out.
• Be careful with inventory; this can become a sinkhole.
• Get a line of credit ASAP; it can be your lifeline and pay for expenses when income lags
• Save during high-income periods and invest money back into your business.

Think green. Embrace renewable energy sources

“Up here in the North Pole, we’re already living with the dramatic effects of climate change,” lamented Santa. “It’s breaking our hearts to watch our magnificent polar bears dying because their food sources are no longer available, but my beloved reindeer  are affected as well. Learn from me. In your startup, seek renewable energy sources, low-waste or no-waste production methodologies, ways to reduce shipping use and expenses. You always need to be thinking about saving money and the environment—it’s not only my future—it’s everyone’s.

Get help. Develop and cultivate a team who can grow with you

Most people don’t realize that Mrs. Claus is not only Santa’s wife but also his CTO (chief toy officer), a hardworking member of the organization. He relies heavily on her, his team of well-trained elves, and of course, his reindeer. In your startup’s early stages, you try to do everything yourself, but you need to scale if you are to grow. Hire the best people you can find and let them to do their jobs. You don’t have to completely let go of the reins—only Santa gets to fly the sleigh, after all, but at some point, you must learn to delegate if you are to grow and be successful.

Do you need help developing and managing a marketing plan that will help you prepare for growth? Talk to us at Top of Mind Marketing. We’re writers and marketing experts.