In the United States, St. Patrick’s Day is largely regarded as a party day, which makes traditional St. Patrick’s Day party supplies such as green beer, hats, shirts, cups, plates, banners and snack foods obvious purchases on March 17. Of course, this doesn’t mean that nothing else is purchased on St. Patrick’s Day. Most people skip the festivities, save for donning a shade of green, and so just like any other day millions of products and services are bought and sold on St. Patrick’s Day. Thus, the real question to answer is not what to sell, but how to sell it.
Create an irresistible offer
If you want to boost St. Patrick’s Day sales, you first have to realize that customers buy deals. Like any other promotional campaign, you have to have a compelling offer to entice customers to engage in the purchase process. Discounts, coupons, freebies and drawing entries are all ways to accomplish this.
Not only do you have to craft an incredible offer, you have to create it so that it resonates with your target audience. Ask yourself if you would spend your hard-earned money on your offer, and then ask yourself if your best customer would do so. If the answer to both is “yes,” then you have to go to work developing a targeted distribution flow. Start with a good mailing list for your direct-mail postcard and brochure promotions.
Distribute printed marketing materials
Next, find out where your target audience frequents and distribute posters, door hangers and flyers in those areas. Repetition is key to making St. Patrick’s Day sales, and the ideal scenario would be that your customers see your posters or flyers on the way home from work, then receive a printed postcard when they return home – and, of course, they heed your call to action and take the next step in the purchasing process.
Your design and copy will also have to be compelling in order to attract St. Patrick’s Day customers. Hire a good copywriter and a graphic designer, respectively, to create your marketing materials so you can focus on distribution and other important aspects of your company’s campaign.
Beyond these direct marketing staples, know that customers buy things that excite them. If you can create a St. Patrick’s Day-themed postcard or vinyl banner that tickles the imagination or is otherwise humorous or clever, you’re more likely to draw the crowds in to fill your pot of gold this St. Patrick’s Day. You can also consider publicity stunts such as having a “St. Patrick” himself or a leprechaun on-location. The sky’s the limit, and if you want to tap into the festivities there are literally hundreds of creative marketing strategies you can employ.
Before you launch your St. Patrick’s Day marketing campaign, remember that customers respond best to quality printed marketing materials, since they equate the quality of your promotions to the quality of the products and services you offer. Print with quality, and you’ll find quality customers at the end of the rainbow.