||RAB's 2014 Promotional Calendar
Yes, the 2014 Promotional Calendar is up on RAB.com and it's time to start planning 2014's promotions, Alternative Revenue campaigns, and looking for Integrated Sales opportunities for your clients, both current and prospective.
As you look ahead on the calendar, remember that companies are often planning their sales promotions 6 months in advance or more. St. Valentine's Day? That's all over, save for the fine-tuning of some of the details.
Most companies are cyclical in their sponsorships, so look on their websites for what they did in 2013 and ways a partnership with your station will benefit them in 2014.
In addition to the predictable holidays and sales seasons like "Back to School," many companies are latching on to some of the smaller or more obscure events on the calendar and turning them into engaging promotional opportunities. We've named a few here for your interest:
International Talk Like A Pirate Day: (9/17) This day began as the result of a racquetball injury in a game between two friends. Once it made the calendar, it took on a life of its own. Now each year, Krispy Kreme gives one free glazed doughnut to anyone who enters a participating Krispy Kreme and talks like a pirate. To the landlubber who dares to wear full pirate attire goes a bounty of one dozen Original Glazed doughnuts.
Long John Silver's seafood restaurants celebrates International Talk Like a Pirate Day by offering a free piece of fish with purchase of regular meal to all who are willing to talk like a pirate. The Talk Like a Pirate Free Fish promotion is mostly promoted through e-blasts and social media, but look for it to expand as the popularity of Talk Like A Pirate Day grows.
National Pancake Day: (3/04) Since beginning its National Pancake Day celebration in 2006, IHOP has raised more than $10 million to support charities in the communities in which it operates. Guests from around the country celebrate National Pancake Day at IHOP and enjoy a free short stack of Buttermilk pancakes. In return for the free pancakes, guests are asked to consider leaving a donation for Children's Miracle Network Hospitals or other designated local charities.
Other local breakfast restaurants often offer special promotions on Pancake Day as well. This year, there is also an International Pancake Week which runs from February 9-15
While restaurants, many of whom have local or regional franchise dollars to spend on these promotions, are increasingly competitive for these specialty days, other industries are finding promotional opportunities to leverage as well.
Spay Day: (2/25) This one grows more widespread every year as veterinary offices all over the country offer reduced-cost procedures, animal shelters draw attention to the plight of unwanted cats and dogs, and pet stores (and many of their vendors) contribute a portion of their sales and drive donations in an all-out cause marketing effort that appeals to every demographic.
Letter Carrier "Stamp Out Hunger" Food Drive: (5/10) The U.S. Postal Service has been collecting non-perishable food items left by mail boxes and in post offices on this day every year since 1993. It is the largest one-day food drive in the nation. Campbell's Soup and Valpak are major sponsors among many others. With advance planning, your local supermarket would likely help you create a vendor program to rally your community to "Stamp Out Hunger" and generate a significant amount of revenue for all partners in the process.
Each event included in the RAB Promotional Calendar is chosen specifically for its potential to drive your stations' promotions and drive revenue. Have a browse and let your creativity run wild. And, as always, we stand by to help develop ideas and sponsorship prospects. All you need to do is Ask RAB!
(Source: RAB Professional Development/Chase's Calendar of Events, 10/10/13)