The Business of the Irish

Today is St. Patrick’s Day, the day that, at least in the US (and of course Ireland), everyone is welcome to be honorarily Irish.  I love that we take time out each year to celebrate this country that many people in the US do have genetic ties to, and the ancestors who came here in droves to help settle the country.  It would be hard to miss all the green around the stores as I did my shopping today, it was in just about every store.  But of course, there are businesses who choose to ignore it because they don’t want to make the effort or don’t think it fits in with their brand or maybe they just don’t care to interact with the people celebrating.

One of the big reasons I encourage you to get involved in holidays, especially those as big as St. Patrick’s Day, is because it’s something people are interested in.  One of the best ways to encourage customer loyalty in this ever challenging market is to connect more personally with them.  Celebrating holidays also is a good way to remember that you’re human and so are your employees, just like your customers are with their personal interests, passions and dreams.  With all the parades and events it’s also a great way to connect with them where they live and get involved in your local area even if you don’t have a physical location for your business.

One of the other reasons I encourage you to celebrate St. Patrick’s is because of something you can relate with as a business: St. Patrick’s Day is about more than just drinking and leprechauns, it connects with the concept and brand of Ireland and the Irish.  Just like you would say ‘let’s Google it’ if you and a friend were debating something, Ireland and all things Irish are very recognizable: you don’t ask for German or Australian soda bread, you buy Irish soda bread; there are iconic brands like Waterford Crystal and Connemara Marble; not to mention symbols like the Claddagh, the Celtic cross, the trinity knot (Triquetra), leprechauns, and even the clover leaf (“the luck of the Irish,” anyone?), all make just about everyone think Ireland and the Irish.  It’s a recognizable, strong and lasting country, icon, brand, symbol, group and culture. Which makes this day, the Irish people and Ireland, not only worthy of celebration, but also of presentation and connection within your business.

So as you wrap up the work day, have an Irish whisky or hunt for a 4 leaf clover and maybe even do an Irish jig to start the weekend off and celebrate this great country.

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