‘Twas the Night Before Christmas’ The Omni-Channel Edition
‘Twas the night before Christmas, when all through marketing,
Not a creature was stirring, not even the interns;
The campaigns were pinned on the wall with care,
In hopes that the holiday sales results soon would be clear;
The marketing team were nestled all snug in their beds,
While visions of omni-channel campaigns danced in their heads;
And the chief marketer in her ‘kerchief, and chief merchant in his cap,
Had just settled down for a long winter’s nap,
When out on the lawn there arose such a clatter,
the marketing team sprang from the bed to see what was the matter.
Away to the window they flew like a flash,
Tore open the shutters and threw up the sash.
The shoppers at the door of a newly-opened store
Gave the luster of unspent dollars for sure,
When, what to their wondering eyes should appear,
But a miniature campaign, and eight tiny channels,
With a little old call-to-action, so lively and quick,
they knew in a moment it must be St. Click.
More rapid than eagles his impressions & views they came,
And he whistled, and shouted, and called them by name;
“Now, CIRCULAR! now, DIRECT MAIL! now, WEB and EMAIL!
On, FACEBOOK! on IN-STORE! on, PINTREST and RADIO!
To the top of the sales forecast! to the top of the last year’s numbers!
Now shop away! shop away! shop away all!”
As door crashers that before the Black Friday deals fly,
When they meet with low inventory, mount to the sky,
So up to the customer funnel-top the channels they converted,
With the campaign full of events, and St. Click was alerted.
And then, in a twinkling, they saw on their reporting
The clicking and swiping of each little customer credit card.
As they marked up their proofs, and were turning around,
Down the conversion funnel St. Click came with a bound.
He was dressed all in BOGOs, from his head to his foot,
And his clothes were all tarnished with markdowns and rain checks;
A bundle of events he had flung on his back,
And he looked like a peddler just opening his pack.
His events — how they twinkled! his in-store demos how merry!
His category lift was like roses, his halo effect like a cherry!
His droll little baseline analysis was drawn up like a bow,
And the beard of his chin was as white as the snow;
The stump of a pipe he held tight in his teeth,
And the conversions encircled his head like a wreath;
He had a broadsheet face and a little round belly,
That shook, when he laughed like a bowlful of jelly.
He was chubby and plump, a right jolly old event,
And marketing team laughed when they saw him, in spite of themselves;
A wink of his eye and a twist of his head,
Soon gave them to know Q4 results were nothing to dread;
He spoke not a word, but went straight to checkout,
And filled up the empty shopping carts; then turned quick about,
And laying his finger aside of his nose,
And giving a nod, up the funnel he rose;
He sprang to his campaign, to his channels gave a whistle,
And away they all executed like a shopper with intent.
But they heard him exclaim, ere he drove out of sight,
HAPPY OMNI-CHANNEL CHRISTMAS TO ALL, AND TO ALL A GOOD-NIGHT!
(Happy holidays from the CrossCap team!)