The days keep getting shorter as the sun races towards the west in New York City.
Holiday decorations seem to arrive earlier and earlier each year.
Fifth Avenue is already wrapped with red ribbons and holiday decorations as American Thanksgiving approaches on Thursday.
Buyers are lining up outside of Nike and the Harry Potter store (which manages entrance availability via QR codes.)
Predictions expect Thanksgiving travel to roar back to pre-pandemic levels. If New York City is any indicator, that’s true. Here, you can feel the surge in the number of people on the street despite the colder temps.
Regardless of where you are or if you’re even celebrating Thanksgiving, I want to take this opportunity to thank you for reading the Actionable Marketing Guide Newsletter.
Your readership means a lot to me and I am grateful for your attention.
Actionable Marketing Lesson of the Week
► Holiday Content
Most Americans think Thanksgiving focuses on the first harvest of the Pilgrims who settled in what is now Massachusetts in the 1620s.
But, the Pilgrims didn’t eat turkey or pie for their first harvest feast. Instead their meal consisted of lobsters, seals and swans.
But a deeper look reveals that Thanksgiving as we celebrate it today was the brainchild of Sarah Josepha Hale, the editor of Godey’s Lady’s Book. This mid-1800s magazine reached a whopping 150,000 women and covered a broad range of topics of interest to its readers.
Living in Philadelphia, Hale chose the turkey to be the centerpiece of her meal to honor Benjamin Franklin. He wanted the turkey to be the national bird.
Hale decided to create an American celebration using her content marketing to encourage women to cook turkey and pumpkin pie. To help her readers prepare for the holiday, Hale published recipes for these dishes.
What does this mean for your business?
- Create a holiday related to our business. This gives you a fun marketing hook to promote your business.
- Develop holiday-related content. This content can be reused every year. All you have to do is to add it to your editorial calendar, update it and promote it. For example: Active Campaign’s At Home For The Holidays collected influencers’ holiday recipes.
► Talking Turkey
Thanksgiving represents community, people coming together to celebrate. It’s a holiday stuffed with food and related traditions. And lots of Instagram-worthy moments.
This year, the bird buzz is about spatchcocking, which means splitting the turkey at the backbone and hips to lay flat in a shallow pan to roast. It allows both the white and dark meats to reach the perfect temperature.
To date, there are over 50,000 posts using the Instagram hashtag #spatchcock.
This year’s holiday means more than just getting the turkey right.
After the pandemic, people want to connect with the people important in their lives. This translates to reconnecting with family, friends and community face-to-face.
What does this mean for your marketing?
While Zoom and other forms of communication across devices and platforms have helped us to stay connected and safe, people want to get out and socialize.
NYC Marketing Minute
► Macy’s Thanksgiving Day Parade
This year marks the 95th Macy’s Thanksgiving Day Parade. It’s the world’s largest parade and a staple of Thanksgiving television in the US. This year’s parade includes a wide range of massive balloons, floats and marching bands.
What does this mean for marketers?
The parade is pure marketing gold since it ends at Sixth Avenue and West 34th Street in front of Macy’s New York City. So the store location gets television coverage.
Macy’s partners with other companies to create branded promotional opportunities.
Just because the parade is 95 years-old, don’t bet against it. Because they created a set of limited edition NFTs to benefit the Make-A-Wish® Foundation. They are based on 10 past balloon favorites.
Actionable Marketing Tips:
- Create an array of digital assets to complement live events.
- Partner with other organization including Not-For-Profits.
New Posts on the Actionable Marketing Guide:
Done well, annual content planning enables you to laser-focus on the content your organization needs to build your addressable audience and ultimately to purchase from you. Includes tips and examples.
Plan Ahead: Mark Your Calendar
► December 7-8 – Voice 2021 in Arlington, Virginia. Find out how conversational AI is Transforming the Customer Experience.
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Please stay healthy and safe.
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P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research and/or book? Then hit reply to this email and ask.