When we “calendar market,” we tend to focus on our own seasons and events:
Labor Day in September; Columbus Day and Halloween in October; Veterans Day and
Thanksgiving in November; and Hanukkah, Christmas, and Kwanzaa in December.
But your international customers operate on a different calendar.
Some of them celebrate the same things Americans do, just on different
dates. For example, Canada celebrates its
independence on December 11, India on August 15, Ghana on March 6, Kosovo on
February 17, Philippines on June 2, and Australia on January 26.
Others celebrate holidays not observed in the United States. Mexico celebrates Children’s Day on April
30. France celebrates Bastille
Day on July 14. Brazil celebrates Carnival
in February.
Our point? Get to know your
international customers. Find out which holidays
or observances are the most important to them and which ones influence their
buying behavior the most. Doing so will
not only help you understand your customers better, but it will also give you
another opportunity and another strategy for marketing to them.
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