From: VespaMagazine@VespaUsa.com
Subject Line: A Vespa Mother's Day
Date: Friday, May 12, 2006

This is a classic example of a forced seasonal spin. How many folks are going to buy Mom a Vespa two days before Mother's Day? This doesn't work from classic gifting or logical timing perspectives.

If you want to take advantage of a holiday or seasonal opportunity, only do so if it actually makes sense. Otherwise, as in this example, you'll not only fail to sell Vespas as Mother's Day gifts - you'll also alienate the customer considering a Vespa not for mom. Additionally, make sure you get the timing right: two days before the holiday doesn't work unless it's a "Last-Minute Free Shipping Upgrade" message. Generally, it works to start promoting holidays (other than Christmas) about one month in advance.