Thanksgiving is probably one of the toughest major holidays in the year to market around. Everyone knows what’s expected for other holidays. When it comes to content and design it’s a given what tone and styles we’re going to be relying on. It’s a lot more challenging when the holiday of the moment is centered around a bird and gratitude. After all, there’s not a lot of style appeal to turkeys, leaves and fall colors. It’s a bit bland. And when it comes content, it becomes a bit dull to say you’re thankful. What more can really be said – and people want more.
In past years, fall style is what motivated Thanksgiving campaigns. Rather than relying on the expected campaigns that tap into holding hands around the table, some companies ditched the traditional approach and favored centering their campaigns around the fall season. It’s not too late to try something different this year.
With Thanksgiving just a day away, now isn’t the time to plan something grand. The best plan is to keep it simple and choose a campaign strategy that best mirrors your company. Your campaign can focus either on your clients, your company, or social good.
If you’re going to focus on your clients, you can either spotlight something you know your clients are doing for Thanksgiving and share the spotlight with them. This works best for companies that have a more intimate relationship with a smaller pool of clients and who understand what’s important to them and feel comfortable approaching them. If you feel uneasy about the approach, know that most people will be thrilled for a wider audience on an issue they care about. It’ll in fact if done with respect, it’ll help you build deeper bonds with your clients. And if you have multiple clients involved in special acts of generosity or even a Thanksgiving tradition they’d like to share, there’s no reason you can run a profile of a few people.
The wonderful thing about approaching the client, company, and social good approach is that it’s very simple for the approach to overlap. A client involved in social good – especially when your brand is too – overlaps nicely in a theme that shows you and your clients have common values. And if your marketing strategy is about your company – without the social good element – then it’s easy to tap into the heart of your company when you’re all around another kind of table. That table is the meeting room.
In most companies, there’s a special bond when you’re all clustered around the meeting room for Monday scrum or Friday meetings. In fact, in one company, Friday meetings are talking about what went right that week. That right there would make a great feature to share in your Thanksgiving campaign.
Through either your clients, your social good efforts, or your brand culture, you can tap into the spirit of Thanksgiving without relying on the tired monotony that Thanksgiving has otherwise one. Break that monotony by reflecting what makes your brand exceptional and soulful.
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