It’s my birthday and I’ll buy if I want to…
It’s no secret that our company is named after its birthday. We *LOVE* birthdays at October17media.
Everyone who works here gets the day off on their special day. Heck, even October 17’s two owners can often be found doing some quality shopping to celebrate. Why do women shop to celebrate? Yes, we know it bewilders men everywhere and makes perfect sense to women. Shopping gives you immediate gratification. The sort of gratification one wants on their birthday. Pretty much everyone looks forward to their birthday. Yes, I know some people claim otherwise as the years start to mount, but truthfully it’s a time to commemorate the years past.
So what does all this birthday talk have to do with Marketing? So glad you asked. Birthdays open the door to Marketers everywhere and allow them to reach out to their new, current and potential clients. They can send the typical ‘Happy Birthday Message’ to keep in touch but what about the opportunity of a once-a-year promotion? A special offer that you can only take advantage of on your birthday, or birthday week or birthday month.
Here’s the rationale: people are typically happy on their birthdays, so it’s a step in the right direction to subliminally have them associate you with the good times. Plus, they often have just gotten a little ‘birthday money’ that needs to be parted with. Convenient that your offer and note show up at just the right time, isn’t it?
- If you’re a cosmetic doctor, giving your patients 20% off botox in their birthday month wouldn’t be a bad idea would it? They’ll probably come back and have more done after… plus they may tell their friends.
- Maybe you’re a coffee shop who gives away a free regular coffee on birthdays (chances are they’ll buy themselves a little treat to go with it anyhow).
- What if you’re a restaurant - maybe you can give the birthday dish free when a table of 10 or more is booked?
But, don’t just stop there. You could do anything. Discounts, free trials, coupons… whatever you want to give away. Just don’t be cheap. Remember the best rewards gain the most publicity and that’s what we’re buying here. Brand loyalty and word of mouth referrals. A 50 cents off your next purchase of orange juice just isn’t going to cut it. It looks salesy and people don’t appreciate crimes committed against birthdays or ‘birthday fraud’ - your congratulations has to honest. The birthday promotion must be good enough for people to actually want to take you up on it.
So, how are you going to deliver this awesome news to them? Well, that’s up to you. How do you normally communicate with them? Pick a vehicle that feels natural to you. Maybe it’s as simple as a sign in your clinic or store. Perhaps it’s an email birthday card. It could even be done in the form of a phone call if it’s really not salesy. Just remember, you want to keep the tone light, happy and concentrated on their birthday wishes! 
Tags: Birthday Marketing, Brenda Cadman, Happy Birthday Advertising, October 17 Media, Promotional Ideas, Syntric Marketing and Design, Tamara Brooks
