Boost Your Handmade Sales: Why Promoting Around Major Events is a Winning Strategy
Maximize Your Sales by Tying Your Handmade Products to Big Events
Hey there, handmade sellers! Ready to take your business to the next level? Let’s talk about how you can harness the power of major events to skyrocket your sales, just like I do at Wicked Good Fragrance. Whether it's the World Cup, the Olympics, or even something quirky like National Donut Day, timing your promotions around special events can create serious buzz for your brand.
Why Event-Themed Promotions Work Like Magic
Imagine you're planning a big campaign for your handmade products—maybe a new collection of soaps, candles, or, in my case, fragrances. Should you tie your promotions to major events like the Super Bowl or World Cup? Absolutely! Research shows that aligning your promotions with major events is not just a good idea—it’s a proven strategy to boost sales by up to 48%!
Here’s why it works:
Events capture attention: Whether it’s the Olympics or even something smaller, people are already excited and tuned in. They’re paying attention, which means they’re more likely to notice your promotion.
Emotional connections: Major events bring out the best emotions—celebration, nostalgia, community. By associating your products with these feel-good vibes, you can create a positive emotional connection with your customers.
Event-product fit: If your products naturally align with the event, even better! For example, promoting beachy candles during the Summer Olympics or cozy fall fragrances during the Winter Games can really resonate with customers.
Steps to Implement Event-Themed Promotions
Here’s how you can put this strategy into action and start seeing results:
Plan Your Promotions Around Major Events Take a look at the calendar and mark key events—sports championships, movie award shows, even quirky holidays like National Pet Day. Start aligning your product launches and special promotions with these dates.
Create Time-Limited Deals Make your deals feel exclusive by keeping them short and sweet. Explain to your audience that the offers are only available because of the event. Limited-time discounts, flash sales, or free gifts with purchase all work well here.
Align Products with Event Themes For maximum effectiveness, tie your products into the event. For example, handmade beer-scented candles during football season, or luxury bath bombs during the Oscars, can naturally fit the vibe.
Test Out Surprising Promotions If your product doesn’t naturally align with the event, lean into that! A surprise factor can grab attention. Think fashion collab during NBA playoffs or a skincare line tied to a summer music festival—it’s unexpected, and that can be powerful.
Ensure a Cohesive Brand Fit While it’s great to think outside the box, make sure your promotions still match your overall brand aesthetic. For instance, high-end brands like Rolex tend to avoid football and sponsor events like tennis or golf to keep things aligned with their premium image.
Consider Sponsorship Opportunities If you’re planning to run heavy promotions during an event, consider sponsoring part of it to maximize your exposure. For handmade sellers, this could mean partnering with local events or fairs that align with your niche.
Work with Retailers for In-Store Promotions If you sell wholesale, work with your retailers to create in-store displays or product placements that tie into the event. For example, a crisp display before game nights or bath bombs that tie into an awards show could give you extra visibility.
Major Events Not Coming Up? No Problem!
No big event on the horizon? No worries! You can still take advantage of smaller, fun holidays. Trust me—at Wicked Good, I’ve done promotions for everything from International Fragrance Day to National Relaxation Day (yes, it’s a thing), and they’ve always brought in a spike in sales.
Even if the event seems unrelated, it’s a great way to re-engage customers who haven’t shopped with you in a while. And, as we approach Black Friday, it’s more important than ever to keep your audience engaged
Get Started on Your Event-Themed Campaign Today!
Whether you’re planning around the next Super Bowl or National Cookie Day, timing your offers to coincide with major or quirky events can be a game-changer for your handmade business. Platforms like Klaviyo make it super easy to target and engage your customers, so you don’t miss a beat.
Question: What Event Will You Tie Your Next Promotion To?
Ready to get started? Now’s the time to start planning your next event-based campaign! What event do you think would resonate most with your customers? A global sports event? A quirky national day? Leave a comment and let me know!
Running event-themed promotions has been a game-changer for me at Wicked Good Fragrance, and I know it can work wonders for your handmade business, too. Don’t wait—start brainstorming your next big promotion and get those sales rolling. Let’s get your event-themed promotions rolling and bring those sales to the next level.
Comments