There is nothing quite like the holiday shopping season. All the hustle and bustle really gets you into the competitive (whoops)… I mean Christmas spirit.
Appealing to the competitive spirit may not seem like an appropriate holiday strategy, but a little competition can be a powerful motivator.
Best Buy’s “Game on, Santa” Campaign
What did Santa bring you last year? A knit sweater? Well mom just brought home a new flat screen and blurays for the entire family! BAM!!!!!!! …or at least that was the general idea.
Why it works
Santa is a pretty big deal, and if we (the consumer) can one up Santa… well that’s awesome. Best Buy cleverly leverages itself as a convenient way to purchase the very best gifts. The message is, in short, “Shop at Best Buy. Be Awesome.”
What you can do
- Play to spirited competitors – Appeal to the competitive nature of your customers. Like Best Buy, create a story line that features “a friendly competition.”
- Reinforce that winning feeling – Reinforce whatever positive feelings customers may have about your brand. Make sure they feel that money spent with you is money well spent.
- Draw a comparison – Are you a low cost provider? Is your service second to none? Do you have a selection that other retailers don’t offer? Don’t be afraid to draw a comparison between you and your competitors. Check out Bing’s latest ad… It may not give you that warm and fuzzy holiday feeling, but it is effective.