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The Perfect Approach to St. Patrick’s Day Marketing
More than a hundred million Americans will be actively celebrating St. Patrick’s Day this year. If the last few years are any indication, the number will swell over a hundred and thirty million. Last year, Americans spent almost five billion dollars during the holiday. It is no longer a choice whether or not you should have a St. Patrick’s Day marketing strategy. The real choice lies in the approach to St. Patrick’s Day marketing. Here are some quintessential tips to help you devise the perfect St. Patrick’s Day marketing strategy.
Your marketing endeavors must start at the right time. You cannot begin promoting the holiday and all your offers right after Christmas and New Year. You cannot try and distract your audience from Valentine’s Day either. The best time to begin your promotions is a day to a week from Valentine’s Day. This will get you a good three to four weeks for St. Patrick’s Day marketing.
St. Patrick’s Day is an occasion when people come together and revel in the festivities. It is not a day when people would watch television or order home deliveries. Most cities have parades, most people will be interested in pub crawls or bar hopping, many people will organize their own fests and a majority of people will participate in public events. You have to figure out a way that will best place your brand and its products or services. If you are in any industry wherein hosting a party is relevant, then have a St. Patrick’s Day themed event. If you are into selling consumer goods or services that don’t necessarily call for such a party or congregation of your target audience, then come up with a themed promotion that will make your products or services relevant for the day.
St. Patrick’s Day is no longer a celebration confined to the Irish back in Ireland or living in the United States. The festival is celebrated by Americans regardless of their ethnic roots and cultural heritage. Your St. Patrick’s Day marketing strategy must cater to the Irish, who are more likely to be aware of their heritage, and it should address other Americans who may not be into the historical relevance but will be interested in the luck of the Irish contests and games.
Just as you should come up with quizzes and contests, games and other bonanzas themed on St. Patrick and the Irish heritage, you should also come up with something truly unique that helps you to stand out. It is needless to mention that you must be omnipresent on social media and other digital mediums. Digital marketing is at the heart of any St. Patrick’s Day marketing strategy. You should come up with smart hash tag campaigns, enticing posts and captivating stories to intrigue your target audience. It is not enough to try and reach out to your target audience with some special offers. St. Patrick’s Day marketing and especially digital marketing requires a company to get closer to its audience so it can understand what they want and accordingly deliver the goodies. Major brands in almost every industry spend a lot of money trying to find out what their customers want through market research and studies. Small to medium enterprises may not have such resources but should engage with the audience on social media and find out what the customers are looking for.
Some of the most effective ways to reach out in the weeks leading up to St. Patrick’s Day is to find relevant products or services. For instance, car rental companies can establish the relevance of hiring a car for the day to secure safe transportation to and from one event to another. Restaurants, bars and pubs have their own themed events. Stores can host themed sales. Companies can plan giveaways and various online programs to fuel interest. Manufacturers can come up with special gifts and novelties for the day. Service providers can offer something special and relevant for the day, which could be an add-on or a standalone proposition.
Use your Irish heritage, explore popular Irish sayings or establish some kind of connect with the occasion through a relevant medium. You could showcase the green practices at your business or celebrate successful Irish-Americans. The day is all about fun and merrymaking. St. Patrick’s Day marketing should be no different.