🎓 Invent ‘Special Days’ to launch promotions
🎓 Invent ‘Special Days’ to launch promotionsPromotions on unusual ‘Special Days’ (e.g. World Tourism Day, anniversary of first purchase) are more effective at increasing sales. In one experiment, people were 25% more likely to buy.New to Ariyh? Join 7,149 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Storyblok Content is key to digital experiences. So you need to be able to easily publish it and manage it across all your channels. Check out Storyblok’s new whitepaper to:
Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroAre our promotions more effective if we link them to a special date? For example, Pi Day (March 14), which celebrates the mathematical constant, is increasingly used in the US as an excuse for special promotions for anything from pizzas to makeup. Today’s research shows us that that’s a pretty good idea. Previous insight: Sustainability signals quality (100+ more insights here) Unusual special day promotions increase the effect of discountsImpacted metrics: Customer acquisition | Customer spending 📈 RecommendationUse unusual special days to launch your promotions (e.g. World Cotton Day: Today only, 25% off our cotton items). You can create three types of special day promotions:
Special days must be creative and original while fitting to your brand and product. They won’t work if many competitors use them too (e.g. Father’s Day).
🎓 Effects
(How people rated different holidays in a survey. Creativity of the special day is what increases purchase intentions - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiments, and a field experiment (on the email list of a small business selling dog gear). United States 📖 ResearchZane, D. M., Reczek, R. W., & Haws, K. L. (September 2021). Promoting Pi Day: Consumer Response to Special Day‐Themed Sales Promotions. Journal of Consumer Psychology. 🏫 AffiliationsCollege of Business, Lehigh University; The College of Business, The Ohio State University; and Owen Graduate School of Management, Vanderbilt University. United States Remember: Because of the groundbreaking nature of this paper, it could be proven wrong in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com Don’t have time to study all the latest marketing science in depth? -> You can ask me for Personalized Recommendations. I analyze your business and tell you exactly which new techniques to apply to boost your revenue. New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 Sustainability boosts sales
Tuesday, October 26, 2021
Sustainability initiatives signal trust and product quality for small businesses and startups. People were 82% more interested in products from a sustainable startup.
🎓 How to encourage pre-orders
Tuesday, October 19, 2021
If your launch is far away, use free gifts rather than discounts to encourage pre-orders (in one experiment they were 125% more effective). If it's less than a week away you can use either.
🎓 Short, easy names are more trustworthy
Tuesday, October 12, 2021
eBay sellers with short and easy to pronounce names were judged as 31% more trustworthy than those with long and difficult names
🎓 Productize your service
Tuesday, October 5, 2021
Define, brand, and price your service as if it's a product. You will help people picture what they're getting for their money. Expect sales and satisfaction to increase.
🎓 People remember print ads better
Tuesday, September 28, 2021
Print ads are better absorbed by our memory. One week after seeing them, we remember them better than we would digital ads.
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