Did you know that today is Bastille Day, or, as they say in France, La Fête Nationale Française? It is the national day of France. It commemorates the storming of the Bastille – a fortress and prison in Paris – which occurred on July 14, 1789. The event was a major part of the French Revolution that overthrew the feudal system. Joyful celebrations have been occurring annually since 1790, which include music, dance, and French food. It is the equivalent of the American Fourth of July. If you live in France, today is a very big deal. If you don’t live in France or somewhere in the world where there is a large French population, you may have never heard of Bastille Day.

Why is it that some celebrations catch on and others do not? For instance, St. Patrick’s Day is widely celebrated across the U.S. every March 17. People take part in St. Patrick’s Day whether they are Irish or not. The same can be said of Oktoberfest in October – the celebration of German heritage. Chinese New Year and Cinco de Mayo are both ethnic days that celebrate the heritage of a nationality. Why have these become perennial events in our melting pot society while others have not?

The answer is marketing. Whenever you have a special holiday or event, your success rests on how well you market it. Here are some key components to remember.

Appeal to pleasure. Most successful festivals have one thing in common: they have special food tied to the celebration. Everyone can relate to eating. The best festivals entice you to indulge in food you might never eat the rest of the year. Comfort food draws a crowd.

Promote your event at a time when other events are not happening. One of the reasons Bastille Day has never taken hold in the U.S. on a national level is that it falls 10 days after the July 4th celebration. Playing second fiddle to American Independence Day makes it hard for French Independence Day to gain any traction. Being first makes a difference.

Some celebrations are best left to regional appeal. Would Mardi Gras work anywhere else but New Orleans? Anywhere else would feel contrived. The bottom line is, you have to know your market. What works in one place may not work in another.

Finally, make your special day a true celebration. People like to have fun. Make sure your marketing casts the fun net as wide as you can make it go. Keep in mind who makes up the community of people you are appealing to. Make sure there is something for everyone.

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Painting by Claude Monet