Saving The Day - TJ Mapes

Every dog gets its day, and thanks to the popularity of social media holidays, so does every person, place, thing and activity too. Anything from traditional holidays like Labour Day and Thanksgiving, to annual and reoccurring events like Daylights Savings and Leap Day, and frivolous novelty days like National Fleece Day or Pancake Appreciation Day get the spotlight usually once a year, and rarely is there a week without at least something to celebrate. Some are steeped in history and tradition, some the results of quick thinking marketers over the last century, but all are fantastic excuses to get your brand out there by taking advantage of already existing themes, messages and shared sense of community.

According to marketing expert and serial entrepreneur TJ Mapes, any Shopify and e-commerce business, big or small, can easily, quickly and effectively piggy back on any SMH by following these simple engagement tactics:

• Be informative. The least aggressive kind of SMH outreach, informative messages arent trying to push any one product, or announce a sale, but simply act to raise awareness for the day in question, while tying your brand identity to the spirit of helpfulness, like reminding customers to change their clocks during Daylight Savings. Even if totally unrelated to your products or services, customers will click through and read the message, and remain engaged with your company.
• Be funny. The vast majority of SMHs are jokes to begin with (including International Joke Day on July 1st), there so that people can have a little fun and break up the monotony of the modern work week. Be willing to embrace the silliness of these days, even if you’re not pushing any specific sale, product or service; customers appreciate brands that are approachable, self aware and above all seem and want to be seen as open, friendly and above all, human.
• Be creative. You've educated them, you've entertained them, now go for the sale without losing that creativity or funny loving spirit. A clever flash sale, like 10% off with the promo code “Punxsutawney” on Groundhog Day, or an interactive contest, like cutest cat photo receives a free gift or bonus discount, will help keep your customers engaged, guessing, amd excited to see emails or SMS from your brand, even after the fun is over and they’re just receiving traditional messages about upcoming deals and products.

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