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Why Christmas window displays can still make a great social marketing opportunity
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The Christmas window display has become a UK tradition up and down the country, especially in tourist hot spots. Since being pioneered by RH Macy’s in 1874, big businesses are still finding innovative ways to keep the festive feels fresh 149 years later.

This isn’t a coincidence, the best businesses in the country and beyond have realised that an innovative window display makes for the perfect festive marketing tool. Christmas window displays increase brand awareness, promote products, can be themed alongside marketing campaigns and do the rounds on social media.

In 2022, seasonal sales in the UK were forecast to reach £82 billion. This is the highest retail value of festival sales in Europe, making window displays more important than ever to help compete in this lively market – especially with UK adults buying roughly 32 gifts a year.

But what are the best and most inventive Christmas window displays of the last decade? We spoke to the slimline aluminium window experts at The Heritage Windows Company to get their perspective on which displays went above and beyond to stand out from the rest.

Harvey Nichols (2022) – a festive fashion show

A love letter to the glamour fashion trends of 2022, Harvey Nichols’ 2022 Christmas window display was adorned with mirror balls, high fashion and sequins – reflecting the faces of happy visitors at its iconic unveiling in Knightsbridge.

The focus on metallics and reflective surfaces lit the windows up like a Christmas tree, creating an eye-catching showcase of bright lights and fashion. All glitz and glamour, Harvey Nichols stood out from Harrods and Selfridges by getting their display ready by the end of October… we’ll let you decide whether that’s too early or not!

Harvey Nichols has understood what it means to create a workplace that welcomes customers and employees with fantastic use of lighting, a skill which can be applied anywhere with careful consideration.

We can’t wait to see what they cook up this year.

 

Harrods (2018) – Instagrammable festivity

Harrods’ 2018 display, Fantastica, showcased everything that captures the minds of the Instagram generation – finding inventive ways to reflect the spirit of social media in the festive season.

Each window in the display represents a different photo frame of Instagrammable festive subjects, from gift giving to Christmas dinner, all of which are elevated with a colourful and considered design.

Harrods established an entire department to design this display, The Department of Surprise and Delight. Sounds like a great place to work, if you ask us!

They did a fantastic job on Fantastica, mixing glamour, traditional Christmas spirit and modern trends in a way which didn’t feel out of place for a second.

Fenwick (2018) – we’re walking in the air

2018 was a great year for Christmas window displays across the country, with Fenwick’s Newcastle display tugging on the country’s collective nostalgic heartstrings. Their display, We’re Walking in the Air, reenacted famous scenes from the Christmas picture book classic, The Snowman (1978).

Each window as magical as the last, scenes from the book were lovingly recreated with impressive detail and lighting. The scenes were partly animatronic, too – capturing the feeling of the snowman coming to life surrounded by moving train sets, spinning platforms and all kinds of festive magic.

This display had something for everyone, especially for nostalgic parents and children discovering the magic for the very first time.

Fortnum & Mason (2019) – feline festive

A throwback to the department store’s roots, this Christmas display depicts festive characters from artist Edward Bawden’s Fortnum & Mason 1958 Christmas campaign.

The detailing in this display is simply outstanding, featuring feline characters making Christmas magic behind the scenes in a Christmas factory. Golden pipes, illuminated bottles of champagne being corked, Christmas crackers getting tested and more are represented in each subsequent window.

The charming feline models steal the show, however, with each as characterful as the last.

Selfridges (2018) – rockin’ around the Christmas tree

In 2018, Selfridges went for a ‘Heritage Rocks Christmas’ theme, dressing up Santa in an assortment of different rock’n’roll outfits over the decades.

From glam rock to the 90s, Santa absolutely sleighed all the iconic looks featured. With golden mic stands and plenty of power stances, we love the ambition to do Christmas a little bit differently – finding the fun in a Christmas winter display that invokes all the excitement of the first Slade track of the season.

We can’t wait to see what iconic displays are featured this year – but one thing’s for sure, it’s going to be hard to top these fantastic windows. We’re sure they’ll all be up for the challenge.

UEFA Champions League still one of sport’s biggest sponsorship draws
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Sponsorship plays a crucial role in supporting the Union of European Football Associations (UEFA) in maintaining its ambition of hosting the best professional soccer tournaments in the world, including the Champions League, Europa League, and Europa Conference League.

