As the anticipation for the holiday builds up during the holiday season, marketers should not take
the marketing opportunities offered by Thanksgiving. We oftentimes focus and emphasize on
events such as Black Friday and Christmas – oftentimes forgetting the advantage gained when
we target Thanksgiving shoppers.
Marketing at this time, however, is pretty tricky because of the competition with friends and
family get-togethers, hesitation of consumers because of traffic, and their appalling thought of
crowded malls and business establishments. With that said, there is a need to launch and sustain
an attractive marketing campaign at this time.
First of all, we need to start with the importance of Thanksgiving in order to avoid disrespecting
the event. As the name entails, it is a time for families to get together and show appreciation.
Many businesses both big and small alike want to gain a publicity foothold or advantage so they
launch early Black Friday campaigns.
As a result, many people think that these companies or brands disregard the occasion to push
their own interests. This matter might not carry any weight for you but be warned – be careful
about anything that will affect the public perception of your brand in the long run. Reputation is
built through small acts or behaviors that are not given much attention to.
This doesn’t mean that you will not strategize during this event because there are many small
ways of showing how you hold the event in high regard. One way of doing this is by getting up
and close with your customers through the display of their Thanksgiving dinners and get-
togethers in your social media channels. This is actually marketing the “human” side of your
brand and is one of the best ways possible to connect with your formerly detached audience.
Involving them in the marketing campaign shows that the event is important enough to be
emphasized and focused on. In line with this, asking encouraging your social media fans and
followers to post what they are most grateful for also increases their interest to engage with you.
Remember that involvement fosters a spirit of connectedness and relationship.
The simple act of sending out Thanksgiving cards helps in the build-up of brand awareness and
familiarity. Anyway, you just have to invest in terms of time because e-cards will do the job but
if you want to be unique and set yourself apart from competitors, it might be a good idea to send
one to them physically.
Touch and emphasize on the human aspect of Thanksgiving to achieve marketing goal. It is
indeed a challenge to not appear as a “business” but that is the foundation of most brands’