Companies Creating Holidays to Boost Content Marketing Strategy

Back To School SaturdayI’m one of those people who treat magazines like a lengthy novel. When I check my mailbox for my monthly subscription, I spend hours glazing the pages looking for the latest fashion tips and life advice.  Whether it’s Vanity Fair, Glamour or stealing a quick peek at the latest issue of Cosmopolitan, I love a good magazine.

So, while going through my latest subscription of Teen Vogue, I found it very interesting when I came across Back to School Saturday. For those who are unfamiliar with the term (like I was for some time), “Back to School Saturday” or BTSS, is an event hosted by Teen Vogue offering the biggest deals and free samples to young shoppers nationwide on August 11. Now at this point, I’m pretty used to seeing national holidays added to our list of days to celebrate, but I was surprised to see just how big this concept has taken off since its inception only one year ago.

When it comes to promoting BTSS, Teen Vogue’s got it covered. In fact, the New York Times reported that the magazine has two dozen advertisers promoting this sacred day of shopping, with 20 different states participating in the “party.” Some of the retailers participating include Aeropostale, American Eagle Outfitters, Express, Guess, H&M, Maybelline New York, Pacific Sunwear, Quiksilver, Staples and Vans, with more brands expected to jump the bandwagon soon.

With tomorrow being the first day of August (it happens so fast!) and the phrase “Get ready, get set, get shopping!” appearing more and more, participating brands are using the Twitter hashtag #BTSS to get customers engaged and ready to shop for their products. Not only that, but participating brands are engaging customers across channels from Facebook to Instagram and more. The way we engage with social media has completely evolved and opened up many doors for brands looking to market themselves. In fact, according to a 2013 Infographic conducted by Stuzo, a Facebook preferred marketing developer, social media is helping mix business with customer pleasure. Here’s why:

  • 23 percent of all time spent engaging with mobile applications was spent on Facebook
  • 54 percent of respondents prefer to shop online
  • Nearly seven in 10 tablet owners will utilize their tablets to shop for school and college items
  • 52 percent of adult cell phone owners use their devices while in a store to get help with purchasing decisions
  • Mobile commerce will generate 17.2 billion sales in 2013

In other words, consumers are social media targets. Many brands now engage with customers through a simple Facebook post or Twitter hashtag. They are beginning to integrate smartphone apps into their business to help get their names out there (like Instagram, for example, in which users can upload picture of products to spread awareness). As content marketers, this reminds us of one very important thing: social media drives sales.

Now more than ever is the time for brands to engage their customers through social media. You could even start your own National holiday; we’ve seen it happen. From Superbowl Sunday to Social Media Day and now to Back to School Saturday, the possibilities are truly endless.