Thought Leadership

Calendar | 4 MIN READ

Customer-Centric Monthly Marketing Calendar: March 2020

By Diana Prado
Marketing Strategy Analyst

As the spring season approaches the month of March blooms with incredible events spanning cultures, entertainment, and sports. To many, March holidays begin and end with St. Patrick’s Day. However, there are many momentous occasions throughout March that provide a variety of creative opportunities for marketers in our digital age.

Throughout March

Transition to Spring

All

For the fashionistas out there, March also means the arrival of spring fashion styles! Eddie Bauer and other clothing brands take advantage of this time of year to suggest ideal items for customers to complete their spring wardrobes. NAADAM uses the start of a new season to advertise a winter-clothing sale.

For the non-fashion specific retailers, there is an emphasis on merchandise featuring flowers, bunnies, Easter-related items, etc. IKEA rides the energy-wave for spring cleaning by offering a sale on items to help customers de-clutter their homes.

March 8

International Women's Day

3/8

With International Women’s Day happening the second week in March, brands are taking the opportunity to highlight their support for women-related issues world-wide.

March 8

Daylight Savings

3/8

Daylight Savings is something that impacts every consumer across the United States, so brands would be amiss to skip on the marketing opportunity. L.L. Bean used the energy moment to encourage their customers to enjoy the daylight and get outside (hopefully wearing their gear). Petco was more to-the-point, giving customers a $10 off coupon to help them soak up the sun with their pets.

March 14

National Pi Day

3/14

Brands take advantage of the numerical theme of this nationally celebrated day to offer sales including the numbers 3, 1, and 4. Whole Foods Market uses Pi Day every year to drive a sale of their popular pies.

March 17

St. Patrick’s Day

3/17

St. Patrick’s Day contains many fun themes marketers can use to drive engagement. Whether it’s the word “Lucky” or images of pots of gold, there are lots of creative ways to capitalize on this festive Holiday. Brands also take advantage of this day to sell any and all green items to help their customers avoid getting pinched. “No pinch” kits are a fun way to get customers to spend on multiple themed items.

March 17

March Madness

3/17

March Madness gives marketers a couple of weeks’ worth of fun leading up to the big game. Some brands choose to be subtle about it and only call out the word “Madness” sporadically like CVS, while others like Petco or MODSY call it out very clearly. However you choose to do it, it’s a great time to capitalize on the energy of the big game. We love the adorable basketball-playing puppies in the Petco email, they’re clearly having fun with it!

March 20

International Earth Day

3/20

International Earth Day is another great opportunity for marketers to showcase their brand’s commitment to making positive change in the world. Non-profits like the Wilderness Society have been taking advantage of Earth Day for many years to get donations, but other brands can benefit as well. Ikea, for example, emailed some sustainability-tips that customers could follow by buying their products such as using re-chargeable batteries. Dr. Mercola not only took the opportunity to give their customers a sale, but they included a nice letter at the bottom outlining the company’s sustainability efforts.

Conclusion

The possibilities are endless! But keep in mind that the drivers of optimal audience engagement remain unchanged. Opt for holidays that resonate with your target audience and use themed messages centered on humor, unique design or useful content to grab their attention. Some other exciting energy moments marketers should keep in mind for March 2020 include:

  • Trisomy Awareness Month
  • National Peanut Butter Lover’s Day (March 1st, 2020)
  • Read Across America Day / Dr. Seuss’s Birthday (March 2nd, 2020)
  • Spring Break (Saturday, March 14th – Saturday, March 21st, 2020)
  • Cherry Blossom Festival Begins (Friday, March 20th, 2020)

 

Marketing Strategy Analyst

Diana Prado

Diana is a Marketing Strategy Analyst. In this role, she helps brands make meaningful connections by looking at the small footprints of their client’s identities left behind in the data. She graduated from the University of Virginia with a Master’s of Science in Business Analytics in 2016. With her first baby on the way, Diana enjoys family time outdoors in her two beautiful homes: Virginia, USA and Lima, Peru.