It contributes to the smooth operation of each competition, as exemplified by its top associations with Heineken, Turkish Airlines, and PlayStation. UEFA is estimated to generate $606.33 million through central sponsorship deals for the Champions League for the 2023-24 season, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “The Business of UEFA Club Competitions 2023-24,” reveals that in 2023, the UEFA Champions League had 12 teams, which generated more than $60 million in annual sponsorship revenue. Barcelona and Real Madrid are expected to generate a significant amount in the 2023-24 season, with approximately $169 million and $143 million, respectively, adding to their esteemed reputation in the sport and immense popularity globally.

Joe Pacinella, Sport Analyst at GlobalData, commented: “The UEFA Champions League clubs are known to be some of the most valuable soccer properties on the planet, as seen with Barcelona and Real Madrid. Manchester United’s $96 million-a-year sponsorship revenue is also very impressive and illustrates its commercial pull, along with that of Paris Saint-Germain, which collects $87 million annually, slightly more than Manchester City’s just over $83 million-a-year.”

UEFA’s deals with Heineken, PlayStation, and Turkish Airlines offer a huge source of revenue for the federation and provide diversity within UEFA’s sponsorship portfolio, further enhancing their global exposure and cementing their pristine status.

Heineken is the biggest spender on the Champions League roster and promotes the competition worldwide through exclusive rights surrounding the deal. The Dutch brand has been partnered with UEFA since 1994, continuously engaging with soccer fans around the world and using the Champions League as the focus of their marketing campaigns, in a deal worth $65 million annually, as per GlobalData. The brand sponsors all three UEFA club competitions, including the Champions League, Europa League, and the Conference League.

Pacinella added: “Heineken has focused on UEFA’s three club competitions for a number of years, making it the center of their sports sponsorship portfolio. The brand aims to assert itself as a market leader for soccer in the beer scene, being UEFA’s top sponsor.”

Hankook Tire primarily focuses on the Europa League and Conference League, giving both competitions worldwide exposure. The automotive brand stands as both competitions’ top sponsor, ranking as the most lucrative deal that is not affiliated with the Champions League. The Korean brand has been promoting the competitions across Asia and engaging with fans across the globe, offering matchday experiences and online social media content. Hankook Tire’s deal with UEFA is worth $17.5 million annually on a one-year deal.

Pacinella concluded: “The Europa League is Europe’s second-tier competition but still ranks as the second most popular soccer club competition in the world after the Champions League, emphasising the power of European soccer relative to other continents. Despite the huge appeal and success of UEFA’s club competitions, the newly instated UEFA Conference League certainly lags behind the rest and has less social media followers than the Copa Libertadores, CAF Champions League, and the AFC Champions League, but given time to grow, it will no doubt surpass these competitions.”

Photo by Mario Klassen on Unsplash

Digital Marketing Solutions Summit: Maximise your time in London next May
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As an industry professional you’re invited to attend the Digital Marketing Solutions Summit – which will provide you with a rare full working day of industry networking, learning and connection building.

Taking place on the 8th May 2024 at the Hilton London Canary Wharf, this unique event will give you the opportunity to meet with new suppliers who can help with your upcoming plans and projects.

And what’s more, the Summit is completely FREE to attend as our guest

Benefits include:

🤝 A personalised itinerary of meetings with solution providers who match your requirements

💭 Attendance to a series of seminar sessions hosted by industry thought leaders (yet to be announced)

👋 Informal networking opportunities with peers

☕ Lunch and refreshments provided throughout the day

This intimate event will host senior buyers whom are responsible for their organisations digital marketing.

Secure your free place here or click here, or if you’d like us to send further information, click here.

Selecting the Ideal Website Platform for SME Brands: Key considerations for Digital Managers
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A website is often the first point of interaction between a Small and Medium-sized Enterprise (SME) and its potential customers. For digital managers, choosing the right platform – whether it’s WordPress or Wix – is a decision that can clearly impact a business’s online presence. We’ve rounded up the key considerations when making the important decisions…

1. Ease of Use and Flexibility

The chosen platform should offer a user-friendly interface that can be managed by team members with varying levels of technical expertise. For SMEs, where resources are often limited, the ability to easily update content, add new pages, and make basic customisations without needing extensive technical know-how is crucial. Flexibility in design and functionality is also important to ensure the website can evolve alongside the business.

2. Scalability

Scalability is paramount. The platform should be able to accommodate the growth of the business, handling increased traffic and additional content without compromising performance. This means considering not only the current needs of the business but also its future aspirations, ensuring the platform can grow with the brand.

