The John Lewis advert is live, it’s gone all chilly, some of us have even had snow and it’s dark by 4.30pm, so officially it is nearly Christmas.
But this is not going to be about baubles and tinsel. Although we are in the business of PR, Christmas is not about being fluffy, but for many of us means the biggest sales opportunities, the highest peak in sales if we get our stock levels and product choice right and the busiest time of the year.
Retailers particularly will have been working up to this 12 week period for most of the year as will those in hospitality, advertising agencies, toy manufacturers, online and off line fashion outlets, wrapping paper suppliers -the list is endless of the knock on effect on sales for the time to be merry.
As a marketer, it is also a time when we see the best ever brand coming to life again - Father Christmas. Now we all know how brilliant John Lewis is at owning Christmas - We are Social reported that The Bear and the Hare advert had prompted 86,300 mentions on Twitter after three days of airing.
However, think about Father Christmas’ brand credentials -it is pretty safe to say 100% of the population over 3 years of age know who he is, what he looks like, what he wears, where he lives and most of them his real name - St Nicholas that is. And unlike a lot of Christmas fads - Cabbage Patch Dolls, Furbies (although I am told from the best authority (my 6 year old) they are back big time), and Rubiks Cubes, Father Christmas has never gone out of fashion.
Like the best brands he is flexible in his approach - in certain countries in Europe he delivers on Christmas Eve rather than Christmas Day. Like the best brands he engages with the customers on a bespoke level - who hasn’t written to Father Christmas listing what they want for Christmas? And like the best brands he is consistent - he is the giver of all presents and always wears his brand colours. Overall, he is a brand genius.
At Antelope, we reckon he is not only the best brand ever but he really is the guardian angel of brands as unlike others he is not in it for money, popularity or promotion - everyone loves him and knows him already. Instead, this mythical brand ambassador allows all those other brands in our crowded marketplace the opportunity to promote themselves via his Christmas vehicle for free. Brilliant.
So next time you hear the faint jingle of bells, see a flash of red or a big white beard, remember to give him a nod of thanks as Father Christmas’ real gift is giving marketers everywhere the Christmas window of opportunity.