June 4th, 2008
Rising gas prices, baggage fees and the like are causing a lot of folks to plan summer vacations close to home… or at home. UrbanDictionary defines staycation as “a vacation that is spent at one’s home enjoying all that home and one’s home environs have to offer.” That sounds fun and relaxing – right up until you all decide you’d like to wring each other’s necks. “Mom, there’s nothing to dooooooo!”
Over and above the normal picnic/game/pool promotions, this is a great opportunity for lots of local and national consumer-focused entities to promote themselves in this new context.
Some retailers are already getting into the act. Wal-Mart has launched an “American Summer” campaign, cutting prices on everything from hot dogs to mosquito netting. Their tag: a summer getaway is “as close as your own backyard.”
Toy stores should get together recommendation lists based on budget, location (weather), age of children and so on. Create promotions around toys and products best used at home. And any smart local business trying to drive traffic should consider throwing a kid-friendly party: growing up in a small town in New Jersey, I remember the parties thrown by the local Midas Muffler shop and one of the new bank branches in the community. Hot dogs, face painting, balloons – families came out in droves. Local, inexpensive happenings like these can create loyalty opportunities.
Local newspapers (print and online) could feature daily and weekly ideas for great things to do around town – even borrow the concept of “3 Days In…” (see here and here for examples) and print entire itineraries for families to consider. The web is great for this kind of editorial because it would enable a visitor to sort on the variables most important to him or her, such as distance from home, number of kids, indoor/outdoor activities, etc. Sell incremental advertising around these features.
Local TV stations and affiliates should look at their programming schedules in the coming months and see what might be “repackaged” as stay-at-home, family fare. Ad time could be sold to local supermarkets and other shops offering “specials” for fun nights at home.
There are also plenty of ideas being pitched for a very adult type of staycation, which usually revolve around a 2 or 3-night hotel or resort package of some sort. Here’s one from Fodors.
Some creativity could really help businesses and families make the most of a challenging situation this summer.
NOTE: And while you’re at home, you’ll have time to check out my second blog at http://www.stephaniefiermanmarketingdaily.com.
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