3 marketing messages from “A Christmas Story”

“You’ll shoot your eye out!” This famous line brings to mind the holiday favorite, “A Christmas Story” starring Peter Billingsley as Ralphie. At Christmastime, it’s hard to resist watching it, especially when it’s on TBS for a solid 24 hours. In addition to the film’s humorous moments and the nostalgia of Christmas in the 1950s, we can also gain these marketing insights from the beloved holiday flick.

Understand your audience

Ralphie can hardly wait for his sacred decoder pin from Little Orphan Annie (his favorite radio show) to arrive in the mail. Finally, the package arrives and Ralphie rushes upstairs to decipher the code. As he anxiously solves the puzzle, one can only assume the result will be something Ralphie has been waiting for, something amazing and unforgettable. Instead, the message reads “Be Sure to Drink Your Ovaltine.” This makes Ralphie angry and disappointed, and as a result he never listens to Little Orphan Annie again. Marketers can learn from this- Little Orphan Annie’s advertising ploy was lost on Ralphie. Instead of finding an effective way to deliver their message to Ralphie’s mother (who would most likely appreciate the advertisement and potentially purchase the Ovaltine), they misdirected their message and in turn, lost customer trust.

Let your brand tell a story

All Ralphie wants for Christmas is a Red Ryder BB Gun. It is all he can think about throughout the film and he is determined to get it. When his mother gives him the famous “You’ll shoot your eye out” response, he turns to his teacher and then ultimately to Santa in the hope that he’ll find some method for getting his ultimate prize on Christmas morning. Not only is Ralphie obsessed with the gun, he is also enthralled with the fantasy he has attached to it. In the film, we see various scenes where he is using the Red Ryder to protect his family from the villain Black Bart. Effective marketing campaigns create a brand that taps into the customer’s imagination and influences and entices them so that they feel they NEED the product advertised.

Overlook pressure from competitors or peers

Poor Flick succumbs to the “Triple Dog Dare” and sticks his tongue to the freezing flagpole even though he knows he shouldn’t. Flick’s pride got the best of him and as expected, the result is painful. As new and exciting products pop up on the market, marketers often face the temptation to change their tune because of what others are doing. It is important to be aware of the competition and to stay abreast of the market’s current trends but don’t forget to stand out from the crowd. Stick to your instincts and don’t give in to bullies or peer pressure. When you know your ideas are imaginative and inspired, go with your gut and focus on how to use your creativity to better your business.

Wendy Moody

Wendy Moody

Wendy Moody is a Senior Editor with CUInsight.com. Wendy works with the editorial team to help edit the content including current news, press releases, jobs and events. She keeps ... Web: www.cuinsight.com Details