While Memorial Day is sort of the unofficial start of summer, the holiday is a solemn one, established to honor fallen servicemen and women of the U.S. military.
It’s also a time for big summer sales … and everyone from car brands to home improvement centers are getting in on the action.
Too many times, however, brands take exception to the true meaning of Memorial Day, putting them in the proverbial hot seat. One beer company actually tweeted: “Something to remember on #MemorialDay. It’s a LOT better and a LOT more memorable with #craftbeer!”
Scores of companies continue to miss the Memorial Day mark, with some even issuing apologies responding to their own self-induced holiday crises. Much of the trouble occurs when brands try to mix “summer fun” and Memorial Day.
Marketers need to be aware of the potential backlash of being perceived as insensitive to veterans and their families. While tagging #MemorialDay may increase engagement, it may get the kind of attention marketers don’t want, so consider these three simple tips:
- Don’t do it. When posting about honoring military men and women, do not segue to any hint of shopping, sales, BBQs, or anything of the like.
- Enjoy summer. It’s OK to post products or services that showcase summer fun, whether it’s a beer at a picnic, or bathing suit at the beach. Be careful, though, when it comes to hashtags: #MemorialDayWeekend vs. #MemorialDay.
- Traffic talk. Millions of folks will be hitting the road this weekend and that can only mean one thing: traffic! Find unique, interesting and brand appropriate ways to tie into the travel aspect of the long weekend.
There’s a certain finesse when it comes to marketing Memorial Day. Good judgment and not mixing service with sale will make for holiday-appropriate content.