Marketing the “Holiday Experience”

by erica ~ November 11, 2008

It seems like only yesterday that it was 90 degrees and humid in NYC. Before we know it, we will have snow and thousands of foreigners huddled around Rockefeller Center to see the lighting of the tree. I can’t believe that the holidays are just around the corner! With that said, marketers are ready to pull out every trick from their hat to market to consumers during this tough economic time. As retailers are recording major losses, they are trying to be as positive as possible about consumer spending for the holiday season.

Lowe’s, a major retailer, is trying to steer away from the typical holiday campaigns that push consumers to spend money. Instead, they are focusing on creating an experience for these consumers as they enter their stores. Brandweek reports that a current commercial shows a boy following a magical trail of sparkles through a Lowe’s store. As the child watches in awe, coffee mugs change to reindeer and outdoor plants become Christmas trees with each touch of the magic sparkles. “Hey, Merry Christmas,” a Lowe’s service rep-holding a light fixture that turns into tree lights-says to the boy. The spot ends with a stack of gardening pots transforming into blooming Christmas wreathes and the boy convincing his mother to buy one. “You’re right, we do need a wreath,” she says. “Yeah, but there’s so many sparkles and trees and magic,” he says. “Let’s holiday this season,” a voiceover concludes.

This is quite an interesting approach Lowe’s is going with but it’s definitely not new to the market. It is called “attitude branding,” which is defined by Wikipedia as the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all.

Like Lowe’s, Starbucks has also used this branding technique. “A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters,” says Howard Schultz, President, CEO and Chairman of Starbucks.

Erica Berkovich is an Associate Account Executive at Mediashop PR. She is currently pursuing a Masters degree in Corporate Communications at Baruch.