Ground Hog Day. It’s just a day when a rodent is used to predict the weather, right? Well as a guy who lived in the North and would long for sunny Spring days right about now each year, I can relate to anything (even a borrowing critter) that would give you hope for a shortened winter. But lets dig deeper.
Time magazine did a story that claims the small town in Pennsylvania that hosts this annual event will see over a $5 million boost in their economy due to this furry forecaster. Over 25,000 people will attend the event and the guest of honor will be featured by the news media all day. Feature stories, blog posts, and social media entries will abound regarding people’s viewpoints and experiences surrounding the event. This “free” publicity alone is worth hundreds of thousands of dollars to Punxsutawney, PA.
So, I ask you, how can you learn from the marketing prowess of a Ground Hog!? What can you do once a year that can bring you into the spotlight, create enough buzz to get free publicity and make crowds of people take part in the shared meaning of your event? Don’t think sale, think celebratory buy in! Ground Hog Day may just be another silly excuse to party but it is big business for this small town and every small business surrounding the local area is taking advantage of it.
Get creative! Come up with that one emotional connection that will resonate with your customer base and have them looking forward to the big event each year. After all, if a fuzzy little guy, carried by a man in a top-hat can draw thousands of onlookers, it can’t be that hard right?