Summer "Marketing" Holidays

07/14/2004

summer_pursesDiva's...it's summertime and the livin' is easy. How are you enjoying the lazy, hazy days of summer? If the research about women controlling almost 80% of purchases is true, many Divas are kickin' back, perhaps with an icy apple martini, instead of opening those cute purses. Thoughts of shopping are taking second or third or fourth place. June sales were down. The WSJ reports that retail sales decreased 1.1% the largest fall in 16 months.

What's a savvy marketer to do? Make up a holiday!
From the flower people (1-800-Flowers.com) - National Get Out of the Doghouse Day is July 16th! You forgot her birthday. You shrunk his favorite T-shirt. The car you borrowed from your best friend now has a ding in the fender. When you're in the doghouse, it doesn't matter how you got there, all that matters is to get out fast! [Notes to the flower people: Great concept but a big marketing ooops...although the eLetter was fun, you missed the boat by not creating a landing page.]

What's a savvy marketer to do? Capitalize on an existing holiday!
Can't make it to Paris this summer? GourmetStation, an online company that provides chef-quality, elegant, gourmet experiences, is celebrating French Bastille Day with a special offer of their Parisian cusine line. Cheers to GourmetStation for developing a consistent eMail/website campaign.

Celebrate your best girl friends! August 1 is Friendship Day and the dahling of the upscale shopping mall, Red Envelope, is capitalizing on that holiday, in their elegant style, with a non sale promotion. Red Envelope reminds us to "Thank them for all they do" ... and by the way - a little bling might be a nice way to do that.

From roses that will get you out of the doggie house to a romantic French dinner and upscale special presents, each of these summer marketing holiday strategies is consistent with their brand. Can your company leverage a "marketing" holiday strategy to help survive the summertime blues? If you come up with a new holiday please let us know. And if you include an eLetter to your opt-in list, don't forget the landing page!


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