Well obviously parents care for a variety of reasons and kids care for the obvious reasons and people in neither one of those categories care because of the inevitable extra congestion on the roads once school starts. But what I’m referring to in caring is how much attention people pay to business promotions with a back-to-school theme.

Or any seasonal or holiday theme for that matter. A recent study revealed that holiday-themed promotional emails had less engagement than promotional emails that did not try to tie into a holiday theme. These results may not be all that surprising.

Too often, every local business will try to jump on a seasonal or holiday theme no matter what products or promotions they have to offer. So it essentially becomes a flimsy temporary outer coat on what they do that may not always be a good fit. And it can become like white noise. Take Labor Day for instance which is not that far away. A host of businesses will run Labor Day specials and unless you’re selling mattresses (and one can make the reasonable argument that Labor Day should be renamed Mattress Day) you’re more than likely to get lost in the static.

So the takeaway? Tie your promotion into something specific related to the season in question. If it’s back-to-school and you’re a spa, give the Moms a chance to relax from the getting ready for school stress. If you’re a restaurant, offer a special for a lunch break from that back-to-school shopping. And if you sell clothing, well that’s obvious.

If you need help with any local business promotion, give us a call. The advice is free.