This article originally appeared on our blog in 2008. We’ve updated it with the information and examples of how you can use holidays, national observance days and more in your marketing and PR strategy.
Keep up with annual holidays which may impact plans for your company’s public relations and marketing.
Annual holidays and observances are natural PR hooks
PR pros plan our client’s calendars, social media strategy and other activities around holidays and important remembrance events. We also utilize important anniversaries as hooks for our client’s PR messaging. Contests and promotions can be built around holidays and observances. Read our article on contests and promotions.
For years there have been Labor Day sales, Columbus Day sales and other types of promotional events tied to government holidays. When many people are off work they look for activity and shopping has always been something people do when they have a block of time. Though with the advent of online shopping’s explosion, new holidays like Prime Day have been concocted to drive online shopping into targeted channels.
American Express® defined Small Business Saturday to encourage and recognize the predominant form of US business — small businesses — and the resulting adoption of this single day has driven many campaigns across the United States.
Don’t overlook significant corporate anniversaries
If your business has been operating for a long time, say 100 years, and you’re coming up on that significant anniversary (or even 50 years) developing a pitch for the media or sending a media release about how the firm has reached this unusual mark could potentially land you some really cool mentions.
Using this same example, you could build an entire month of social media strategy around the number 100, recognizing your best 100 clients; or giving prizes to 100 customers across the course of the month. Brainstorm with your team to develop ideas on how to recognize and honor those that helped achieve longevity in business.
Here’s a link to the calendar of American Holidays as recognized by the US government, but these are only the ones recognized by government.
Wacky holidays, national observances can used in your marketing
For example, July is national ice cream month. When planning your social media calendar or your marketing plan for the month, you can use this as well as other unusual observances in your content strategy. Find a way to tie them in with promotions and ads to piggyback on buzz which is being created across social media related to the observance. Don’t forget to use the official hashtags in your posts.
Time and Date provides a very long list of all kinds of unusual holidays. BrownieLocks.com has been around a long time and I’ve referred to their list for years.
You will also want to check your local events and holidays as well. Is there a significant date in the history of your town? Or how about an important event that is associated with your town?
In the Charleston area in August, many people remember the anniversary of Hurricane Hugo. That tragic storm gets people talking: about hurricane preparedness, the storm’s impact on their lives and structural soundness of buildings and much more. If you’re a home builder or building supplies provider, you could build a very informative educational campaign around the lessons learned about being prepared by interviewing locals, getting insights into what’s different in the building codes and more that could be used in blog posts, social media activity and in-store promotions.
Using Google My Business you can keep the public informed about your openings and closures around legal holidays such as New Years Day, Memorial Day and all the legally recognized holidays. Google My Business even prompts you to update your hours in the weeks prior to an important holiday.
Let your messages be informed by date driven PR
With creativity you can have fun and grow your business and even gain some new media attention.
Need assistance planning your marketing strategy to tie in with holidays? Give us a call at 843.628.6434 or use our contact form to get in touch.
Photo by Tobias Zils on Unsplash