Marketing Unlucky Days, Like Monday the 13th
Marketing unlucky days may not sound like a thing, but it is. Take Monday the 13th. Making consumers dread the day more than any other Monday can work out for more brands than just Garfield. (Why did an unemployed feline hate Mondays, anyway?) Here are a few tips for marketing unlucky days.
Remember That Unlucky Days Have Followings, Like Friday the 13th
Hairballs of days start with Friday the 13th. Beyond the blockbuster movie franchise, some Italian-Americans believe the day rakes in good fortune. For us, our post about it raked in a lot of hits: “13 Lucky Content Marketing Tips for Friday the 13th”
Health and property insurance brands hate Monday the 27th more than any other day on the calendar. So this may be when to provide educational tips to consumers about how to prevent mishaps. Unlucky days are often about history, so this 2006 article from the Daily Mail applies:
“Analysis of a million insurance claims has revealed that accidents are more likely to happen on Monday the 27th than on any other day.
“Researchers have uncovered a disproportionate series of bizarre mishaps which have occurred on this day in previous years, including one man who put his foot through a ceiling while fetching Christmas decorations from the loft.
“On the same day a forgetful woman flooded her house after leaving the bath taps running, and another's pet cat started a house blaze by knocking over a candle.
“Also happening with greater frequency were crashes in car parks, tree branches falling on cars and accidents caused by trying to avoid animals.”
Offer price breaks on homes and flights on this day, but pump up tattoo promotions because rebels feel empowered by the ink on Friday the 13th, finds BBC business reporter Helen Soteriou. She writes:
“Having a superstitious symbol or 13 tattooed on Friday the 13th was originally celebrated as a symbol of rebellion.
“Nowadays, the tradition continues, with tattooists charging £13 (or $13 in the US) on this day, making them highly popular.”
It might be a bit more of a challenge, though to find a bright spot in what Reader’s Digest cataloged on (Tuesday) March 27, 2018: “11 Days Historically Unluckier Than Friday the 13th”
Realize That What’s Bad for One Business Can Be Good for Another
With consistent marketing, customers will remember to come to your brand when something goes wrong with another. Unlucky days can happen any day and, when customers know you’re there and ready to serve them, they may shift even more business your way if a competitor has a mishap. A Forbes.com article mentions that competitors, for instance, can go out of business.
“Fate and luck play a big role in business. … For example, you get a call from a prospect that says their current Web development firm just went out of business. The prospect asks you to take over the $100,000 project the now-defunct company just started. Were you lucky or good?
“Probably both, since you stayed in touch with the prospect so they called when the need was there. You put your company in the right place at the right time to be successful.”
What do you think, marketers?
Please respond in the comments section below.
Related story: 13 Lucky Content Marketing Tips for Friday the 13th