Christmas message

If the soft market is causing you to give more thought to marketing then it's not too soon. The market will only get more fiercely competitive. Good customers will become more closely guarded. And the true insurer and broking brands that exist will become more powerful.

However, for many in the industry 'marketing' has unpleasant connotations. It conjures up thoughts of junk mail, intrusive telemarketing, and spam e-mails.

For those who pride themselves on their professionalism and the power of reputation, to embrace marketing is to renege on their personal values.

If this is you, then you're right. On one level, marketing can be and often is, awful. And many of the stereotypical marketing techniques are abominable.

Whether they could work for you or not, if you don't like these approaches you'll not make them work. The key is finding the right marketing approach for you and your company.

Good marketing should not feel like marketing. It should feel like Christmas. It should also be approached with the same enthusiasm and importance. If you are looking at how to market your particular offering there's no better case study. There are real parallels with insurance marketing.

To explain further: while Christmas is embraced across the globe, the core religious celebration is now surrounded by other elements that have become widely adopted.

These have contributed to Christmas becoming the phenomenal event it is now. In no small part this is the outcome of the application, often unknowingly, of marketing.

For example, there are a number of public holidays, but Christmas is the clear leader. With its multiple bank holidays, and its arrival during the darkness of mid-winter, Christmas meets universal requirements exactly. Clear market positioning at its best.

Christmas is also the ultimate product. There's something for everyone from kids to grandparents. There is also market segmentation and targeted product variations. The traditional Christmas has the fairy atop the tree and carol singers. And Slade.

In terms of branding examples, there is no stronger global brand than Christmas. The power of consistent, strong imagery is clearly demonstrated. Robins, holly, jingle bells exemplify the power of association, only ever conjuring up the mental picture of Christmas and all that it brings.

The power and influence of a strong brand has, according to legend, given us the Santa we know today. Without Coca-Cola's 1930s advertising featuring a red-and-white Santa, we'd have a jolly green or purple figure coming down our chimneys.

Whether it's true is largely irrelevant - it still shows the power of brand.

Christmas also demonstrates the value of branding in terms of delivery meeting the brand promise. The message is a simple one, clearly communicated.

Everyone understands and lives the brand. Children know what it means and what they can expect and play their part with huge excitement. Parents also appreciate their role for Christmas Eve and Christmas morning. And stick to it with complete conviction.

Then there is planning. For weeks before Christmas there is discussion as to who to invite, what to eat, what to wear. It is no good starting on Christmas Day and expecting to get everything just right and everyone you want to attend - it's too late.

There is operational management. Who'll buy the food, who'll cook it and who'll carve the meat? Who'll get the decorations out of the loft, who'll check the bulbs on the tree lights and who'll put up the tinsel?

And there is budgeting - and the challenge of staying within budget.

There is database management - John and Mary have moved, Mark and Sarah have split up and Tanya has a new baby girl, Emma. Records need updating and decisions must be made on who to stay in touch with.

Christmas cards provide an example of how to maintain contact with lapsed relationships, waiting for the time when paths will cross again. Often this simple approach is the stimulus for renewed relationships.

There are also opportunities to build new relationships. The neighbours that have just moved in may drop a Christmas card through the door, or invite you round for a few drinks. It is from open invites like this that long-term bonds are often formed.

There is key account management - making sure that the mother-in-law has the seat by the fire, and that she's never without a glass of sherry or a Turkish delight within reach.

And there is exit management. When guests leave you don't just push them into the cold and slam the door on them. Not if you want to see them again.

You thank them for coming, you help them with their coats, you check they've got everything and you wish them well and say you'll be in touch soon to arrange to meet again.

Then there is customer research, and no better example than the wish lists written to Santa. Ignore this customer feedback at your peril.

There is competition and product alternatives. No longer will a turkey be found on every table. Now it could be goose, honey-glazed gammon or even nut roast.

The importance of seasonality and timing is never more clearly shown. When else would you happily go out and choose to load your sideboard with sugared almonds, dates and chocolate liqueurs? There is cross-selling - bread sauce, stuffing and brandy butter. Usually with a pretty good take-up rate.

There are lessons in event management and the power of anticipation. Advent calendars, Christmas lights and pantos all create build-up to the big event.

Managing reputations
There is the office party and word of mouth. And there is PR and managing reputations. There is the importance of design and presentation - the tree, the decorations and the table laid with the best cutlery, candles and crackers.

And there is analysis. What you would have done differently...how so-and-so got on really well. And that next time you'll use the local butcher, as the supermarket turkey was very dry this year.

Then there is the negative side of marketing. The packed shops and trolleys show the worst of marketing in stimulating unnecessary demand, and appealing to the baser human instincts of greed and gluttony.

But returning to the positive side, Christmas also shows how marketing approaches can support society and bring out the better aspects of human nature. Uniting families and rekindling old friendships.

It is this sentiment that we need to embrace.

Christmas is exciting - it appeals to all the senses. It is hard work, but it is enjoyable and it is eagerly anticipated and welcomed. It has become what it is because of the energy thrown into it. This is the essence of marketing .

Insurance is a fantastic product, delivered by professionals, which protects and saves people's lives and livelihoods. It is a great message to communicate.

Christmas shows that marketing is not so difficult, but to do it properly means a lot of hard work, both in planning and implementation. To achieve this it must become important.

This is where we can draw on one other key marketing example from the Christmas season - an example in overcoming inertia.

What will be your New Year's Resolution for marketing? IT

' Richard Croucher is head of marketing for Broker Network