In the United States, today is Labor Day, a holiday to celebrate the contributions of America’s workers. The Labor Day weekend is also the unofficial end of summer. Last, but not least, it’s a great excuse for businesses everywhere to run sales and promotions.
How does that apply to your business?
Attaching your business to a holiday or an event – or even creating your own – can be a powerful marketing tactic. Why? It gives potential customers a “reason why” to pay attention to you now. Also, the tie in with an event or holiday makes you and your business much more media worthy, increasing the chances that you can get some free publicity.
If you provide products or services that are related to a current event or holiday, you have a natural opportunity to send a relevant message to your market. Some obvious examples are chocolate and flowers at St. Valentine’s Day or fireworks on Independence Day.
The event doesn’t need to be a holiday. The recently completed Olympics in Beijing was a great opportunity for businesses to promote everything from Olympic-themed merchandise to travel to China to accessories for (or even participation in) sports that are not so much top of mind at other times.
No holiday coming up that you can attach your business to? No problem. Make your own.
Did you know, according to Chase’s, a website that lists events and special days, weeks, and months around the world, September is – among other things:
- Be kind to writers and editors month
- Mold Awareness Month
- Reunion Planning Month
- And my personal favorite, Shameless Promotion Month
Of course, there are a number of “more serious” designations to draw attention to health and social issues. I selected the items above because they were most likely created for the purpose of promoting a business. You can do the same.
Do you sell or repair lawnmowers? You’re in luck “National Lawnmower Tune-up Month” already exists! Do you offer a housecleaning service? You could probably come up with 12 “months” and have something to promote all year.
April? How about “Spring Cleaning Month?” Use it to educate homeowners about all the things they could be doing around their house. Mention that your business could do it all for them, of course.
November? Maybe “Indoor air quality awareness month” can open the door for you to tell prospects how your cleaning service contributes to better indoor air quality.
On the surface, some of you may think associating your business with holidays (real and made-up) is a little silly. The reality is, it works.
How can you use existing holidays (or create your own) to help build your business?
