The Holiday That Keeps On Giving

Per Adweek, some holiday forecasts hold out some hope. One word can summarize what products need to portray to consumers: Relevance.

Shoppers want to buy gifts that will get used and not get stuck in the back of a closet. Or get's "re-gifted" next year. That's always been their goal, but it's even more important in this economy.

No one wants to appear wasteful, so shoppers will use lists more and will probably start shopping sooner.

The companies that will win this holiday season, now more than ever, are the ones who integrate their media choices and solve problems. As consumers go back to basics, so must marketers. The experience from your product has to fit a need. We all know consumers don't buy a drill because they need a drill. They need holes.

I just hope my holiday gift giving doesn't any "gifts that keep on giving" - my family's term for re-gifting.

The Need for Relevance

Savvy marketers know your company/product/service needs to be relevant to your customers in order to survive. It's shocking, however, how many smart people get too caught up in what they've always done and forget this.

In the last few years, my focus has shifted from negotiating the best TV CPP's (of course it's still important) to relationship marketing. It started with database marketing using CRM tools. It's evolved to involved social media. The ultimate goal of these forms of targeted communication is to build relationships with your customers and stay relevant.

I attended a social function recently with some friends who I consider talented marketers. We were discussing social media and a friend pointed out the value in what I was learning because, "no one else wants to take time to learn it." I'm still stunned by that comment. A lot of people are taking the time to learn it. In this business, you have to stay current or you become...irrelevant.