Santa’s Strategic Mastery
More than 525 million kids under 14 celebrate Christmas around the globe on December 25th. That means, Santa has to deliver presents to nearly 22 million kids an hour, every hour, the night before Christmas. That’s 365,000 kids a minute or more than 6,000 kids per second. (source)
And equally impressive is the cultural power of Santa’s organization. With roots all the way back to the 4th century, the ‘brand’ of Santa has endured centuries, empire expansion and collapse, World Wars, and more. So how does he do it?
Strategy:
Santa’s strategy is to amplify a timeless message of generosity and joy by using the magic of Christmas to do the impossible on December 24th in order to captivate the imagination of children and spread the enduring spirit of Christmas, worldwide.
People and culture:
Employ a skilled workforce of elves for toy production and operational tasks.
Hire, train, and promote based on shared values of generosity, joy, and Christmas spirit.
Employ Mrs. Claus to communicate and champion the brand values.
Processes:
Practice expert database management to maintain the "naughty or nice" list.
Track global toy trends and preferences using magical insight and modern data analytics.
Partnerships:
Maintain a collaborative network of parents worldwide to support the brand narrative.
Coordinate with aviation authorities to ensure safe and unobstructed air travel.
Collaborate with creative studios to perpetuate the brand narrative through movies, music, and literature.
Intellectual Property:
Digital Wish List Integration system to convert children's wishes from letters and digital media into a tangible production plan.
Time Dilation Technology and Magical Sleigh Navigation System to meet delivery demands.
Service:
Iconic entry through chimneys, despite varying housing structures globally, to add a layer of magic and mystery.
Use stealth to remain unseen and unheard to protect the magic and surprise of the brand.
Brand codes:
Color: red and white color palette.
Personality: cheerful, kind, generous, and loving.
Mascot: iconic red suit with white fur trim, white beard, round belly, rosy cheeks, black belt and boots.
Sonic: deep, hearty “Ho Ho Ho” laugh and the sound of twinkling bells.
Marketing:
Historic advertising partnership with Coca-Cola to shape the brand image in popular culture.
Orchestrated word of mouth through both digital and traditional Letter Writing campaigns.
Community and charity events to emphasize the brand’s core values.
As we marvel at Santa's strategic prowess, it's a reminder of the importance of adaptability. Santa's ability to evolve while staying true to his core promise is a lesson for all organizations who seek longevity in a rapidly changing world.
May your strategy be as dynamic and heartwarming as Santa’s in 2024. And at the heart of it all, I hope this season reconnects you to themes of love, joy, and generosity and the true source from Whom those blessings flow.
Have a blessed and merry Christmas.
