Micro Holidays and the Pet-tential Behind Them

by Yvan Quintero

Happy National Dog Day! Love is a four-legged word.

For years, communicators have leveraged micro holidays to generate engagement in marketing and media, usually to “be more fun” or stay relevant. I know because I have done this and I bet you have, too.

Micro holidays are those “random” days you’ll see trending nationwide in media. Some are fun, like National Dog Day (more on that in a minute), while others have no place on my feed (I’m looking at you, “Bird Day.” I’m serious who likes birds?).

If approached strategically, these days are a catalyst for great storytelling and sales initiatives. On the other hand, it can be easy to get carried away. Too many micro holiday celebrations and your audience may become fatigued or worse, stop following you altogether.

So, when is it strategic to capitalize on these micro holidays?

There’s an art to incorporating micro holidays into your marketing communications strategy. And it all comes back to research.

You must identify and learn about your target audience. What are their favorite foods? Do they have children? How long is their commute to work? What’s keeping them awake at night? These are some of the questions you should be asking to ensure your content will resonate. Otherwise, you’re just winging it, which can lead to sabotaging your brand.

Once you’ve dug deep enough to know and understand your consumers, it’s time to conduct a review of your communications efforts. Analyze what posts drive engagement on social media, or which blog posts attract the most clicks. This will offer insights into the most popular topics with your audience, which you can revisit from new angles – such as the framework of a micro holiday.

For example, we know from experience that our audiences (employees, clients, colleagues) love dogs. So, of course, we kept an eye out for a micro holiday that fit this description and – bam! – you’re reading a post that combines marketing tips with a love of dogs. Their cuddles, affection and companionship – what is there not to love?

In celebration of this “national holiday,” let’s put the old saying “dogs resemble their owners” to the test. Can you guess which pup belongs to which team member?

Category: Taking Aim Tags: , , No Comments

Why Your Plan is Bananas Without Research

by Heather Keroes “Research” … for some, the word evokes excitement (I’ll raise my hand here). For others, ju... Read More »

What Cision’s Global State of the Media Report Means for PR Pros and Their Companies

by Kacie Escobar  In Cision’s 2019 Global State of the Media Report, results from a survey of nearly 2,000 journal... Read More »

Five Questions with Sarah Abdul

by Kacie Escobar I’m so excited to introduce our newest team member, Sarah Abdul, who joined Curley & Pynn in M... Read More »

Comments are closed.