National awareness days cover practically every subject. Some are more serious: Breast Cancer Awareness Month happens every October. Others are really random: Measure your Feet Day is on… wait, do we really want to know when it is?
As a business, it is important to be up-to-date and aware of these events and holidays so you can participate with your audience. Every company has special promotions for Christmas and other holidays. Brands are all about love on Valentine’s Day and wearing green for St Patrick’s Day. By expanding this practice to less famous days, like Bubble Gum Day, it allows you to be creative and stand out. Tying your business to one or multiple national awareness days is a great way to promote your products or services.
Mountain High took advantage of Learn to Ski and Snowboard Month in January and participated in the World’s Largest Ski and Snowboard Lesson Day on Friday, January 8th. During the whole month, they offered deals on lessons which allowed them to bring awareness to those offers. Snow enthusiasts are aware of this industry event and they look forward to it every year. Additional promotions on social media, trade and local publications helped them host a successful event and brought more people to the mountain.
Use awareness days as an original way to step out of the usual promotions. For small businesses, it is the perfect occasion to participate in national events on a local scale.
If you decide to participate in such events, make sure you promote it well! Your audience needs to be aware of your actions. For example, use social media, by creating an event on Facebook. Come up with a special hashtag that can be used the day of by your customers. Ask them to participate and to share their experience. It will also provide great content for your brand. When promoting your actions, keep in mind those online and social media trends for 2016.
Public relations shouldn’t be neglected. It is a great story angle to pitch the media. Invite influencers to participate, as well, as a way to maximize the coverage you can get.
Select a day that make sense to your business and your audience and make it a recurring celebration. But you can also allow yourself to have fun with silly days. Check out how brands celebrated Sandwich Day.