The best and worst of 2013 holiday marketing

I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.

Worst Practices  |  Real-Time Marketing & PR  |  Best Practices

This holiday season, many thousands of companies did what is expected – interrupt us with inane greetings. Marketers spend time and money because, well, “aren't we supposed to send greetings to clients?”

The vast majority I received were a complete waste of time. Do you really want to open an email from, say, your credit card company wishing you a happy holiday? Or worse, how about those printed messages sent in the mail. Most just contribute to trash (or recycling) heaps.

In the holiday spirit, I’m refraining from calling out offenders by sharing any “worst” examples. You know who you are.

WestJet Christmas Miracle: real-time giving

The best marketing I’ve seen is the terrific WestJet Christmas Miracle: real-time giving YouTube video. If you haven’t seen it, do yourself a favor and spend a few minutes now.

Westjet nailed this one (and as a result have generated 33 million views as of this writing).

The concept is unique and highly creative. It is, of course, real-time. And it is audacious! Could you imagine getting the bosses at your company to agree to an effort like this?


Thank you Westjet for brightening my day with your video.

Knowing that I love real-time marketing, several people sent me a link to the video. The first was Jeff Humphreys. Thank you for sharing.