Single post

Plant and small clock next to laptop computer with small calendar, pen, and push pins on it

Unleashing the Marketing Power of Monthly Observances

Staying Aware of Awareness: Unleashing the Marketing Power of Monthly Observances and Events

This post is based on a topic covered in one of our Friday Flashback newsletters. Friday Flashback is a weekly newsletter from Kaeser & Blair Director of Sales Liza Sachs. Each edition contains valuable insights and updates for the promotional products industry.

Can your clients make a difference and promote their brand at the same time? Absolutely! One strategy that’s gaining traction is leveraging monthly observances to connect with target audiences.

These designated periods allow businesses to align their promotional efforts with relevant causes and events, giving your clients a chance to build awareness and foster engagement. Let’s dive into why you staying aware of awareness months, weeks, and days is beneficial for your clients.

Understanding Monthly Observances

So, what are these awareness months, weeks, and days all about? They’re dedicated timeframes throughout the year that shine a spotlight on specific causes, events, or themes. The goal is to raise awareness, educate the public, and encourage action for various issues.

It’s an opportunity for your clients to tap into the collective enthusiasm and engagement generated by these events. With options like Bike Safety Month, Teacher Appreciation Week, and National Barbecue Day, there’s an awareness occasion that suits every brand and business!

Benefits of Participating in Awareness Periods

Why should your clients get involved in these observances? Let’s explore the benefits:

Relevance and Connection: By participating in these observances, businesses show their commitment to relevant causes and events. It’s a way to connect with their target audience on a deeper level, demonstrating shared values and interests.

Increased Visibility: Leveraging awareness periods helps businesses gain more visibility and reach a wider audience. People actively seek information and participate in activities related to these events, giving businesses a chance to showcase their products and services.

Brand Differentiation: Standing out from competitors is crucial, and participating in awareness occasions allows businesses to do just that. By aligning their marketing efforts with these events, they can create unique and memorable experiences for their clients, reinforcing their brand identity and positioning.

Community Engagement: Awareness months, weeks, and days often foster a sense of community and collective action. By participating in these events, businesses can engage with their target audience in meaningful ways, encouraging customer loyalty and advocacy.

Discovering Upcoming Awareness Periods

Now that we understand the benefits, how can you help your clients discover upcoming events? Here are a few reliable sources to keep you in the know:

Online Resources: There are plenty of websites that provide comprehensive lists of awareness months, weeks, and days. Websites like,, and are fantastic sources to explore upcoming events.

Social Media: Follow relevant accounts and hashtags on platforms like Twitter, Instagram, and Facebook. Many organizations and communities actively promote awareness periods through their social media channels, keeping you up-to-date with the latest events.

Trade Associations and Nonprofit Organizations: Industry-specific trade associations and nonprofit organizations often have dedicated resources and calendars for awareness periods. Check their websites or subscribe to their newsletters to receive regular updates. I also send out information about upcoming events in my Friday Flashback newsletters, so keep an eye out for those.

Leveraging Awareness Events

Get creative with promotional products

Encourage your clients to think creatively about how they can use promotional products to raise awareness about important social and environmental issues while promoting their brand. Can they distribute custom t-shirts with powerful messages for Mental Health Awareness Month? How about providing their customers with eco-friendly reusable water bottles during Plastic Free July? The possibilities are endless!

Partner with related nonprofit organizations

Furthermore, consider suggesting collaborative efforts with local organizations or charities. For example, your clients can partner with a local animal shelter during Adopt-a-Shelter-Pet Month and offer branded pet accessories to new pet owners. This not only raises awareness about animal welfare but also establishes a positive image for your client’s brand within the community.

Use stories

Incorporating storytelling into their marketing campaigns is another effective strategy. Encourage your clients to share stories of individuals or organizations impacted by the cause they’re supporting. Whether through social media posts, blog articles, or video testimonials, these narratives humanize the cause and create an emotional connection with the audience.

Get active on social media

Lastly, don’t forget the power of social media. Encourage your clients to create engaging and shareable content related to the awareness period they’re participating in. Contests, giveaways, and interactive campaigns can help spread the word and generate buzz around their brand.


By encouraging your clients to align their marketing efforts with awareness months, weeks, and days, you can help them maximize their impact, foster customer engagement, and build brand loyalty. It’s important to consider the relevance of each event to their target audience and brand values when recommending which awareness periods to participate in.

Remember, successful marketing isn’t just about promoting products—it’s about connecting with people, addressing their needs, and making a positive impact. Monthly observances offer a fantastic platform to accomplish these goals by aligning brands with causes and events that resonate with their audience.

So, let’s embrace the power of awareness periods and infuse your promotional product recommendations with purpose and relevance. By staying aware of upcoming events and understanding the benefits of participation, you can help position your clients’ businesses as socially conscious, engaged, and memorable in the minds of their customers.


Liza Sachs is a 25+ year veteran of the promotional products industry and heads up our Sales and Supplier Relationships for the organization as Director of Sales. Liza has experience on both the distributor and supplier sides, which gives her the unique vision to assist our dealers to expand their sales.