So your business sells widgets. At CityMax.com, we sell easy business websites (but you probably already knew that). The never-ending problem: no matter what we sell, there’s someone out there selling the same thing.
While competing on hard, fixed factors such as price and quality are natural tactics, why not compliment those efforts by exploring a different channel that opens up your market and enhances your positioning?
Creating a holiday is not an original concept – Hallmark wrote the book: whether through creating holidays (which they deny), or supporting existing ones to increase sales and branding. The global size of Valentine’s Day, Mother’s Day, and Father’s Day are often attributed to their efforts. There is even a term, “Hallmark holiday” used to describe it – a sign of global success (despite the slightly negative inflection).
Case Study: At CityMax.com our goal is to help 1 million entrepreneurs succeed online. Our easy website builder is just one of those tools. Last year, in the middle of a discouraging recession, we decided that what small business owners needed was a little pick-me-up. We founded Canada’s first-ever Entrepreneur Spirit Day: A Celebration of Small Business – essentially a holiday for anyone in small business.
We put out an open invite to key influencers to celebrate Entrepreneur Spirit Day at our headquarters, with an open bar, a live band and DJs. Hundreds of people showed up – CEOs, students, and politicians along with over $250 million worth of business represented. The event was event mentioned in our House of Commons (the Canadian version of the House of Representatives). This was an invaluable branding experience, and the recognition we have received shows it was well worth the small budget spent to put on the event.
You don’t have to throw a party, but ask yourself what your customer really wants or loves. Do you sell pet products? What about a creating a Dog Lover’s Day? Maybe you knit – why not a National Wool Sweater Day? It doesn’t take much to declare a holiday and tie in your business with a promotion.
You’re only limited by your imagination. With hard work and a bit of luck, your holiday might turn into something bigger. Our buddies at Grasshopper expanded on the Entrepreneur Spirit Day idea and have ignited a national movement.
Here are a few ideas on how to start creating a holiday. What kinds of holidays could you create around your business? What would it be called?