On Saturday I discussed the marketing in the Muppets revival and today I want to look at using Occasion Marketing just like the big retailers have been doing throughout Black Friday and Cyber Monday. If you look over the trends you willl see that Toys R Us is one of those retailers capitalizing on the growing trend to get buyers to continue to buy long after the Thanks-Giving holiday.
Toys R Us’s use of Cyber Monday is one example of how you can use ‘Occasions’ to effectively market. Not only have Toys R Us really got to grips with the power of social media, creating excitement around the holiday season and offering deals on Twitter and having a virtual flyer on a Facebook page.
It is not accident that Toys R Us is one of the biggest rising brands online right now and this has in part been due to the effective trick of utilizing occasion-marketing and that’s why Cyber Monday is being used right now to help retailers make additional bucks. And lets think about that for a second. Cyber Monday has actually only been around for a handful of years so its a completely made-up but highly successful event in the retail world.
So think about the kind of events/occasions you could use in your own marketing efforts. Maybe you could make the most of the next Cyber Monday. I know I received a few emails today from marketers telling me about some of the offers they had on certain affiliate products and there is no reason why you shouldn’t capatalize on the occasions as well.
Just think about the large marketing campaigns that happen around Christmas, Valentines Day, Thanks Giving, Easter. And it doesn’t even have to be a time of the year, it could be the Olympics or Oscars or pretty much anything. Using an occasion-marketing strategy allows you to know well in advance what you want to do, so you can plan everything meticulously.
Occasion marketing works because people tend to buy more when it resonates with something they are already psychologically predisposed to and related to. I don’t know why it works, it just does and retailers are very clever at making us part with our money. You can also be very clever about how you market your own products and services.
Obviously try to make your occasion marketing congruent to what you are selling because not all occasions are going to be relevant to your business and products. Typically cyclical occasions are more effective than unplanned occasions and the great thing is once you have experienced a good campaign you can build on it have successful events year on year.
Why not have a go at creating your next occasion-marketing event around one of your products or services.
To Your Success