3. Cost-Effectiveness

Budget constraints are a common consideration for SMEs. Digital managers must weigh the costs associated with different platforms, including setup, monthly or annual fees, and any additional costs for plugins or extensions. It’s important to find a balance between affordability and functionality, ensuring the platform offers value for money.

4. SEO Capabilities

Search Engine Optimisation (SEO) is vital for increasing visibility and driving traffic to the website. The platform should have strong SEO capabilities, allowing for optimisation of content, mobile responsiveness, fast loading times, and the ability to modify meta tags and URLs. These features will help the website rank higher in search engine results, an essential factor for online success.

5. Security Features

With increasing cyber threats, the security features of a website platform are non-negotiable. The platform should offer robust security protocols to protect sensitive data, including SSL certificates, regular security updates, and secure payment gateways for e-commerce sites.

6. Integration with Other Tools

Integration capabilities with other digital tools and systems, such as CRM software, social media platforms, and email marketing services, can significantly enhance efficiency. The ability to seamlessly integrate these tools can streamline operations and provide a more cohesive digital strategy.

7. Technical Support and Community

A strong support network is invaluable, particularly for SMEs with limited in-house technical support. Platforms that offer reliable customer service, comprehensive documentation, and an active community forum can be advantageous, providing resources and assistance when needed.

8. E-commerce Functionality

For SMEs looking to sell products or services online, e-commerce functionality is a key factor. The platform should offer a seamless shopping experience, with features such as shopping carts, payment processing, and inventory management.

Whether you go for WordPress or Wix, choosing the right website platform for an SME brand involves a careful evaluation of various factors, from ease of use and scalability to cost, SEO, security, integration capabilities, support, and e-commerce features. By thoroughly assessing these considerations, digital managers can select a platform that not only meets the immediate needs of the business but also supports its long-term digital strategy, fostering online growth and success.

Are you about to embark on a new website project for your organisation? The Digital Marketing Solutions Summit can help!

CREATIVE DESIGN MONTH: Key considerations in devising your strategy 
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Creative design for a campaign plays a pivotal role in capturing the audience’s attention and conveying the brand’s message effectively. For marketers, devising a creative design strategy involves a blend of innovation, market understanding, and brand alignment. Here we outline the key considerations you must account for when developing an approach, based on input from attendees at the Digital marketing Solutions Summit…

1. Understanding the Target Audience

The foundation of any effective creative design strategy is a deep understanding of the target audience. Marketers must consider the demographics, psychographics, and behaviours of their intended audience. This includes age, gender, interests, values, lifestyle, and even the digital platforms they frequent. Design elements like colour schemes, typography, and imagery should resonate with the audience, evoking the desired emotional response and connection.

2. Clarity and Consistency in Brand Messaging

Creative design must align with the brand’s identity and messaging. Consistency in design elements across all channels reinforces brand recognition. This means ensuring that logos, colour palettes, and typography are uniform and reflect the brand’s ethos. For instance, a brand known for its environmental commitment might use green tones and natural imagery to communicate its values.

3. Balancing Creativity with Functionality

While creativity is crucial, it should not come at the expense of functionality. The design must be user-friendly, especially in digital campaigns. It should facilitate a smooth user journey, from the initial engagement to the desired call to action. For example, a visually stunning website is ineffective if users find it difficult to navigate or locate information.

4. Leveraging Trends and Innovation

Staying abreast of the latest design trends and technological advancements can give campaigns a competitive edge. However, marketers must carefully evaluate which trends align with their brand and audience. Incorporating elements like augmented reality, interactive content, or bold typography can enhance the appeal of the campaign, provided they add value to the user experience.

5. Multichannel Approach

In today’s digital age, marketing campaigns span multiple channels, from traditional print to social media and digital platforms. A creative design strategy must be adaptable to various formats while maintaining a cohesive look and feel. This requires an understanding of the nuances of each channel and how audiences interact with them.

6. Measuring Effectiveness

Finally, the success of a creative design strategy should be measurable against the campaign objectives. Metrics such as engagement rates, click-through rates, conversion rates, and social media interactions can provide insights into the effectiveness of the design elements. Continuous monitoring and the willingness to tweak the strategy based on feedback and performance data are essential for achieving the desired outcomes.

When devising a creative design strategy for a marketing campaign, marketers must balance artistic expression with strategic thinking. By understanding their audience, maintaining brand consistency, embracing innovation, and adapting to multiple channels, marketers can create compelling designs that not only capture attention but also drive tangible results. As the marketing landscape continues to evolve, those who skilfully blend creativity with strategy will emerge as leaders in the realm of effective communication.

