Hi,
Today is the Queen's Birthday. Well, it's not really Her Majesty's real birthday. It's the official day set aside in Australia - once called "The Land of the Long Weekend" - to celebrate. Largely nothing of a 'birthday' nature occurs in Australia on this day. In fact the Queen hands out the gifts in the form of 'gongs' - Orders of Australia, remnants of the knighthoods and damehoods the British Monarch used to bestow on her grateful subjects her in the colonies. They are handed out to a few high profile achievers to boost the publicity value of the gongs, but mainly they are bestowed on elderly members of the community who have done good works.
Every community has decaying remnants of the past that pass unnoticed. They can be very useful in a marketing calendar. Throw a Queens' Birthday Sale. Give away photos of the Queen and copies of the words of the National Anthem and little Australian flags with every purchase. SO what if it appeals only to monarchists. It creates energy around your outlets. No one else is likely to do it, and you can bet at least half the population would lie to celebrate the holiday by going shopping.
Another event-related strategy could involve our organisation announcing its own community service awards. No one could complain about that, and the publicity a local level would be positive.
Every social institution can be used to develop marketing ideas.
Cheers!
Michael Kiely
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