6 Top Events in 2017 and Six Different Shopper Personalities

Winter is almost behind us, and we are ready for the best time of the year: spring and summer. There are so many distractions during these two seasons: vacations, outdoors, summer break so getting people’s attention become even harder than during winter months. Retail marketers are ready to become more inventive in finding new ways for a personal connection with their customers.

“The summer months are the slowest when it comes to e-commerce sales, dipping by as much as 30 % from top sales months like December.” (1)

We will review the top events in the upcoming seasons that will allow you to connect with different shopper personalities. We have the top events for sports enthusiasts, science geeks, TV lovers, movie fanatics, Canadian patriots and even something for those who follow the royal family. Remember you do not need to sell related merchandise it is often enough just to mention the event, include picture or colors to evoke an emotional response from your customer.

This strategy even applies to B2B commerce. B2B brands that connect with their buyers on an emotional level win over marketers who are still trying to sell features and business benefits. Customers feel a much closer personal connection to their B2B brands than to consumer brands. (LinkedIn Pulse) (2)

Brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally connected brands. The same academic study also found that highly differentiated brands earn more positive word-of-mouth. (Journal of Marketing Research) (3)

1. For the sports lovers

The top events of this summer:
June 15-18 Golf US Open (1)
July 1-23 Cycling 2017 Tour de France
July 03-16 Tennis Wimbledon

Sample campaign for an electronics store may include how the customer can follow those events on their new tv, phone, iPad, etc.

2. TV Lovers

The most favorite and acclaimed show is coming back to everyone’s delight.
Season 7 of “Game of Thrones” and new book (4)

Sample campaign for a clothes store can include how the customer can buy fashion inspired by the movie trends.

3. Movie Fanatics

This summer looks like it will be full of blockbusters to satisfy everyone’s movie craving. Sequels are great since they already built upon a previous relationship with its audience.

Here are few of the familiar movie titles: Spiderman (“Homecoming”), the X-Men (“Logan”), Alien (“Covenant”), Thor (“Ragnarok”), Pirates of the Caribbean (“Dead Men Tell No Tales”), Transformers (“The Last Knight”) and The Fast and Furious (“The Fate of the Furious”).

An example of a campaign for a furniture store may include a story how customers can buy a new couch and enjoy the previous episodes of the new movie to get caught up when they actually go to the movies to see the new installment.

4. For the astronomy lovers aka Science Geeks

These two events are amazing and might be attractive to a larger group of people, not just the science lovers but even the outdoor enthusiasts might find it appealing.

MOON MEETS JUPITER, APRIL 10

TOTAL SOLAR ECLIPSE, AUGUST 21

FIRST TOTAL SOLAR ECLIPSE FOR US IN 21ST CENTURYA total solar eclipse will take place on Aug. 21, 2017. It will be visible for the first time in the contiguous U.S. in nearly four decades, the last time being on Feb. 26, 1979. The 2017 eclipse will be the first with a path of totality crossing the country’s Pacific coast and Atlantic coast since 1918. The maximum duration of totality will be around 2 minutes and 41.6 seconds.

A total solar eclipse will take place on Aug. 21, 2017. It will be visible for the first time in the contiguous U.S. in nearly four decades, the last time being on Feb. 26, 1979. The 2017 eclipse will be the first with a path of totality crossing the country’s Pacific coast and Atlantic coast since 1918. The maximum duration of totality will be around 2 minutes and 41.6 seconds. (5)

Sample campaign for a camping store can include how the customer can buy a new tent to watch these events outdoors to get a better view in the comfort of their new tent.

5. For patriots

Canada turns 150 this year July 01 (6)

Sample campaign for a house renovation store might be buying new deck furniture to celebrate the event with a family barbecue.

6. For the Royals family fans

20 the anniversary of Diana death opening of a royal garden August 31

Sample campaign for a baby store could be British inspired brands and merchandise.