We’ve talked about PR lessons from Black Friday and Giving Tuesday, but this July 15th, Amazon is planning to blow those “holidays” out of the water with the advent of their new ‘Prime Day.’ The event will feature flash deals and sales for Prime members. The goal of the day is to push new memberships for the company.
Are you planning on participating in Amazon’s ‘Prime Day?’
What is Amazon Prime?
Amazon Prime is a subscription service offered by the company for $99 per year. With that fee, you’ll get the benefits of free shipping on selected items, instant video streaming, Kindle E-book rentals, and more. Those who purchase from Amazon at least 10 times a year generally benefit from the service. Here are 3 PR Lessons from Amazon’s newest push, ‘Prime Day.’
3 PR Lessons from Amazon’s ‘Prime Day’
1. Celebrate Your History
Amazon’s ‘Prime Day’ is in honor of their 20-year anniversary. It’s important for companies to celebrate historical milestones; longevity of the business helps customers trust you more. Public relations pros can benefit from creating nostalgia about the company’s past and using it to propel the present.
2. Celebrate Customer Loyalty
In addition to establishing new buyers, ‘Prime Day’ rewards existing Prime members by allowing them access to special deals and shipping rates. Since Prime subscribers’ memberships pay off relatively quickly, Amazon is giving these existing members an extra special treat.
3. Timing is Everything
Had Amazon chosen to hold ‘Prime Day’ around other holidays like Christmas, Thanksgiving or even Valentine’s Day, chances are it wouldn’t be the game changer it is today. Many are saying the event could generate more income than past Black Fridays, but if ‘Prime Day’ was a direct competitor on Black Friday, both ‘holidays’ would suffer sales. This is an important one of your PR lessons: by choosing the timing of your event carefully, your public relations work can have a bigger impact.
Celebrating historical milestones, rewarding customers for loyalty and choosing the right timing are all PR lessons learned from Amazon’s ‘Prime Day.’ Do you plan on participating in the event? Please share in the comments below!
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