MARKETING LESSONS FROM THE EASTER BUNNY
5th April, 2017
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You would never suspect it, but the Easter Bunny is an expert in marketing. While hares and rabbits have very little to do with the Christian origins of the holiday, the bunny has become synonymous with the annual choc-a-thon that is Easter. It has achieved this by capitalising on a national day, which can be a powerful marketing tactic for businesses.
By Thomas Roden, senior account executive
The folklore of the Easter Bunny is one that was almost lost to obscurity. It originated in Germany
and was spread predominately through word of mouth, without any lasting record of it. It wasn’t until the late fifteenth century when a German professor first noted the idea in a book that the Easter Bunny was committed to the ages.
There are numerous reasons why the public hopped on the Easter Bunny as a symbol of Easter, from old German folklore to rabbits being a symbol of fertility. However, the modern Easter Bunny is more of a brand than a symbol, as anybody who has eaten a chocolate bunny will attest.
This brand was built, much like that of Santa Claus, on the association with one specific date of significance. While it would certainly be a leap for most trade businesses to become synonymous with a national holiday, there are still many opportunities throughout the year for businesses to align their marketing strategies with national days.
For example, January 28 is recognised as being data privacy day across Europe and the US. An IT consultancy, secure software developer or industrial computing specialist could therefore host a conference-style event on the day or broadcast a webinar on data security. These activities can easily be tied to the day while positioning the business as an expert on that topic.
Yet businesses can do much more than just capitalise on existing days. Since the rise of web 2.0, there has been a large number of new national days registered. While many of these are food-related, there are several that have an industry focus and have been created by businesses as a marketing tactic.
Of course, a proposed national day would need to have a resonance with a company’s target audience and end users rather than the business itself. A manufacturer of low-interference electrical transformers would get little benefit from creating electrical transformer day, for example, but would garner interest around power quality awareness day.
However, even the best planned national day is only as effective as the PR and marketing strategy that surrounds it. As with a SlideShare or infographic, creating a national day to highlight an industry issue that a business solves is fruitless unless people are also aware of the awareness day itself.
There are several tactics that work well when promoting national days and creating a helpful brand that customers can trust. They won’t guarantee that a business becomes the Easter Bunny of its industry, but they will certainly help customers think of that brand differently.
If you would like any tips on how best to create and promote a national day, get in touch on +44 (0) 1785 225 416 or firstname.lastname@example.org. We’re always on hand to help… except on national wine day.