The most important holiday is coming up, and along with cookouts, ball games, family time and summer fun, come great business opportunities. Love for this great nation runs freely, and advertisers, marketers, and event managers thrive on repurposing widespread strategies to promote brands and products in innovative ways. That’s why, while you soak up the festive ambiance, you can prepare your business to profit from more than just American pride.
The holidays are a great opportunity to capitalize on the great feelings going around and turn them into business deals. This 4th of July, turn your brand into a true testament of the star-spangled way of life which will, in turn, translate into improving sales, attracting new leads and customers, and showcasing your products and services.
Showing some love
July will be overflowing with American icons, so your design has to be special. There are many tools to be used in plenty of ways whether you are dressing up your store, an event, local fair, booth, or exhibit.
Remember all the options available in terms of inventive architecture with arches or tents, or rich graphics on banner stands, backdrops, signage, and flooring. Just take your time to weave together every single one of the elements to design a memorable setup that can fully amaze, engage and sell, sell, sell.
An important aspect to bear in mind is that the good-old red, white and blue go well together with many colors, but that doesn’t mean your store or holiday setup must look like a piñata. Remember to blend in using colors in a way that doesn’t clash with your brand and logo colors. If you mix them well, you will surely communicate all your patriotism and still make your products or services pop.
The key to using colors well, showcasing your brand, and getting pumped up on Independence Day glow is INTEGRATION. Think full-on American exhibits, design, social media, banners, staff clothing, and promo items merging into your brand and products. Try connecting key messages to the holiday, your brand, product or company name. Avoid disconnection by any means by telling a story about how your products or services are made in America, crafted by American hands, use American raw materials or how your company is American-owned. Build upon your story as we have built upon ours with our very own American-made products. Boast key products or services that communicate what you are all about: your history, brand, and message. Don’t skimp on the details! There’s enough liberty and justice for all!
Show me the money
Set some specific goals for the showcase and keep them in mind as you move along the many details. Show your pride without distracting attendees from the actual reason you want them to be there. It can be colorful, festive, and a lot of fun and still accomplish your sales goals. Think of it as having a show within a show where America is the presenter and your products and services are the main event. Kick up your ROI by leaving a lasting impression on your leads and customers who have already been infected by the holiday jitters.
Make sure your goals not only take into account who you are, but the reason for holding the event. Think about what you want to accomplish in a specific way with measurable outcomes, returns, and indicators. The better you plan all the aspects off your showcase, the more you can measure the ROI and become an expert at theme-based events. We know we say this all the time, but this is about making your company grow, so make sure your objectives align with a realistic budget, so you don’t end up with the post-holiday blues.
If you have already set clear goals, remember to think about letting your staff in on all the fun. The personnel should know about how to spice up their sales pitch by working with the American pride frenzy. Consider having some flags painted on their face or a pin with the flag on it besides your company logo on their shirts. But also, some extra training or even extra staff that day might do a lot of good. Your staff should not only know your company and products or services, but why you are relevant in the country today. Let them tell your story and know how to work with the different displays and tools that are normally not around.
Also, consider the area you are working with, so the space doesn’t look cluttered and come up with the best strategy to make the most out of the space you have. Don’t worry if the area is small since there are different-sized displays that go from small standing outdoor banners, to huge tents that can expand your event even further and hold even more of your activities and sales.
Take it outside
The holidays are all about the sun, the smell of hand-made burgers sizzling on the grill, music and fun. Use what is already going on to create the same atmosphere to help lure customers in. It all starts with a great outdoor display that can generate traffic into your store or exhibit. For example, artfully placed plants and accessories coupled with professional graphics on banner stands, banners, and flags are a perfect place to begin. Create a striking visual with an outdoor arch with the colors of the flag and a central message of what you have to offer. This will help set the mood and get your leads hooked and ready to buy.
Think about ways to engage with your leads or customers by offering giveaways or hard discounts if they engage in games that help highlight your company, brand, and products and offer a great way to spend time with the family. A nice checkered board-style floor with the colors of the flag can create a fun-filled game that can lure others in and motivate sales. It can also serve as a place for part of the family to laugh and enjoy, while the rest get down to business.
Do not underestimate the power of food and beverages. American-themed drinks or appetizers can be a great way to start a conversation about what you have to offer. Think refreshing, colorful combinations that keep them there longer to ensure brand exposure and awareness. Also, think baseball, football and other all-American sports that you can connect to your event. Those are always big crowd pleasers. You can custom-make some displays that double as miniature fields, mittens or baseball. With so many options, the sky is the limit!
Just make sure you prepare for anything. It might be July, but unsuspected rain can ruin all the fun if you don’t have the appropriate tent, weather-proof graphics or proper wiring. Also, consider banners, flags and banner stands that can withstand the wind and the rain. Outdoor signs are made to survive the great unknown.
Reel them in
Now that you have their attention with a great outdoor setup, it’s time to get them inside, talking about you, and buying your products and services if they haven’t already. Indoor activities are great for those who want to get out of the scorching sun, so create something that can engage customers even further. You already have them, don’t let them leave! Some of your products could be bundled with starry mugs, striped caps, or bald-eagled umbrellas.
The holidays are an exciting time to offer hard discounts, promotions, sales, and bundles that need to be marketed well. Create sections inside your store or stand with pop-ups, back drops or hanging banners to draw the attention of the people you have already lured in with your patriotic ensemble.
It’s not a holiday until you make the most of it. Don’t be afraid to double dip! This can not only be the opportunity to have specials and discounts, it is the perfect timing to launch a new product with trumpets and drums. If you do so, create a special exhibit to show it off as the king of the day and connect it to the land-of-the-free setting.
A fundraiser might also set the mood and put the generosity bug out there. Just make sure your cause relates directly to your brand, event, or new product so you raise awareness about your company and a good cause. This can also set you apart for your competitors by portraying your company as one that cares about others, about the country, and not just about sales and growth. It is no secret that corporate social responsibility not only helps your image, but also increases word of mouth which in turn increases not only brand awareness, but sales. What goes around, comes around.
Reduce, reuse and recycle. American pride can be powerful all year round, so many of the items used can be reused in a mobile marketing tour or any other experiential campaign or event. For example, if you have a retractable, fabric or punto banner stand, save those sleeves or graphics for next year or an upcoming event that can benefit from a little patriotic push.
Now that you know how to plan and execute an all-out American-themed event, spread the word! It is of the utmost importance to let people know this is coming. Send invites, newsletters and mailing that set you apart from the rest of the run-in-the-mill Independence Day promos. Build up excitement and make everybody expectant, so they remember to drop by and enjoy all you have in store.
Think about posting some live videos during the event letting everyone know what is going on and what they are missing out on if they don’t stop by. Create the event on social media and make sure you post pictures on how you are getting ready to meet and greet your customers or leads. Let them know when everything is ready to receive them with open arms and show them a sneak peak of what they will be a part of during the event. But don’t show them too much! Leave something to surprise them when they arrive and build momentum.
However, the work is nowhere near done once the holidays pass. Now it’s time to show everybody what the event was all about, the giveaways, the pictures of winners and happy customers, funny moments and other relatable visuals than can further your marketing efforts. Remember this is all about the objectives you set in the first place, so make sure you now contact your new leads, thank your old customers and welcome the new ones. These holidays and events always go beyond the store or that day. Make sure everyone knows about your American pride and support of the U.S. economy.