Marketing Tips for a Not-so-Normal Memorial Day
Maya Rector • May 7, 2020
Memorial day - barbecue get-togethers with family and friends, the long awaited beginning of summer, major flashy promotions everywhere you look … sound familiar? This year, it’s safe to say the holiday won’t exactly be the same. Read below for tips to ensure your marketing strategy is mindful of current events and the true meaning of the holiday.
Curate your Offerings
Just because it’s a holiday, doesn’t mean you have to have to go overboard with countless promotions - but it’s a great time to be strategic. Do any of your products or services align with the upcoming summer months? Is there any inventory you can afford to mark down from past seasons? Now is the time to optimize your sales in a nuanced way that can benefit both your business and your customers.
Keep in mind that consumers are shopping differently now, and will likely continue to do so in the coming months. From stockpiling goods at the beginning of the outbreak to now restricting shopping activity and buying online when possible, a new Nielsen study
of the U.S. market has highlighted consumers' reactions to processing new outbreak information and their spending decisions tied to these updates. Thanks to this research, businesses can now identify early indicators of consumer actions, which in turn can help manage expectations alongside news cycles. Given the new reality, remember to be realistic about your offerings by keeping your consumers’ needs in mind. Which necessities are they currently addressing, and what are they anticipating next?
Use Digital Methods to your Advantage
While Memorial Day is usually centered around in-person sales events to draw customers to physical stores, the typical approach won’t go over well this time around. In March of 2020, insights from a Coresight Research
poll saw that nearly half (47.2%) of US internet users said they are actively avoiding shopping centers and malls, and roughly 32.7% of respondents said they were avoiding physical stores. Understandably, older consumers are exercising the most precaution, with nearly 9 in 10 of those over age 45 who said they will avoid physical stores if the virus worsens.
There’s no changing stay-at-home orders and the way the general public feels about large gatherings, but there are ways to still serve potential customers from a safe distance - and there has truly never been a better time to go digital. According to a Numerator consumer survey
in April of 2020, 15% of customers who placed an online ship-to-home order in the past month indicated it was their first time ever or first time in the past six months doing so, and 37% of click-and-collect users were new or “new lately” - indicating that even previously traditional shoppers have adapted to digital alternatives.
Wondering how you can get started? Consider hosting your Memorial Day sales online, offering delivery options, or trying out virtual showrooms or virtual consultations depending on the services you offer.
Respect the Holiday’s Meaning
Memorial Day got its name for a reason, after all - with showing respect and appreciation for veterans and their families being at the center of the celebration. According to 2019 estimates, there are approximately 45 million veterans in the U.S. who have served the country during wartime, and 15 million living wartime veterans.
This year, it will be particularly important for brands and businesses to be sensitive to the holiday’s original meaning as communities celebrate local heroes and emphasize the importance of being in this together.
When in Doubt, Opt for a Subtle Approach
These days, audiences are keenly aware of when brands or businesses are trying too hard or coming across as inauthentic. When in doubt - don’t go over the top, and focus on what feels like a natural right fit for your brand and clientele.
Your business doesn’t need to go all out for the holiday, especially if it feels unnatural to do so. Take a subtle approach
if you’re unsure how to handle your Memorial Day marketing. Not every business will benefit from inundating its ads with massive images of American flags - but simply using red, white, and blue colors in your creative copy or images could be a more fitting strategy to give a nod to the holiday. Feel pressured to make a bold statement to honor vets? Choose respectful language if you decide to go down a celebratory route, and err on the side of caution. Be careful not to host large in-person events or feature images of large gatherings in your advertisements, as this could be seen as insensitive to current safety standards and public concerns.
Lead with Savings
Of the many aspects of Memorial Day that will be different this year, savings will remain important and arguably even more important than before. With the outbreak causing substantial financial impacts among community members and households, consumers will appreciate the opportunity to act on useful savings that are immediately relevant to them.
A great way to promote your Memorial Day deals are across social media and video streaming platforms, given that 55%
of current consumers are primarily using social media for information - and the number of cable-free video streaming households continues to skyrocket with a projected increase
from 48.9 million in 2020 to 61.5 million in 2023.
Takeaway
Consumers are more aware of marketing tactics than ever before, and the state of current events has made many customers around the country hesitant about brands who try too hard and don’t seem genuine in their statements. At the same time, consumers want to put their money towards businesses who show they care. The best way to work around this conundrum is to err on the side of caution and put yourself in your potential customers’ shoes.
Remember to ask: How can my business meet the immediate practical needs of my community? How can I convey my business offerings in a helpful and friendly way? Which platforms will be most effective in reaching and converting consumers given their preferences for online approaches? How can my business celebrate respectfully? Keeping these questions in mind will make all the difference for this year’s unique memorial day situation - and position your business for future success as the country moves forward.
Interested in growing your business and choosing the right marketing messaging? Feel free to contact us
or find a location
near you to learn more.
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