The countdown to Christmas has begun, and the holiday shopping season is well underway. Between now and December 25th we will be taking a look at holiday marketing campaigns from years past and what it is that makes them successful. We hope you will find this series helpful when it comes to leveraging your own business this holiday season.
Target’s “Christmas Champ” 2011
You remember the one… A spunky, overzealous, suburban mom takes extreme measures to prepare herself for the season’s best deals.
Why it works
The entire campaign was an unforgettable, laugh-out-loud riot, but the appeal of these ads goes far beyond humor. Yes, we all laughed at the track suit clad “Christmas Champ,” but on some level we all identified with her neurotic tendencies and zeal for a good deal (or at least I know I did). Target has a clear understanding of its target market and who within that market is doing all the holiday shopping. The “Christmas Champ” campaign recognizes that most of us are working hard to stretch a dollar and that a good deal is worth celebrating. Holiday shopping is indeed a sport, and that crazy lady in the red track suit validates all the effort happy holidays require.
What you can do
Be sure to know what excites your target market, and make a point to share in the enthusiasm. Validate and reinforce positive feelings that your customers have about themselves and your business.