Marketing

Christmas comes early for marketers

While the rest of the UK bakes in a heatwave the likes of which hasn’t been seen in decades, the marketers of the world have already got their minds on something else. Because of the long lead times on print publications, product development and more, in the world of PR, it’s Christmas.

Referred to in the industry as ‘Christmas in July’, preview events are held throughout the summer months by brands looking to push their products. Everyone from traditional print journalists to bloggers, influencers and buyers can be invited to these events, for a sneak peek at what retailers have in store.

For major food retailers like supermarket chains, luxury brands like Fortnum and Mason and smaller local producers, it’s the chance to get their products into the hands of influencers and on the ‘Best Christmas Pudding 2017’ or ‘Five of the best luxury foodie treats this Christmas’ lists.

Likewise, many lifestyle retailers including clothing brands, homeware stores and others will hold summer preview events, hoping to secure a mention of their brand in gift lists and social media feeds.

It isn’t just previews taking place in July, though. Many organisations will already have brainstormed, filmed and perhaps even signed off on their Christmas advertising campaign. Coups like Marks and Spencers’ tie in with the Paddington 2 movie don’t just spring up overnight – there’s months and months of planning involved.

That’s why it’s crucial that if you’re thinking of running a Christmas campaign with a big name – whether it’s organising events, an online campaign or an all-out Christmas TV advert, you need to start thinking about it now.

Celebrity spokespeople and brand ambassadors are a well-established part of Christmas marketing campaigns – think Stacey Solomon and Iceland, Ewan McGregor and Debenhams or Twiggy and M&S. If you want to secure exactly the right celebrity for your brand, you’ll need to pin them down early, so it’s worth contacting an entertainment agency now.

A recognisable face can do wonders for boosting the credibility of your brand, and by choosing the right person you can really buy into the feelgood festive spirit. For instance, if you’re marketing a toy-shop, a notable children’s TV presenter will make their sell all the more authoritative. Likewise, a notoriously fashionable celebrity is the perfect choice for a fashion or clothing brand.

If you’d like to learn more about getting in there early and booking a celebrity to be a part of your Christmas ad campaign, you’ll need to crack on. Top London-based booking agent MN2S is a great first port of call; you’ll find celebrities from all across the spectrum, from soap stars to singers and everything in between. Get in touch today to start the ball rolling on your Christmas plans this summer.

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