Memorial Day Weekend is here, and it's time to hit the roads, fire up the grills, and dive into some summertime fun.
But hold your horses... 🐴
Memorial Day is a time to honor and remember the brave people who sacrificed their lives in military service. It should not be treated as just another marketing opportunity. While some brands strike the right balance, others come across as tone-deaf or opportunistic. Let’s dive into appropriate and inappropriate ways for brands to engage during Memorial Day.
“You’re Going The Wrong Way” When You Exploit Memorial Day for Sales 🛑
An example of what not to do is launching a "Memorial Day Mega Sale" with flashy advertisements proclaiming: "Celebrate Memorial Day with Huge Discounts!" This is problematic for several reasons:
- Disrespectful Tone: Using celebratory language like "Celebrate Memorial Day" can come off as insensitive, as the day is meant to honor fallen heroes, not promote festivities or sales. 🎉❌
- Commercialization of Sacrifice: Leveraging the solemnity of Memorial Day to drive sales trivializes the sacrifices made by military personnel. It’s a crass attempt to capitalize on a day of remembrance. 💸🛍️
- Customer Alienation: Such tactics can alienate customers who feel a deep personal connection to Memorial Day, potentially leading to backlash and damaging the brand’s reputation. 😡👎
NOTE: Comment below if you get the "you're going the wrong way" reference. 😉
It’s A-OK to Honor the Day with Respect and Purpose 🌟
Conversely, consider a brand that honors Memorial Day respectfully and purposefully. For example, a company might share a message on social media stating, "This Memorial Day, we honor and remember the brave men and women who gave their lives for our country. Our thoughts are with their families." Additionally, the brand might:
- Support Veteran Organizations: Partner with or donate a portion of their proceeds to veteran organizations or charities that support military families and veterans. This shows a genuine commitment to the cause. 🤝🎗️
—BUT— not just a one-and-done action; #CauseMarketing must be authentic and aligned with your brand values.
- Highlight Stories of Service: Share stories and profiles of fallen heroes, allowing their bravery and sacrifices to be remembered and celebrated appropriately. 📜🕊️ It’s OK, too, if those stories are your employees or clients.
- Offer Resources and Support: Provide resources or support to veterans and their families, whether through discounts on services relevant to them or by hosting events that honor their contributions. 🏡❤️
Strike the Right Balance ⚖️
When it comes to Memorial Day, here are a few guidelines to ensure your brand’s actions are appropriate:
- Be Genuine: Any message or campaign should come from a place of genuine respect and gratitude. 💖🙏
- Avoid Sales Pitches: Refrain from using Memorial Day solely as a marketing ploy to boost sales. 🛑📢
- Engage With Purpose: If you engage with Memorial Day, do so in a way that adds value and shows support for veterans and their families. 🛠️💬
…AND in conclusion… 🎤
By appropriately honoring Memorial Day (Monday, May 27th ), #brands can demonstrate their commitment to values that resonate deeply with many Americans. 🌺🗽