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'Tis the Season for Holiday Branding

December 2, 2011  

Bored with the usual "Seasons Greetings" client postcard? Use a bit of holiday spirit to warm up your social campaigns! Meghan Gargan has made a list of do's and don'ts for sending social holiday greetings with panache. "While you should capture the magic and merriment of this time of year, brands should also be cautious of not excluding or isolating audiences with over-the-top holiday themes," she writes.

Here's a sampling of her holiday advice:

DO refresh your profile imagery on Facebook, Twitter, YouTube and promotional landing pages. You might give your Facebook photo strip a festive refurbish, or promote a holly-laced campaign on all platforms.

DON'T overdo the red and green. Use holiday accents, but also incorporate other seasonal colors (like white, blue, silver, gold).

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  • by Mark Mon Dec 5, 2011 via web

    DON'T be politically correct in your message. People are annoyed by it. People like me. MERRY CHRISTMAS.

  • by Vahe, MarketingProfs Mon Dec 5, 2011 via web

    Hi, Mark.

    Merry Christmas to you, as well. But, for the record, it's not a matter of being PC, it's a matter of being accurate. The holiday season encompasses more than Christmas, and (as far as the retail world is concerned) includes Thanksgiving, New Year's, and non-Christian holidays in between, too.

  • by Michelle Mon Dec 5, 2011 via web

    I can appreciate where both Mark and Vahe are coming from (if I perceive correctly).

    I am a Christian and celebrate Christmas. That has been the basic culture of America from the start. I appreciate keeping that tradition alive.

    On the other hand, many people feel messages that only mention Christmas exclude or even offend those who don't celebrate the Christmas and/or are not Christian. These people assert we should take this into account when we send out messages.

    My preference is to see ads with Merry Christmas because that's what I celebrate and I don't think companies should go to the extreme to AVOID using the word Christmas. I think companies and customers both lose out if the desire not to offend prevents the company from expressing its true character and values. This can mean a missed opportunity for the company to connect to the majority of their target audience.

    If I lived in a Muslim country, I would expect to see messages that reflect their culture and religion. Ads focusing on Ramadan wouldn't offend me. If some advertisers in that Muslim country did put out a message that included me somehow or made me feel they could relate to me, then that would be good too.

    I like how one of our customers has addressed this issue. The front of their card reads:

    Merry Christmas, Happy Holidays, and a Bright New Year.

    They have expressed their preference / faith while including others and sharing goodwill.

    Let's all strive to do the same.

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