Are you on the hunt for Creative Design solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Jeroen den Otter on Unsplash

What does the notion of ‘sustainability’ mean in the minds of consumers?
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When a company claims to be ‘sustainable’ consumers feels this relates to ‘circularity’ and ‘naturalness’ and/or ‘social equality’ commitments, according to new research by Vlerick Business School.

Companies can benefit from actively including the operational indicators behind these associative concepts in brand positioning & marketing communication efforts towards consumers. The research reveals 19 elements that consumers associate with sustainability. These are bundled under three factor components based on the results of an exploratory and confirmatory factor analysis on the data collected.

‘Circularity’ bundles the associative elements in consumer minds that relate to avoiding exhausting natural resources and re-using materials (e.g., ‘circular economy initiatives’, ‘recycling programs’, ‘restoration/replenishment of natural resources’).

‘Naturalness’ bundles elements related to the use of non-artificial production methods and resulting products. Examples are ‘no chemicals in production’, ‘no pesticides for vegetables’, ‘no production of GMOs’.

‘Social equality’, finally, bundles elements that relate to the need to ‘care for people’. Examples are ‘gender equality’, ‘fair wages’ or ‘good labour conditions’.

These findings come from research conducted by Frank Goedertier, Professor of Marketing at Vlerick Business School, together with his co-authors, Joeri Van den Bergh, from Human8 and Vlerick Business School, and Bert Weijters and Ole Schacht, both from Ghent University. The researchers wanted to understand what operational associations (in terms of hands-on practices) are triggered in the minds of consumers when a brand claims to be ‘sustainable’.

To do so, the researchers surveyed over 5,500 consumers, across seven different developed countries: France, the UK, Germany, Belgium, Sweden, the Netherlands and Australia in two data collection waves. 19 separate hands-on practices were identified, as well as the extent to which consumers associate these with the ‘sustainability’ notion. The researchers grouped these into three categories (social equality, circularity and naturalness). An extensive literature analysis preceded the survey data collections.

“Sustainability is being increasingly proposed as an overarching goal for transforming the way we live, work, and consume, and more and more consumers want to purchase from brands that they know are sustainable in their practices”, said Goedertier. “However, it is unclear what hands-on practices consumers actually associate with (or expect from) a brand that claims to be ‘sustainable’. Our findings reveal specific notions that can allow companies to position their brands on sustainability in a way that reflects the hands-on practices and aspects consumers associate with it.”.

The researchers say that the findings are particularly interesting as previous literature focuses on separating both social and environmental factors when it comes to sustainability. In this study, consumers clearly group both together when it comes to identifying a sustainable brand.

By shedding light on how consumers view sustainability, the researchers hope that the findings will help companies generate more impactful and consumer-relevant sustainability communication and actions – highlighting the key areas consumers view as sustainable indicators.

Do you specialise in Online Strategy? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in December we’ll be focussing on Online Strategy solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Online Strategy and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Dec – Online Strategy
Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking
Mar 2024 – Email Marketing
April 2024 – Digital Printing
May 2024 – Social Media
Jun 2024 – Brand Monitoring
July 2024 – Web Analytics
Aug 2024 – Conversion Rate Optimisation
Sept 2024 – Digital Signage
Oct 2024 – Brochure Printing
Nov 2024 – Creative & Design

Brits to shell out up to £1,000 this Christmas, with local retailers set to benefit
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Over 45% of Brits will be spending the same this Christmas, with 33% spending more, despite ongoing cost of living concerns.

That’s according to new research from local gift card champions Town & City Gift Cards, which surveyed over 1,000 consumers, employees and organisations.

28% of people said they’ll be spending £751-£1000 this Christmas, with the need to purchase gifts for friends and family given as the reason for Christmas spend staying the same or increasing.

But finding the perfect gift isn’t always easy with a huge 73% of Brits worrying about finding the perfect gift. The research also revealed a move towards more ‘useful’ gifts that offer choice with 89% planning to buy at least one gift card this Christmas. 92.9% prefer giving a gift card to cash with 77% saying this is because it encourages the recipient to treat themselves.

And, naturally, gift cards are a Christmas present that people want to receive too, with 89% saying they would like to receive a multi-store gift card that can be spent at more than one business and 94% preferring gift cards that can be used in various sectors, such as retail, hospitality and leisure.

Support for local is higher than ever with 98% keen to support local this Christmas and 87% saying supporting local businesses helps to keep them open. 60% say shopping local offers a better experience.

