You are a wizard(ess) 

This is the beginning of the holiday season. We've already been through Black Friday and Cyber Monday. We know what's coming next: a lot of Santa Clauses and superrrrpromotions on every street corner. 

If I say: "supercalifragilisticexpialidocious", how do you feel?  Better, no?

For this Christmas season, my wish is that more brands "supercalifragilisticexpialidize"(*) their campaigns, whether in my inbox or in the streets I walk.

(*) Try to actually say it ;-)

I want to feel like a child again - which this holiday is all about. I don't want to buy presents, I want to enter a magical world, full of fairies, elfs and candies. It doesn't have to be childish - quite the opposite - but it should  evoke the spirit of childhood: amazement in front of a first-time experience, when you don't know how it works and it feels completely magical.  

This is what Andrew Stanton, the screenwriter of Toy Story and Nemo, calls in this Ted Talk the "magic ingredient" of a good story (15:15).

Not every marketer would agree with me - and I may be wrong -, but I'm convinced that a low price should always be the cherry on the cake. I'd rather feel excited about something and then discover it's cheap than to be attracted by a low price and then feel guilty to buy something I'm not sure I really want or I need.

Inspiring examples

"Marvelous Friday. -30% on the whole website with the code MARVELOUS."

Inventing a more exciting word than Black Friday does it for me.

For its Cyber Monday promotional campaign, Freddie & Co (the charity-oriented e-shop by Mailchimp) decided to add something special to every order, something their customers (regular users of Mailchimp) would probably love to have: fun toys of their mascot Freddie.

Like an unexpected gift from Santa Freddie.

"This is the Ligne Roset 10 Days. Are you more of a "Oh!" or a "Ah!?" person?"

Although we know it's about discount prices, its main impact is to surprise you, make you smile and anticipate an experience of wonder and excitement. 

f you were a French kid in the 70's like me, you're more likely to be enchanted by the French version of the song. Here: 

"It's Supercalifragilisticexpialidocious!
Even though the sound of it
Is something quite atrocious
If you say it loud enough
You'll always sound precocious