What Santa Knows About Marketing

What's that ringing sound you hear at this time of year? It'snthe sound of store registers ringing up the sales generated by
Santa Claus. Just because he's old, overweight, long haired,nunshaven and dresses funny, don't overlook his marketingnsuccess. Santa is a marketing expert and you can become one,ntoo, if you follow his marketing methods.

What's that you say? You don't believe in Santa Claus or youndon't celebrate Christmas? It's true that Santa may be mostlynmythical, but ask almost anybody who Santa is and what he does,nand they'll tell you. And there are millions of children who arenconvinced he's real. So put your doubts about Santa aside for anmoment and take a look at why he's so good at marketing.

Knows How to Be Unique

Whether it is his trademark red suit, his unconventionalntransportation, his belly laugh or his occupation, Santa isndifferent. He's one of a kind, which makes him memorable.

Gets Free Publicity

He’s a master at getting free press. He’s mentioned in the medianconstantly during the winter holidays. Many songs, movies andnbooks have been written about him.

Is Customer Focused

While everyone knows about Santa, his marketing isn't focused onnhis credentials. He rarely talks about how long he's been innbusiness nor does he bore people with long discussions of hisnwork processes. Instead, he makes a huge effort to learn whatnpeople want.

It is estimated (http://ask.yahoo.com/ask/20021213.html)nthat each year over a million letters are sent to Santa. Santansupplements this effort by appearing in thousands of shoppingnmalls around the country, listening to an average of ninenthousand children per mall. He does all this just to learn whatnhis customers want.

Gives Something Away For Free

While most of the presents under the tree are from family,nincluding the annual fruitcake from Aunt Be
ice, typically atnleast one gift bears Santa's name. How can you not love someonenwho gives so many presents away each year and whose onlynexpectation is a couple of cookies and a glass of milk?

Knows What He Is Selling

Santa knows what he is selling, and its not just games and toys.
Santa sells hope, whether it is for the latest video game, anwarm sweater or happiness.

How can you market your business more like Santa Claus doesnhis?

1. Clarify how you and your firm are unique, and what it is thatnseparates you from the crowd. You don't need to put on a rednsuit or slide down chimneys. Define yourself by the problems younsolve, the expertise you provide and what your customers saynabout you.

2. Get media attention for your business, not just duringnholidays but all year round. Sometimes imaginative stunts likenappearing in a sleigh help.

3. Ask your prospects what they want and then provide servicesnand products that give them what they've asked for. The bette
you understand their conce
s, the better services or products nyou'll provide.

4. Give something away for free. It could be an article, anreport, a book or a workshop. Use your free offer to promptnpeople to contact you and demonstrate your expertise. It worksnfor Santa and it can work for you.

5. Know what you are selling. Your products and services bringnin the money, but what do they stand for? What do they representnto your clients? Sell your prospects on achieving thei
objectives and dreams and deliver with tangible results they cannappreciate.

Whether or not you celebrate Christmas, market like Santa andnyou too, can have many happy clients this and every season,nwithout having to squeeze down a single sooty chimney.

Happy Holidays