Update: I've been invited to Tijuana for Christmas Day. Since I've never ventured south of the border, it might be a great learning experience. As working marketers, we should always study what is working in the marketplace. Then fine-tuning that for our programs or promotions. And a great way to do this is by people watching.

Feature Article: The Night Before Christmas

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I'm taking a hiatus next week. But think about what you could be promoting to your clients or customer base. The week after Christmas is an ideal time to send out catalogs, end-of-year campaigns, and even testing new product or service offers.

Why?

Because most businesses stop sending their campaigns during that week. Which leaves you with the unique opportunity to capture your market's undivided attention.

The Night Before Christmas

Dear Associate,

'Twas the night before Christmas,
And around the base of the tree.
Prada, Gucci, with Dolce and Gabbana,
Gorgeously wrapped from the shopping spree.

I waltz through the dizzy mall,
And can't believe what I see.
A hundred people in line,
They were buying See's Candies.

I enter the charming boutique,
And met a scent heavenly.
I say to the proprietor,
"Two dozen Godivas, please."

Then it's back to the house,
I get a call from a friend.
"What time's the party?"
Well it all depends.

Ferraris. Vipers. A Shelby or two.
They surrounded the house, even a Cobra in blue.

"How are you doing?"
They all wanted to know.
They came for a party,
Minus the white snow.

I spoke to a sad colleague,
He said he'd soon be departing.
His company is shutting down,
Due to stale and sterile marketing.

They did everything as planned.
They played by all the rules.
They hired a Big Gun consultant,
And bought all his training tools.

Thumpity-thump, we heard a pounding noise.
It came from outside, a sleigh full of toys.
The driver came in, flushed from the high ride.
He thanked his eight reindeer, for keeping in stride.

He confessed that once, he worked for a big corporation.
But they wanted nothing more, of his idea presentations.
They respond, "We've been there, and done that.
But all that ever got us, were plenty sales flat."

They never tried again, to be on the safe side.
They started playing defense, and cast offense aside.
Their sales began sagging, year in and year out.
With no one to blame, for the fiscal year drought.

The stockholders were mad, and sold off their last shares.
They took a huge loss, and couldn't see where they'd erred.
A business degree, can impress your tight boss.
But profits are made, from sales and not loss.

My friend chimed in, with his dire situation.
His voice seemed choked, with a dash of desperation.
"My hands were tied, in saving the company.
They didn't want change, they all seemed to agree."

Nervous and anxious, of losing their own jobs.
They made for the want ads, like a frenzied lynch mob.
It became real quiet, while the staff made their last pleas.
They glanced over their shoulder, like rats nibbling on cheese.

Santa agreed, as he was readying his flight.
He said, "Ho, ho, ho, I understand you alright.
You can't do much, with people nowadays.
They're out of touch, their mind in a haze."

There's a lesson to learn, for all my business friends.
Look up. Watch out. And cover your rear end.

He leapt to his sleigh. He shot up out of sight.
Happy Christmas to all, and to all a good night.

Warm Regards,