What's a great way to build a buzz around your brand at the same time every year? Link your brand to a holiday like Nathan's Famous Hot Dogs does with Independence Day in the United States. Since barbecues are incredibly popular on July 4th in the U.S., it makes sense that Nathan's should be able to successfully leverage that relationship. However, rather than just promoting hot dogs through ads and coupons, Nathan's takes its brand connection to July 4th a step further by holding its annual Nathan's Famous Hot Dog Eating Competition on July 4th each year.
To give you an idea of just how appropriate this marketing initiative is, I tried to look at the Nathan's Famous website this morning to get some details about the competition, which is being televised as I type. However, the Nathan's Famous website is down! I'm assuming the reason for the site being inaccessible and my getting a "bandwith exceeded" message is because the Nathan's Famous website is getting too much traffic to handle.
There are even websites that are live blogging about the Nathans' Famous Hot Dog Competition! Take a look at your brand. Can you link it to an annual event or holiday? If so, develop a marketing campaign around that connection and hype it every year.
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