Colin Munro, MD at Miconex, the firm which provides the technology for the Town & City Gift Card programme and said: “The research revealed changing attitudes towards gifting with a greater emphasis on gifts that can be used in a practical way and offer the recipient choice.

“There’s also a really strong awareness of the need to shop local because people realise the impact it has on their community. Local gift cards wrap up choice and support for local in one gift card, reducing the pressure and worry of finding a perfect gift as the recipient can choose exactly what they want from all types and sizes of local businesses.”

Marketers experimenting more to fight economic downturn
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Almost half of marketers (44%) are actively investing in experimentation as a direct response to the UK’s current economic slump.

That’s according to new research from Optimizely, which reveals marketers are using experimentation in the face of cutbacks as a way to deliver personal experiences that drive revenue, boost customer retention and deliver growth.

The Personalised to Personal report, based on a study of 100 UK marketing leaders and 1,000 UK consumers, explores the financial benefit of delivering targeted experiences that are “truly personal.” The research shows that an overwhelming majority of marketers (75%) believe it’s “more important than ever” to find new ways to optimise their personalisation strategy during tough economic times.

70% of marketers say they are marrying personalisation with experimentation to get ahead of the competition and deliver content that will stand out. Optimizely’s report argues that this is a smart move, at a time when 65% of consumers are more loyal to brands that get to know them at a personal level.

“At a time when UK consumer spending power is at its lowest levels due to high inflation, it’s more important than ever for brands to deliver online experiences that demonstrate they understand consumers, including their preferences and needs,” said Shafqat Islam, Optimizely CMO. “Experimentation is one of the smartest investments a brand can make. It allows companies to properly understand their customers’ behaviours and make decisions based on data, rather than assumptions, in order to provide the tailored experiences that customers love – driving loyalty and boosting brands’ bottom lines.”

Photo by Alex Kondratiev on Unsplash

CREATIVE DESIGN MONTH: Exploring key trends in creative design and the impacts on marketing strategy
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Creative design within the marketing sector has seen significant shifts, influenced by technological innovation, evolving consumer preferences, and a greater emphasis on sustainability and inclusivity. As these trends shape the visual and experiential facets of branding and advertising, they not only redefine the aesthetics of marketing but also underscore the strategic approach businesses must adopt to remain competitive and relevant.

One of the most prominent trends is the rise of bespoke typography. Brands are moving away from generic fonts to create unique, custom typefaces that embody their identity and values. This customisation adds a distinctive character to marketing materials, offering a subtle yet powerful tool for brand recognition. Monotype’s bespoke typeface for the Tate Gallery is a prime example, reflecting the museum’s contemporary and innovative ethos.

Sustainability in design has also taken center stage. The use of eco-friendly materials in packaging and print marketing is no longer a niche appeal but a widespread expectation. Companies like Unilever and Lush Cosmetics are leading the charge, employing recycled materials and reducing waste in their packaging design. This shift is a response to consumer demand for environmental stewardship and the UK’s aggressive sustainability targets. Consequently, marketers must weave eco-consciousness into their design narratives.

Another trend transforming creative design is the integration of augmented reality (AR) and virtual reality (VR). These technologies offer immersive experiences that elevate traditional marketing into interactive adventures. For instance, IKEA’s AR app allows customers to visualise furniture in their homes before making a purchase, blending utility with engagement. As the costs for AR and VR technologies decrease, more businesses are likely to harness these tools for interactive campaigns.

The push for diversity and inclusivity in design has also become a pivotal trend. Marketing campaigns are increasingly showcasing a broader spectrum of races, body types, ages, and abilities, reflecting society’s diversity more accurately. This inclusivity not only resonates with a wider audience but also aligns with the UK’s progressive stance on social issues. It’s a powerful statement that authenticity and representation matter in every aspect of business, including design.

Lastly, the trend towards minimalism and functional design continues to influence marketing materials. Clean lines, ample white space, and restrained colour palettes underscore a brand’s message without unnecessary clutter. Apple’s marketing is the epitome of this approach, where the focus is on the product and its features in a sleek, understated layout.

As these trends converge, they prompt a re-evaluation of the role of creative design in the marketing sector. It’s no longer just about aesthetics; it’s about creating an authentic, engaging, and socially responsible brand experience. Marketers must navigate these trends with a keen understanding of their audience and the cultural zeitgeist, ensuring their strategies are not just visually appealing but also resonate on a deeper level with consumers’ evolving expectations.

Are you on the hunt for Creative Design solutions for your brand? The Digital Marketing Solutions Summit can help!

Photo by Diego PH on Unsplash