5 SMS Marketing Lessons from Our Favourite Christmas Ads
Every Christmas, there is one commercial advertising campaign that stands out above all others. Multinational brands such as Coca-Cola with its iconic truck and McDonald’s, who have perfectly captured the essence of ‘Driving home for Christmas’ are amongst those who stand out from the crowd year after year. But what are the five of the most popular ever Christmas advertising campaigns, and what takeaways can we use to make our SMS Marketing more effective than ever? Our experts take a look.
Who is not familiar with that iconic truck and the accompanying jingle ‘Holidays are coming’? And then there is the familiar face of a jolly, merry Santa Claus. Rumour has it that Coca-Cola was even responsible for the modern day image of Father Christmas, although there is little evidence to substantiate this. Regardless, one thing Coca-Cola certainly can take credit for is not just making Christmas something that their brand celebrates – with Coca-Cola, the brand has become the very embodiment of Christmas itself.
You may not have the budget to compete at the same kind of level, but consider how you can adopt an SMS Marketing strategy that does something more than simply honour an unspoken obligation to ‘be Christmassy’ – instead, try to create a campaign in which your brand becomes a part of what Christmas is all about. How can you convince your customers that Christmas just wouldn’t be the same without you? It’s no easy task, but it will certainly pay dividends if you can pull it off.
2. John Lewis
John Lewis is a name that comes up on the favourites list again and again – often for different adverts. So what is the magical touch that consistently wins over the hearts of audiences old and young? One thing that they manage to use to great effect is the idea of playing with our perception – in 2011’s ‘The Long Wait’ campaign, for example, our hearts were won over by the depiction of a young boy and his excitement about giving a gift to his mum. The following year’s ‘The Journey’ campaign sees another great play on our perception of all things Christmas as we follow a snowman’s epic quest to win the heart of his female counterpart.
Can you put a fresh twist on your SMS Marketing campaign this Christmas by finding a new angle on your product or service? Can you work a story into your wider marketing strategy that can be played on through your SMS Marketing?
Although considered by some to be controversial and in bad taste, it is hard not to consider the 2014 Christmas advert by Sainsbury’s as a top candidate on any list of favourite Christmas ads. To coincide with the centenary of World War One, they released the famous ‘Christmas is for Sharing’ campaign, telling the heart-warming tale of opposing soldiers on the front line during the famous Christmas Eve truce. Although audiences were divided, it was a much-loved advert that beat its biggest rival – John Lewis – to become the favourite of the year and also one of the most popular to date.
The key message in this campaign was that Christmas is a unique time of year that brings people together despite their differences. Think about how you could capture this sense of togetherness in your SMS Marketing Campaign. Does your product or service lend itself to sharing?
4. Marks & Spencer
Another all-time favourite Christmas advert is Marks & Spencer’s 2006 ‘Not Just Christmas Food’. The advert didn’t just feature the brand’s Christmas lines – it combined a sultry voice-over with mouth-watering images that made the idea of popping into your local store simply irresistible.
Whilst the limitations of an SMS message prevent you from achieving quite the same, it is nonetheless possible to recreate this effect with the careful use of language. Think about how you can use descriptive language to play on the imagination and help your customers visualize the experience of your product or service, as well as create evocative images of Christmas.
5. Yellow Pages
Although it might seem to be a stark contrast on a list that is decidedly weighted to retail, it would seem wrong to complete a list of top Christmas adverts without mentioning 1992’s brilliant ‘Mistletoe’ advert for the Yellow Pages, coming to the rescue in a wordless interaction between a boy and the somewhat taller girl stood below the mistletoe.
The brilliance of this advert lies in the ingenious use of the product to achieve an outcome far removed from its actual purpose – and capturing our hearts in the process. Could your product or service have a similarly unique functionality this Christmas that you’d never thought of?
Although it can be hard to capture the full impact of some of these festive favourites through SMS Marketing alone, there is certainly plenty of food for thought to help you start thinking outside of the box. And remember – SMS Marketing doesn’t have to be used on its own – it is a great solution to incorporate as part of your wider marketing strategy, giving you many more options to unleash your creativity.
To find out more about how SMS Marketing can help your business this Christmas or to get set up and ready to start your SMS Marketing campaign today, call our team of experts now on 0800 954 5305.
Brits feel “bombarded” by too many messages from brands on mobile. Does that mean SMS marketing doesn’t work anymore? Actually no, it just means most brands are probably doing it wrong. Find out why UK consumers feel that way and how your brand should be using SMS marketing the right way.
One of the many benefits of SMS messaging is that it's personal. It can feel like a one on one communication or even conversation. But it's also one of the best ways to reach 10, 100, or even 100,000 people all at once. So even "one to many" communication feels like "one to one" to the receiver.
Is it a good idea to cram more information into your precious 160 characters by using "txtspk" acronyms and abbreviations? Yes and no! It depends on the audience and the message. In this post you can pick up some insights into this question and join us in dissecting a real life example.
If you aren’t seeing a positive response from your SMS marketing then your list may be thinking of it as spam and just ignoring it like they do much of their email. So take your latest marketing messages and examine them again with these four questions in mind.
Part 1 of a 2 part article comparing Virtual Mobile Numbers (VMNs) and SMS Shortcodes as means of receiving inbound SMS messages. The first part focuses on how VMNs work, what they are typically used for and what they cost. Part 2 follows with details of SMS Shortcodes.
One key to successful marketing is to know when you’re doing it right. And when you’re doing it wrong. The great thing about SMS marketing is you can get that information pretty quickly. But to understand how your messages are performing, you need to do a little maths. Thankfully, it’s all rather simple once you see it.
You’ve read all about getting subscribers, the legal and recommended guidelines, and put great offers out to your list. But people still unsubscribe. Should you be worried? Are you doing something wrong? That depends. As the saying goes, you can’t make 100% of the people happy 100% of the time. You will have opt-outs, but whether you have too many is the question you should be asking.