Any Excuse for a Party

Writing ads for these unknown holidays could help get more clicks

Some holidays are obvious, such as Father’s Day. But just because they don’t make a card for it, doesn’t mean that some lesser known, slightly more…unconventional events couldn’t also be beneficial to certain advertisers.

As it happens, there are a ton of nationally recognized events that never make it onto your desk calendar. Each year Congress and other groups designate certain dates to promote their industry or cause. Father’s Day, for instance, was designated by President Lyndon Johnson as the third Sunday in June. It’s the biggest June holiday, but far from the only one.

For example, did you know that June is also National Bathroom Reading Month? Or that June 26 is Ugly Dog Day? Or that June 11 to 14 is Superman Week? Well, if you run a bookstore, dog grooming service or comic book site, you probably should.

These events may not make national news, but they’re certainly of interest to specific advertisers and as such, those advertisers may want to consider creating ads tailored to these events. They’re a great way to grow your account, because they’re highly relevant, interesting and, let’s face it, downright fun.

Here are some of the other unconventional dates in June, as well as an example of the type of business that might potentially capitalize on them:

• National Bathroom Reading Month—Bookstores
• Adopt a Shelter Cat Month—Pet stores, sellers of cat-related products
• Superman Week (June 11 – 14)—Comic book and collectible stores
• Meet a Mate Week (June 15 – 21)—Dating sites
• Ugly Dog Day (June 26)—Dog Groomers
• National Candy Month—Candy sellers
• Great Outdoors Month—Sporting goods stores
• National Rose Month—Florists or gardening supply sellers
• Ball Point Pen Day (June 10)—Office supply sites
• National Flag Week (June 14 – June 20)—Flag sellers
• Go Skateboarding Day (June 20)—Sporting goods and skateboard shops
• Fish Are Friends, Not Food Week (June 29 – July 5)—Pet and pet supply stores

Not every unconventional holiday has obvious related advertisers. For example, if you can find advertisers who may be able to capitalize on these events, by all means, let us know:

• Potty Training Awareness Month
• Turkey Lovers Month
• Please Take My Children to Work Day (June 29)
• Vinegar Day (June 20)
• National Go Barefoot Day (June 1)
• Carpenter Ant Awareness Week (June 21 – 27)
• National Old-Time Fiddler’s Week (June 22 – 27)
• International Clothesline Week (June 6 – 15)

While some of these have no obvious commercial potential (although I have my hopes up for Carpenter Ant Awareness Week), some could be a great reason to launch a search campaign that serves as a fun, new way to reach customers. And that could help explain why June is National Smile Month.

— Colin Kingston, Listings Editor