Generally, the more you market your business, the more it could grow. But clients don’t want to be constantly interrupted for no good reason – so give them a good reason.
Good marketing always has a pretext. “We’re not interrupting you just to hit our sales targets,” the pretext suggests, “but because of this perfectly valid reason.”
Some pretexts are obvious – Christmas, Easter, Halloween, end of financial year, footy grand finals and the like. Because they’re obvious, consumers will accept marketing based on those themes.
But what happens when your business wants to do some marketing and you don’t have an obvious pretext?
One solution is to conduct marketing based on a designated ‘international day’. For example, a mortgage broker could target International Women’s Day, which is held on March 8 every year, with a message like:
“Happy International Women’s Day. We are proud to be associated with so many powerful and financially independent women.
“We look forward to helping you get your next home loan or refinancing your existing one.”
Or a real estate agent with an energy-efficient property could use World Environment Day, which is always held on June 5, as a hook. For example:
“Happy World Environment day. At XYZ Real Estate, we look forward to all homes being energy-efficient and environmentally friendly, as I’m sure you do too.
“This particular property has a head start – it comes with solar heating installed.”
Perhaps you recall businesses running marketing campaigns or posting blogs based on those prominent international days.
But did you know there are literally hundreds of these international days – many of which are obscure, but all of which offer potential marketing pretexts?
Here are a few examples:
If you’re feeling more adventurous, you could target entire months. For example for Photo Month in May, you could send your clients a fun or quirky photo daily with a quote or positive message. You could include a call-to-action at the bottom of the email or social media posts to remind them of your services.
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