Groundhog Day’s one of those funny traditions here in the states. Is it a holiday? Ain’t it a holiday?
Call it whatever you like … I call it ammunition.
I originally designed this a few years back as a maintenance piece for one of my favorite clients – an HVAC company and 54-year family business here in Columbia.
We realized we could leverage the idea of winter, cold, and comfort that are not only the general themes of Groundhog Day but also the general themes of our business.
It surprised people enough to pay attention because:
- Most businesses focus their promotions around traditional holidays. We didn’t. Have you ever met a furniture store that wasn’t open with everything marked down on Labor Day? Same with car dealers on Memorial Day.
- We never winked at the joke. There was never a moment of, ‘you’re not smart enough to see how clever we are, so let’s make sure we point out how clever we are.’
Assume your audience is smart enough to get it.
Find an unusual tie-in to the better reality of your business.
The world’s hottest email marketing company, Emma, does this by celebrating Arbor Day. Think about it – by using email, you’re saving paper and trees.
Oh, sorry. I forgot. You’re smart enough to get it.
What’s coming up that you could leverage to surprise and delight your customers and prospects?
Australia Day just passed. What could you have done in the States?
What could your business do to celebrate Super Bowl Monday?
Think about it. You’ve got another six weeks to hunker down and think, according to Phil.
Pure Awesome! Why wouldn’t you take advantage of what’s already on people’s minds — stuff that they’re already interested in? Just recently made that point about Facebook Ads; it amazes me how many “social media” ads don’t take advantage of the social context of the moment/season.
Thanks, Tim