Content-type: text/html ~ Stephen's Web ~ Part Two: Christmas Marketing Style

Stephen Downes

Knowledge, Learning, Community

Dec 23, 1996

Posted to HotWired 24 Dec 96

Despite all I've said in my previous post, you have to admit, Christmas has been a huge marketing success. But there's so much more they could do.

Let's face it, people re-use the same old songs and decorations year after year. Millions of dollars of potential sales are lost because of this.

Christmas marketers could learn a lot from the fashion industry. Why do we have the same old holiday each year? The carols are getting stale! And Santa belongs in the What's Not category.

Here's my proposal: have a new holiday every year.

Around February, major marketers (such as McDonalds, Hasbro, and Disney) should confab, agree on a theme and a colour scheme. The marketing pitch begins in July and the products are rolled out around September.

Each year people would have to go out and buy new decorations, new CDs, new clothes, and the works. One year the holiday could be 'patriotism in pastels', the next it could be 'travelling in teal'.

The marketing potential is enormous. I'm surprised advertisers have missed the boat.

Stephen Downes Stephen Downes, Casselman, Canada

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