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Total eclipse of the marketing strategy

  • Checkout
  • August 21, 2017
  • Courtney Devereux
Total eclipse of the marketing strategy

A rare opportunity is store for retailers tomorrow as they jump on the bandwagon for the ‘all-American’ eclipse. Certain retailers have especially planned marketing stints to celebrate the first solar eclipse in 38 years.

A solar eclipse is a type of eclipse that occurs when the Moon passes between the Sun and Earth, and when the Moon fully or partially blocks the Sun. The August 21st eclipse (American time) will see the blocked shadow move from coast to coast until it reaches South Carolina.

Like most large events or special occasions, retailers are cashing in on it, offering deals, suggestions and new eclipse themed marketing schemes to fully utilise the hype that is surrounding the event.

Although usually the product is what retailers focus on, this time making a memory tangible and real is the experience these retailers are delivering. The human need to collect mementoes as memories is still relevant, but retailers are doing this through marketing rather than selling collectables.

In researching what retailers are doing to celebrate the Solar Eclipse, most are focused on selling specialty products that day. Here is a list of marketing campaigns that are tailored to the eclipse.

Krispy Kreme:

Krispy Kreme will debut the first-ever chocolate version of the chain's iconic original glazed doughnut to celebrate the solar eclipse.

Chiquita Bananas:

The banana brand's deal only really impacts New Yorkers, as it is giving away free eclipse glasses near the Flatiron Building in Manhattan on Sunday, August 21. 

More interesting is the fact that the company is claiming to be responsible for every solar eclipse in history, or, as Chiquita refers to the event, every "banana sun" of all time. 

Nike:

Nike is promoting black shoes and clothing as "solar eclipse picks." 

"On August 21st, take your look from day to night to day again in all black," the company's website reads.

Denny’s:

On Monday, August 21, Denny's is celebrating $4 All You Can Eat "Mooncakes."

"Inspired by the upcoming solar eclipse, Denny’s is celebrating this once-in-a-lifetime event with delicious, moon-shaped Buttermilk Pancakes," the company said in a release. "The Mooncakes will be available for one day only, but America can continue to experience Denny’s regular pancakes — which look a lot like the moon — every other day of the year."

It doesn't matter if the companies have nothing to do with astronomy — everyone is eager to find some kind of connection to the solar eclipse. 

Meanwhile, over 50 retailers are selling (and sold out) approved eclipse viewing glasses. Retailers including Amazon, Walmart, and Best Buy have sold of their eclipse glasses online, although Amazon has recalled thousands of pairs that turned out to be counterfeit.

NASA alone as given out 1.5 million solar glasses for free in the hopes people will be more careful with their viewings, as staring into the sun isn’t overly great for your eyesight.

This is the big opportunity for retailers who have have long used special events and holidays to build business. But occasions like the solar eclipse are rare (once every 38 years) so retailers have time to plan but also have a small window of opportunity to use the event in their marketing. 

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Hell Pizza challenges Valentine’s Day tradition

  • Checkout
  • February 19, 2019
  • StopPress Team
Hell Pizza challenges Valentine’s Day tradition

Yesterday, Hell Pizza challenged the idea of Valentine’s Day with a campaign promoting a night for one, rather than a night out with the masses at a restaurant or bar.

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Just in Valen-time: Krispy Kreme shows its love

  • Checkout
  • February 14, 2019
  • Courtney Devereux
Just in Valen-time: Krispy Kreme shows its love

Where there is a gap in the market, it will eventually be filled. So, has reigned true for the poorly timed disappearance of Candy Hearts and Krispy Kreme’s new ‘Conversation Doughnuts’ which have seemed to take the place of the classic Valentine’s Day candy.

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Real Groovy record store moves location, again.

  • Checkout
  • January 31, 2019
Real Groovy record store moves location, again.

Popular record store Real Groovy is moving for the sixth time in 30 years, this time only making a small hike up Queen Street where it will resettle.

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Hell launches ‘unruly tourist’ pizza

  • Checkout
  • January 24, 2019
  • StopPress Team
Hell launches ‘unruly tourist’ pizza

As the unruly tourists saga continues, Hell Pizza decided to join the conversation with a billboard 'launching' a limited edition pizza.

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Magnum’s new vegan approach

  • Checkout
  • January 16, 2019
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Gram of the week: NZ Retail Magazine

  • Gram of the week
  • December 20, 2018
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As 2018 comes to an end, what a more fitting Instagram page to celebrate than our own. NZ Retail Magazine has had a busy year, and keeping readers up to date through our Instagram page has been an important part of that. Plus it looks pretty good if you ask any of us.

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