Episode Summary:

In this episode, we delve into the art of leveraging holidays and current events to boost your marketing strategy. Discover how to transform ordinary occasions into extraordinary opportunities for brand recognition and increased sales.

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Key Strategies for Maximizing Marketing Using Current Events and Holidays

1. Identifying Major Events and Holidays:

• Upcoming Events and Holidays:
• Valentine's Day
• St. Patrick's Day
• President's Day
• Ash Wednesday
• Superbowl
• March Madness
• Groundhog Day
• Rosa Parks Day
• Employee Appreciation Day
• Good Friday
• Easter
• Super Tuesday
• Leap Day (February 29th)

2. Leveraging Local Events and Disasters:

• Examples:
• Earthquakes (e.g., recent 7.3 earthquake in Cuba/Jamaica affecting Miami)
• Celebrity Deaths (e.g., Kobe Bryant)
• School and Mass Shootings
• Strategy:
• Show empathy and respect; sometimes silence is the best marketing strategy.
• Highlight relevant products or services without appearing opportunistic.

3. Creating Marketing Campaigns Around Personal and Local Events:

• Personal Events:
• Employee or client birthdays (e.g., Maya's birthday)
• Local Events:
• Community celebrations and holidays
• Strategy:
• Offer discounts or special promotions tied to these events (e.g., 41% discount for Maya’s birthday).

4. Developing Creative Campaigns:

• Movie Releases:
• Use cosplay and themed promotions to capture attention.
• Balance between high-budget and intentionally low-budget productions to maximize engagement.
• Examples:
• Dressing up as movie characters (e.g., Wolverine with spaghetti noodles).

5. Changing Beliefs to Drive Purchases:

• Definition:
• Marketing is changing beliefs with the intent of purchase.
• Closing:
• Provide logical reasons to act now (e.g., limited-time offers).

6. Adding Value to Products:

• Offer Creation:
• Transform a product into an offer by adding value (e.g., coaching sessions, additional products).
• Strategy:
• Use terms like "no charge" instead of "free" to enhance perceived value.

7. Example Campaigns:

• Valentine's Day:
• Recognize and appreciate employees and clients.
• Offer small gestures of kindness (e.g., buying coffee for someone).
• President's Day:
• Promote products with a “presidential” theme (e.g., premium CBD as a “presidential product”).

8. Addressing Fears and False Beliefs:

• Post-Purchase Engagement:
• Make follow-up calls to ensure customer satisfaction and reduce buyer’s remorse.
• Example questions: "Did you log in yet?", "Were you able to access your online platform?"

9. Continuous Engagement and Value Delivery:

• Weekly Programs and Activities:
• Offer continuous value through weekly programs (e.g., small groups, man cave nights).
• Organizational Impact:
• Highlight the broader impact of your services (e.g., community outreach).

10. Key Takeaways:

• Always relate to your audience’s current context.
• Provide empathetic and respectful marketing, especially during tragedies.
• Use creative, thematic campaigns to stand out.
• Change customer beliefs and provide logical reasons to act now.
• Add significant value to your products and continuously engage your customers.

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