Time for our regular look ahead…this time at the month of July 2020. It’s a little too soon to think that the Covid-19 emergency is over…but things are gradually getting back to normal.
So…while taking due account of any restrictions that affect your business or customers…there’s no need to hold back on your marketing.
Looking at the coming month for events, occasions, holidays and anniversaries that can form the basis for a marketing promotion…
…two big ideas stand out.
The first is…we are in the second half of the year. July 1 is sometimes referred to as “Second Half Of The Year Day”.
As with any milestones like this, it’s an opportunity to give people a bit of a jolt and get them to review their goals and plans for the year.
Of course, if they are off-track a little you might well be able to help them get back on track!
Secondly…
…it’s Summer (in the northern hemisphere)…
…but the depths of Winter if you’re in the southern hemisphere.
In the USA July 4 is the great national occasion “Independence Day”. This theme of independence is very much a universal ideal and so can be used pretty much in any country. The idea of “personal independence” can be the basis for a promotion in many different markets. It’s worth keeping in mind that one of the primary reasons people go into business for themselves is the desire for freedom and independence.
Taking a look at some specific occasions…
July 1 – Canada Day
July 1 – International Joke Day
July 2 – World UFO Day (note that June 24 is also regarded as World UFO Day by some)
July 4 – Independence Day (USA)
July 5 – Anniversary of the birth of P.T.Barnum (legendary showman and circus founder)
July 5 – Bikini Day (anniversary of the invention of the bikini in 1946 by Parisian fashion designer, Louis Reard)
July 6 – International Kissing Day
July 6 – International Day Of Cooperatives (first Saturday in July)
July 7 – Chocolate Day (sometimes referred to as International Chocolate Day). According to some accounts, chocolate was first introduced to Europe on 7 July 1550
July 11 – World Population Day
July 12 – Simplicity Day
July 13 – International Town Criers Day (second Monday in July)
July 13 – International Rock Day
July 14 – Bastille Day (France)
July 14 – Shark Awareness Day
July 15 – World Youth Skills Day
July 16 – World Snake Day
July 17 – World Day For International Justice
July 18 – Nelson Mandela International Day
July 20 – Anniversary of first landing on the Moon in 1969 (also referred to as “Moon Day” and “Space Exploration Day”)
July 21 – Junk Food Day
July 22 – Pi Approximation Day (22/7!)
July 25 – Carousel Day (honouring William Schneider who invented the ride in 1871)
July 26 – “All or Nothing” Day
July 26 – Parents Day (fourth Sunday in July)
July 29 – International Tiger Day
July 30 – International Day Of Friendship
July 30 – Paperback Book Day
July 31 – World Ranger Day
Looking at country-specific events…
In the USA…
July 3 – Independence Day Holiday
July 4 – Independence Day
July 24 – Pioneer Day (Utah)
July 27 – National Korean War Veterans Day
Canada…
July 1 – Canada Day
July 1 – Memorial Day (Newfoundland and Labrador)
July 9 – Nunavut Day (Nunavut)
July 13 – Orangemen’s Day (Newfoundland and Labrador)
U.K…
No major holidays or national occasions in July. It is the height of summer and normally there would be plenty of major sporting events taking place.
However, events such as the Wimbledon tennis Championships have had to be cancelled. Keep an eye out for rescheduled events…the English Premier League is restarting on June 17, for example.
Australia…
It’s NAIDOC Week 5-12 July.
No official holidays in July. Winter and the new financial year are ideas that can be used. Also, keep an eye out for local festivals and events.
That’s it for this month. Plenty of ideas for a great marketing calendar for July 2020 and here’s to your success with event-driven marketing in July 2020!
UPDATE: 15 June 2020:
Lockdown must be dulling my faculties! There are a couple of fairly obvious “events” related to the Covid-19 emergency that might be used as a trigger for a promotion.
Firstly, in the UK today (15 June) “Non-essential” retailers are permitted to reopen. From the UK “Telegraph”…
“Huge queues were reported across the country as shops welcomed back customers. In Birmingham, Primark was meant to open at 8am for the first time in almost three months, but allowed customers in early due to the size of the queues. There were similar scenes in London, with shoppers saying they had been let in an hour early.
Meanwhile, families couldn’t wait to get back to ZSL London Zoo in Regent’s Park, with just under 2,000 tickets being sold for today. Zoos and safari parks across the country are welcoming back visitors after a difficult lockdown for the sector.”
So, if you are now in a position to re-open, why not let everyone know and perhaps have a promotion? Given the apparent pent-up demand, you probably won’t have to resort to price cutting or other extravagant giveaways.
Secondly, the English Premier League football season restarts this Wednesday (June 17). A “Restart” theme for a promotion is clearly one option.