How a Presidents Day Campaign Changed My View on Timing Strategy
Remember checking your phone on Presidents Day, wondering "are the markets open on presidents day 2019?" I do - vividly. That Monday morning, while the financial markets took their scheduled break, I was sitting in a coffee shop in Chicago watching a client's gamification campaign absolutely explode.
Let me tell you how this unexpected timing led to one of my most successful gamification strategies ever.
The Presidents Day Opportunity No One Saw Coming
"Byron, everyone's offline for the long weekend. Let's push the campaign to Tuesday," my client insisted.
I disagreed. My theory? When traditional markets close, attention markets open wider than ever.
While financial advisors wondered if the markets were open on Presidents Day 2019, millions of everyday Americans had something even more valuable to give: their undivided attention. With banks closed and many enjoying a day off work, screen time skyrocketed – the perfect storm for our gamified loyalty program launch.
The Campaign That Changed Everything
The campaign was for a mid-sized fitness brand launching a points-based workout challenge. Here's what made it work:
- Timing mismatch turned advantage: While competitors were planning around when markets would reopen after Presidents Day 2019, we captured the holiday attention surplus
- Scarcity mechanics: Limited-time bonus points created urgency during a day many assumed would be quiet
- Community competition: Leaderboards that refreshed hourly drove compulsive checking
- Unexpected rewards: Random reward drops throughout the day when users least expected them
The Science Behind Holiday Gamification Success
I've analyzed dozens of campaigns since, and noticed consistent patterns when launching during market holidays:
- Attention economics matter: When financial markets close, attention becomes more available but no less valuable
- Pattern interruption: Breaking the "wait until markets reopen" mindset creates novelty
- Reduced competition: Fewer brands compete for attention when they assume audiences are disengaged
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Want to Know What Really Gets People Talking?
Let me share something that caught me off guard when I started using Faisco. We ran a small contest for a client last month, and what happened next was pretty eye-opening. Their social traffic didn't just tick up – it jumped by over 60%. People stuck around on their site four times longer than usual. And here's the kicker: their conversion rates shot up by 28% compared to their regular campaigns.
I get it – numbers are nice, but you're probably wondering what this means in real terms. Here's the deal: Faisco turns those boring "enter your email" promotions into experiences people actually want to share with their friends. I've seen it work for scrappy startups and growing SaaS companies alike.
Looking to Give This a Shot?
From my experience running these campaigns, I've picked up a few tricks that make a real difference.
Start with the End in Mind
Here's what I tell my clients: figure out what success looks like before you dive in. Are you after more email signups? Brand awareness? Social buzz? Each goal shapes how you'll set up your campaign.
Pick Prizes People Actually Want
I learned this one the hard way – offering an iPad might get entries, but offering something your specific audience craves? That's when magic happens. One of my clients in the photography space offered a premium preset pack, and their engagement went through the roof.
Get the Word Out
Sure, you could just hit publish and hope for the best. But I've found mixing things up works better – share on social, tap into your email list, maybe test some ads if you've got the budget. Different channels reach different folks.
Keep an Eye on What Works
Faisco comes with some pretty solid analytics tools. I check them regularly to see what's clicking with people and what's not. Sometimes the smallest tweaks make the biggest difference.
Here's something cool: you can test this out yourself at i.faisco.com. Their free trial lets you set up a campaign in about three minutes. Beats spending weeks planning and coding something from scratch.
If you want to make a payment, you can also check their pricing page.
