Imagine you are a customer. What would make you happy?

What would make you feel special? Often, a small gesture can make a big difference in the perception of not only the offer or product, but the entire brand. Christmas is a time of joy and generosity, so why not bring that spirit into your marketing?

Not only will it improve relationships with your customers, but it will also help you drive more sales and a better brand image.

1. Create a story

Christmas is a time of emotions and stories, so it's a good idea to think about a story in your brand that is true, yet deepens people's connection to your brand. Remind them what Christmas means - family, love, joy, peace and quiet. Let your products or services play a part in their own Christmas story. Mobile operators or Kofola, for example, do a great job of this every year. One of the most popular commercials that everyone can think of is the perfect commercial with a little girl and her daddy "The Golden Pig" ("You have to hold on and there will be teeth, No no, I don't have to, I can see it already":) It's the story that creates a stronger bond with the brand, that's why customers form a relationship with it.

2. Help others who need your help

Christmas is a season of joy, happiness, sharing and doing good deeds. Consider what opportunities you have as a business to contribute to a good cause. Choose a project that deserves help and isn't just media-famous. It's nice to have something to talk about, but let your deed actually make a difference and help those in need. The help doesn't have to be just financial, but media as well. Talk about the project and let other people know about it and it will make even bigger changes.

In marketing, it's ideal if the help is related to what your brand focuses on. (Though in reality, of course, any help in a pinch is valuable.)

When it comes to marketing, it's ideal if the help is related to what your brand focuses on. (Although in reality, of course, any help in a pinch is valuable.)

• Do you sell dog food? Choose a dog shelter, for example, that doesn't have many subsidies or isn't easily accessible. There are plenty of dog shelters around the Czech Republic and Slovakia whose owners would be grateful for any financial support.

• Do you sell cosmetics? Help, for example, families in need or mothers in shelters.

• Do you focus on technical products or IT? Help selected schools to improve their learning conditions. You will not only make the children and teachers happy, but also their families...

• Do you have a food brand? Help e.g. homeless and jobless people. A great project that deserves more media attention is the magazine Nový Prostor, which helps people to get up from the very bottom.

There are many ways you can do a good deed. The important thing is that it is not just lip service, but that it actually makes a difference. In marketing and PR, your good deed can then be communicated beautifully. Activities like this reflect in the perceived value of the brand and increase its credibility.

3. Create personalized Christmas greetings

Personalisation is one of the key trends in recent times. Just 10 / 15 years ago, postcards were sent by post and now everything is handled electronically by email or mobile phone. It's quick and practical, but it's losing the personal touch. That's why a personal message and approach is important in relationships, not just with customers.

Send not only personalised messages, but also newsletters with surprises - for example, an extra discount just for them, or a gift. You will see that it will have a positive response.

4. Christmas discounts and promotions

Of course, Christmas discounts and promotions play an important role. You need to remember to make sure that the discount is attractive but doesn't go over a certain level. We see 20% differently, 50% differently and 70% differently... For more premium brands, the better way is in the form of beautiful and premium gifts, because it does not reduce the value of the brand, but the opposite.

5. Social media, competitions + be online

In the Czech Republic and Slovakia, people love competitions. And when else should you compete on social media than at Christmas. Come up with an attractive competition that is geared towards your brand and the season. A competition will help you gain more awareness.

The goal of all the above points from a marketing perspective is to deepen the relationship with your customers and create a stronger bond and awareness. Because when the bond is stronger, customers feel more satisfied and then buy the brand more often. It's important to show your customers that you care about them. The Christmas period is ideal for this.

Of course, there are many more tips to make Christmas more exciting from a marketing perspective. If you need any advice, don't hesitate to contact me, I'd be happy to help.

Happy Advent Sunday to all