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How to Capitalize on Big Events and Holidays for Your Marketing Campaigns

As 2021 gets underway, one strategy to consider to draw extra attention to your business is event marketing. Everything from major events, like Super Bowl Sunday (Feb. 7), to national holidays and awareness days, to more playful events, like National Chocolate Cake Day (Jan. 27), provide opportunities to align your brand with what your customers want to see.

You can always use event marketing for event and holiday related items because they’re always top of mind with consumers. Events and holidays often come with a spike in demand for specific products. It’s a great excuse to have a sale! You can showcase relevant products while supporting your marketing and sales goals. Event marketing also allows you to engage with your community in a more personal way. Make sure you follow these tips to truly capitalize on these events!

Get Your Message Across in a Big Way

To promote your business effectively in relation to an event, your marketing needs to be big, bold, and undeniable. Make it clear that you’re tying a sale or value proposition to an event-themed message. Create custom signage with eye-catching designs that makes people want to pay attention to what you’re advertising. Above all, you want to generate excitement around the event.

To achieve these goals, utilize both interior and exterior display signage, and don’t be afraid to explore custom shapes and sizes. Flags, a-frames, and sidewalk signs draw in foot traffic. Window and floor clings make great use of otherwise empty space to promote specific products or discounts. Banners and hanging signs make a big statement about what you’re offering. Table tents and point-of-sale signs help drive home the message. And, don’t forget about wayfinding signage to help customers easily navigate to what they’re looking for.

Align Your Marketing Campaigns

Simply having signage isn’t enough to capitalize on the momentum of a major event. To really harness the occasion, you’ll need to align your marketing campaigns, too. This includes the messaging of the campaign, the target audience, and the channels you use.

The most effective marketing campaigns are personalized and relevant to the recipient. Don’t just pitch a deal to everyone; make sure there’s a measure of authenticity in your marketing. Use recognizable messaging and images that tie in with the event, and target the right customers for your message. Show them that the occasion means something to you and that you know it means something to them—whether it’s “go team!” for the Super Bowl, a heartfelt message for Memorial Day, or a show of support for International Nurses Day.

Finally, coordinate your campaign around a timeline leading up to the event, and use the right materials to promote it. By utilizing both print and digital channels, you can pinpoint the right medium for each message you plan to send. Direct mail in the weeks leading up to the event can raise awareness. Email is a no-cost way to market to a broad range of customers multiple times prior to an event. Point-of-sale collateral can generate additional interest. And, of course, social media is a great tool for engaging in a two-way conversation with your audience before, during, and after the event.

Share Freebies and Promo Products

Branded promotional products add a tangible element to your campaigns. A few freebies can turn a face-to-face interaction into something more memorable. Plus, they keep your brand top of mind long after the event or holiday has passed.

Slapping your name on anything just won’t do it, though. Branded promo items are most successful when the product is a unique, useful giveaway that can be used over and over again. But it doesn’t stop there—choose items relevant to the holiday or event for maximum appeal. For example, a logoed hot beverage tumbler for National Hot Tea Day. Relevant products are meaningful products—especially when they’re free!

Tie in Charitable Giving

One of the best ways to make a meaningful splash in event marketing is to tie in charitable giving. People are much more apt to participate in a campaign that contributes to a good cause or gives back to their community. Demonstrate that there’s something beyond profits, and you’ll increase the appeal of spending money with your business.

Choosing a charitable cause to invest in humanizes your brand and makes customers feel like they’re playing a role in something bigger than a simple transaction. It also helps you build relationships with people in your community. For example, participate in a volunteer day to clean up your community for Earth Day, or donate a portion of your proceeds to a charitable organization for something like Mental Health Awareness Month. If your charitable cause is close to home, it will mean that much more for your customers.

Big Events Mean Big Opportunities for Marketing

Big or small, holidays and events are an opportunity to have a little fun with your marketing while remaining relevant with your audience. To capitalize on them, start planning ahead now! Look at the calendar and start strategizing to align your marketing with an upcoming event—whether it’s a national holiday, local event, or something totally off the wall.

AlphaGraphics - Cherry Hill

Posted by AlphaGraphics - Cherry Hill