The beginning of football season feels more like a holiday than some of the dates marked on our post office calendars. There are a lot of reasons for that, but regardless, it reminds me of an interesting marketing tactic that I've recently discussed with some area entrepreneurs.
"Own your own holiday" was the theme of the discussion, which branched from talking about the competition for big holidays like Thanksgiving and New Years. Around the traditional holiday seasons, we get cards from businesses and see special deals at our favorite retailers, but your business can stand out by inventing (or owning) its own holiday.
For example, what if your IT business had "Free Computer Update Day" every year? You could send out cards ahead of time and refer to the "holiday" throughout the year in your other marketing channels. Or what about reinventing "Friday the 13th?" This date occurs at least once every year, usually twice - encourage your customers not to be scared, but to get excited about the deals you'll offer them on these dates.
PS - GO BILLS!