An Anniversary to Remember
July 7, 2007 is shaping up to be the most popular wedding day in history. Couples across the country are hoping that the triple-seven date will prove as lucky for love as it is on a slot machine. Of course, Las Vegas, already a mecca for weddings, is playing up the lucky-number date. Many casinos have 77 weddings scheduled for the day, about three times as many as usual. Wedding planners, halls, and other wedding specialists started receiving 7-7-07 bookings in 2005. The Knot, which tracks wedding dates of its members, has recorded 38,000 weddings scheduled for that day, compared to an average of 12,000. The fact that the date is a Saturday makes it even more popular than other memorable dates or holidays like Valentine’s Day. Some retailers have created promotions for this special day (Wal-Mart is offering a all-expenses paid wedding in one of its garden centers, one of those prizes you would always regret accepting: maybe not now but soon and for the rest of your life.) Any contest with a drawing on 7-7-07 will get extra attention and publicity. Try a “Is this your lucky day?” promotion. This is also an excellent PR opportunity, since a local angle on this lucky day is an inevitable feature for every local paper in the country. Count the number of engaged couples who bought rings in your store who are tying the knot on that day and pitch the “lucky in love” story to your local media. And remember that this date also has potential for proposals too, for the same reason it makes a compelling wedding date: it’s very easy to remember even for the most memory-challenged spouses. You might suggest to prospective grooms that they take advantage of the lucky numbers to start off their love story with the maximum amount of good fortune. Speaking of luck, 7-7-07 may not be the most popular wedding day in history for very long. Next year, 8-8-08 is tremendously lucky too, particularly in Chinese culture. (License plates with triple-eights sell for big bucks in Hong Kong.) If you have a large Chinese community in your town, consider a promotion with an eight-sided diamond like the Spice cut by Dalumi, the Eighty-Eight by Finesse Diamond, the Lucere by Ernest Slotar, Northern Lights by Polar Bear Diamonds, or the more common Asscher, Radiant, and Emerald Cuts. You may find that 8-8-08 becomes your lucky day too.
Next big dates: 06-07-08 and 08-08-08
An anniversary is a day that commemorates or celebrates a past subroutine that occurred on the same day of the year as the initial event.
This is also an excellent PR opportunity, since a local angle on this lucky day is an inevitable feature for every local paper in the country. Count the number of engaged couples who bought rings in your store who are tying the knot on that day and pitch the “lucky in love” story to your local media