• by Chris O’Grady , March 4, 2024

When people think of occasion-based marketing, they often jump to big holidays like Valentine’s Day, Thanksgiving or Christmas. But for micro-occasions, you need to think smaller. They aren’t always holidays or recognized events, but the small, yet significant moments throughout our daily lives like a morning cup of coffee, a workout routine, or an afternoon snack. Brands can strategically tap into these moments to connect with customers in a personal way and make their brand a part of these meaningful experiences.

Micro-occasions have the potential to make a huge impact for brands and advertisers; 40% of all purchases are related to an occasion and account for over half of total sales, according to a Gfk study cited by Shopware. And when shoppers are purchasing for an occasion, they tend to spend more. There is an approximately 33% higher purchase value for occasion-based shopping vs. everyday shopping.

How can you make micro-occasions work for your brand?

Here are some tips incorporating input from Jamie Needham, ecommerce & shopper marketing lead at General Mills.

Know your audience and meet them where they are. To choose the right micro-occasions to focus on, you need to speak to what’s significant to your audience. “Post-pandemic, shopping and social have become one and the same,” Needham points out, highlighting the importance of meeting consumers at the right channel and right time in order to bring them to the sale. 

Think about something your brand can own. Micro-occasions become even more powerful when they’re uniquely tied to your brand. Consider how you can name or even create a micro-occasion that will be memorable enough for your audience to put your brand in the spotlight.

Start from a place of emotion.  When you try to create micro-occasions, approach from a place of emotion. Because micro-occasions aren’t typically planned moments, “you have to remind the shopper of the opportunity of the micro-occasion,” Needham calls out. Think about what will emotionally appeal to your audience, and how you can use their feelings about a certain moment or occasion to work for your brand. 

Be authentic and relevant.  Understanding your target audience enough to connect with them in an authentic and relevant way within these micro-moments is crucial to ensuring your campaign hits home.

Get all teams on the same page.  Ensuring all teams -- from brand, to shopper, to sales -- are aligned when it comes to micro-occasion marketing is key when developing a cohesive campaign. Needham highlights how “no matter what you’re trying to sell, storytelling is one of the main components of success.” Making sure your team understands the story is key to a successful execution.

Follow consumer trends closely and be ready to respond.  A huge part of using micro-occasions is jumping on those that emerge from online trends and influencer behavior. Keep an eye on consumer trends and be ready to use them in your occasion-based marketing efforts. 

Conclusion

Micro-occasions are the perfect way to enhance your occasion-based marketing through more specific, targeted occasions for shoppers, without relying on big events or holidays. Home in on a micro-occasion that will speak to your shoppers, and make it your own for the greatest impact.