This week’s #SundayMusings is near and dear to our heart as we focus on the Thanksgiving holiday and Thanksgiving branding efforts made around the country. For those that don’t already know, we have set up SaveThanksgiving.net in an effort to keep the holiday alive and with our respective friends and family; not at the mall and shopping for holiday sales. That is what “Black Friday” and beyond is for. Without going on any further of a tangent, here are the top stories that caught our eyes over the past couple of weeks related to Thanksgiving.
#1 – “How Your Favorite Thanksgiving Brands Got Their Names” – via mascola.com
Premise: Interested in learning how brands that are likely around your Thanksgiving table got their names? The Mascola Group puts together a list of six brands that are commonly used for Thanksgiving meals and tells their story of how each came to be.
Thoughts: There aren’t any off the wall names or stories behind the names here among the six. However, and it is potentially sad to admit this, I had no idea that Ore-Ida got its name being located in Oregon and next to Idaho (potatoes). You really can learn something new every day.
#2 – “Brand of the Day: No, Costco Won’t Be Open on Thanksgiving, and Here’s Why” via AdWeek.com
Premise: Costco won’t be open on Thanksgiving Day, with a spokesperson for the retailer saying, “Our employees work especially hard during the holiday season, and we simply believe they deserve the opportunity to spend Thanksgiving with their families. Nothing more complicated than that”.
Thoughts: You knew we were going to go here quickly, right? Costco is one of a slowly decreasing number of retailers that remain closed on Thanksgiving Day and will continue to win my business because of this stance. The creep of Black Friday into Thanksgiving Day makes my stomach turn. You can find a list of retailers that won’t be opening their doors on Thanksgiving here or simply right here …
#3 – “7 Brilliant Brand Tactics for Thanksgiving + Inspiring Examples” via LeanBranding.com
Premise: A compilation of seven ideas that leverage the Thanksgiving holiday to spark conversation and conversion to brands. From offering a holiday gift and hosting a meetup, Wix receives a lot of attention in the write-up, pulling out the stops around the holiday in past years.
Thoughts: Terrific examples are provided throughout the article and for each tip on how to leverage the holiday to build a little buzz for your brand. My favorites – “Share some humor” and “Support a cause”. I’m absolutely grabbing those memes that were created by IMPACT. I also remember seeing a lot of support from Zynga two years ago around their holiday fundraising campaign but never saw the final numbers from their efforts ($13 million raised). Impressive!
#4 – “Five Thanksgiving Inspired Brand Building Tips” via BrandMill.com
Premise: A quick and easy read on five tips that will help your brand distinguish itself this holiday season. The underlying theme behind all of this – breaking out the word Thanksgiving into two parts, “thanks” and “giving”. Show your customers and/or partners that you care about them and go the extra mile to win their support.
Thoughts: One additional piece that caught my here (as well as in the story above) revolves around giving back to a cause and the brands that take the time to set up some type of fundraising effort for those less fortunate. Why? …
We’ve done exactly the same thing and set up an online food drive with Feeding America this year. We’re calling it our #SaveThanksgiving food drive. If you have the resources, please consider donating to help others who struggle to get by.
#5 – “Black Friday Creep and the Thanksgiving Day Grinch: 2014 Edition” via BrandChannel.com
Premise: The continuing battle of if or when retailers will open their doors on Thanksgiving Day takes another step forward in 2014. A number of retailers, including Macy’s, have announced extended hours on Thanksgiving vs. prior years. This has led to an outcry from employees, online petitions, and even protests.
Thoughts: Does opening your doors on Thanksgiving Day really make that much of a difference to your bottom line? Do you really need to be open on the holiday itself? As linked in the write-up, this piece in TIME says it could actually harm your brand.
What actually gets me the most perplexed is the example of Macy’s provided in the story. Macy’s hosts the NYC Thanksgiving Day Parade?! How are their leaders not in tune with what the holiday is and means to thousands around the country? It feels counterintuitive to be the sponsor of the holiday parade and continue to open your stores earlier and earlier on the holiday.
Finally, here is one example of an online petition to fight against store hours on the holiday from Radio Shack employees, who has since trimmed their hours but will still open on Thanksgiving. The team over at TackBackThanksgiving.org has been updating their Facebook page consistently over the past few weeks on their planned events to help #SaveThanksgiving.
Tweet of the Week:
— SaveThanksgiving.net (@SaveTurkeyDay) November 14, 2014
For those that may be able to, we have set up an online food drive through Feeding America for donations. You can read more about the efforts here or visit the online food drive page directly.
That wraps up this week’s holiday edition of #SundayMusings. For those of you in the US, please enjoy your Thanksgiving holiday! (Please do not run out at 9am to go shopping Thanksgiving morning … #SaveThanksgiving!!)