Reading tip for this one, click the hyperlinks to see effective holiday examples.
Billboards with Christmas ads in November. Magazine print ads for Independence Day sales. Radio spots from florists for Mother’s Day. Holidays and marketing have been BFFs for decades, but social media (being the rebel child that it is) flipped marketing on its head when it comes to holidays.
From National Pizza Day to National Best Friend’s Day (Jane & Lily 4-ever), there is a designated day for almost every thing and every interest. Does that mean that your business should to participate in every trending celebration day?
A brand interjecting themselves in a conversation, especially a trending one, that isn’t a clear and relevant fit is one painfully obvious way of looking desperate for friends on social media. Making the effort to create copy and images for a holiday is time consuming, so the ROI should be worth the time invested. Let’s do a pop quiz to illustrate the point, shall we? Number 2 pencils not required.
Should a fitness club participate in National Ice Cream Day?
Nah. Is there an opportunity to talk about burning calories after indulging in ice cream or rewarding yourself with ice cream after a tough workout? Sure, but it isn’t worth the real estate. Instead of fighting for space among businesses that have a clearer connection, use that day to share a fitness tip or showcase one of your members. That will have far more meaning with your followers.
Should a pet food company join in on Taco Day?
Ah, if it includes a wiener dog in a taco costume, then 100% yes. If not, hard pass.
Should a small, local retailer plan social media content for Small Business Saturday or Cyber Monday?
A tricky one! The answer depends on whether your marketing goal for the season is foot traffic or online sales. Pick a goal and pick a day. Don’t do both – it would be like wearing your Halloween, Christmas and New Year’s Eve outfit all at once. It’s too confusing.
Should a non-profit organization chime in on Martini, Pina Colada or National Beer Day?
No, no, and no. Social media content for non-profits should always show donors what their donations are funding, and it should never be alcohol.
Let’s turn the tables here. Should an alcoholic company participate in National Nachos Day (November 6th)?
Oh, yes! Actually, we should move International Beer Day (August 4th) to November, so they can be celebrated annually on the same day.
Questions to ask yourself before joining any trending holiday…
- What does my audience want to see?
- Is this genuine to my brand’s voice?
- Would this content fit into one of my content buckets?
- How can creating content for this holiday support my larger marketing goals?
- Can I provide sound rationale for spending time and effort of this holiday post should a CEO, board member, etc… ask?
Feeling a little unsure of your answers or ready for next steps? Let’s talk!