There is No Shame in Leveraging Fake National Holidays
Starting to feel like a game of Mad Libs, the surge of fake national holidays is growing exponentially. As of writing this article, January 31 is National Backwards Day. Yesterday was National Puzzle Day. Tomorrow will be National Baked Alaska Day.
It's starting to feel ridiculous, but it will seem a lot less foolish if you're business can leverage these days to your advantage because we are all guilty of hoping Cyber Monday and Black Friday will help even out yearly sales.
A brief history of these national holidays starts with Mother's Day, a pseudo-holiday that is impossibly mainstream thanks to a lack of opposition. In 1908, Anna Jarvis would hold a memorial service three years after her mother's passing, honoring her and all the mother's around the world. A short six years later, Woodrow Wilson would sign a proclamation designating the second Sunday in May as a national holiday to honor mothers.
Fast forward a few decades, sprinkle in a little holiday card capitalism, and Mother's Day is all but solidified in our culture alongside a few other creative days across the year.
It's a little surreal to think that such a widely accepted holiday's inception is just passing over its centennial mark, but that premise is what perpetuates the dizzying list of national holidays.
So where does your business fit into all this madness? Well, with the Super Bowl right around the corner, many manufacturers are looking to dump inventory from last year. What's exciting for integrators is consumer sites are beginning to make early adopters out of everyone by suggesting gateway tech products just to enhance their Super Bowl experience. Education is happening at the ground level, websites are showing the appeal of tech solutions, and somebody (namely your integration business) will need to service this tech.
In fact, Super Bowl Sunday pro-A/V sales are getting so lucrative, it's starting to feel like a close relative of Black Friday, a holiday that has surpassed its retail origins to influence sales across every industry despite catching on in the late 80's.
Here are some helpful tips to get the most out of these unassuming holidays:
Partner With a Local Business to Increase Awareness
If you can't find a holiday that helps you sell your leftover inventory, latch on to a local business that is celebrating one. In the day and age of Amazon, the best thing you can do for yourself is be friendly with local business owners like yourself. This is the essence of Small Business Saturday, but it can act as a cost effective marketing tool if you can cross-promote to new audiences. Record Store Day can be lucrative to introducing your solutions to a new audience and National Thank-You Note Day can be a fantastic way of touching base with loyal customers that have been proven to increase awareness.
Transform a Program into a 'Holiday'
If you are currently running a program, it is possible to market it as an unofficial holiday. It will feel tongue and cheek, but smart marketing could help promote an upgrade program into one that gets clients into your store.
Just last year, Paradigm has run a pretty successful "Trade-UP" campaign that allows customers to upgrade any pair of speakers, working or not, to a Paradigm Prestige series with an additional 20% off the top. They are more than likely to rerun it, and clever marketing might come through as "National Audio Upgrade Day."
Remember To Reward Loyalty
This one aims loyalty programs, which we will talk about in a second, but has been sensationalized by Amazon à la Prime Day. Amazon's Prime Day is a perfect example of giving a massive benefit to loyal customers. The sales are pretty outrageous, but it is only for Amazon Prime customers.
Presumably, you don't have the same sort of following as Amazon, but that doesn't mean you can't dedicate a day, week, or month to rewarding your community. It can also be a way to offer services for those who sign up for programs. Reevaluate what programs you are running and how you can provide more benefits for being a member of those subscriptions. You can start your own Prime Day, that is strategically placed around any of these holidays.