Big event marketing: Happy birthday, happy returns

This article explores marketing around birthdays, an event that marketers are finding effective for increasing sales.

Big event marketing: Happy birthday, happy returns

Richard ShottonZenithOptimedia

Advertising around 'horizontal' events, such as birthdays, offers a great opportunity to tap into spend levels in a personalised and impactful way and avoids the clutter and complications that accompany 'vertical' events, such as Christmas.

Big event marketing

This article is part of a collection of articles on big event marketing. Read more.

For many brands, big seasonal events are of critical importance. The Christmas spending frenzy alone makes up a significant proportion of their yearly sales. Mintel's survey of 2,000 adults estimated that in the UK £17.6...

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