The first total solar eclipse since 1979 is coming on August 21st. There’s a band going across the US that day with different regions experiencing differing levels of totality. The San Francisco region is expected to have about 80% blockage of the sun by the moon. There’s one town being hailed as the place where the eclipse will be at its greatest and that’s Hopkinsville, Kentucky aka Eclipseville. Yup, no kidding. They have the URL and everything. See their site here.
In my book, these people are pretty smart marketers. They are just one of a handful of towns that will see the total eclipse, yet they’re the only one I’ve heard of that’s branded themselves and turned it in to a festival. They are preparing for an onslaught of visitors who want to see the total eclipse and they’re going to make as much money as possible from the excitement. Maybe it’ll be a total bust, but you know that’s how business is. No risk, no reward.
If you’d like to learn more about the solar eclipse, NASA has built a great site on it. And, if you’re one of my valuable past or present clients, I have complimentary eclipse viewing glasses for you. Just drop by the office and ask for a pair.
Why am I sharing this science news with you in a newsletter about business? Well, I’m a big fan of leveraging what’s on the minds of the public for marketing purposes. To me that’s easier than creating awareness and interest from scratch.
San Francisco is going to have 80% coverage. How can you create a marketing promotion around the eclipse? Black Monday specials anyone?
Let’s get your creative juices flowing with a recent example on how well tying in to pop culture can work. Are you familiar with the Nissan Rogue SUV?
This crossover vehicle is not only the best-selling SUV in America, it’s also the 4th best-selling vehicle period! 5 years ago, it was the 22nd most popular vehicle. What’s made the difference? Well, of course, SUV’s are hugely popular now and so the car’s riding a trend. However, what’s added a double dose of growth to those sales figures is the tie-in to Star Wars. Remember Rogue One? That movie was a smash. Nissan decided to go all in with cross-promotions and it worked. You can read more about the Rogue’s success on the USA Today website. This is how marketing can ride a wave of pop culture momentum and create success.
So, back to the eclipse. Would it make sense for your business to somehow leverage the blackout? How about 80% off for 2 minutes and 41 seconds? Not all businesses can do that on everything they sell, but what if you could? That might get some publicity. Now’s the time to consider how you might stand out when the lights go out on August 21, 2017.