The benefits of Eclipse Day

Unless you live under a rock, I’m sure everyone heard about the solar eclipse that occurred yesterday, but how many of you noticed the “eclipse deals”. My coworker placed an UberEats order for a dozen of Krispy Kreme’s Eclipse donuts, a special edition original glazed donut covered in chocolate glaze only available for a limited time at participating stores (Krispy Kreme, 2017).

After sharing his excitement with most of the office, UberEats notified him that the store was sold out.  To avoid further disappointing the rest of the office he settled for 2 dozen of their regular donuts instead. This had me thinking, how many retailers used events like this to their advantage. USA today posted an article listing several retailers offering deals in honor of the celestial event (Meyer, 2017). Does this form of creative marketing really build business? Danziger (2017) shares that if you give people a reason to shop, make it exciting and make it a way to create memories then people will shop. A retailer selling washing machines may have found it difficult to use the eclipse as an exciting motivator but other retailers sure used it to their advantage. Do you find yourself making purchases during “special events”? What retailers have done this well?

Krispy Kreme. 2017. Retrieved from http://www.krispykreme.com/menu/Doughnuts/EclipseDoughnut

Meyer, Z. (2017, August 21). MoonPies and more: Eclipse food, fun deals abound Monday. Retrieved from https://www.usatoday.com/story/money/2017/08/20/moonpies-and-more-eclipse-food-fun-deals-abound-monday/579642001/

Danziger, P. (2017, August 17).Solar Eclipse Marketing: How Retailers Can Use Special Events To Grow Business. Retrieved from https://www.forbes.com/sites/pamdanziger/2017/08/17/solar-eclipse-marketing-how-retailers-can-use-special-events-to-grow-business/3/#55f32b2452d7

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3 Responses to The benefits of Eclipse Day

  1. Melissa Park says:

    As a marketing professional, I completely agree that companies take advantage of events – big or small. You learn that consumers LOVE LOVE LOVE themes. That’s one of the reasons why Twitter has seen so much success with their hashtags (ex: #NationalWaffleDay #BestFriendDay). It gives people an excuse to post, an excuse to be a part of a social community, and a great way for companies to monetize on these events.

    The most notable marketing example is of Oreo and the Superbowl black out. On the day of Superbowl XLVII, half of the stadium experience a black out and the game was delayed. The snack food brand Oreo took advantage of this and quickly churned out an ad saying “You can still dunk in the dark.” with an image of an Oreo and milk. Not only was Oreo able to monetize on the largest event in the US., but at one of the most eventful times within the largest event in the US

  2. Elia Sanchez says:

    Melissa,
    I found your post highly amusing! It reminds me of all the bakers that capitalize on “special holidays” such as Valentine’s Day, St. Patrick’s Day, Thanksgiving Day and Christmas- to name a few. I think we all want a piece of the action and we also care to be seen as someone who stays with the times. This brings me to Starbucks serving their annual Pumpkin Spice Latte. They bring that drink back during the Thanksgiving holiday and advertise that they will serve it for a limited time only. This tactic prompts consumers to hurry up and pick up their cup!

    Fun blog!
    Elia

  3. Jim Tanner says:

    Vanessa,

    After I did my eclipse blog post a couple of days, I remembered the Krispy Kreme promotion and almost went back and added that to my post. I’m glad to see that you highlighted that as well.

    Being near the area of total eclipse in Tennessee, it was fun to see how companies and other organizations found ways to get into the fun and excitement of a special celestial event. This area was crazy in the days leading up to the eclipse, with all area hotels at capacity and a distinct feeling of anticipation leading up to the big day.

    I covered a couple of other companies in my blog post below, but there were many other groups taking advantage of this event to build awareness and to just have fun with their customers.

    Great post!
    Jim Tanner

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