Hire Me

“Quirky Holiday” SEM Strategy for Brand Awareness

QR Code for “Quirky Holiday” SEM Strategy for Brand Awareness
mobile bookmark huh?
5 Wednesday, September 24th, 2008

How Brands Can Generate Big Awareness During Odd Holidays

Last week, as the world celebrated another Talk Like a Pirate Day, I thought of a slick SEM trick: Buy quirky holiday names for the sole purpose of brand awareness. Quirky holiday inventory has temporary demand spikes and low-competitive rates. This might be good opportunities to align your brand with fun, off-beat culture news and catch new visitors during idle leisure time browsing the net.

What Is a White Sale Strategy?
Retail stores sell specific merchandise at a deep discount for a short period of time.
 
White Sale Examples
Think K-Mart’s Blue Light Special and the Foley’s Red Apple Sale. John Deere pushes residential sales during their annual Deere Season campaign.
 
Woot.com (@woot) applies a reverse model online; there is always a deep discount sale, but the product changes. World Market explored a similar Adobe Air widget channel.

Retailers have long used White Sale strategies to dump excessive inventory and to gain a temporary competitive advantage. The Quirky Holiday SEM strategy is slightly different than a White Sale. Rather than promote a branded self-made sales event, Quirky Holiday SEM leverages universal interest and PR surrounding unusual events to generate brand awareness. The strategy lends itself to retail, but could be used for any type of brand promotion.

Awareness and low cost can justify the ROI of a Quirky Holiday SEM media plan. Traffic is not targeted, so click-throughs are a bonus, especially since keyword inventory would be relatively inexpensive.

Ideas for Quirky Holiday SEM Campaigns

Here are just a few of the strange, funny and odd holidays where corporate brands, campaigns and associations could apply this strategy.

  • Bifocals At The Monitor Liberation Day
    December 1 Lenscrafters, eye doctors & Lasik surgeons, ergonomic companies, nonprofits for the prevention of eyestrain, monitor fatigue, eyesight health education & disease prevention, elder care.
  • Bathtub Party Day
    December 5 Kohler, Whirlpool re-modelers (bathfitter.com already has a placement), plumbing companies, design centers, home builders, destination spas.
  • National Inane Answering Message Day
    January 30 Manufacturers like Panasonic, Sony, Nokia, Samsung & Motorola, online retailers, VoIP carries Skype and Vonage, cable carriers, cell phone service providers, mobile marketing.

  • First Day of Autumn 2008
    September 22 SEO companies are already leveraging Google’s holiday and event logos for fresh non targeted traffic. What a clever ploy to generate a little buzz and new unique visits against an odd keyword. So far, these are simple organic SEO results, but SEM could easily apply.
     

    Hat tip to @PatrikAltoff who managed to attract hundreds of “autumn 08” visitors to Blogstorm on Sep 22, 2008.

  • Any Quirky Holiday
    Hallmark could actually target traffic with Quirky Holiday SEM, assuming they had matching merchandise. A smaller print card company or e-card service could generate a significant portion of its revenue on this SEM traffic.

What Quirky Holiday SEM Strategies can you imagine? Share them below!

Comment Below Tweet me @shannonswenson

 
 

5 Comments For This Post

  1. affordable seo packages

    We absolutely love your blog and find a lot of your post’s to be just what I’m looking for.
    Does one offer guest writers to write content for yourself?
    I wouldn’t mind creating a post or elaborating on a lot of the subjects you write about here. Again, awesome site!

  2. affordable seo philippines

    I am tired of looking for books and online material for SEO . Every book or tutorial tell one thing what IS SEO AND IT BENEFITS .BUT NO WEBSITE TELLS HOW TO DO IT. No website or book tells how to do on page and off page optimization but they all tell the difference between them. Just want to make my career in SEO but not getting any write tutorials and book.

  3. Mirena Lawsuit

    I like the helpful information you provide in your articles. I will bookmark your blog and check again here frequently. I am quite certain I’ll learn a lot of new stuff right here! Good luck for the next!

  4. Therese Soltren

    Hi there, Would have loved to attend this, but evenings are impossible for me as a parent blogger. Any chance the material will be available afterwards for those that can’t attend? Cheers.

  5. Arup

    Zdravei ,Diana prochetoh tuk kmtonearite i se radvam ,che ima takiva jeni kato teb , mogo molia da mi poiasnish ,,, v BG. ima promishleni firmi -i drugi koito imat stoki -imat proizvostvo a ne umeiat da si plasirat-prodadyt stokite , ne znaiat pravilata za prodajba ,v bg.i chujbina moliate kajimi niakoi tynkosti za da zapozchna tova mnogo iskam tova da go prktikuvam as niaam niakakvo obrazuvanie ,,, za ikonomist -finansit ,menadjer i tem podobni takiva ,,,, no umeia da kontaktuvam as sym pozetivna lichnost znam che ako znam angliiski vedna shte s enaucha dobre i shte se spravai,,,,, ako mi obiasnish -tynkosta da razbiram razni takiva DUMI mynibuurs//tazi duma niakava bankova institucia // predvaritelno ti blagodaria

Leave a Reply

About Me

I am an executive-level interactive producer specializing in social media, online community management and buzz marketing for national accounts. I provide agency support & client service across multiple industries. I love integrated campaign strategy, working with creative teams, kicking-off projects and driving them through launch.

I am currently working at Charles Schwab in Austin, Texas.

Read more

Specialties
Left Brain
SEO, media strategy, web analytics, web application architecture, server architecture, e-commerce platforms, data modeling
  Right Brain
SEM, creative strategy, social media, community management, WOM / buzz marketing, online memes, online brand stewardship

Contact Shannon

Shannon Swenson
Austin, Texas
512-472-3090 x1

hello [at] shannonswenson [dot] com