Players Aren’t the Only Ones Who Scored in March

 Alicia Herr 

Scroll, delete, scroll, delete…we all do it, mindlessly deleting emails that don’t catch our attention. Retailers are always looking for new ways to drive traffic to their websites and ultimately getting you to spend some of your hard-earned money. So what’s a retailer to do? We all know some of the best days to catch a good sale (Black Friday, Labor Day Weekend, Cyber Monday, to name a few). But, with all the competition out there, it’s tough to catch consumer’s attention even on these high traffic days. So why not utilize what people are already thinking about?

There is a lot that goes into driving revenue for a business, but some of the more savvy organizations have found a niche capitalizing on current and popular events. With March wrapped up, I find myself thinking, why is March always so angry? I’m referring to March Madness, which in my world typically means I have to hear about more basketball than usual. March Madness certainly engulfs a certain demographic for about a month, but I have to admit that the fact that I know which colleges are doing well means that the NCAA has a reach and impact on a vast market. So how are retailers taking advantage of this reach? There are some of the typical big players in the sports industry that you would expect to have some promotions going on such as Cabela’s. Companies’ capitalization on “the Madness” reaches far and wide beyond who you would expect. Check out this email marketing campaign from Neiman Marcus. A brand that you would never associate with basketball is thinking outside the box.

Not only will they be able to bring in current customers, but they will bring people out of the bleachers and into their store to score some sweet deals.

Below are some more examples of how advertisers incorporated the “Madness” into their campaigns:

On a smaller scale, I even saw a bakery with a trivia question about March Madness to get a free cupcake (I didn’t get it right).

All in all, I’m in for the Madness. Who knows, maybe I will find my next favorite place to shop.

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About Alicia Herr

Alicia is an Account Coordinator with Return Path. Her goal is to foster and maintain good relationships with clients. She looks forward to providing her clients with better insight into their email marketing strategies and results. In her free time, you can find Alicia spending time with her nieces and nephew.

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