For many of us, watching the April 8, 2024, eclipse was a wonder of nature, a rare and spectacular event to tuck into the memory bank. For marketers, however, it was a rare and spectacular event of another kind…the money-making kind.
Forecasts were that the eclipse would bring in $1.5 billion in revenue from everything from eclipse glasses and eclipse-themed hats and t-shirts, to travel and lodging for eclipse-chasers, to merchandise with eclipse-themed labels slapped on it for the occasion.
There was eclipse-themed beer.
There was eclipse-themed wine and spirits.
There was eclipse-themed ice cream.
Heck, there was even eclipse-themed water.
(Last Friday’s Around the Web rounded up more eclipse-themed food and drink. —Ed.)
What do all of these have in common? Smart marketers who capitalized on an opportunity.
It just begs the question. What other events, including local ones, present similar opportunities? Local music festivals? Car shows? How about the annual Shenandoah Apple Festival in Winchester, Va.? Or the 2024 ATX Crawfish Kickoff Festival in Austin, Tex.?
Just how big does an event need to be in order to justify its own short-run, limited edition label? Only as big as necessary for each individual customer to sell enough of its products to gain brand recognition at turn a profit.
Those opportunities are out there, and the eclipse just reminds us of that. What are printers doing to find or create them? For example, if you are near the annual Grange Agricultural Fair in Centre Hall, Pa. (which draws over 100,000 visitors every year), consider how, for the 10 days of the event, a local brewery might create different brews to represent visitors’ favorite animal:
- “Ewe Brew” for sheep lovers
- “Moo Brew” for cow lovers
- “Billy Brew” for goat lovers
- “Hoppy Hare Ale” for rabbit lovers
- “Swine Stein” for pig lovers
Attend the fair and wash down your burger with a beer themed with your favorite critter. How about Grain Grinder Expresso or Bale Buster Blend for your morning cup ‘o joe? The possibilities are endless.
(Wonder AI can’t spell Tractor or Trail, but you get the point.)
The merchandise bonanza generated by the eclipse can also be a creative bonanza for printers looking to create value for their customers and opportunities to keep their presses busy, too. No matter where you are, there is a special event coming to a market near you. So why not channel the creativity (and sometimes even audacity) of eclipse marketers and bring the idea of limited-edition, event-themed merchandise to your customers? Sometimes, nothing has to change but the label.
Discussion
By rachel Bates on Apr 11, 2024
The insights shared in "Eclipse-Themed Merch Got You Thinking?" underscore the immense potential of event-driven marketing. Special events like the 2024 eclipse offer unique opportunities for brands to engage with their audience through themed merchandise, creating memorable experiences that resonate with consumers.
At LamPro, we understand the importance of capitalizing on such moments. Our print and finishing services are designed to help marketers and printers bring their creative visions to life, whether it's for eclipse-themed products or any other event-driven campaign. By leveraging high-quality printing and finishing techniques, we ensure that your merchandise stands out and leaves a lasting impression.
Furthermore, our expertise in print finishing can add that extra touch of sophistication to your products, enhancing their appeal and value. From custom labels to unique packaging, we provide the solutions you need to make your event-themed merchandise truly special.
As the article suggests, the possibilities are endless when it comes to event-driven marketing. We encourage you to explore these opportunities and consider how LamPro can support your efforts to create engaging and profitable merchandise. Visit us at LamPro.com to learn more about our services and how we can help bring your marketing ideas to fruition.
Rachel Bates
LamPro: Print + Finishing + Lamination
Discussion
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