No, we’re not proposing you dress up as Santa to mow your customers’ lawns. But … then again … there have been worse ideas. Dressing up as Santa to service customers’ lawns is something most people would probably remember. And it’s an idea straight out of Santa’s play book: Be unique.
In a blog post, My Creative Team points out that the four reasons Santa’s brand is so strong is he is: consistent, unique, customer-focused and viral. By focusing on and pulling off these specific steps year after year, Santa has made a name for himself with little marketing effort.
Santa has never spent a dime on advertising. He has used good public relations tactics to develop, manage and maintain solid relationships with marketers who advertise for him. Consider the Coca-Cola ads featuring Mr. Claus. Think of all the newspaper inserts that carry his picture during the holidays. Then, there are all those helpers in department stores everywhere.
Everyone knows one of the most cost-effective ways to market is word of mouth. If you stand out and provide great service, your customers will do much of the work for you through referrals.