A new perspective of Marketing and Christmas

A new perspective of Marketing and Christmas

“A new perspective of Marketing and Christmas” by Márcia Monteiro

In the countries where Christmas is celebrated, this time is seen as an opportunity for companies and brands to increase sales. In addition to special Christmas campaigns, discounts and sales period, the consumer is also sensitive to these matters and takes advantage of this period to make more purchases than usual.

However, we must analyse the core of this matter. This festive season is nothing more than the commemoration of a religious date. This celebration stands up for values such as family, friendship, union…values that are often distorted due to consumerism. Christmas, above all, is a great opportunity to bring family and friends together, to rethink our individual choices, to renew our hopes and to do well. So, in some cases, when people celebrate Christmas, this consumerism is taken to serve companies and brands, not the other way around.

As marketing and advertising are seen, especially at this time of the year, as “manipulators” and “boosters” of consumerism, we should consider another perspective: the consumer’s perspective.

What can companies and brands learn from Christmas?

Businesses and brands must create meaning and not be just used by consumers. Marketing, advertising and creative managers must create something valuable, something that really means something to your target, which has the ability to bring people together, rethink choices and renew hopes…isn’t this what Christmas is all about?

Luckily, some companies and brands have already understood what the creation of meaning is, as they have turned into what Christmas represents: meaning. That is why it is increasingly important that companies and brands add meaning to their product and/or service offerings, and create something really important for their target.

Márcia Monteiro – MA Marketing Course Leader

London School of Design and Marketing

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