Hallmark, Netflix and Lifetime: Christmas Lessons For Entrepreneurs
Tis the season! I’m a huge fan of Christmas movies. They’re the festive comfort food in my entertainment world. Entrepreneurship is not for the weak, so after a challenging day I unapologetically watch a light hearted holiday movie… or two… or even three. I adore them because they’re predictable, cheesy, yet deeply satisfying.
As I take in more and more of these movies, I’ve realized that the branding strategies behind Hallmark, Lifetime, and Netflix Christmas films are a goldmine of lessons for entrepreneurs.
Now before you say bah humbug, please stay with me as we unwrap this marketing gift together:
1. Hallmark: Traditional Warmth with Nostalgia Packaging
Hallmark is the OG of Christmas movies with picture-perfect small towns and snow falling at just the right moment. There tends to be big city women leaving their successful corporate jobs for flannel-wearing, stud muffins. It’s incredibly traditional and thrives on nostalgia marketing. Hallmark has a loyal audience because it delivers what it promises: a predictable escape into a perfect, stress-free holiday fantasy.
Marketing Lesson: Consistency is key! If your audience loves tradition, lean into it! Build a brand that’s consistent, dependable, and stirs up warm, familiar feelings. You don’t need to reinvent the wheel—but don’t shy away from modern touches when the time is right.
2. Lifetime: The Hallmark Rebel with a Dash of Sass
Lifetime has a similar cozy vibe but with a hint of drama and a touch of humour. Their characters are more diverse, relatable and experience situations that reflect modern life while still leaning into the holiday magic. The women are sassier and still find love. And bonus! They rarely have to sacrifice their independence or personal goals. Don’t worry. You're just as likely to see a snowstorm, but think of Lifetime as Hallmark’s fun aunt who spikes her eggnog and gives you dating advice.
Marketing Lesson: Know your niche and own it. Want to attract a similar but slightly edgier audience? Lifetime understands their audience loves stories of resilience and empowerment. So, don't be afraid to challenge expectations with a dash of spice. That boldness can set you apart and still deliver the comfort people crave.
3. Netflix: Sleek, Contemporary, and Inclusive
Netflix is the disruptor. Think of it as modern storytelling that isn’t afraid to take risks and supported with star-studded casts. Their holiday lineup embraces modern family structures, interracial couples, LGBTQ+ love stories, international settings and characters from all walks of life. Women lead unapologetically and their stories feel more empowered and modern. They don’t just bake cookies—they build empires and save Christmas too!! Using diversity marketing, Netflix is able to reach global audiences with contemporary values.
Marketing Lesson: Stay current, stay inclusive. Your brand can thrive by breaking away from tradition and embracing bold, inclusive storytelling. People want to see themselves reflected in your brand, especially in today’s hyper-connected world.
The Takeaway for Entrepreneurs
Whether you’re a Hallmark, a Lifetime, or a Netflix, the magic lies in understanding your audience and delivering on their deepest desires. Balance consistency vs innovation. Hallmark keeps its loyalists through consistency, Netflix wins new fans through innovation, and Lifetime walks the line between the two. Your ability to connect emotionally with your target audience—while staying authentic to your brand—is what will keep them coming back, season after season.
So, go ahead: Brand like a Christmas movie studio. Even in a snow-covered village with a candy cane factory, marketing lessons are everywhere!
By the way, what's your favourite Christmas movie? I thought “Hot Frosty” was underwhelming, however "Christmas With The Singhs", was SO GOOD!!!!
DISCLAIMER: This newsletter was written to create some holiday cheer.
Real TALK: Your next step to elevate your LinkedIn networking game?
I help senior leaders and business owners like you leverage LinkedIn to build powerful networks and drive meaningful results.
Click here and let's chat to see what your next steps are on LinkedIn.