Commemoration of those who’ve sacrificed their lives for our country is deeply ingrained in our patriotic roots as Americans. This is why Memorial Day is such an important holiday and one that businesses need to take seriously when marketing to customers. This is a day to honor the dead, not to honor your product. Many companies in the past have made the mistake of coming across as insensitive. An example comes from Stone Brewing Co. that tweeted “Something to remember on Memorial day. It’s a LOT better and a LOT more memorable with craft beer!” This may have sounded like an innocent tweet to them, but to many this came out as them telling people to remember their beer and not fallen troops. The important thing to note here is that there is a fine line between commemoration and exploitation when it comes to Memorial Day.
When you look at past companies that have had success on Memorial Day, it’s usually used as a PR move instead of a marketing tool. By using social media and other advertisements as a way to give appreciation for those who passed, it builds your brand image as one that is not only out to gain profits, even if that is your motive. Many companies have seen success by offering a portion of earnings to veterans. This not only gives money to a great cause but also entices new customers to purchase your product. By purchasing your product, this gives the consumer a reason to pat themselves on the back. Another great way to build this brand image is to offer a promotion for the military or veterans. By offering free items or discounts, it lets the consumer know that you care. When posting images on social media, an effective technique is to use red, white, and blue colors in that image. Nothing screams patriotism like seeing red, white, and blue. Many companies will be using this tactic so it is also important to use these colors in a unique way.
The main thing to take away from this is that when dealing with social media and other types of marketing on holidays, it is important to understand the nature of that holiday. Not all holidays are the same, especially when they are commemorating the dead. By generating a caring and socially responsible image, this will improve your brand and brand image not only through the holiday season, but also for good.