Pick the right week for your client

Did you know that it is National Microchipping month? National Microchipping Month is organised by the Kennel Club to "Highlight the importance of microchipping as a means of permanent identification and ensuring customers details are up to date in the holiday season". A most noble goal indeed. One might dubiously suggest that this event could be an ideal opportunity to promote their own microchipping products.

Sadly National Microchipping month is battling hard for attention, it is also Everyman Male Cancer Awareness Month and First Feet for Animals Month. And these are just the organisations battling for June as a month. When you look at this week the competition for our attention becomes even more fierce.

This week is Homeopathy Awareness Week, Architecture Week, Motor Neurone Disease Awareness Week, Bike Week, National Childminding Week, Learning Disability Week, Mad Hatter's Week, Refugee Week and Child Safety Week. That's a fair few organisations that have staked a claim on this week.

Perhaps just aiming to conquer a single day is the best to get attention, it's only World Refugee Day Today.

There are three points to make about all this.

1) It is very useful to stay abreast of upcoming events, even those organised by other organisations. Journalists are far more inclined to write about your Childminding products during childminding week. It is a way of making untopical clients, suddenly topical. I used to get some good hits through this.

2) Is it worthwhile making your own week? If your client sells burglar alarms is it worthwhile to suddenly create "Home Safety Awareness Week" or "Burglar Alarm week"? Consider who else is staking claim to your week.

3) Is the mass number of weeks claimed by so many different organisations making all these events and weeks a little redundant?

Note: Count Me In offers a good comprehensive list of events.