Actionable Marketing Guide Newsletter – What Is Your Business’s Cinco De Mayo?

Published: Mon, 05/07/18

actionable marketing guide

Dear ,

This past week was chock full of ready-made marketing holiday opportunities. Among them were:

Small Business Week (April 29th – May 5th) sponsored by the Small Business Administration. (Here are 5 small business branding tactics.)
May The Fourth Be With You (May 4^th) is Star Wars Day. (Here’s my social media tribute to Star Wars.)
Cinco De Mayo (May 5^th) often is mistakenly considered Mexican Independence Day (which is actually September 16^th). It actually commemorates the Mexican army's unlikely 1862 victory at the Battle of Puebla over Napoleon III’s French forces.

Like other promotion-driven holidays, such as Valentine’s Day and Mother’s Day, Cinco de Mayo’s popularity is attributable to a marketing campaign. Launched In 1989, advertising by the Mexican beer brands, Corona and Grupo Modelo, encouraged Mexican-Americans to only drink Mexican beer on Cinco de Mayo.

Photo of Heidi Cohen having fun with Corona's Cinco De Mayo decoration

The Gambrinus Group, the Mexican beer importer, astutely selected May 5^th since it enabled them to get a jump on the summer beer drinking season.

Over time,Cinco de Mayo beer consumption has grown to exceed that of the Super Bowl or St. Patrick’s Day. In 2015 during the week of Cinco de Mayo, Americans purchased over $735 million worth of beer and related malt beverages according to Nielsen.

Further, the marketing power of Cinco de Mayo has extended to other Mexican-related food and drinks consumed at home and elsewhere.

What does this mean for your marketing?

Assess your marketing calendar to develop a holiday that relates to your business and its persona. Your objective is to plant the seeds for future momentum the way that the Mexican beer companies’ advertising campaign did for Cinco de Mayo.

RECOMMENDED READING:

Annual Calendar Planning

Consider these 3 Actionable Holiday Marketing Tactics:

Find an opportunistic holiday hook. This is an excuse to create a celebration that’s related to your business. Remember your goal is to drive lots of people to your business. But don’t under-estimate the fun element of your event.
Jump on the bandwagon. Partner with your suppliers, distributors, and other local businesses to create something bigger than a one day sale. Like Cinco de Mayo you want to build something that goes beyond the quick sale and has related content and activities.
Go all in on your marketing. Beyond advertising and promotion, integrate related content and event options. Make your location feel special and offer tailored products and services.

Don’t forget to do a post-mortem to assess how well the overall holiday campaign did for your business.

While you’re considering holidays, next Sunday is Mother’s Day in the US.

I truly appreciated the personal notes that you sent me last week concerning my medical emergency. I’m still recuperating so my work and computer time remain limited.

Happy marketing,
Heidi

Heidi Cohen
Actionable Marketing Guide

P.S. If you have any special questions that you’d like me to answer in a future newsletter, please hit reply and send them along.

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