At this time branding strategy of year, as the days get shorter and the temperature drops, there is one man who makes the hearts of young and old beat faster: Sinterklaas. But let’s not talk about his skills as a generous giver and friend of children. Let’s talk about the method that makes Sinterklaas so successful: his exceptional brand strategy.
Yes, you read that right. Sinterklaas is not just a man with a miter and a staff. He is a damn good marketer who makes many entrepreneurs green with envy. In order to write this piece, I was allowed to tag along with the marketing helpers of Sinterklaas for a while (under strict NDA). In the meantime, I have gained a good insight into the arsenal of smart moves that make his brand an undisputed great.
1. Create momentum early
Who says that a product launch has to be at the last minute? Sinterklaas starts strategically placing gingerbread displays in supermarkets in the summer. Such an action always stirs up something among his target group: are you ‘for’ or ‘against’ summer gingerbread sales? And you know: negative attention is also publicity. +1 for the old boss.
I once heard that anticipation is governing. Building public buzz before winter sets in is smart. Incidentally, Santa must be a tough negotiator, because claiming so much shelf space at retailers such as Albert Heijn or Jumbo Supermarkets is a costly affair.
2. Mass brand activation
Steamboat, celebrity horse, field marketing team of helpers, bags full of giveaways and more public on the streets than during King’s Day. That is no ordinary announcement but a large-scale brand activation of the highest order. With itself as the center of attention. Haters find it narcissistic, fans call it Hollywood glamour .
The logistical operation is impressive. senegal email list 60000 contact leads Sinterklaas knows how to coordinate his activation simultaneously and precisely in an infinite number of places at the same time. Every boat arrives punctually, and there is no shortage of staff. Put that on your wish list, Dutch Railways.
Name sponsor of national TV program
It will cost a pretty penny (or ducat), but then you more brand awareness? how to become a guest on a podcast [4 steps] will be the title sponsor of the 6:00 PM news on NPO 3. No other company has ever done that to Santa.
Newsreader Dieuwertje Blok seems to be bought off in the same breath because Sinterklaas is not discussed very objectively. Despite ongoing problems with the big book, the steamboat or aob directory Sinterklaas himself, he seems to be able to do no wrong. Media framing.
Santa Claus with presents.
4. Smart collaborations
Sinterklaas is not alone. He has built a network that many CEOs would be jealous of. The sponsored toy guide from Bol., the annual one-two with Pieter Zwart from Coolblue, a guest role for Siepie in the HEMA collab… Yes, his brand is everywhere.
Even Pathé is unknowingly running a months-long promo called The Great Sinterklaas Film (lucky you, Barbie ).