As
families, friends and loved ones get together to celebrate Thanksgiving,
marketers should consider looking at just what the meaning of this holiday
might help them add meaning to their own connection.
You can
feel the anticipation growing. Blissful discussions of dinner plans, heated
debates concerning the best recipes for stuffing, some anxiety over travel
prospects and bustling shoppers stressing out their most favorite grocery
store: indeed, Thanksgiving is near. It is, again, this time of the year where
we're willing to get in touch with loved ones and feel the urge to be pleased
for good things in our lives.
While it’s
easy to totally embrace the celebration on a personal level, I'm wondering how
challenging it is to make the leap in our work. How do we show thanks towards
the individuals who matter to us - our clients and customers? When was the last
time we thanked them? And did we do it properly: was the appearance of our
gratitude sufficient with what our clients really mean to us?
There's
absolutely some motivation to be found in Thanksgiving, a celebration that
completely encapsulates both sides of gratitude, feeling it, and acting on it.
Here's 5 things about Thanksgiving that will motivate brands.
1.
Thanksgiving started out as a tradition to celebrate the harvest of the year.
The loyalty of a client is just what brands aspire to harvest over and over
again. Creating innovative branding campaigns or elaborating wise promotions.
So, as Thanksgiving nears, we have to ask: what do we should harvest? Sales,
engagement, customer satisfaction - how have they been grown over the last
year?
2. Having
established what you harvested, no matter big or small, considers thankfulness.
Doesn’t mean your customers who naturally will appreciate all the enjoyment you
contributed into their daily lives. I’m talking about how you have expressed or
show your gratitude for your customers’ loyalty. Be it ancient or nascent? What
have you conducted these days to show you value their business?
3. In the
era of data and ROI driven marketing and advertising, there's no excuse to not
be grateful. Each and every move from customers is taken into account.
Therefore, marketers can create something good to reward their behavior and
express appreciation. Planting those little seeds of thankfulness will
guarantee success of the next harvest.
4. Because
Thanksgiving also is about giving back. Henry Van Dyke summed the idea
wonderfully: “Gratitude is the inward feeling of kindness received.
Thankfulness is the natural impulse to express that feeling. Thanksgiving is
the following of that impulse.” We construct a whole company around this
mantra. We understand the price of small rewards that can nurture or change a
relationship among brands and their customers. We call it generosity marketing.
5. Lastly,
if food is that important on Thanksgiving, it’s mainly because dinner is a
fantastic excuse to assemble around with friends and family and share a meal,
experiences, emotions. Thanksgiving is indeed one of these times a year where
we are eager of focusing again on emotions and connections. If the occasional
family drama invites itself to dinner, this is also the best time to rebuild
broken links. This is certainly something brands can very well relate to. In
today’s economy and tough competitive environment, emotions are the one thing
that keeps the bond between a brand and its users together. If you think yours
is drained or you hope to strengthen it, we may help.
