Building Brands With Occasion Based Marketing

Habits are powerful, but occasions may be even more so. I think they engage us so effectively because they combine time and focus. And because of that, they provide permission – it’s OK to behave this way or that. It’s OK to do something you wouldn’t do on any ordinary day.

If you’re a smart brand, you’ll find a way to hook into that; to link what you’re about to what people are thinking about on specific occasions. You’ll give them a reason and a way to excel at the emotion of the moment.

On Valentine’s Day it seems appropriate to look at a brand that used the occasion of declaring love to forge one of the most powerful marketing campaigns of all time.

De Beers have turned a diamond into the embodiment of eternity with their sublime catch-phrase ‘A diamond is forever’. They’ve linked the optimism and romance of occasions like engagements and weddings with the promise to stay together ‘till death do us part’. They have encapsulated all that in a single symbol that is desirable, exceptional, immediately recognizable and intended to be presented on a specific occasion of peak emotion and worn from that moment on.

Then they charge the earth for it. Just to make it even more special.

Genius.

Other brands known for tapping into the power of occasions or creating new occasions include Hallmark, Mercedes, Hershey, Cadbury and MACY’s. Can you think of others?

 

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Business Networking International (BNI) Sound Networking meets Each Wednesday 7:00 – 8:30 AM at Frog Ponds Cafe

Meet local business people and find out how networking is one of the most effective methods for marketing your business.
Visitors are always welcome, just call ahead to let us know you are coming 519-371-2622.

Business Enterprise Centre Workshops

Basics of Bookkeeping (Three part workshop)
Tuesday September 19th and 26th and Tuesday October 3rd, 6:30 pm – 9:30 pm
Business Enterprise Centre Training Room $95 (HST included)
Facilitator: Jane Gallagher
This three part Bookkeeping Workshop will allow you to use the tools and information to confidently understand your financial statements and your own books. Class size is limited to 8 to allow a hands-on, individual learning opportunity for everyone.

Business Enterprise Centre Workshops

How to “Really” Start a Business
Wednesday September 20th, 9:00 am – 11:30 am, Bayshore Community Centre
FREE – Pre-registration is required
Facilitator: Cliff Bilyea
Discover the basic steps involved in starting a business, evaluating your idea, determining your market and basic rules and regulations. Attending the is workshop is mandatory for anyone applying to the Starter Company Plus Program.

Business Enterprise Centre Workshops

Introduction to Quick Books (Two part workshop)
Tuesday October 17th and 24th, 6:30 pm – 9:30 pm
Business Enterprise Centre Training Room, $80 (HST Included)
Instructor: Jane Gallagher
The first session of Quick Books provides participants with an overview and access to a trial version of the program. The second session will be questions and answers to address specific issues. Knowledge of basic bookkeeping principles is required. Limited to 8, you must bring your own laptop. (This workshop does not cover the online version of Quick Books)

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Fax: 519 371 4043
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Email: editor@gbbj.biz
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Owen Sound, ON N4K 2J3

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