We aren’t sure how to pronounce it either but it’s the fear of Friday the 13th, the actual day, not the never-ending movies. It’s today by the way, but we’re not worried. Numbers aren’t lucky or unlucky. In fact, in Japan, 9 is unlucky and in China, it’s the number 4. Just like American buildings often lack the 13th floor, in China they skip the fourth floor. If a number actually held more meaning than simply symbolizing an amount, it would be universal. Like 3.14. And Fridays are usually the end of the work week, a day most look forward to, TGIF and all. Anyway, until the late 1800s no one thought Friday the 13ths were special. There are theories as to how it started but no one is certain. One thing is true. It sets the stage in the marketplace and puts people in the mood. It’s a relatively benign bandwagon your brand can jump on. While it’s too late for today’s Friday the 13th, there are two this year. The next one is in October.
Flip it.
You can do a 180. Instead of framing the day as unlucky, make it your customer’s “lucky day!” A few years ago Marketwatch reported that Friday the 13th is traditionally a good day on Wall Street. We wouldn’t buy stock based on that but we might use it as a theme, especially if our business was financially related.
Video
People’s attention is heightened on special days. Think visually. Don’t put up a routine post. Make a video with ladders and black cats. Make sure you toss in a sale.
Sell the Number
Give customers a real reason to freak out (in a good way) on Friday the 13ths. 13% off. 13 of your best products on sale. Make it the “Day of the Discounts!” You can get a little edgy with “slashing prices,” “cutting prices,” and so on, but make sure it fits with your brand. Another number option might be a cause marketing connection. Give $1.30 to a charity for every sale.
Trivial Pursuit
Lists can be compelling. Top 10 myths about Friday the 13th, top 10 Friday the 13th movies. Are there Friday the 13th foods? You can stretch the concept. The top 50 phobias.
Enjoy your Friday the 13th. And good luck.