How many businesses do you know that really take advantage of those one off “holiday” days throughout the year like Valentine’s Day, Mother’s Day, Father’s Day, Bonfire night etc. I hear what you are saying , Valentine’s is only for florists and chocolatiers and maybe lingerie shops, but think again……..you could be missing a trick. Have you thought about how you could stand out from the crowd in your industry sector and steal an advantage using the “holiday” theme?
Let’s think about Mother’s Day for a minute, how could your business benefit and use this event in its marketing. If you’re a florist, chocolatier it’s very easy to use the theme, and let’s be honest, most mums are relatively easy to buy for on Mother’s Day, beauty treatments, clothes and other gift items, but what if your business is less obviously associated with a holiday, for example if you are a “Boot camp” fitness company, which runs fitness and weight loss camps?
One way would be to run special mother and daughter camps for Mother’s Day and maybe father and son ones for Father’s Day. This is exactly what the New You Boot camp have done with great success. Their M.D Jacqui Cleaver thinks outside the box and uses holidays to promote offers and mailings. Easter last year they sent out mouth-watering high-cocoa chocolate recipes and healthy recipes and as a result saw a boost to bookings. People saw the value in the recipes, printed them off, put them on the fridge and when friends came round, it started a conversation and word of mouth referrals flowed! It’s not rocket science, but it does take some thought, imagination and effort.
I’m sure you can think of lots of companies doing special promotions for Valentine’s Day. Not least the card shops with all those cards gushing with “love” messages and then of course there the usual chocolate hearts and other heart shaped gifts you see in the shops but what about the humble sausage, not something you would automatically associate with Valentine’s Day. Heck, a family-run business making sausages, is really good at reworking its product. This year for Valentine’s Day it created a sausage they called “PECK”, which of course was heart shaped and they managed to get it stocked by Waitrose and Tesco and as a result the MD and founder Andrew Keeble said resulted in rocketing sales. You may remember this company if you watched the Alex Polizzi program a while back when she went in to help turn the fortunes round for the family run business.
Other “Holiday” Days
Heck amongst others are thinking about their businesses differently, they are taking advantage of other days throughout the year to develop products on a particular theme. Heck will be bringing out a star shaped sausage for Halloween and bonfire night.
New You Boot camp runs a fitness day in Richmond Park to coincide with Breast Cancer Awareness month and donate the proceeds to cancer charities.
What offers could you introduce for your business for the many “holidays” we have throughout the year like Christmas, Easter, even Wimbledon or rugby world cup. There are so many events, days and “holidays” that your business could take the lead on and stand out from the crowd. Even if you are strapped for cash, just repackage an existing product or service offering and just be a little creative. Most businesses don’t have to do much to stand out from the crowd.
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Enjoy mothers day!!!