A quick note on a technique you can use to create a promotions angle around any product you like.
GetResponse just posted a nice calendar representing all major holidays in the USA. Here it is below, and you can see the original post here.
USA Holiday and Events Calendar
The idea of marketers leveraging holidays and other major events to sell things is nothing new, but it’s worth reminding everyone one more time: this is a great way to spin your marketing message for nearly any product.
The simplest strategy is temporal: in other words, use the lead up time to the holiday to create time pressure – ‘time is running out’. Yep, the old scarcity technique.
Another strategy is to provide an easy option. People often have trouble getting organised for a major holiday, e.g. buying all their Christmas presents before the mad rush. That’s where you step in to provide a one stop service to solve their problem, and relieve the stress. This strategy is highly suitable for Valentine’s day, because the onus is on the male to provide an amazing night/gift for their partner. Provide an impressive package for a reasonable price and… ka-ching!
Yet another strategy is to use one-upmanship, a.ka. ‘keeping up with the Joneses.’ People want to appear fresh, exciting, and prosperous to their friends and neighbours.
So, for example: for a popular Summer holiday, you might focus on:
- upgrading your BBQ, or outdoor furniture
- cleaning your yard (high pressure cleaners)
- high quality food products (grass fed beef)
- entertainment equipment (a huge TV, or killer sound system)
Remember: you don’t sell a product, you sell its perceived benefit to the purchaser.
Oh and the above graphic is mostly only relevant to North America. What holidays and major events happen in your neck of the woods? There are huge opportunities if you do some research around the holidays in other markets, like the UK, South America, or Asia. Just make sure you understand the way people celebrate.
Happy holidays!!
