| Title: | Shop.org’s Cyber Monday |
| URL: | http://www.rimmkaufman.com/rkgblog/2006/11/21/cyber-monday-smart-pr/ |
| Printed: | March 19, 2010 |
| Source: | The Rimm-Kaufman Group Blog, info@rimmkaufman.com |
- November 21, 2006
- 2 comments
Scott Silverman, director of Shop.org, asked me to write about their cyber-Monday online shopping mall. It’s an affiliate charity site with discounts. Proceeds benefit a scholarship fund for students interested in online marketing. Check it out.
Beyond plugging a good cause for a great trade association, why might this interest marketing folks?
The PR angle. There’s marketing power in being the first to name a phenomenon.
Shop.org created “Cyber Monday” in response to “Black Friday”. Black Friday is the day when, according to popular belief, many retailers move into the black for the year. Shop.org wanted it known that, online, the Monday after Black Friday is a Really Really Really Big Shopping Day. (They’re right; it is.) So they invented a catchy name for the day, and the name stuck.
Now, you can argue whether or not Cyber Monday is really the busiest web shopping day of the year. It varies retailer to retailer, and it really doesn’t matter anyway. What matters is that Shop.org was able to coin a label that brought attention to just how enormous online retail has become to our economy, and do so in a way that resonated with the popular press, at the just the right time in history.
A year later, the term is everywhere: Google shows 265k results on for the quoted phrase “Cyber Monday” Technorati shows 1900 results for the phrase. (Should the Technorati search have quotes? Not sure, but I think so.)
Cyber Monday. A good nickname. A big PR win. And really smart marketing for an online retail trade association.
If you like this post, consider subscribing to our RSS feed. You can also have new posts sent to you via email.
Related Posts
- RKG in Vegas for Shop.org ‘09 Annual We'll be exhibiting at next week's Shop.org Summit in Las Vegas. Stop by booth #743 and say hello....
Trackback
http://www.rimmkaufman.com/rkgblog/2006/11/21/cyber-monday-smart-pr/trackback/Blogs Citing This Post
- Pingback: Median CyberMonday Sales Up 32% (and other 11 benchmarks): Compare Your Results By Category on November 28, 2007
- Pingback: Online Retail Stats: CyberMonday 2008 vs. 2007 on December 3, 2008
Your Comment