Why Santa Claus is the Ultimate Event Professional
In 2012, I wrote a fun festive post about Santa Claus and how great he is as an event professional.
I used that blog as the basis of a presentation in a Pecha Kucha competition in Abu Dhabi, which I went on to win.
Since then, I’ve updated the blog (keeping the original ideas) as I’m convinced there are lessons we can learn from the fictional Claus to apply to business events.
Setting the scene
Annually, Santa Claus facilitates a major global event on December 25th, which shows no sign of slowing down despite changes in the climate, economic conditions, and politics
This event is in demand year on year due to its huge popularity.
So, what exactly does Claus do to make Christmas such a success?
Makes use of all media
Santa completely connects with his audience by making use of the media available. He knows it’s best not to rely on one channel alone.
He uses traditional outlets such as TV advertising, printed news, magazines, and radio, as there is value in each of these.
And he makes the most of social media platforms as he knows his younger audience (think Gen Z) are digital natives and use multiple platforms to learn, socialise, and have fun.
But Claus doesn’t get tied to one channel, as he has seen many tech platforms disappear.
Not only does he use all media available, but he also starts his messaging early. Christmas planning is never left to the last minute.
Gives people what they want
Santa issues pre-event questionnaires, which come back as Christmas lists.
It’s such a simple idea. Just ask people what they want and then make it happen.
Rather than guessing and hoping, Claus and his team of helpers spend time analysing the data that they receive. They also conduct their own research by looking at conversations on social channels, listening to audio podcasts, and staying up to date with the latest press coverage.
This combined research approach provides invaluable insights on what Claus needs to do to meet expectations to remain relevant to his clients.
For example, with sustainability being such a key priority, the elves no longer wrap prezzies in paper that can’t be recycled. They still present presents in such a way that has the wow factor, but Claus has eliminated anything that would adversely affect their carbon footprint.
Demonstrates great logistical planning and execution
Despite bad weather conditions, labour disputes (elves do strike, you know) or transportation (reindeer can be affected by leaves on the ground) issues, Claus and his team have never missed their deadlines.
As well as taking the time to plan the logistics in fine detail and double-checking everything, you can be sure Santa has a Plan B in his back pocket to overcome any difficulties. He’s probably got a Plan C, D, and E as well.
Differences in world economies and political change are always top of mind, ensuring transportation routes can be adjusted as needed, enabling prezzies to make it safely to their final destination.
Focuses on content and connection
As already mentioned, his team exercise great attention to detail, and this is not only in logistics but also in providing prezzies (content) and connection.
With so many Christmas lists and lots of people to keep happy, it’s amazing how the presents are delivered in the way his audience wants.
It doesn’t matter if they want to read something, watch something or get actively involved with seeing how toys work, it’s also given in the way they want. How cool that is.
He understands that some people just want an audio only podcast to listen to, whilst others want to see podcasts on YouTube. He’s always taking note of feedback.
Not only are the presents important, but also the joy that comes from sharing the celebration with other friends and family. Claus understands the value of bringing people together in-person.
However, he’s also smart enough to realise that not every member of the family can travel, and as such he has livestreaming and on-demand recording available so that no one feels excluded. He is, after all, (like many event professionals) looking for that positive recognition to give him warmth in his heart for a job well done.
Brings energy and enthusiasm
Santa is an enthusiastic event organiser. He has long ago learnt that confidence breeds confidence and a smile has a huge impact on breaking down barriers.
His Ho Ho Ho personality and warmth make him an attractive host. More than this, he is supremely confident that his event will be successful. He can see the vision and is looking at his strategy for the years ahead.
Is commercial savvy
Running an event of this magnitude wouldn’t be possible unless Claus and his team were business savvy.
He has his elves to pay, his workshop to maintain, and his reindeer to feed, and let’s not forget the marketing and contingency expenditure.
Where he gets his income from is a whole new story, which we’ll save for a later day.
What’s clear is that his income minus expenses is producing a surplus, so he can keep running this event without delving into reserves.
Constantly innovates
By looking at the latest tech, trends, and what’s likely to be cool, this classic event has a new look every year, keeping it fresh and engaging.
With the explosion of AI, Claus has more tools than ever at his disposal. But like the tools he delivers, he investigates everything and tests thoroughly to avoid disappointment.
He is always curious, which is why new developments continually add to the event's popularity.
In my opinion, Santa is the ultimate event professional, and I look forward to many more great Christmas events from him and his team of unsung heroes who work diligently behind the scenes. After all, it takes a village to put on a great event.
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