Holiday marketing

Picture of Tom Dougherty
Tom Dougherty, CEO – Stealing Share

5 November 2020

Holiday marketing: Be different and better​

As we all refresh our browsers, nervously looking for election results, guess what’s coming after the dust settles? The holidays. And we’ve already seen a sprinkling of new holiday marketing for this highly unusual year.

Target and Best Buy are set to roll out new campaigns this weekend. And what’s striking to me is how different they are. Especially in context of 2020.

Let’s take a look at Best Buy’s holiday marketing. Which directly brings up the quarantine.

The campaign is unusual enough to make an impact. Not just the animation. But the suggestion that we know the people we’re shopping for better than ever. So picking a gift shouldn’t be so difficult. That’s a clever angle.

And it stands out. Even if it’s too cute for my taste. (However, the animation does recall many of the classic holiday TV specials. Like those from Rankin/Bass.)

Now, let’s look at Target’s new campaign.

“The mantra for any marketing effort, whether it’s holiday marketing or not, is to be different and better than everyone else. That way, you actually present a choice. If you simply blend in, then your efforts result in money and time wasted.”

Most holiday marketing remains the same

Yawn. The retailer’s holiday marketing simply looks the same as it’s always been. Some would say it’s on brand. But Target’s brand remains rudderless in meaning, except for its use of red imagery. That’s all it’s got going for it.

Basically ignoring what we’ve been going through this year is a marketing strategy. And it could work. That is, IF the marketing were different and better than everyone else’s upcoming campaigns.

holiday marketingThat’s my main problem with Target’s holiday marketing. Not that it’s acting as if 2020 didn’t happen. But that upcoming campaigns (Macy’s, anyone?) will look, feel and say the same things.

Basically, the Target campaign will simply blend with all the rest. And be ignored. Best Buy’s advertising will stand out. (At least we think so. There may be savvier campaigns coming up.)

The mantra for any marketing effort, whether it’s holiday marketing or not, is to be different and better than everyone else. That way, you actually present a choice. If you simply blend in, then your efforts result in money and time wasted.

Holiday Marketing Story

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