For decades, Australia Day has been a meaningful day of unity and celebration for the country's freedom, values, and patriotism.
Things will be a bit different this year as the government encourages communities to hold smaller events and practice stringent crowd management and health protocols to curb the ongoing pandemic.
But don’t let this get in the way of upholding true Aussie spirit on that momentous occasion. Entrepreneurs can still celebrate Australia Day with their small business through these genius (and safe) marketing strategies.
Show your Aussie pride by decorating your storefront with symbols and sounds that are uniquely Australian. Australia’s symbols are diverse, and you could use them to make a point of unity.
For example, you can display several flags and balloons outside. Blast your PA system to fill the air with modern and classic Aussie musical hits (play the Waltzing Matilda from time to time). You can also give out small flags, a mini-Koala toy, a Tim Tam, or any kind of souvenir with every purchase. Customers are sure to leave your store satisfied.
Of course, make sure you and your customers follow standard health protocols, especially if you’re in the food and beverage industry.
Australia Day can present many growth opportunities for restaurant and café owners, even during the pandemic.
Inform customers via social media that you’ll prepare a special menu featuring the best Australian dishes and drinks. Alternatively, put up separate sections for items like Arnott's and Tim Tams.
You can also put together a tasting menu or create a diverse platter of dishes from Australia’s regions and communities.
Let’s not forget Australia’s most-loved desserts. From chocolate crackles to Lamingtons and Pavlovas, there are so many sweet ways to show your care for your customers. Hand out some of these for free to everyone who makes a purchase. Or devise your own unique recipes!
You don't have to be a restaurant or a food chain to use ideas related to Australia's cuisine. Whatever your business, use it to show your respect for Australian appetites.
Another marketing tactic you can try is hosting a social media contest. This engages your customers with your brand while still keeping them safe in the comforts of their homes.
There are plenty of online contests you can host, including quiz bowls, selfie contest, photo caption challenges, and trivia nights.
Tip: To emanate true Aussie spirit, incorporate Australia-themed questions when hosting trivia contests!
Depending on your niche, organise activities that are worth participating in.
Have prizes that are hard to resist such as a free product or a massive discount. And aside from announcing the contest online, you can get more attention by emailing your existing customers.
Get more participants to join your online competition by launching an email campaign. To achieve this, you need to craft emails worth opening.
Below are a few tips to help you write emails that grab attention:
Customers would also likely open your emails if you have a professional email address. This tells them your business is legit and trustworthy.
If you haven’t yet, get an email hosting account from reputable email hosting providers.
Aside from those tips, it's also essential to send out your email campaign days or weeks before Australia Day. Brands that engage early with their customers gain a competitive advantage.
Likewise, use emails to inform customers of future discounts and promos.
Give your marketing a boost by partnering with organisations and famous influencers.
For example, local radio stations will have special Australia Day programs. Contact them and ask if you could pitch your business. This could be a chance to promote your brand and special promos and events.
Arrange an interview, along with other small business owners, for a newspaper feature on Australia Day celebrations.
You can also ask bloggers and vloggers to feature your brand and its products on their online platforms.
We can't deny the pandemic has completely changed how we do business. But by accepting what can't change and finding ways to adapt to the situation, your brand will continue to flourish.
These tips are only a few of the many things you can do to make your marketing work during this time and age. Besides, looking for alternatives to keep your brand afloat already presents a noble Aussie trait—resiliency.
Happy Australia Day, mate!
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