The long wait, the sparkle of lights, the sound of bells, the magic of presents – this is what we used to associate Christmas with. Today, it is hard to resist the impression that it has become mainly a pretext for making money. High competition, individually tailored offers for almost all customers, exorbitant sales plans – it is no wonder that marketing campaigns start earlier and earlier every year. Christmas and New Year’s assortment only after the Day of the Dead? That would be far too late!
Why is this happening?
There is no clear answer to this question. On the one hand, customer needs drive the market, on the other, marketing instils them in us. Is there consent and approval for this? Of course! Customers set the rhythm and direction. Year after year, sales results confirm the strategy. Controversial but effective – that is the most important thing!
Why?
To gain! Marketers are constantly outdoing each other with Christmas campaigns. Who’s first, who’s better, who’s more effective – nothing new. The arms race has already begun. It used to be that the iconic Coca-Cola truck ad heralded the coming holidays. Today, although we are still waiting for it, we are looking for the first signs in shop windows and on shelves in shopping centres much earlier. In fact, by the time Christmas arrives in our four corners it will have taken over the streets, shopping malls and media across the country. The right selection of Christmas music and fragrances can create a unique, special festive atmosphere even long before Christmas. Who among us is not sentimentally waiting for the first ‘Last Christmas’ of the year!
Christmas, Christmas
Long-lasting campaigns help to build customer attachment to the brand and evoke emotions, so crucial to the entire purchasing process. Each of us will certainly, without hesitation, point to at least a few moving, warm, unique Christmas campaigns, with Allegro’s ads at the forefront. There could hardly be a more special time in the calendar to warm up one’s own brand image.
The extended sales period is also an excellent tactical move in terms of advertising. In October or November, advertising is simply much cheaper than in the second half of December. So the choice is simple: if your budget is limited, it is better to promote longer and cheaper than shorter and more expensive.
What do customers gain? A wide choice of products, attractive prices and plenty of time to make a decision.
What next?
Christmas in April and Easter in December? Who knows!
