But how do you create your own holiday?

• Pick a holiday related to your business or cause. For example, October 23 is Mole Day -- which helps promote moles to people interested in chemistry.
• To ramp up publicity, send out some news releases on the subject. A media outlet or blogger may pick up your announcement.
• Consider sponsoring an event to celebrate your special day. For example, World Pinhole Photography Day involves workshops and exhibitions
• If you can't think of a holiday, consider piggy-backing on someone else's holiday.