What is the first thing that comes to mind when you think of St. Patrick’s Day? Drinking. St. Patrick’s day is known to be one the biggest, if not the biggest drinking day of the year. In fact, Time magazine rated St. Patrick’s Day to be the second biggest drinking day of the year only behind New Year’s Eve. Having said this, it makes sense that companies that sell alcohol would consider this one of the biggest marketing opportunity days as well. Some companies hold “Luck of the Irish” contests, some hold St. Patrick’s Day sales, but one inexpensive and effective strategy is to use social media.
Bailey’s Irish Cream: Facebook Marketing
Bailey’s Irish Cream has been one of the leaders in St. Patrick’s Day social media campaigns in the past few years due to some of their posts on Facebook. One example comes from one of their previous posts on Facebook, which gave followers a special St. Patrick’s Day drink recipe using their product. This was a great way to spread the reach of their product because it gave users something relevant to the occasion and a reason to share the post with friends who they wanted to drink with. Not only does Bailey’s spread the reach of their product, but it build’s a loyalty to the brand by creating memories associated with the brand. This can be applied to any business that wants to increase awareness and customer loyalty during St. Patrick’s Day or any holiday season.
Spreading the Holiday Joy
What makes holidays so special is not the work day off, or the events hosted, but whom you share these days with. When creating a campaign for a holiday season, one way to truly connect with your audience is to show to them how your product or service can help them connect better with the ones they love. In the case of St. Patrick’s Day, people aren’t usually looking forward to trying new drinks alone. They are drinking to celebrate an Irish tradition and to use these fun drink recipe’s to strengthen the bond between friends. This Facebook post by Bailey’s does at great job at making the consumer believe that Bailey’s is out to improve the consumer’s holiday experience by offering a recipe to try with friends or family on St. Patrick’s Day.