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

As 2021 gets into swing, one strategy to consider to draw extra attention to your business is event marketing. Everything from major events, like Super Bowl Sunday, to national holidays and awareness days, to more playful events, like National Cheese Lover’s Day, provide opportunities to align your brand with what your customers care about.

Beyond relating to customer interests, there are other benefits to embracing big events for your marketing and advertising efforts. Holidays and events are top of mind for consumers and often come with spikes in demand for certain products. Even at their most basic level, events are an excuse to have a sale!
Event marketing also helps you showcase relevant products and services, supports your marketing and sales goals, and allows you to engage with people in your community. In order to capitalize on these advantages, businesses need to make the most of their event promotions. Here’s how.

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.

6 Sides of the agBox That Will Elevate Your Marketing

At AlphaGraphics, we develop custom, innovative solutions and use the latest technology to take brands to the next level. Our newest innovation is agBox, a way for businesses to build and share unique branded experiences for virtually any occasion.

agBox can be infinitely customized to your brand and whatever initiative you want to enhance. Here we share some of the ideas we are most excited about¾the ones that build outstanding experiences from the moment they arrive! Consider these as a starting point as you decide which agBox to build for your audience!

The following examples are designed with an eye toward remote work and play, but the concepts can be applied to any comprehensive marketing strategy or business initiative.

1. eventBox

Galas, fun runs, and trade shows are just a few of the events that have gone virtual for the time being. But how best to engage virtual participants? New circumstances call for new innovations—enter the event in a box.

Event in a box supplies participants with promotional items that keep the event top-of-mind and in the public eye. Bracelets? T-shirts? Perhaps even yard signs, if the event calls for grassroots fundraising? Encourage participants to go the extra mile by supplying them with a small pack of stickers, flyers, and buttons, giving them the tools to turn this year’s virtual fundraiser into the most successful event yet.

2. salesBox

Sales pitches are even more daunting in an age of remote conferencing. Distractibility makes it difficult to connect and raises the likelihood that contracts will go unsigned. But what if you could command the attention of your potential customer?

A sales box brings any pitch to the forefront of the prospect’s attention. Flat graphs and presentations are no substitute for tangible earnings reports or sales decks. Of course, you could opt for a flashier array of gifts to accompany those well-printed documents. At the very least, the sales box represents your company’s willingness to go the extra mile—a gesture that will surely be noted when decisions are being made.

3. conferenceBox

With conferences and meetings moving online, it’s difficult to get the same level of engagement as you would at a traditional in-person event. A conference in a box can take your virtual event to a whole new level.

A conference in a box full of branded giveaways creates a tangible, immersive experience to accompany your virtual event. Pens, flash drives, key chains, tumblers, totes, stationery, and printed conference materials are just a few of the items that really shine in this type of box—but the sky is the limit! Go above and beyond your attendees’ expectations and leave them feeling invigorated long after the event has ended.

4. partyBox

Celebration and connection are crucial components of any corporate culture, and the party in a box helps deliver just that. Whether you’re celebrating birthdays, reveling in the acquisition of new business, or just attending virtual happy hours with colleagues you haven’t seen in months, a party delivered to your doorstep raises everyone’s spirits.

For less than the cost of lunch, your business has the ability to reward your high-functioning teams for their continued success. Want to show your appreciation for your rising stars with branded sunglasses? How about glassware to toast during happy hour? The choices for your personalized party in a box are virtually limitless.

5. new hireBox

Getting new team members up-to-speed in a remote work environment is a challenge for any business. However, remote working provides an opportunity for creative onboarding. Immerse new team members in your corporate culture before their first day on the job with a new hire box!

Consider what knowledge is vital to the continued health and growth of your business, then consolidate those findings into quick-hit reference sheets to be included in the box. Add in all the supplies a remote worker needs, from day planners to corporate swag, and voila! Your new employee feels like part of the team from day one.

6. holidayBox

The holidays provide the perfect backdrop to make your employees feel a sense of togetherness, and we can all attest to how important that will be this year. Take the time to express your thanks and gratitude to your hard-working teams with a holiday in a box.

If your business is planning a virtual holiday party, this is the ideal opportunity to make sure everyone receives their due appreciation. A well-timed holiday in a box ensures your virtual holiday party is one to remember by creating a sense of anticipation and excitement leading up to the event. Take it one step further by tagging your boxes with a note, “Do Not Open Until MM/DD!” The joy of an entire team unwrapping their gifts in unison will connect even the most remote workers and set the tone for a successful year ahead.

Think Inside the Box

As you can see, the options for an agBox are truly limitless. If it fits in a box, there’s a good chance we can deliver it to your target audience to provide a unique, immersive, and unforgettable experience!

If you feel inspired to send an agBox to your customers, prospective clients, or colleagues, get started today by contacting one of our marketing and print service centers near you to schedule a free consultation.

We’re excited to see what kind of “inside the box” creations you come up with!