October 10 is Columbus Day. Do we care? Well, if you are a retailer it helps because it gives a reason to have a sale. But why do we need to have a reason?
Camping World had a “Back to School” sale. Not sure how that fits a company that is “a leader in all things RV.” A local grocery store had a “Tent Sale.” Yet, when I went to the store there was no tent, it was only in their newspaper and TV ads. A local car dealer was still running a “Labor Day” sale ad 7 days after Labor Day.
I’m all for themes for sales, but it seems like we’ve become lazy. The theme should relate to a consumer benefit, not a date on a calendar or an overused sale cliché. The “Half-Off sale” made more sense to me on end-of-season lawn and garden sale than the “Columbus Day Extravaganza Sale.”
When you name something it should meet a base-line criteria:
- You name should be trademarkable
- You should be able to secure the URL
- It should be memorable
- It should sound cool
- It should be unique
- It should have meaning and move people emotionally when they understand the meaning
A Presidents’ Day Sale is just an attempt of naming a sale in the least thought-provoking way. It doesn’t tell anyone even when it is (most of the sales are all week long, “Presidents’s Week Sale?). And, it doesn’t provide any real, tangible benefit to the consumer (who is not likely to search “Columbus Day Sale”). And in this highly personalized age, the “It’s Mark’s Birthday Sale” would really speak to me–like Starbucks does every January.