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Hey everyone 💖
Every important date on the calendar — like St Patrick's Day this weekend — is a great opportunity for businesses to connect with customers and market your products.
However, not all customers may related to or look forward to these occasions, and businesses can (even with the best intentions) accidentally slip up.
For that reason, we'd love to learn:
How do you avoid marketing pitfalls?
Share your go-to tactics you use to help make your messaging more inclussive — we look forward to reading all your replies!
Community Manager, Square
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I do not really market to specific holidays like st patricks day, valentines, etc. Seems to cliche and played out. I am more general and related to my industry. If there a specific event that will boost my industry then I will advertise to it.
For example in my geographic location an event called the balloon fiesta increases people riding there bicycle to the event using a major bicycle trail. I advertise and market during that event.
We simply try and make sure that our marketing messages stay within our brand voice of providing excellent customer service and a space for all where ever they are on their journey. That has worked for us so far.
Co-Owner Amityville Apothecary
Instagram | TikTok @AmityvilleApothecary
For this exact reason, I tend to avoid marketing tactics that are catered to holidays and I try to stay within the realm of what I sell (vintage clothing). Finding inspiration can be a bit difficult but luckily our market is tied in with what trends in pop-culture, I also find inspiration in what is trending on social media as well.
In the case of a marketing slip-up, which we've faced in minor ways, we make sure to take accountability and listen to our customers.
We always stay positive and make sure to learn from our mistakes along the way.
normally if i advertise on holidays i will only either just do a 1 day special. because of the simple fact there is not a big margin in my industry anyways.
As a social event orientated company we will often provide holiday themed discounts or public events aligned with a holiday for those that choose to embrace, but at the same time we will sometimes provide concurrent "anti-programming" i.e. an anti-valentines / singles event in parallel to a valentines event, etc.
We take advantage of holidays as it pertains to our business (a bar) but try to make anything marketed as an opportunity to capture new clients. Our established customers already know what to expect. For us it's keeping top of mind at all times.