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 Holiday and Awareness Event Marketing |
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There are countless holidays, awareness days and appreciation days of varying importance and visibility. Some appeal to a relatively small target audience, while others are more universal in scope. As a marketer, they are all potentially valuable opportunities to promote your brand, products, or services. This article was written to help you understand how to participate in these promotional opportunities and get results.
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Pick Your Events
What holidays and events should you focus on? That depends on the nature of your business or organization. We have a calendar of holidays and promotional events, which is a good starting point. While popular holidays like Thanksgiving and the 4th of July have a broader appeal, keep an eye out for smaller awareness or appreciation days/weeks/months that may be highly appropriate to your target audience. Although these events have a smaller profile and narrower appeal, they also tend to be very important to people in the relevant demographic niche. These events are the equivalent of a highly-targeted marketing campaign versus a broad advertising campaign, so you may find that you get a much better response from your audience. For smaller events, it may also be easier to generate press or recognition for your involvement.
Work with Relevant Organizations
Typically, an awareness or appreciation holiday is promoted by one or more organizations. For example, the National Safety Council is the primary organization promoting National Safety Month. It may be possible to work with an organization like this to generate PR buzz for your promotion, or as a source of highly relevant leads. These organizations create media interest in their particular area, promote the event itself, and serve as a resource for people interested in the subject. Co-branded giveaways or promotional gifts are a great way to promote both the event and your brand. Working with an existing organization not only offers the opportunity to reach a highly-motivated audience, but also helps reinforce the legitimacy of your brand by associating it with a well known resource in the community.
Think Local
Speaking of community, another great way to leverage holidays and awareness events is to focus on your community. While most businesses and organizations may not have the resources to generate national press coverage of their marketing efforts, it's much easier to do something newsworthy in your community. For larger events, like Breast Cancer Awareness Month, many communities have local organizations and plan local events. Again, focusing on your local community gives you the opportunity to make a bigger impact on a more targeted audience.
Find Promotional Products That Make an Impact
When selecting products for an event-based marketing campaign, find products that are relevant and appropriate for the event and your audience. With thousands of products to choose from, we can help you find something that will speak to your audience and create a lasting impression. We also have special products for many events and themes, and a variety of awareness products, including many geared towards specific events.
Find upcoming events in our Promotional Calendar
Return to Promotional Product Guides
Visit our Promotional Products Education Center
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