We all know how brands pay special attention to special days of the year. And that is precisely what dayketing is. A marketing strategy focused on taking commercial advantage of the unavoidable milestones marked on the calendar.
Brands adapt their communication to concepts related to key days that have the power to influence consumers. Father’s Day, Mother’s Day, Halloween, Black Friday, Cyber Monday… Even Blue Monday has found its place among these special days.
The important dates have always been traditionally used by brands to reconnect with consumers. Now, in a digitized world full of technology, this feeling is even more palpable.
Dayketing, the marketing strategy for special days
Marketing people label everything and this concept could not be less. There are well-known brands that are true specialists and referents in this technique. It is clear that there are iconic dates, such as those mentioned above. But perhaps we can find opportunities in other lesser-known dates that we can appropriate as brands.
Dayketing is an open strategy and therefore, to a greater or lesser extent, there are opportunities that can be exploited. Another aspect to take into account is the distribution by types of consumers or generations of consumers according to the designated day.
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Key characteristics in the dayketing approach
We will start by highlighting the obvious: the high emotional component of many of these special dates. Based on this approach, we can see how the theming of purchases becomes commonplace.
Another aspect that we can highlight are the pricing strategies in some of these dates. We know perfectly well how they work on days like Black Friday or Cyber Monday. Also noteworthy is the launch of products or services of the special edition type, which have an ephemeral component and full of uniqueness.
For brands, therefore, it is essential to plan content well in advance of the event. This will depend on a good connection in advertising communication, with the right hooks to generate the necessary engagement.
As far as possible, the personalization of messages will be vital, since today’s consumer is looking for prominence and if the brand offers it, it will be very much in its favor.
Photo credit: BT
