and nice and just what they want most for Christmas. If you go to the heart of Santa's marketing, the one word you come away with is 'consistency'. Generation after generation has been exposed to one brand, one message, and the same powerful imagery. Just like Mercedes owns the term 'luxury' and Volvo owns the term 'safety', Santa owns the word 'hope'.
A few quotations from
Santa Claus and His Elves, by Mauri Kunnas, a Finnish author, illustrate my point.
"Santa Claus doesn't forget anybody."
(A good thing to remember in customer service). "The smallest package is delivered to the right address, whether it happens to be on land or at sea." (Wise words about delivery mechanisms). "How does he do it? 'A lot of work and a little magic' is all Santa will say."
Santa asks his customers to tell him what they want, and not necessarily what they expect.
He then gets those items to his customers to satisfy their wants and makes sure that the right item goes to the right customer. Zero defects, in other words.
Santa makes no mistakes.
Have you ever heard of returns to the North Pole?
Santa uses a combination of hard work and "a little magic."
The power of tapping into customers' wants rather than their expectations is potentially great. In fact, it is the source of the "little magic."
Perhaps we can all learn something from Santa. Have a great Christmas!
