In 1841, a Philadelphia store owner named J.W. Parkinson reportedly attracted thousands of people to his store by having some sort of mechanical Santa Claus going up and down the chimney on the store’s roof. When I was a kid, on the Friday after thanksgiving, Santa Claus arrived at the big department store in downtown Cleveland – and it seemed the entire city went. To compete, the department store across Public Square had its own holiday character from local TV, Mr. Jing-ALing. For retailers, restauranteurs and all manner of other astute merchants, marketers and entrepreneurs, Santa has been the gift that keeps on giving – at least since 1841.

Yet, surprisingly, I see lots and lots of businesses that either ignore this opportunity altogether or take merely a half-hearted swipe at it. And I always wonder why.

In direct marketing, there’s The Robert Collier Principle – based on a quote attributed to a copywriter of old, Robert Collier: “Always enter the conversation already taking place in the customer’s mind.” Santa and the holiday season occupy that conversational space for at least 8 weeks. If you want to hook your wagon to a star, he’s THE star of that season.

The calendar is every businessperson’s friend. It offers one opportunity after another to utilize the Collier Principle in advertising, marketing, promotion, even employee training and motivation. As you face the onrushing new year, consider all the holidays and other events the calendar provides as opportunities.

— Dan Kennedy

Dan Kennedy is an author, consultant and business coach. Additional information at www.FreeDanKennedyNewsletter.com