In honor of Groundhog Day, we thought we’d take a look at how companies are using lesser-known holidays to market their products. While in the past we were satisfied with celebrating only a handful of holidays every year, the calendar is now filled with 365 plus reasons to revel and rejoice. Here are a few of our favorites (Source: daysoftheyear.com).

Cheese Doodle Day – March 5
Be Kind to Lawyers Day – April 11
Cellophane Tape Day – May 27
Clean Your Aquarium Day – June 18
Wiggle Your Toes Day – August 6

In today’s fast-paced consumer world, it can often be hard to stand out from the countless other brands that are also demanding attention. Many marketers are turning to these lesser known holidays to generate awareness, buzz and sales. 
One of the most widely recognized (and celebrated) obscure holiday is National Donut Day (June 3). This holiday was established in 1938 to honor the women who served donuts to soldiers during World War I. Today, nearly every donut chain (including, of course, Dunkin’ Donuts) gives away millions of free donuts to celebrate their loyal customers.

While holiday promotions are nothing new, marketing lesser-known holidays to garner attention for your business should be executed judiciously and effectively. Below are a few tips to get you started.

Be Selective
Don’t celebrate every obscure holidays on the calendar. Choose ones that are relevant to your business and target audience. If you’re a neighborhood pub you may want to celebrate India Pale Ale Day (August 3), but steer clear of Bat Appreciation Day (April 17). Unless, of course, your pub is bat-themed.

Not Just What, But When
Obscure holiday promotions should be saved for times when business is slow to boost sales and maintain brand awareness. Also, consider offering discounts or launching new products or services in conjunction with the holiday. For example, if you’re a baker you could offer a BOGO on Sticky Bun Day (February 21) or a botique could introduce a new line of purses on Handbag Day (October 10).

Promote Through Multiple Channels
Your holiday promotion should reach as many people as possible. In addition to in-store and print, post the promotion on your website as well as your social media pages. Be sure to include visuals along with your advertisement to capture the viewers’ attention.   

Be Prepared
While the intent of your holiday promotion is to increase awareness and grow sales, both could occur at a much faster pace or on a much larger scale than you anticipated. Imagine giving away free lightbulbs on Change a Light Day (October 1) only to have your inventory depleted in the first hour. Not a very bright idea.

Holidays should always be time for celebration, regardless of how silly they may be. Strategically promoting unusual holidays will help you acquire customers, increase brand awareness and expand your business, which will have you celebrating World Smile Day (October 6).

What to find out how we can get your brand noticed? Contact Kelly Smedley, Director of Strategic Solutions, at 717-569-8826 x24 or ksmedley@lmiadvertising.com.