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Independence Day is around the corner! If you feel caught on the fence between cliché holiday marketing and being accused of not celebrating our nation’s founding, you are not alone. It can be a difficult day to tackle while gaining customer’s appreciation and strengthening their loyalty.
If your brand, like many brands, uses this holiday to market their goods and services, it’s important to first honor the day’s meaning and be respectful. Let’s focus on how your brand can take a successful marketing approach on or leading up to July Fourth.
1. Tell A Story: Whether it’s your brand, its owners, a loyal customer or the community that has a patriotic story, an effective marketing strategy can make sure it is heard. This holiday is dedicated to the love or devotion to the U.S., which means people’s nostalgia is on high alert. Telling a story that gives them a stronger connection to your brand and its values is an appropriate goal for this holiday.
For a long-form story, write a special blog about one of your customers or someone who has a great impact on your brand. Relate how their character or dedication is relative to our nation’s or how their past contributions have made the U.S. a better place to live. To gain the most reach with your blog, share it in your newsletter, social and with local news. For the best results and brand recognition, be sure to include a personal photo of the subject either representing your brand or with your branding weaved throughout the piece. This is a subtle but powerful touch.
For short-form stories, social media and its various platforms and content variety will be the best tool to quickly grab customers’ attention as they scroll through their timelines. A contest is usually a solid option to get your audience interacting on your accounts while promoting your brand and getting to know your customers. While contest ideas will vary among brands, try to incorporate your followers’ stories. Most people enjoy being listened to or sharing about their lives, especially when your brand is there to write back!
2. Honor a Hero: Being a patriotic holiday, it is always a good time to thank, help or recognize those who keep us safe. Depending on your brand’s values, it could mean donating to your community fire station, offering a substantial discount to military, raising awareness for homeless veterans and the list goes on and on. Honoring someone who has made a difference can help your brand take a break from the promotional voice and be seen as more personal.
Similar to the telling a story tactics above, the possible strategies to accomplish celebrating a hero are endless. Your brand could feature a hero that represents your brand well in a newsletter, social media or even in store as a weekly promotion leading up to the holiday. If you’d like to take it to the next notch, create a video about the hero’s life and his or her contribution to the community or country. Having your brand associated with thoughtful messages is an effective way to honor the holiday, stand out among competitors and bring in more business.
It is important to note that not all brands need to celebrate this holiday. Like always, be mindful of your entire audience and think of every possible outcome with your brand’s message before proceeding in a marketing plan. The last thing you want your brand to be is dishonest to its values or exclusive toward followers. After all, you should know your brand better than anyone!