The Australia Day long weekend is the first public holiday of the year. It follows quite quickly after Christmas and New Year, but not too close that consumers have not had a chance to get back into work and that some sort of normality has returned. The other great part is that Australia is still in the grips of summer and the population is enjoying the pseudo holiday feel of the day.
Its no surprise that the big retailers latch onto the opportunity to spend big coin and create some elaborate campaigns to really capitalise on this important national event, and generate some early year sales.
If the big players see this as an important opportunity that should not be missed and realise that a modest investment will reap significant rewards, then what are you going to do?
Key into how your goods and services might be able to be used. Look at how the day is perceived in your community, how do your customers celebrate, can you promote something that will make their day more enjoyable? There are literally hundreds of promotional goods, services, and products that can be assembled and offered. Importantly, do not immediately look at discounting, but rather look at value adding and maintaining your normal margins.
If you need some inspiration have a look at what your industry organisations might be doing or look at what the major retailers have planned. Look at if the promotions are geared towards community events like fireworks and see if ideas like making a picnic a simpler affair is mentioned. If you share a centre location then maybe a complementary approach with another retailer might be an approach worth looking at.
Tragically, many of us will miss this opportunity to jump on this event and generate additional sales; sometimes it’s easier to do nothing because of time constraints; this will be a mistake. If you are time poor, then seek help.