Speed Dial: 60-Second Marketing Insight
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It’s that time of year again- - the holiday season, filled with traditions to be celebrated
& memories to be made. It’s a time of anticipation, too, as we look forward to long-established rituals that
are satisfying & enjoyable year after year.
As human beings, we’re wired to take a certain comfort & pleasure from recurring
activities, routines, & institutions. Knowing that, many organizations have created their own
traditions as a means of deepening their relationships with their consumers, clients, & customers-- and so
can you.
I've compiled a list of annual options as inspiration; which one might work for you?
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Annual
Event
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Examples
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Key Question
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- Publish a
Special Report
Every Year
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- US News & World Report, “Best
Colleges & Universities”
- People, "Sexiest Man Alive” (35th yr)
- Sports Illustrated, “Swimsuit
Issue” (started in 1964)
- Fortune ‘500’ (since 1955)
- Honomichl Top 50 (listing of largest
marketing research firms)
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What interesting information can you collect that would add value to your
readers while differentiating you from your competitors?
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- Hold a
Yearly
Competition
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- The Pillsbury Bake-Off (since 1949)
- Smithsonian Magazine Photo Contest
- The DuPont Challenge
Science Essay Contest
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What contests are a natural fit for your brand, and
how can you get even non-participants excited about the
results?
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- Harley-Davidson’s H.O.G. (Harley
Owner’s Group) Nat'l & State Rallies
- Fan Conferences: Comic-Con &
Star-Trek Conventions
- Local festivals abound, from
tiny towns to NYC neighborhoods
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How can you help people with common interests relax & have a good
time- - either by going deep (highly specialized interests) or by going
broad?
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- Create an Award
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- The Clio Awards (advertising)
- The Nobel Peace Prize
- The Academy Awards
- Time Magazine: Man of the Year
- ABC: Barbara Walters Special, “The
10 Most Fascinating People of [Year]”
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Is there an annual award for your industry or vendors that you can create
in an effort to pass along recognition, generate prestige for your company, &
a “buzz” beyond your niche?
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- Throw a Customer Appreciation Day
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- Ben &
Jerry’s Free Cone Day
- Jimmy John's Sandwiches $1 Day
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How much goodwill can you generate by giving away
your product/ service for just one day a yr?
|
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- Sponsor a Charitable Event
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- Sports-related tournaments &
events
- Toy, clothing, & furniture drives
- Auctions & bazaars
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What cause do you feel passionately
about, & how can you get people involved in a low-pressure, enjoyable
way?
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- Release Limited Editions / Annual
Collectibles
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- Girl Scouts of America:
Girl Scout Cookies
- The White House Historical Society:
Annual White House Christmas
Ornament
- MontBlanc: Writers Edition
Series of Fountain Pens
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When your audience knows something happens only once a year,
they're more likely to pay attention. How can this apply to your business
model?
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The keys to success? Pick something you feel passionately about, that your audience
would find of interest, that can spotlight your company's products or services, and that can be
unique/differentiated. It's a tall order, but one well worth thinking about adding to your marketing plan
starting in 2011.
In the meantime, if you send holiday gifts to your business associates, why not create
a unique tradition now? A Minneapolis ad agency sends out artisan-crafted ornaments; there's a different
angel every year. My friend & mentor Phyllis Rivard, an expert in ad specialties & promotional
products*, sent adhesive calendar strips that were perfect for computer monitors. Perhaps you might
send a different cannister from 'The Republic of Tea' each year or a framed inspirational
quote.
No matter what you choose, I hope you'll embrace the opportunity to create your own
"institution", one that your audience will look forward to year after year.
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