No, it’s not a new rock group. Santa and the Elves are successful entrepreneurs who employ good management practices to have an effective business model. Let’s take a closer look at some of those practices:
Branding, Public Relations, and Co-Branding: Santa and the Elves have established a world-recognized brand, promoted it to families with children and to the world in general in multiple forms of media. Those include verbal stories, songs, print and motion media, and even in dreams along with sugar-plum fairies. They have co-branded products from Coca-Cola to shampoos in order to achieve greater brand acceptance. A quick scan of product announcements will show that Santa is as popular as ever. Unless you brand your business and promote the brand, you will not stand out in the consumer’s mind.
Business Continuity: As Santa and the Elves must make their deliveries on a specific day and time, regardless of weather, they have developed a business continuity plan. By investing in a Reindeer with the latest in technology, the Nose-So-Bright option, Santa has ensured that even in fog he will be able to navigate the world and make on-time deliveries. If you identify the critical functions in your business and develop an alternative or can mitigate their impact, your business will be able to function as planned when it would otherwise be impeded.
Customer Relations: Santa and the Elves have created multiple pathways for boys and girls though out the world to contact them. They employ written mail addressed to “Santa, North Pole,” via e-mail, by texting, contact via multiple Facebook and other social media sites set up regionally and in large cities, in-person with local representatives in branded outfits, and wirelessly by plain old-fashioned prayers. Unless customers and potential customers can easily reach your business by the contact of their choice, they will not be able to ask questions, share ideas and place orders.
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Speaking of Business Blog by Dr. Philip R. Geist, Area Director, Florida SBDC at UNF
