9 Useful Ways to Market Your Business on St. Patrick’s Day.
You’ve heard it before. Make sure you take advantage of every current event and holiday for marketing purposes. So you try a couple of things here and there. Some have decent results, others flop. But you really can’t shake the feeling that you’re just being….well, fake. Hokey. Cheesy.
Let’s get honest for a minute. Is this what you think you have to look like on St. Patrick’s Day to get your customers’ attention?
I’m here to tell you, it doesn’t have to be this way. STOP THE MADNESS! 🙂
The problem is that if you Google “marketing tactics for St. Patrick’s Day” you will get a bunch of cheesy things that just doesn’t fit with your company’s brand. Green beer anyone? Even for the restaurant industry, that bit is overplayed. What you need, is a list of USEFUL ways to market your business on St. Patrick’s Day. Ways that aren’t tied to a specific industry and ways that feel authentic.
This is where we come in. Not only am I part Irish (and part Scottish), Logan Gattis Designs has built a brand around being cultural design and marketing experts. Meaning, we know authentic Irish culture when we see it. Our Director of Marketing is from Ireland, for goodness sakes! I promise that green beer and leprechauns are NOT the way to market your business if you want to feel genuine by the end of your St. Patrick’s Day marketing campaign.
So what should you do?
Offer fans a useful tip, trick or other short bit of information relevant to your product or service they can actually use, to increase engagement and sharing. Be creative and find a way to tap into St. Patrick’s Day. For example, Bailey’s Irish Cream created a stunning graphic and offered a drink recipe (featuring their product, of course!) for the occasion.
Give fans access to or a sneak peek at an event by livestreaming or recording happenings around St. Patrick’s Day. Tourism Ireland gave people access to the St. Patrick’s Day Dublin parade. Hosting your video content on your website, like Tourism Ireland, can help drive traffic to your website, as well. If you’re not doing a special event for St. Patrick’s Day specifically, get creative. Can you show behind the scenes footage of your team decorating your storefront for St. Patrick’s Day? Can you have a livestreaming event of a team happy hour where you guys talk about FAQs or something like that? Make sure that it’s somehow relevant to the holiday though, otherwise you won’t get the exposure you would otherwise get. Keep in mind, everyone, “St. Patrick’s Day” will be a trending topic.
Find that creative angle that makes your product, service or brand directly relevant to the holiday. Proactively answer a question fans may not even know they have by thinking, what is it people want or need to do on this day and how can we be a part of that? An example of this is Brennan’s Bread. They also created a great graphic and posted on their social media accounts, “St Patrick’s Day Parades will be taking place around the country this weekend, perfect time to break out the picnic basket and pack it full of sandwiches!”
- Utilize creative photos and videos. Both Brennan’s and Bailey’s understand that the more powerful the graphic, the more likely it will be shared (and thus, the exposure you’re looking for). You can either have STUNNING images (but they must actually be stunning), funny images, or creative images. But whatever direction you choose to go in, it has to be share worthy.
Offer a green discount. If you have a store front, take $1 off someone’s purchase for every green item they wear. Make sure to promote via your social media accounts! Or if you’re in an eco-friendly industry… the “green” discount is a play on words. Use that to your advantage to offer your green product, etc.
Green is not just a color. Any industry can play up the fact that green is THE color of St. Patrick’s day. Why not promote (via social media and your blog) your company’s eco-friendly “green” efforts.
- The heart of the matter. Instead of just throwing a shamrock on your logo and calling it a day, why not offer some history on the day to your clients via social media or your website such as the origin of the shamrock and the pot of gold? Or how about you do an in-store trivia contest (or even an online trivia contest) to increase engagement from your audience.
Are you Irish? Or have Irish heritage, like me? Why not play that up! Talk about it, share traditions, and share recipes. Make sure to share these via Pinterest! A customer doesn’t buy from a company. They buy from a person. Showcase your personality and things that are important to you. Take a look at my Pinterest board for inspiration. You’ll definitely see things related to graphic design and culture, but you’ll also see places I want to travel, things I find beautiful, and recipes I want to make someday. It’s okay to show who you are. It doesn’t have to be all business all the time. As a matter of fact, it shouldn’t be. Your company is run by a real person, you. If people know who the real you is, you will have many more opportunities to relate to your customers.
- Client Relations are key. We’ve already told you how important it is to honor your best clients. But why not make this holiday your customer appreciation day (not just for your best clients.) The “luck of the Irish” is famed… so why not promote a blog post or social media post about why you feel “lucky” to have the customers you have.
The key to authentic marketing is two-fold. One, don’t buy into the hype. St. Patrick’s Day can get real cheesy, real fast. Two, get really clear on what your goals are. If you goal is to increase sales, do tips 3,5, and 7. If you goal is to increase engagement in your audience, try tips 1,2,4,6, 8, and 9. Or come up with your own! Once you know your goal for the marketing campaign, you can better align your tactics with your brand and make it completely genuine and authentic.
Action Item for a more creative St. Patrick’s Day:
Write down what you want to get out of your St. Patrick’s Day campaign. What’s the WHY?
Have you had successful campaigns in the past? What did you do? Share your answer in the comments below.
Breathe. Live. Love. Create.
Photo Credit: Kris Krug