Like a lot of traditional holiday stories, Sean D'Souza's thoughts on why Santa's marketing works better than yours is well received each time we share it with readers. D’Souza is the founder of Psychotactics, a New Zealand-based marketing consultancy.  The fact that his ideas are as pertinent today as when he wrote them several years ago is testament to their timelessness. That's a sure sign of sound advice. Enjoy.

Santa doesn't have to use newfangled techniques when his simple marketing has stood the test of time. If you don't believe in Santa, you'd better change your mind, says D'Souza. The jolly man from the North Pole rocks on – and you can do the same if you stick to these basics:

He's mastered the art of cohesion

If you go to the heart of Santa's marketing, the one word you come away with is “consistency.” Generation after generation has been exposed to one brand, one message and the same powerful imagery.

Many companies get tired of their brand and pour thousands (if not millions) of dollars into a bottomless pit of mindless change. At the end of the day, it's consistency that takes the jingle all the way to the bank.

You can spot him in the middle of a crowded sky

The reason why Santa stands out so vividly in our memories is because he's different. Consistently different. Always has been...always will be. His core marketing term is not built solely on consistent branding, but also on a hard-nosed differentiation.

Too much communication out there fits in with what's safe. Customers have just one slot in their mind. You have to enter that slot at such an obtuse angle that they remember you for life.

If you want differentiation you need look no further than the guiding light of Santa's sleigh-- Rudolph, with his shiny nose. Can you even remember the names of the rest of the eight reindeer?

One very important point, however, is that the marketing message isn't just different, but also customer-oriented. Rose takes the clutter out of administration and Rudolph provides a beacon for clearer navigation. If you don't have a benefit for the customer, just being different is going to get you nowhere.

Give and you shall receive

How many of you are out there networking like crazy? Trying desperately to fill in your steadily depleting bank reserves? You want, want, want! Take a look at Santa's style.

He's into giving first. If you probe deep into your mind, you'll find the people you like best are those who have given you their time, their money or their knowledge. You trust them, and it's very hard to say no when they ask you for a favor in return.

The deepest core of human emotions is fear. Every single product or service, without exception, is sold on the basis of turgid fear. The only known antidote to fear is trust. When trust struts upward, fear banishes itself to penguin land. The more you pile up trust, the more you can do business.

It's up to you to build up the trust one Lego block at a time. Identify your clients and see what you can give them. It could be information, time or even a chocolate-covered scrumptious cookie. Play Santa. It works.

Santa knows his customers

He knows when you've been bad or good. Heck, he even knows whether you're sleeping or awake! How much do you know about your biggest customers? How much do you know about them today?

The reason why Santa's marketing works is because he intimately knows your individual needs. If you want a drum kit, you get one. If you want a Barbie, you don't up sulking with a xylophone.

To give effectively, you have to know what the recipient wants. To uncover their desires, the best way is to work your inquiry into light conversation.  Even an e-mail thread is appropriate forum by today's standards.

Some people worry about invading their customers' personal privacy.  Hogwash! Santa invades privacy gently and uses it to give, not to take. That's why we don't mind.

In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.

1. Solid branding:
   We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front.  If you must change, it's only because your old message isn't doing a complete job.

2. Differentiation:
   Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.

3. Build trust by giving first.
   Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of yourself and focus on what the customer needs instead, the more you are trusted. Business is all about trust. If you don't have it, you're yesterday's soup.

4. Know your customer...
   Like you know the hair on your head. Data collection and its optimum usage will get you right into their minds and keep you permanently rooted in. Every time they see you, they should think you are Santa coming to town!
    

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