Recently, we worked with a client to develop their 2011 promotional plan. We began with the holiday weeks, as they are obviously much easier to plan than the non-holiday weeks. When we got to the Memorial Day ad, we started off by talking about promoting the usual summer suspects: ground beef, poultry, ribs, melons, sweet corn, soda and the like. Then I recalled a Memorial Day cover page ad we created several years ago to commemorate what this holiday is actually about. The ad honored America’s brave men and women who made the ultimate sacrifice in service of their country.

Founded in 1970 by Senator Gaylord Nelson, Earth Day’s 40th Anniversary will be celebrated on April 22, 2010. While your store may not be green through and through, Earth Day is a great holiday to celebrate in-store for several beneficial reasons.

Not only does Earth Day help support environmental programs and renew the public’s commitment to sustainable living, it is also a great way to maximize sales and kick off green marketing program initiatives. Here are five ways to increase add-on sales and promote green marketing in your store(s) as April 22 approaches…

As you planned your 2010 weekly ad schedules, you probably crossed out at least 20% of the weeks during the year because they were obviously connected with a holiday. For Valentines Day, you normally promote the event the week before and the week of. Likewise with Memorial Day, Independence Day, Mother’s Day, Father’s Day, etc. you have a couple of weeks to promote each event.

First, a big “thank you” to Dave Bennett and Mike Stone, owners of Mollie Stone’s in the San Francisco Bay area. A couple of years ago DW and I toured some of the Mollie Stone’s stores with Dave during the holiday season and saw this great idea in one of the stores we visited.

It’s not too often you come across an idea that is actually a “win-win” like this idea.

Supermarkets have something in common with those trying to sell their homes in this difficult economy.

First, you need to attract potential buyers to your front door by offering great curb appeal. In the case of those trying to sell homes and with supermarkets, you need to do more than simply providing a presentable front yard or parking lot as cars fly by. Having just a presentable curb appeal won’t cut it in today’s economy – you need to have an inviting curb appeal that warmly welcomes customers to your store.

Selling your gift cards to businesses:

I received a great idea in the mail this week from Publix stores in Florida.

The title of the direct mail piece: “Choose a gift that helps your business look good. And you’ll look good too.”

“This year give Publix Gift Cards as your gift of appreciation to business associates and their families.”

Publix has been one of the most aggressive grocers in the promotion of gift cards in their stores, on their website and in direct mail offers.

Every year we get calls from retailers asking for help for a “special anniversary ad.” Normally the special ads are for the 20th, 30th, 40th, or 50th anniversary. Maybe even a 90th anniversary!

Why wait 10 years between anniversaries to celebrate?