3 Marketing Lessons Learned from the 2024 Solar Eclipse
Image by Medium
Rare cosmic events are some of the true spectacles in modern day life here on Earth. And living in a city that happens to be in the "path of totality" here in Austin, Texas, I've had the first hand opportunity to observe of the different tactics, and witness the fever-pitch hype that goes into promoting and preparing for such an elusive occurrence– and it revealed a few things to me that I believe we can all learn from.
The Undeniable Allure of Rarity and Occasion
The 2024 Solar Eclipse was a showstopper, and its infrequent occurrence is a big reason why. Things that don't happen often naturally draw a crowd, and an eclipse is no exception. It's not just the scarcity that grabs us, but the grandeur of the event itself. This rare event brings people together, creating a shared experience that transcends the everyday. It's a blend of anticipation, excitement, and the thrill of participating in something larger than life. However, with that level of hype in-play, it seems to bring the inner-capitalist out in all of us.
“Rarity and occasion create genuine interest on levels that typical marketing stunts just can't manifest organically.”
How many businesses tried to capitalize on the hype of the eclipse, particularly businesses that you’ve never heard of before. How many signs around you were warning of crowds and delays leading up to the event? So much talk about “totality zones”, when in fact the totality of hype was building the suspense. In Austin, schools were closed, extra curricular activities were cancelled– all so that people could maximize their efforts to witness this rare celestial event, but that didn’t stop some businesses from trying to jump on the bandwagon to get some attention.
Image by Inc.
There is a lesson to learn here, rarity and occasion create genuine interest on levels that typical marketing stunts just can't manifest organically. To maximize the impact of such events requires careful planning, and clarity that cuts through the noise. Rather than altering your product to make it relevant to the occasion, which often feels forced and only adds to the noise, consider how your product offer supports a key aspect of the event, in a way that doesn’t feel forced or like you’re trying too hard.
The Fragility of Meeting Expectations
When an event, like the 2024 Eclipse, is hyped to celestial heights, the pressure to deliver is just as real as the risk of disappointment. The build-up creates a towering expectation that can be fragile as a house of cards. What if it's cloudy or you're stuck in an office meeting during the big event? The let-down is real. This fragility isn't limited to eclipses, of course. It's a part of any highly anticipated moment. These realities also impact how consumers buy. The rarity of the occasion, while it does create momentum, it also holds consumers back from over-investing, knowing that post-event that investment loses value quickly. This reality sometimes drives traffic to the lowest prices when looking to purchase event necessities or accessories.
“A negative imprint of your brand in these high-impact moments doesn't just erode trust, it can outright destroy it.”
The most ubiquitous accessories of the eclipse are the protective eyewear, which are supposed to allow you to safely look directly at the eclipse. Seems like a great opportunity to establish consumer trust for brands, but this didn’t stop numerous manufacturers from producing counterfeit products that were actually unsafe to use, in order to make a quick profit on the event by undercutting legit brands and producers. Large retailers such as Amazon, Ebay and other online retailers have had to combat counterfeit products aimed at rare occassions. In this article, fastcompany states that Amazon had removed over 6 million counterfeit items from its supply chain to address these concerns, but even they admit they could never catch them all. They know that with each counterfeit purchase they lost trust with their audience.
The lesson here is when something is genuinely rare, don't waste the opportunity to make a lasting impression, but the stakes for rare occasions are significantly higher so be sure that impression is a positive one. A negative imprint of your brand in these high-impact moments doesn't just erode trust, it can outright destroy it.
The Unmistakable Value of Trusted Experts
The solar eclipse underscores the value of real expertise. When preparing for the eclipse, astronomers and seasoned enthusiasts offered insights on the best viewing practices, safety measures, and prime locations. This wasn't about a marketing campaign, it's about an experience, and making the most of a momentous occasion like the eclipse. The advice from the experts ensured we experience events like an eclipse safely or missing the event entirely due to poor planning. Relying on experts also deepens our understanding and appreciation of the phenomenon, turning a fleeting moment into a lasting educational experience. The takeaway is clear: real expertise builds trust, delivers on expectations, and enriches our endeavors– whether celestial or terrestrial.
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Jayson Simeon
Adaptitude | Principal and Founder
Adaptitude is a design services company that exists to transform product and service companies into powerhouse brands. We design products, develop people and capabilities that deliver brand-focused solutions.
