When you invent your own holiday, you create a promotion opportunity that your competitors cannot copy. That’s the essence of audacious marketing.
Most retailers are used to creating a promotion calendar that follows either traditional celebratory holidays such as Christmas, Valentine’s Day, Mother’s and Father’s Days, or industry created holidays such as Back-to-School, Black Friday and President’s Day.
Competition and consumer expectations practically force you to participate in these holiday promotions. But if you’re a small business with no advertising budget or without a unique way to spread the word about your special assortment promotional offer, you’re left at the mercy of random foot traffic. How do you compete (as always) with the big guys?
Do something different than competition
What if you created a holiday that was unique to your brand and business? A holiday that only you could claim? One that celebrated your category or brand in a way that would get customers who love to shop your category to smile and say “Yes, they understand” or “Boy, don’t they love their business?”
Ideas to create a unique holiday
- Celebrate the anniversary of your business;
- Celebrate the birthday of the person who inspired your business;
- Celebrate the day you fell in love with your products;
- Celebrate the birthday of the person who most influenced the category of goods you sell;
- Celebrate and bring focus to a charitable organization you support;
- Celebrate your personal birthday or wedding anniversary.
Sales promotions are parties
If you think of your sales promotion as a party you are throwing for your favorite customers, then you’ll be able to come up with a theme that is unique to your brand and business.
Do something different than your competitors. It will help you create a stronger brand, attract more loyal customers, and grow sales.
Photo credit: Xavier Donat / CC BY-NC-ND