• 3:00 PM EDT
  • 2:00 PM CDT
  • 12:00 PM PDT

Wednesday, April 21, 2021

The New Rules of National Holidays for PR

By Ben Kaplan, CEO @ TOP Agency

The New Rules of National Holidays for PR

How to leverage national holidays to drive awareness.

Do you need a timely hook to make your product, service, brand, or store more newsworthy?

Are you tired of trying to leverage the same old holidays like Mother’s Day or Father’s Day for your campaign?

Have you ever wondered if you could create a holiday like Amazon Prime Day or National Slurpee Day for your brand?

While many have used traditional holidays for PR purposes, very few are leveraging the true power of calendar-based marketing to supercharge their awareness campaigns. Did you know that Alibaba used a combination of PR and calendar-based marketing to create Singles Day, the largest day in commerce history, with sales hitting $115 billion in 2020?

In this webinar TOP Global and National Today CEO Ben Kaplan will take a deep dive into the inner workings of how to leverage holidays for PR — including the foundational viral triggers that create a sense of urgency, scarcity, and a flood of social proof.

Drawing upon insights derived from building the world’s number one holiday website using PR as his main driver, as well as sharing case studies from his work creating viral calls-to-action for major brands like Budweiser, Citi, Milk-Bone, Bowflex, Postmates, and Mercedes-Benz, Kaplan’s presentation will cover:

Wednesday, April 21, 2021 3:00 PM to 4:00 PM EDT 2:00 PM to 3:00 PM CDT 12:00 PM to 1:00 PM PDT 60 minutes

Do you need a timely hook to make your product, service, brand, or store more newsworthy?

Are you tired of trying to leverage the same old holidays like Mother’s Day or Father’s Day for your campaign?

Have you ever wondered if you could create a holiday like Amazon Prime Day or National Slurpee Day for your brand?

While many have used traditional holidays for PR purposes, very few are leveraging the true power of calendar-based marketing to supercharge their awareness campaigns. Did you know that Alibaba used a combination of PR and calendar-based marketing to create Singles Day, the largest day in commerce history, with sales hitting $115 billion in 2020?

In this webinar TOP Global and National Today CEO Ben Kaplan will take a deep dive into the inner workings of how to leverage holidays for PR — including the foundational viral triggers that create a sense of urgency, scarcity, and a flood of social proof.

Drawing upon insights derived from building the world’s number one holiday website using PR as his main driver, as well as sharing case studies from his work creating viral calls-to-action for major brands like Budweiser, Citi, Milk-Bone, Bowflex, Postmates, and Mercedes-Benz, Kaplan’s presentation will cover:

What you’ll learn

  • How to figure out which little-known holidays you can leverage
  • How to optimize viral time triggers to drive immediate consumer action
  • How to use calendar-based marketing to tap into early-bird shoppers
  • How to create a new holiday using mass media, social media, and influencers
  • How to engage your audience more quickly and compel them to laugh, cry, share, and buy
  • How to pair data studies with special holiday moments to get more media interest
  • How to leverage other companies’ calendar days in the U.S., Europe, Asia, and around the world.
  • How to use macro, micro, and nano influencers to get more sharing of your holiday content

About the presenter

Ben Kaplan

CEO @ TOP Agency

Ben Kaplan is a rare "quadruple threat" marketing and media expert: Over the course of his 20-year career in the media, he has been featured on 5,000+ TV and radio shows (such as Oprah and Good Morning America), served as a media spokesperson for major brands (such as Dr. Pepper and U.S. Bank), founded a leading global marketing agency with clients like Citibank and Budweiser, and worked as a syndicated columnist and commentator (including columns for The New York Times and TIME).

Reserve your spot

  • 3:00 PM EDT
  • 2:00 PM CDT
  • 12:00 PM PDT

Wednesday, April 21, 2021

The New Rules of National Holidays for PR

By Ben Kaplan, CEO @ TOP Agency