Apr 30, 2011
Why Mail in May? Mother's Day, Plus Take Advantage of Less-Mailed Holidays to Really Stand Out
Bring on the season of backyard barbeques and block parties. In addition to the biggies – Mother’s Day and Father’s Day – there are some other, typically less-mailed holidays in May and June that you can take advantage of to really stand out in your prospects’ mailboxes. Plus, May/June is graduation time, a great occasion to host a special sale (and promote it by mail, of course) or simply send a “Congratulations Grads” note.
National Teachers Day – May 3rd. If you count any teachers among your customers or prospects, show them that you care with a special gift or discount. Even if you don’t market to teachers, you could send a mailer reminding your customers to thank the teachers in their lives.
Cinco de Mayo – May 5th. Tequila, tacos, and the traditional Mexican musicians – mariachis – are probably the most celebrated symbols of the May 5th, Cinco de Mayo, holiday. Send a fun, festive “Hola” to your customers or prospects. If it makes sense, host a promotion with music, or a tequila tasting. You don’t have to be a Mexican restaurant to take advantage of the 5th of May.
Mother’s Day – May 8th. Almost everyone celebrates Mother’s Day. If your business sells gifts, flowers, cards, or other Mother’s Day-relevant items, mail customers and prospects a special offer. If you run a restaurant or other place where Moms might celebrate, invite families to pre-plan their Mom’s special day. If you run a spa, salon, women’s store, or similar business, think about mailing a special offer “just for Moms.”
Remember, as always, to think about who your target prospect is. If you’re advertising Mother’s Day gifts and special celebration venues, your audience is most likely Dads/husbands, daughters, and sons. Clearly, if you’re advertising a “just for Moms” event, your target audience is most likely the moms themselves. Design and write your mailer accordingly.
Memorial Day – May 30th. A federal holiday commemorating the men and women who died in U.S. military service. Send a heartfelt message about the meaning of true service and the ideals that the U.S. armed forces embody. Take care not to come across as shamelessly co-opting this somber national holiday as a way to peddle your products or services; be sincere.
Graduation – In most parts of the country, school’s out for summer in May or June. That means graduations, from Kindergarten, 5th grade, high school, and college. Help your customers and prospects celebrate the grads in their lives. Send a mailer promoting your “school’s out!” special event.
Take advantage of less-mailed holidays, like Cinco de Mayo or Memorial Day, to reach customers and prospects who are inundated with mail on more traditional holidays. Creating a relevant mailer around a less-traditional holiday also forces you to be more creative – that means your mail is more likely to stand out, get noticed, and generate a response.