Miracle on 34th Street

Walk into any major department store or any retailer for that matter, a consumer will know that the holiday season is approaching, specifically Christmas.  There might be a small section dedicated to those who are still intending on celebrating Thanksgiving, but all in all, Christmas music, trees, lights, ribbons, garlands, and snowmen abound in many stores.

Macy’s is one such retailer that has been specifically tied to the holiday season through its long-standing name in the retail business, movies (namely Miracle on 34^th Street), and the classic Macy’s Thanksgiving Parade.  To reflect their years of bringing the holiday spirit, two years ago, Macy’s Department store advertised their brand through nostalgic marketing.  Footage in the commercial showed clips from the late 1800s, the parade, movies that have used their name, and reality TV shows.   The end of the commercial states, “Only one store has been part of your life for 150 years.  That’s the Magic of Macy’s.  This commercial works so well, because Macy’s has successfully branded their name by allowing people to remember a particular association with the store.  It even allows for consumers to reinterpret their own memories of when they first saw or heard  the original referenced clips. Even if a consumer was not there to walk into Macy’s in the late 1800s, they may remember a memory of watching the parade or watching a holiday classic such as Miracle on 34^th street.  This ad does appeal to consumers who have high MAO, because it allows the consumer to create a persona and image of what this brand represents and has done over the past 150 years.  It allows the viewer to be part of the experience and to create a prototype of the Macy’s brand.

In terms of social responsibility, especially around the holiday seasons, in the past few years, Macy’s created a campaign called “Believe” and paired their name with Make-A-Wish.   In every Macy’s department store, there was a mail box for Santa, and for each letter that was mailed, one dollar was given to the Make-A-Wish foundation.  Essentially, the company would give up to $,1,000,000 to the foundation.  There were a couple of commercials that were produced borrowing from the story, Yes, Virginia There is a Santa Claus. 

2009

2010

The campaign was effective, because it  reached the $1 million goal of giving to Make-A-Wish.  This campaign not only captures a positive aspect of the season through giving, especially if child knows that by mailing their letter to Santa through Macy’s mailbox, they are helping other children, but it also gives a positive message to believing.  The store is also promoting the idea that it is okay to believe and to be a kid.

Macy’s department store is placed in a positive light because it looks like a store that believes in the spirit of the season, even if they (the department store) are in the business of making money.  The “Believe” campaign is currently underway and can be followed through the Macy’s Believe website.

It will be interesting to see how other companies will compete and roll out good tidings to all in this holiday season.