Put Christmas sparkle into your social media marketing campaign

Small businesses may lack the marketing budget of big brands, but can use festive imagination to reach new customers

Christmas marketing campaigns by the major retail brands have become more elaborate by the year, with social media now playing an integral part. The latest John Lewis ad, featuring Buster the Boxer and a host of wild animals trampolining, has been named the world’s biggest Christmas TV ad on YouTube. It used Snapchat to drive the campaign and is currently one of the most shared ads on social media. Snapchat users are given the opportunity to add a lens to a photo of themselves that transforms them into Buster the Boxer.

As a small business owner it’s easy to feel disheartened; with limited marketing budgets, they cannot compete with the big brands. However, as Ben Storey, founder of Digital Storey points out, rather than trying to emulate them, they should learn from them, and then build their own successful seasonal social media campaigns.

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Source: Guardian

Starbucks co-founder: 'We thought we'd have a couple of stores'

Zev Siegl on kickstarting the coffee movement, why he has no regrets about leaving the company, and his passion for mentoring startups

My friends Gordon Bowker, Jerry Baldwin and I used to throw around terrific ideas for businesses; we wanted to make a change in our lives [Siegl was a history teacher] and do something that could have impact and be meaningful. We began meeting every few weeks to kick around ideas and one day when we were having lunch we ordered an espresso, which turned out to be really bad.

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Source: Guardian