A LEADING Northamptonshire-based public relations and marketing firm is advising businesses across the county to watch more television this Christmas.
Ashley Riley Communications, who have recently been shortlisted for New Business of the Year in the Northamptonshire Business Excellence Awards 2014 have made the suggestion following the release of the new John Lewis Monty and Mabel Christmas advert.
“The John Lewis Christmas advert has become a cultural institution over the last decade in the way the Morecambe and Wise Christmas Special was in the 1970s,” said Ashley Riley, Managing Dire
A LEADING Northamptonshire-based public relations and marketing firm is advising businesses across the county to watch more television this Christmas.
Ashley Riley Communications, who have recently been shortlisted for New Business of the Year in the Northamptonshire Business Excellence Awards 2014 have made the suggestion following the release of the new John Lewis Monty and Mabel Christmas advert.
“The John Lewis Christmas advert has become a cultural institution over the last decade in the way the Morecambe and Wise Christmas Special was in the 1970s,” said Ashley Riley, Managing Director of Ashley Riley Communications. “They may be a department store that has been on the high street since 1864 but all businesses big and small can learn from them and the way they promote themselves.
“There are no overt references to John Lewis or its products in the Christmas advert and that’s the key.
“We know that only 14 per cent of people now trust advertising compared to 90 per cent who trust recommendation. John Lewis want us to talk to our friends about the advert and that’s exactly what people do.”
Ashley Riley Communications, who have recently won the contract to work with global brand Amway across Ireland, are
advising businesses to follow the lead of John Lewis.
“It is not about being original. It is about being seductive and recognising people buy with their emotions not their wallets,” said Ashley. “You don’t have to have to be in retail and you don’t have to have a marketing budget of millions. If you want to more people to use your business more the way you communicate through talking, writing, emailing, via websites or on social media has to be less about sales and more about engagement.
“That’s why the John Lewis ads have become a Christmas event in their own right.”
If you haven’t seen the John Lewis Advert yet go to www.ashleyrileycommunications.co.uk For more top tips on marketing and communications follow Ashley Riley Communications on Twitter @ashleycomms