Marketing Tips: Use Holidays to Differentiate

Canadian Thanksgiving is just around the corner! Congratulations to our neighbors to the north. When is the last time you used Canadian Thanksgiving as a reason to tell others about your business.

Let me guess . . .

Never!

And probably for good reason. How in the world can you draw a connection between your business and Canadian Thanksgiving?

Here are some ideas.

Gift baskets - send a gift basket to your best customer(s)with a brief note explaining how Canadian Thanksgiving is celebrated and how Canada, just like our own country, was founded with perseverance and today is a place of freedom.

Then mention how you appreciate the opportunity to do business together and you always welcome referrals.

I attended a marketing session last night with a local chapter of the Glazer-Kennedy Insider's Circle.

A doctor uses holiday promotions in his business and he wrote up a letter on National Pistachio Nut Day -- which is February 26 -- and National Siblings Day which, of course, is April 10.

His use of what he calls "Bizarre Holiday Promotions" achieved a 300% increase in referrals within a calendar quarter.

He uses gift baskets in conjunction with the holiday fact. He can do this cost effectively since his customer base is all within a 3-mile radius.

However, send out postcards for those farther away with an unusual holiday greeting.

Do people really care about odd holidays? That doesn't matter.

Think of it as a reason to stay in touch with your constituents -- both loyal customers/clients and prospective customers/clients.

You can find a listing of little known holidays and celebrations through the Chase's Calendar of Events in your reference section at the library or online. Or, type in "holidays around the world" in Google and some excellent reference sites will pop up.

You're also differentiating yourself from competitors through finding an unusual way to build or maintain positive relationships. And finding creative ways to stay in touch with your target clientele is what makes marketing effective.