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Dear Brands, Please Stay Home for the Holidays

Dear Brands, Please Stay Home for the Holidays

Havas Global Comms

Havas Global Comms

December 8, 2017

’Tis the season to stop adding to the noise, the clutter and the materialism of the holidays, says Arnold Worldwide ECD James Bray

LBB Online

By James Bray
ECD, Arnold Worldwide
Dec. 8, 2017

Unless you’re an eight-year-old boy, you know it’s better to give than to receive. And why is that? Well, it’s simple really. We love surprising people with something thoughtful, and seeing the delight it brings them. So, just for argument’s sake, what if brands behaved more appropriately around the holidays? More like, us. More like, humans.

Maybe, around this time of the year, brands should instead take a cue from what the holidays are actually intended to be about, and dial back the whoredom. Maybe, just maybe, turning their undivided attention back to the thing that matters most – family (i.e., their fans, followers, and loyalists) is the way to go.

You see, I could argue, and will do so later, that those brands that are “givers,” those that are more generous with those already in their family, that don’t ask for anything in return, will ultimately be more successful than brands that are desperately trying to attract new customers.

Obviously, most brands will have a strategy for how to engage their loyalists during the holidays. But, unfortunately, these strategies often mean tossing rebates, discounts, and deals at their valued customers with as much care and thought as handing someone a gift card. Just as it’s not a time for shotgunning or speed dating for new acquisitions, it’s also not one for incentivizing your old loyalists.

It’s a time for getting personal.

Read the full article

LBB Online

By James Bray
ECD, Arnold Worldwide
Dec. 8, 2017

Unless you’re an eight-year-old boy, you know it’s better to give than to receive. And why is that? Well, it’s simple really. We love surprising people with something thoughtful, and seeing the delight it brings them. So, just for argument’s sake, what if brands behaved more appropriately around the holidays? More like, us. More like, humans.

Maybe, around this time of the year, brands should instead take a cue from what the holidays are actually intended to be about, and dial back the whoredom. Maybe, just maybe, turning their undivided attention back to the thing that matters most – family (i.e., their fans, followers, and loyalists) is the way to go.

You see, I could argue, and will do so later, that those brands that are “givers,” those that are more generous with those already in their family, that don’t ask for anything in return, will ultimately be more successful than brands that are desperately trying to attract new customers.

Obviously, most brands will have a strategy for how to engage their loyalists during the holidays. But, unfortunately, these strategies often mean tossing rebates, discounts, and deals at their valued customers with as much care and thought as handing someone a gift card. Just as it’s not a time for shotgunning or speed dating for new acquisitions, it’s also not one for incentivizing your old loyalists.

It’s a time for getting personal.

Read the full article

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