BY Kathy Crosett
Are your accounts optimizing cause and national event marketing? With so many ads inundating consumers, it can be a challenge to break through the noise. One way to improve SMB marketing outcomes is to align services with an upcoming event. AdMall contains detailed information on hundreds of events to share with your accounts.
Why are marketers turning to micro-holidays?
Writing for AdAge, Alex Rawal reports that marketers can generate better results by emphasizing minor holidays. “They’re doing it because the psychology of consumer attention has fundamentally changed.” Specifically, consumers are responding to promotions that appeal to their interest in something that is out of the ordinary.
Yes, they know they’re expected to celebrate Valentine’s Day. But minor holidays can be a cause for consumer celebration and spending, if marketing is done right.
Which smaller events should SMBs be marketing?
Any minor holiday can resonate with consumers based on appropriate marketing language. For example, we celebrate May Day on May 1 in the U.S. Traditionally, early cultures celebrated May 1 as the official arrival of spring. In the U.S., the holiday is also associated with labor unions that negotiated the right to eight-hour workdays.
Your accounts can improve their SMB marketing by promoting special floral arrangements for this micro-holiday. Spa accounts might be interested in running a campaign that promotes spring renewal. “Small holidays give consumers permission to indulge,” Rawal reminds readers.
Accounts can also take the opportunity to build their own in-person event. Garden centers or florists can encourage shoppers or nearby residents to attend a flower arranging class in advance of May Day. This angle will resonate with consumers who seek authentic local experiences.
How can accounts build brand awareness by celebrating smaller events?
It’s easy to get lost in the heavy ad spending that supports major holidays. For example, the National Retail Federation reported that consumers spend $34.1B buying products and services for Mother’s Day. This spending comes in response to significant advertising.
The typical SMB marketing budget can’t compete for media space during major holidays. Media space often costs more during these time periods because of the huge demand.
Use a yearlong calendar to allocate marketing spend
But your SMB accounts have other options. They can use small holidays or cause marketing events to maintain brand awareness throughout the year. Coffee shops and bakeries can promote a free beverage on National Coffee Day, September 29. And they can attract foot traffic on National Pi Day, March 14, by appealing to pie lovers who also appreciate math. By July, it’s time for National Blueberry Month and a promotion for tasty muffins. And on November 15, these accounts can boost revenue by advertising deals on National Bundt Day.
How a monthlong campaign can turn into a success story
Some events run for an entire month. And in some markets, a monthlong event can help seasonal businesses connect with or find their target market. Using AdMall intelligence, one media seller took that angle with a pest control company. Knowing that April is National Pest Management Month, the rep pitched a new campaign and made a sale.
Targeting Data
Your accounts will be more willing to advertise when you share consumer spending data. With an AdMall subscription, media sellers can show accounts the average household spending on services like pest control down to the zip code level.
You can also advise your accounts on media formats to use. For example, 35% of pest control service users, based on AudienceSCAN data, have taken action after hearing a radio ad in the last month.
Remind your accounts to take advantage of unique angles when it comes to SMB marketing. Providing AdMall data and niche campaign ideas can help these accounts grow revenue.
Image by Karl Callwood on Unsplash.
