In 1894, Labor Day became a federal holiday to honor union laborers and allow them to have a long weekend to spend with their family. It’s timing, the first Monday in September, has led it to be known as the unofficial end of summer. It’s (theoretically) the last time families and friends can enjoy a short vacation with each other outdoors before the weather starts to become cooler. It’s also a great time for your business to try and engage with customers looking for end of summer deals.
Your Labor Day promotions should look to celebrate the weekend, giving consumers a reason to come to your store as a way of extending their holiday, as long as possible. Whether it’s the last big summer sale to try and move as much merchandise as possible, or offering a service to help homeowners winterize their pool, cook the perfect barbecue chicken, or provide landscape services for the fall, your marketing should try and celebrate the summer while looking toward the fall and winter.
A great way to invoke emotions and memories in marketing material are to use photos with your message. Maybe it’s in the form of a Throwback Thursday image that shows Labor Day celebrations or perfect beach days in the past. Perhaps you can use it to remind people that they are grilling today but in a few weeks they’ll be picking apples or raking leaves. If you don’t have an image of your own, you can use an image production company like shutterstock.com and find a stock photo image that best conveys your message.
For physical stores, find ways to guide consumers into your store. It’s not uncommon to see sales as a way to invite customers through the doors. But, your marketing needs to do more than just ask customers to visit, it needs to find a way to make an emotional connection. Try to invoke memories with your products and promotions.
If you offer a physical service create an image that customers would want to emulate in their home. A beautifully manicured lawn. Leaves that are raked and bagged. A freshly painted house. A professionally cooked meal full of comfort food that you can serve to guests. You want to make customers feel like your services are something they couldn’t do without.
For many Americans, Labor Day weekend is a time to relax and enjoy one last summer break. For small business owners, it’s the perfect opportunity to create a marketing message that engages with customers. You need to create a strategy that will bring them to your business for the weekend and the rest of the year.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.