ulture is not just a tie that binds consumers together, but a way to find added sales and returns on promotions. Paying attention to multicultural holidays, special events and celebrations is important. The “Freedom Window” in the United States starts in January and extends through the last day of February — Black History Month. Through the years retailers have used this time period to reach out to black consumers in the United States. It has become one of the most visible examples of a multicultural marketing window and has encouraged year-round marketing activities for African-Americans. Hispanic Heritage Month, split between September and October, has raised the profile of Hispanic consumers in a similar way. Major companies now have multicultural consumer marketing departments and designated managers that work year-round
In addition to holidays, special events and celebrations like the Bayou Classic and the Circle City Classic which highlight rivalries among football teams from HBCU’s (Historically Black Colleges and Universities), are also a great way to make contact with multicultural consumers. Take a look in your own communities to find unique festivals and events. The calendar that follows is not all inclusive of all dates and ethnic groups. It covers some of the high spots, especially for African-Americans and Hispanics. It has reminders of promotional periods, including the “Freedom Window” and “Back to School.” In addition, seasonal reminders, noted by winter, spring, summer and fall symbols, are another way to think about appropriate products for the changing seasons, as well as appropriate seasonal promotions.
Martin Luther King Jr. Federal Holiday
Mother’s Day in Mexico
Bud Billeken Parade
Asian Harvest Moon Festival
May 10
August 11
September 30
Multicultural Marketing and Promotion Calendar
January 16
Inside...
to reach black and Hispanic consumers. Some ethnic holidays are always on the same day, particularly those which mark independence celebrations: March 1 — Korea’s Independence Day; July 4 — United States Independence Day; August 16 — the establishment of the Dominican Republic. Others are on different dates each year, especially those that are fixed by the moon’s cycle. The Chinese New Year is never on Jan. 1. It usually occurs sometime in January or February. The same can be said of the Christian holiday of Easter which is celebrated in the spring months (March, April). The Asian Harvest Moon Festival is sometime in the fall. Keep in mind that multicultural consumers not only like to celebrate their own holidays, they also like to participate in general market holidays like Valentine’s Day and Halloween.
Greetings from SMSi-Urban Call Multicultural consumers are just that. They come from a “multitude” of cultures and countries. Retailers, marketers and manufacturers will want to keep that Lafayette Jones in mind as CEO SMSi-Urban Call they plan Publisher, Urban Call merchandising activities for the upcoming 2012 year. As you plan the upcoming year we hope this multicultural calendar will spark some great multicultural plans. Questions? E-mail me at president@ smsi-net.com.
SMSi-Urban Call Marketing 4265 Brownsboro Road, Suite 225 Winston-Salem, NC 27106-3425 Tel. (336) 414-2331 / FAX: (336) 759-7212 E-mail: president@smsi-net.com
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Multicultural holidays, special events and celebrations: The tie that sells C
Three Kings Day is celebrated in Christian countries.
16
Martin Luther King Jr. Federal Holiday honors civil rights leader.
23
Freedom Day: anniversary of President Lincoln’s approval (Feb. 1, 1865) of the 13th Amendment abolishing slavery.
21
Benito Juarez birthday is a holiday in Mexico. President in 1858, he is a symbol of liberation.
22
14
Valentine’s Day, a celebration of love in the U.S.
in China, Korea, Taiwan — a celebration of ancestors.
7-13
Jewish families celebrate the Passover — Moses led the Hebrews out of Egyptian slavery.
1-31
Asian Pacific American Heritage Month.
5
Cinco de Mayo honors the Mexican defeat of the French in 1862. Mother’s Day in Mexico is always celebrated on this date. Mother’s Day in the U.S.
12
Muslim holiday of Ramadan begins (ends August 18).
1
Bud Billiken Parade in Chicago, largest AfricanAmerican back to school parade in the U.S. founded by the black community newspaper, The Chicago Defender.
16
Dominican Republic established in 1863.
19
Muslim holiday of Eid alFitr, marking the end of Ramadan.
15-30
National Hispanic Heritage Month established by presidential proclamation in 1989.
16-22
National Black College and Universities Week honoring over 100 institutions established before 1964.
17-18
Rosh Hashanah, the Jewish New Year.
30
Asian Harvest Moon
Festival.
1-15
National Hispanic Heritage Month established by presidential proclamation in 1989.
5-7 Circle City Classic.
Two black colleges meet in Indianapolis for football, parades and family fun.
8
Thanksgiving in Canada occurs on the second Monday of October.
12
Columbus Day; the Spanish explorer lands in Bermuda.
NOVEMBER
Essence magazine music festival in New Orleans.
1
Day of the Dead, Hispanic holiday celebrating deceased family members.
6
U.S. presidential election.
22
Thanksgiving: American holiday of family, feasting and thanks.
24
Bayou Classic; Black college rivalry in New Orleans between two Louisiana teams, Thanksgiving weekend.
31
Halloween: “Trick or Treating” in costumes.
COLLEGE SPORTS/ACTIVITIES
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Juneteenth: celebrates the arrival of emancipation news in Texas.
28
OCTOBER
6-8
Korea Memorial Day: war dead celebrated.
BACK TO SCHOOL
Trinidad and Tobago public holiday celebrating emancipation.
11
6
Vesak, celebrated by Buddhists, honors the birth, enlightenment and death of the Buddha.
Philippine Independence Day.
SEPTEMBER
5
Caribbean Day (Caricom Day): The islands of Barbados, Guyana, Jamaica, Trinidad, Tobago established Caribbean Community in 1973.
AUGUST
JULY
American Independence Day celebrated.
International Children’s Day in China.
19
13
FREEDOM WINDOW
4
1
17 Father’s Day in the U.S.
10
Easter, Christians celebrate the resurrection of Jesus Christ.
24
Mardi Gras (Fat Tuesday), the day before the Christian season of Lent begins.
5-7 Qing Ming Festival
8
Emancipation day in Puerto Rico (end of slavery, 1873).
21
Chinese New Year.
Independence Movement Day in Korea (marks end of colonial Japanese rule, 1919).
JUNE
1
1
MAY
Black History Month.
Event dates subject to change; partial listing of holidays and events.
Lafayette Jones, CEO
DECEMBER
6
1–29
APRIL
Opening of the “Freedom Window;” Abraham Lincoln signs Emancipation Proclamation freeing slaves in the United States.
MARCH
1
FEBRUARY
JANUARY
2012 SMSi-Urban Call Marketing Promotion and Merchandising Calendar
12
Guadalupe Day in Mexico celebrates the Mother of God’s visit to native Indian, Juan Diego.
16-25
Simbang Gabi in Philippines, nine day church celebration.
25
Christmas marks the birth of Jesus Christ.
26– Jan. 1
Kwanzaa, an African-American community festival.
HOLIDAYS SMSi-Urban Call Marketing Inc. president@smsi-net.com | (336) 414-2331