July Fourth is upon us, and the fireworks season is in full swing. While I was perusing the Internet for this year's hottest sky candy, I came to a realization - there really isn't any targeted online marketing for fireworks. Sure, I've gotten catalogs and direct mail ads, but not once have I been served relevant online content based on my fireworks purchases. This crevasse-sized flaw in the fireworks industry’s online marketing armor proves that relevance can be implemented in almost any industry. When you think about it, the online retail channel should be used as a vehicle to drive more customers to a website and develop a stronger brand loyalty.
Relevant content is possible simply by knowing the customer better. Does the fireworks customer host a Fourth of July bash every year with mortar shells and roman candles? Do they have a nice quiet evening at home with sparklers for the kids? Are they like me, and want to exactly replicate the greatest night of my life – when I snuck out of my parents’ house to see the KISS farewell tour concert from Cleveland, Ohio on May 5, 2000, complete with spark-shooting Les Paul guitars and explosions timed to the crescendo of Shout it Out Loud? Remember what customers want and they’ll be back with a fistful of cash every summer.
Now, granted I’m taking a few liberties with this whole scenario. Nevermind the inherent danger of amateur pyrotechnics or that most of the fireworks we use on our nation’s birthday are made in China. In my perfect world, us fireworks customers would all be getting newsletters and offers bursting with smoking deals on cool products we care about – and are most likely to buy – to satisfy our fireworks fantasies.
On behalf of everyone at Knotice, have a fun and safe holiday weekend.
