Occasion-based marketing is a great way to put your brand identity to work, authentically. Rather than tapping each social media “holiday” as an excuse to post, or only offering sales on major holidays (when every other business is also dropping prices), you can use unique occasions to serve up relevant, highly-personalized offers and initiatives, pushing higher sales, increased ROI, and incredible brand loyalty.

01.
WHAT IS OCCASSION

BASED MARKETING?

At its most basic, occasion-based marketing is all about using relevant events and holidays to market your brand to a target market. It can be incorporated into your strategy in dozens of ways, from product development to social media, and can help position your brand as unique among competitors in the same space.

The same approach can be applied to how you reach out to and communicate with folks based on their life stages, behaviors, or interests, through segmentation. Brands can take advantage of these events to market products or services that are suitable for the celebration or the occasion.

02.
CHOOSING THE RIGHT

OCCASSIONS

There are several occasions that brands can use to develop marketing messages, increase loyalty, and drive their sales.

• Universal Occasions:

Valentine’s Day, Mother’s Day, Black Friday, and 4/20 are the typical events that come to mind for occasion-based marketing efforts. These are events celebrated around the world, among a community, ethnic group, religion, or other like-minded individuals.

• Regularly Occurring Personal Occasions:

The needs of the modern-day customer are dictated by different life occasions like birthdays, weddings, anniversaries, and engagements. These types of purchase patterns are consistently repeated over a period of time, making them easy to predict.

Monthly purchases such as business travel or even daily rituals such as stopping for a cup of coffee on the way to work every morning can be considered regular personal occasions, too.

• Current Events and Popular Culture:

Current affairs provide events that may be sudden in frequency but useful in building up sales. Think of how other brands in the marketplace use popular memes on their social media accounts, tailoring them to apply to their product or service. Taking advantage of the fleeting hype can make your campaign stand out and be seen as creative and innovative by your audience.

At BLKDOG We Can Help To Make Occasion-Based Marketing Part Of Your Overall Strategy To Build Long-Term Consumer Engagement And Loyalty.

04.
TIPS FOR

OCCASSION BASED MARKETING:

• Make it relevant: Being intentional and selective will improve the success of your occasion-based marketing campaign. If your product or service isn’t relevant to the occasion, then it is better not to force it and be seen as inauthentic or worse: inappropriate.
• Keep it creative: Like anything in marketing, in order to draw the attention of your audience and achieve the desired results you have to make sure that you are doing something different from what everyone else is doing in your industry.
• Don’t overdo it: Marketing is about building long-term lasting relationships. Make sure that you are choosing occasions aligned with your brand so you don’t wind up putting people off.