It’s a regular day – you jump on social media and see someone post that it’s National Chocolate Chip Cookie Day. Who decided that today was National Chocolate Chip Cookie Day and, more importantly, how do people find out about this stuff?
As a business owner or marketer, you will likely see a few of these days pop up that would be great opportunities to grab. A bakery can take advantage of National Chocolate Chip Cookie Day, but only if they know it’s coming.
These vacations are privileged marketing opportunities for the first two stages of the Customer value journey. In the first step (Aware), a customer avatar becomes aware of your business. It is as if someone is walking past your bakery for the first time or finding it in the search results for “bakery nearby”. In the second step (Engage), a customer avatar enters your bakery or decides to view your menu online.
By using these vacations to your advantage, you can create marketing campaigns that build brand awareness and engagement. For example, the bakery could put a sign outside saying, “It’s National Chocolate Chip Cookie Day!” Buy one get one for free! ”Or they could run a social media campaign that tells their followers that they are giving away a free cookie to anyone who walks into the bakery today.
Besides niche celebrations, you can also use your customer’s experiences to raise awareness and engage engagement in the same way you would on this vacation.
Here’s an example of how we created a campaign based on National Pet Day and one recently linked to our audience…
Examples of niche vacations and relevant experience campaigns
On National Pet Day (April 11th for those who didn’t know this existed), we implemented a Facebook video of our pets do their part to help us in our work. This article aims to bring awareness to avatars of customers who are not familiar with DigitalMarketer: “Who are these people who make their pets do their jobs ?!
Our goal was also to get people to engage with the post by liking it and thinking it over, “These people are quite funny …”
We have also created a video series called Coping in Quarantine featuring members of our team.
in this video we asked our team to talk about their favorite essay books that they read while in their 40s. This post linked to our article titled DM Reading List – 11 Copywriting Recommendations from Engage Members, which we were hoping our audience who watched the video will click.
Once they clicked on that post, we could pixelate them and then continue showing them our premium ads that got them to know us better.
How you can create niche celebrations or relate to your audience’s experience
We can promise you there is a social media holiday for everything, and you’re bound to find one that relates to your business. And you can definitely (definitely, definitely) find your customer’s lived experiences that you can create content in.
The most important part of this whole process is knowing what your end goal is (sorry for doing full marketing on you). If you are running a campaign for a vacation on social media or for a lived experience of your customer avatar, you need to know if you are trying to market yourself or engage so that you can build your campaign around it.
Depending on what you’re looking for, you want to have a direct call to action. For example, our article on 2 Writing Book Recommendations was created to make viewers want to read the other 9 Writing Book Suggestions we have.
Here is our secret location for finding all the obscure vacations you didn’t know existed (trust us, National Chocolate Chip Cookie Day will be the LEAST surprising thing you’ll find on a list like this).
Once you have your goal and your vacation or experience ready, it’s time to put your campaign together. You can do what we did in the examples above and use the content generated by your employees, or you can make it more chic with After Effects animations or royalty-free videos (we use Storyblocks).
It’s time to let this creativity flow …