Marketing, which is essentially communicating a message effectively, is an ever-evolving artistic science, especially at this time of year. (Y’all noticing that “this time of year” seems to sneak up on us faster every year? Me too, but I don’t wish to turn this post into a full-on rant.) For many companies, it seems you just can’t win during the holiday season when it comes to marketing your products and services to the fickle American masses.
Take Starbucks, for instance. Since their marketing efforts are largely sheer genius, you’ve probably heard about the brouhaha that erupted over their…wait for it…plain red cups. The linked article above (from Breitbart.com) actually captions the photo of Starbuck’s holiday cup thusly: “And behold, Starbucks did conceive and bear a red cup, and called his name blasphemy.”
Blasphemy? Seriously?
If this cup offendeth thee, cast it out.
It’s a red paper cup. It’s not a freakin’ Roman Emperor hauling all the male toddlers in the land to the executioner. Methinks a small cranky fringe element of Christendom circles November 1 on the calendar in a black sharpie and wakes up that day ready to stand their post against the whole wide world in The War on Christmas.
This small but shrill fringe element wars loudly, and quickly makes the vast majority of Christians look like loons. Trust me when I tell you that most people who celebrate Christmas could care less what Starbuck’s cups look like and should not be lumped into this loud-mouthed wack-a-doo group of morons.
But this cup thing begs the question: how should companies market their products during the religious holidays? Many companies seek to operate by Christian principles year-round; should they Take a Stand For Christ at Christmas? What should that look like? Honestly, one could see how Jesus may not even want anything to do with corporate America at all, but if He did, I think maybe the following ideas about effectively communicating a holiday message might please Him:
1. Give thanks. News flash: the only purely Christian holiday there is falls on the last Thursday in November. Madison Avenue, the Food Network, and even the NFL have been unable to corrupt it because it is centered around gratitude. When we focus our attention, both individually and corporately, on giving thanks, we become grateful for red cups full of hot salted caramel mochas, people who make them, customers who buy them, warm places in which to drink them, and the jobs we have that enable us to occasionally afford such ridiculous luxuries.
Corporations that embrace gratitude by closing on Thanksgiving are choosing to follow this good advice:
1 Thessalonians 5:18In every thing give thanks: for this is the will of God in Christ Jesus concerning you.
…I was naked and you clothed me.
2. Be kind. It’s only two words, but it’s harder than it sounds, especially in the corporate world. Business is cut-throat and largely unmerciful, which probably explains why it’s hard to find evidence of the tenets of Christianity in it.
Kindness boils down to being considerate of the needs and feelings of others, which, believe it or not, includes not beating them over the head with one’s faith or lack thereof. When people find the effort it takes to be genuinely kind too costly or irritating, they tend to refer to it as “political correctness”, which typically only pays lip-service to actual dirt-under-the-fingernails kindness.
Real kindness is hard. It is often found in quiet gestures, anonymous donations, and the considerate and fair treatment of employees, customers, vendors, and even people on the other side of the world.
In my opinion, the red Starbucks cup is a lovely demonstration of corporate kindness. According to Jeffrey Fields, the company’s Vice President of Design and Content, “In the past, we have told stories with our holiday cups designs. This year we wanted to usher in the holidays with a purity of design that welcomes all of our stories. Starbucks has become a place of sanctuary during the holidays. We’re embracing the simplicity and the quietness of it. It’s [a] more open way to usher in the holiday.”
What a lovely way to embrace this simple teaching:
Ephesians 4:32a Be ye kind to one another
3. Let others praise you. Never is tooting one’s own corporate horn more unwelcome than during the holidays. Many companies know that third party reporting, referrals, and word-of-mouth hold far more sway than any other form advertising. Solomon figured this out a long time ago:
Proverbs 27:2 Let another man praise thee, and not thine own mouth; a stranger, and not thine own lips.
4. Help the poor. Corporate generosity can be a powerful thing. Many corporations have set aside a significant portion of their profits for philanthropic endeavors, and the benefits are many: employee loyalty and pride in the company rises, press (especially from other sources than the company itself) is largely positive, and often, profits rise. Helping the least of these is a wonderful way to serve the community, and become a more involved part of it.
Proverbs 28:27 He that giveth unto the poor shall not lack: but he that hideth his eyes shall have many a curse.
Oddly enough, Starbucks actually embodies these attributes. Their success is evidence that kindness-based marketing programs work. In fact, I do believe I’ll stop in tomorrow morning for a salted caramel latte in a snazzy red cup, and I may even buy some of their coffee, since part of the proceeds from sales of the Christmas blend coffee bought there through Veteran’s Day goes to the USO…as part of Starbuck’s efforts to express their gratitude to our military.
Beloved, let us love one another: for love is of God; and every one that loveth is born of God, and knoweth God. 1 John 4:7