1. Be mindful of Friday the 13th
The very first and most important thing regarding Friday the 13th is to know that it's happening!
And this is not quite self-evident as it seems. Just because you know and care doesn't mean others do, whether it's your customers or your marketing staff.
Or maybe you really, really do not care to the point where you don't even notice, and that could be a problem too. In Spain, the special day is Tuesday the 13th, not Friday, and in Italy it's Friday the 17th. So make sure you know about those dates wherever you are marketing your brand.
This has some interesting implications, as pointed out by a Block and Kramer study showing that people are willing to pay more for the same item to avoid an unlucky number!
For instance, Taiwanese are willing to pay up to 50% more for a pack of 8 balls of tennis than for a pack of 10, just because 10 is a bad luck number. According to Kramer, it's important for business owners to be aware of any superstitions held by their target market. to both capitalize on it and avoid blunders.
That being said, you can read on to find out how to turn Friday the 13th into a great opportunity both for you and your customers or audience. If anything else, you can turn any special offer - even totally unrelated - in a special "Friday the 13th" offer, like Clarins did in the following example.
2. Make Friday the 13th a lucky day
For most people that believe to some degree in the Friday the 13th superstition, the day is a synonym for bad luck.
Yet, 13 is a lucky number for many others so why not make Friday the 13th an actual lucky day for your customers?
Whether you are just organizing a day sale and tell your customers how lucky they are to benefit from it, or simply organize some kind of sweepstakes, there are many ways to make Friday the 13th a memorable day for your customers, just like in this ad from Banana Republic.
3. Organize a flash sale or promo
As marketing people know, any special occasion is a good excuse to communicate with your customers, especially if you're smart enough (you are, aren't you?) to send a message that has both meaning and value. This is exactly what many businesses do when they send you a personalized gift or offer on your birthday.
In this case, just about any special offer will do in terms of value, so as long as you find the right angle that resonates with Friday the 13th, chances are that your operation will perform much better than on any other random day, just like furniture store Johan's.
4. Give 13% off their purchase
A pretty obvious way to leverage Friday the 13th is to play on the number 13. In truth, we wish we could have given you thirteen Friday the 13th-related marketing tips for to make our blog title even more potent. We didn't, but you still love us, right?
Most Friday the 13th sales are promoting a 13% rebate but you could also offer $13 off a purchase,
A good example is this campaign from the South Park online boutique who offered 13% off.