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Marketing for a Reason


By Rama Beerfas 

June 1, 2011 (San Diego’s East County) – Most companies that have a marketing plan tend to market on a similar type of schedule every year – perhaps they have a winter campaign to kick off the new year, a summer campaign to boost business during the slow season, and a holiday campaign to maximize their share of consumers’ holiday spending.

All that notwithstanding, how about marketing for a different reason altogether? There are thousands of designated observances, commemorations and celebratory days that are just asking to be used as an excuse for marketing.

For instance, in September, we have Cheese Pizza Day. You can use this as an excuse to:


promote your business if you sell pizza, food-related items, or your business has a connection to Italy. (A pizza eating contest could draw a crowd and some PR).


boost employee morale by hosting a Pizza Lunch. Kick off an incentive program or close one out this way, and you’ve got even more bang for you buck.


deliver fresh, hot pizzas to your best prospects’ office as a sales strategy.

Want to create goodwill in the community? Align yourself with a charitable organization and arrange a fundraiser or sponsor one of theirs.

Whether you choose a lesser-celebrated holiday, a commemorative event specific to your industry or a date that is significant to your target market, or a cause-related date doesn’t matter. As long as you create a marketing campaign that integrates that date into your overall message in a meaningful and/or humorous way you will make your mark.

Taking advantage of these marketing opportunities will help set you apart from your competitors who are doing the same-old, same-old and make you more memorable.

To find a listing of dates four months out (to give you time to plan), go To request dates for a particular month, please e-mail Lev Promotions at

Rama Beerfas is Chief Solutions Specialist for San Diego-based Lev Promotions, offering complete marketing services from consulting, promotional products, and social media marketing, editorial work and more. Rama also offers seminars and training in marketing and customer service related topics. She can be reached at (619) 697-2045 or at or visit Column requests and comments are welcome.

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