SAF Wednesday E-Brief - 12/13/2006  (Plain Text Version)

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In this issue:
•  Pennsylvania Governor Signs 'Phony Florist' Bill
•  Congress Approves Andean Trade Act
•  Wanted: Your New Year's Resolutions
•  AFE Launches New Web Site
•  Students Craft Business Plans for W.J. Cowee
•  IRS Increases Number of Small-Business Audits
•  Home Depot CEO Denies Buy-out Rumor
•  For Branding Tips, Look to Santa
•  Chaplains Join Corporate Workforce
•  Florist Dave Ferrari Leaves Star-Studded Legacy
•  California Florist Adelaide's Raises Funds While Celebrating 70 Years
•  SAF Responds to Real Simple Magazine
•  Member Uses SAF Research to Promote, Enlighten
•  San Diego Readies for Poinsettia Bowl
•  Oops.... we made a mistake.
•  Product Spotlight: Retail Pricing Worksheet
•  Talk on The Forums
•  Where to Find Holiday Help
•  Who's Selling Painted Poinsettias?

For Branding Tips, Look to Santa

Consumers around the world can tell you in a heartbeat what color fashions he wears (red and white). His catchphrases are simple to remember: "Ho, ho, ho." His service (delivery around the world, all in one night) rivals Nordstrom. You haven't guessed whom we're talking about? 'Tis the man of the season: Santa.

Santa's got branding -- that all-important marketing tool -- down, according to a tongue-in-cheek story in Forbes magazine. How does he do it? Let us count the ways (courtesy of Forbes):

• He builds positive brand loyalty by consistently delivering a brand promise. (He doesn't tell his customers that their request is on back order, he delivers.)

• He meets high-performance standards by maintaining a pool of happy elves. (He keeps current on human resources practices to retain top talent.)

• He knows his audience, through that all-important "naughty and nice list" as well as personal letters from his customers. (He practices a bit of niche marketing, too -- delivering only to the good little boys and girls.)

• He makes himself visible in the marketplace, not only by making personal appearances and teaming up with retailers, but with frequent appearances in movies and TV.

And, one of the most important branding tips from Santa? Service with a smile.

--Mary Ann Barton
mbarton@safnow.org