March 2010 Newsletter

Happy Pi Day!
Happy Holidays, everyone. Today being St. Patrick’s Day, and me having received numerous invitations, announcements, and specials reminding me of that fact, I thought it’d be a good time to discuss the effectiveness of this tactic.

When a novice marketer lays out a monthly marketing plan, the tendency is to have a special promotion on whatever the big holiday is in any particular month. They create a coupon, they send an email, maybe they decorate.

Let’s review a couple of these holidays from the perspective of the customer:

  • Valentine’s Day/Mother’s Day: How many fast-casual restaurants are on your list to really impress your beloved?
  • Memorial Day/Labor Day: Picnics, pool parties, parks. Yes – they’re
    family days, but customers are more likely to have a potluck.
  • 4th of July: From the customers’ perspective, there’s too much going on. From your perspective, I bet last year’s sales on this day reflect that sentiment.
  • Halloween: Every parent I know will tell you there are not enough hours in Halloween to get home, get the kids fed, and get them ready. If your main audience is families, your message is probably falling on deaf ears.

By promoting these holidays, novices are doing two things:

  1. Competing with every other novice out there.
  2. Trying to modify behavior they’ll never modify (visit a restaurant instead of grilling out with family/friends).

Supply is increasing while demand is taking a sharp dip.

Let’s consider an alternative by using alternative holidays. You’ve probably never heard of Pi Day (3/14, get it?), but lots of techie types have and some smart sweet shops have taken advantage of it.

March 2 was Dr. Seuss’ birthday, and many schools and libraries celebrate with Wacky Hat Day and special readings. Those are events worth cross-promoting. Perhaps a free cookie to anyone wearing a wacky hat.

Why not 10% off a Caesar’s Salad on the Ides of March?

And these are just the ones in March.

Unusual holidays have several advantages:

  • They’re spontaneous.
  • You don’t have much competition for them.
  • They’re viral (watch your email for Bald Is Beautiful Day get forwarded around the office).
  • They are surprising.
  • They cut through the clutter.

Email, Twitter, and Facebook are natural channels for promotion. Cross-promotions with libraries, schools, hair salons, and just about anyone else are simple to implement. Word of mouth increases.

You’ll also develop a loyal following of customers, widen your email list, and have the attention of your customers once you become known for celebrating the off-beat.

Talk Like a Pirate Day is only a few months away, but there are plenty of good ones between now and then.

  • April 16: High Five Day
  • May 11: Eat What You Want Day
  • June 10: Iced Tea Day
  • July 15: Get to Know Your Customers Day
  • August 7: Twins Day
  • October 9: Fire Prevention Day

Find more unusual holidays here.

Ask questions, discuss tactics, get advice, and refine your plan at CommonMan Group.