How to Create a Christmas Marketing Masterstroke

Charity Events & Social Standing

If you follow a couple of businesses on Twitter, Facebook or Instagram, it won’t take you long before you see updates that show employees having fun.

Not necessarily laughing their heads off, “five pints at the pub for lunch was bad for productivity – YOLO!” fun, but the little activities that most companies take part in. They’re usually for a good cause.

The ice bucket challenge, Movember, wear pink for breast cancer, charity bake sales, raffles, sports days and the like.

All very worthy endeavours that businesses take part in for good reasons. They then post proof to social media to raise awareness – as well as to show their lighter side.

There is absolutely nothing wrong with jumping on a passing fad or enjoying an annual event to raise money and earn a bit of online attention at the same time.

Did you know, on Twitter and Facebook posts with photos get twice the engagement rate of those without?

However, while things like the ice bucket challenge quickly become passé, there is a relatively unexplored avenue that businesses should consider for fundraising as well as publicity. And essentially every company in the UK (and beyond) holds one of these shindigs already.

The Classic Christmas Party

I’m talking about the yearly Christmas party. Of course, some firms have lavish, black-tie, three-course banquet affairs at posh London hotels, while others are set around photocopiers in Slough regional branches and filled with paper plates, finger food, cheesy music and plastic cups of bucks fizz.

Yet, no matter what sort of budget your company is operating on, there is an opportunity here.

Why not combine your charity concerns, craving for online engagement and seasonal soiree into one?

The key ingredient is making your Christmas party stand out from the crowd.

Not many people will retweet pictures of Ian from IT with a pint of ale sloshed down his front, tie askew and crumpled paper hat skewwhiff on his head – unless he’s taken festive debauchery to shocking new depths. Nobody is really interested in a snap of the sales team sat around a long table, stuffed and merry.

Doing Things Differently

Instead, you need to think outside the box for maximum exposure, lots of donations and a very memorable Christmas bash!

I’m not implying you should go to the sort of lengths that will see the local paper donate column inches to the fallout from your party’s controversy, but the more attention-grabbing you make things the better.

If fancy dress is the sort of thing your colleagues might get on board with, especially for a worthy cause, make it quirky.

How about going to the polar opposite of the festive season, making your Christmas party Hawaiian themed? Or even going the whole hog and giving it a summer holiday slant, encouraging speedos, towels and bikinis?

Another option is picking a period for your fancy dress like a 1970s themed disco with big hair, big flairs and lots of beige. Theme your party around the early 1900s if there are lots of dedicated Downton Abbey diehards attending.

However, fancy dress isn’t everybody’s cup of tea, but there are plenty of other ways to make your Christmas party distinctive. Belt out a few karaoke numbers, attend a comedy club or hire out a cinema for your own movie night…

Or try a twist on the traditional Secret Santa gift-giving. For instance, donate toys to a local children’s hospital rather than buying each other £10 worth of tat.

Use your imagination; the more visually interesting your venue and events the better.

Christmas Marketing Masterstroke

The crucial element to bear in mind is that it is for charity. Ask attendees to donate a couple of pounds each or try asking your followers online to chip in whatever they can spare to further raise awareness.

The highlights you post on social media in the aftermath of your Christmas party are a gilded opportunity to get some social traction.

If you’ve been creative or unorthodox enough then your online presence might receive a welcome pre-Xmas boost, while at the same time your activities can benefit charities during the season of goodwill.

I’m sure some businesses already raise money for good causes in the build-up to December 25th, but this approach gets everybody involved, keeps things fun and interesting as well as creating a Christmas party that will be remembered for a long time. It might even be talked about long after 2015's celebration has been and gone.