The MadAveGroup Blog
Over the years, Santa has set a pretty high standard. Consider a few of the things the big guy does and you’ll discover some takeaways that you can apply to your company.
1) Communicate the way your customers prefer - Reading letters hand-written in crayon may not appeal to many people over age 9, but Santa does it because he knows it’s important to his customers. How can you make it easier and more enjoyable for potential buyers to reach you?
• Add a live chat feature to your website?
• Increase call center staff to assist customers quicker or permit deeper conversations?
• Provide callers in queue with a call-back option?
• Make texting available to your customers?
2) Be predictably reliable - Santa delivers right on time. In fact, that’s what blows everyone’s mind about the guy. Despite an ever-growing customer base and the skyrocketing cost of reindeer chow, he comes through like clockwork every December 25th. Could you wow your clients by shortening turnaround times?
• Which production and delivery-related processes can you re-evaluate and tighten up?
• Would new partnerships allow you to provide quicker or more consistent delivery?
3) Embrace your weirdness - A red suit? That floppy lid? The belt on steroids? I mean, Santa wears some crazy threads, no doubt, but he makes ‘em work. The look is so his that no one can even think about swiping it. Have faith in what makes you unique, whether it’s your culture, your marketing philosophies or your branding. When those ideas are genuine and deeply held, they can distinguish you in the marketplace and as an employer.
4) Explore new distribution channels - Santa’s got the chimney thing cornered, but you know that when he first started sliding into fireplaces his friends were like, “You get into houses how?” Don’t be afraid to look into new or unconventional ways you can get your product to market.
• Can you partner with a complementary company, just as Wendy’s teamed with DoorDash and Uber Eats to get their food into more mouths?
• Are there less obvious connections you can make, such as when an animal rescue shelter placed their doggies in the lobby of an Asheville, North Carolina hotel? (Read the story.)
5) Do one thing and kill it - Nobody’s better at the gift game than Santa. The dude’s in a league of his own. Yet, he hasn’t over-extended his brand to jump on that Easter action or move into the birthday market. Yes, he works just one slice of the present pie, but he owns that slice.
• Are you providing so many services that you haven’t been able to master any of them? If so, consider how that may affect your brand and your ability to justifiably charge the higher price of an expert.
• How might you customize your product in a way that can be legally protected and allow you to claim its unique property as exclusive?
When you want to encourage customers to buy, you spend time and effort crafting marketing and advertising messages that will be meaningful to that audience.
But what about when you need to motivate your staff members to learn a new skill or make an improvement to your workflow? Do you just send a quick email and hope they’ll make the desired change?
In both cases, the goal is the same: you’re trying to promote specific behavior. And in both cases, the audience is basically the same. It’s people. Yes, one group buys from you and the other group works with you, but members of both audiences receive hundreds of requests for their attention each day. If you want the message for your employees to resonate, it needs to be crafted with as much care as your marketing copy.
Let’s say you want your team to adopt a new process. Consider sharing the interesting backstory behind that new process with them. How will it help people? How will it reinforce your company’s mission or core values? When your team understands why the change has been made - and even what’s in it for them - they’re more likely to line up behind that new process.
3 Tips on Treating Your Internal Team Like an Audience
1) Keep your content as concise as possible. That will make it easier for your staff to consume and remember it.
2) A single memo is not likely to do the job. Repeat the main idea, but in different ways and through different channels. Most people need to be exposed to a message several times before it takes hold, but not everyone learns and retains information the same way.
On day one, for instance, you might send an email about the new process. For day two, record a company-wide voicemail answering a common question about the process. On day three, talk about the benefits of the new process at the company meeting. Day four: create and share a quick video to relate a success story about the process.
3) Just as you wouldn’t spend all your time with an audience of customers talking about yourself, be sure to focus on the needs of your internal audience. Help your team cope with the new process. Answer their questions. Give them tips. Remind them how the change makes things better. In other words, deliver value in exchange for their attention.