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.
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.
- 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!