The yearly promotion calendar, month by month

Fewer dates, better chosen

One promotion a week is too many: your customers end up ignoring your messages, or unsubscribing. About ten well-timed dates a year, prepared in advance, work better. By default, HoorayPass caps your promos at two per customer per month, all channels combined; useful messages (stamp received, reward ready) don’t count toward that cap.

The dates most countries share

1. JanuaryThe new year

   Resolutions: a treatment pack, a car wash card, a coffee on the house for the first day back at work.

2. February 14Valentine’s Day

   Bakeries, restaurants, beauty: an offer for two, or bookings highlighted a week ahead.

3. Most often in MayMother’s Day

   The date changes from one country to another: check yours. Salons, florists and pastry shops: send the reminder ten days ahead, so people have time to book.

4. June in many countriesFather’s Day

   Barbers, cafés, car washes: a haircut, a wash or a breakfast to give.

5. Start of the warm seasonPatios and long days

   Cafés and restaurants: announce the patio opening or the first iced drink.

6. Depending on your regionBack to school

   The month differs from one country to another. Pet stores, bakeries, salons: a reminder to get back into the routine.

7. October 31Halloween

   Where it’s celebrated: a seasonal treat, a decorated window, double stamps on the day.

8. Day after the 4th Thursday of NovemberBlack Friday

   Born in the United States, now picked up in many countries. Keep it for your members rather than showing a discount to everyone.

9. DecemberThe holidays

   Gift cards, cake pre-orders, holiday hours: the most awaited message of the year.

10. Your opening dateThe business’s anniversary

    A date that belongs only to you: thank your regulars, it’s the perfect excuse.

Adding your region’s dates

Every city has its own events: a winter festival, a restaurant week, a national holiday, a big sporting event. They’re often the best dates of the year, because the whole neighborhood is already talking about them. Add them to your calendar.

The HoorayPass campaign calendar follows the same logic: it offers the dates everyone shares, then your region’s holidays and seasons.

When to send the message

• For a gift (Mother’s Day, the holidays): one to two weeks ahead, so people have time to book or order.
• For a treat (Valentine’s Day, Halloween): a few days ahead, then a reminder on the day, on the card, without a notification.
• For the weather (first warm day, first snow): on the day, in the morning.

Writing a good message

A promotion message fits in two sentences: what’s happening, and what the customer should do. Name the offer, give an end date, sign with the business’s name.

Example message: "Mother’s Day is coming up. Book a treatment by Friday and get two extra stamps. Linden Tree Salon"

Campaigns, the message cap and unsubscribing are described on the messages page. See messages and promotions

In short

• About ten dates are enough; two promos per customer per month at most.
• Check the dates that change by country: Mother’s Day, Father’s Day, back to school.
• Add your city’s events: they’re often the best ones.
• A short message, a named offer, an end date.

Sources

1. Encyclopædia Britannica, Valentine’s Day (February 14)(opens in a new tab)
2. Mappr, Mother’s Day by country (second Sunday of May in about 110 countries, different dates in the United Kingdom, France, the Arab world and Mexico)(opens in a new tab)
3. Wikipedia, Father’s Day (third Sunday of June in many countries, other dates elsewhere)(opens in a new tab)
4. Encyclopædia Britannica, Halloween (October 31)(opens in a new tab)
5. Encyclopædia Britannica, Black Friday (the day after American Thanksgiving)(opens in a new tab)
6. Promo cap and campaign calendar: features described on the HoorayPass features page.