Thanksgiving PR: Balancing Gratitude and Consumer Engagement
Thanksgiving is the time for turkey, stuffing, potatoes in all its forms, casseroles, and pumpkin pie, time spent with family, Macy’s Thanksgiving day parades, and Black Friday shopping. Compared to the commercialization of Christmas, Thanksgiving seems to be the time of year when PR and advertising take a break. Is this because companies just want some time off? Or is marketing for Thanksgiving harder to do? Consumerism doesn’t coincide with a time of year when we are supposed to be grateful for what we have.
Although going overboard with advertising is tempting, Thanksgiving is a fantastic time to engage with customers. PR Agencies and corporations' chances of success will increase if you take the time to consider what appeals to the people using your brand. During the holiday season, consumers are increasingly aware of marketing tactics and how products are being promoted. No one wants their quality time with family being hijacked by brands taking advantage of the upcoming gift-giving season.
Corporations or PR agencies make the most of this time of year by showing appreciation to their clients, consumers, and various stakeholders. Expressing gratitude for their trust and partnership through handwritten notes, PR packages, or small appreciative events can convey the organization’s commitment to fostering positive working relationships and creating exemplary products for clients and consumers. Along with expressing gratitude, the Thanksgiving season is a great time to encourage community engagement. Supporting local charities or causes relevant to the brand, sponsoring community events, or hosting donation drives are essential components of a strategic and well-thought-out PR approach.
Public relations is all about building relationships, and Thanksgiving is a perfect reminder of the importance of bringing people together. A Thanksgiving feast cannot come together alone, much like a successful PR strategy. Relationships built on transparency and trust are the foundation of effective communication and reputation management. PR teams must establish positive relationships with clients, the media, and the public.
Like all successful campaigns, creating content surrounding Thanksgiving starts with thoroughly understanding your audience. Audiences can differ in their approach to the holiday. Are their families planning a big feast? College students are heading home, and bargain hunters are gearing up for Black Friday. Each group requires a tailored strategy, so it’s important to pinpoint where your audience fits. It’s also worth noting that consumer behavior shifts during this season. Many people embrace the festive spirit, seeking deals and gifts to start their holiday shopping. On the other hand, some prefer to keep Thanksgiving free of heavy shopping. Be mindful of this balance to ensure your messaging doesn’t alienate any audience segment.
Once you’ve assessed your audience’s preferences, you can start weaving Thanksgiving themes into your November marketing. Focus on gratitude, family, and giving back to foster a connection with your brand. Ensure your campaign aligns with your brand identity. Audiences can tell when a brand uses a holiday purely as a sales tactic. Instead, look for authentic connections between your brand and the season, even if that means waiting until after the holiday for promotions.
Thanksgiving presents a unique opportunity for PR and marketing professionals to connect with their audiences meaningfully. While the holiday may seem like a pause in consumerism, it is a chance to foster genuine relationships through gratitude and community engagement. By understanding the diverse motivations of your audience and crafting authentic messages that resonate with the spirit of the season, brands can create impactful campaigns beyond mere sales tactics. Embracing the values of Thanksgiving, including appreciation, connection, and trust, can lay the groundwork for lasting relationships that extend well into the holiday season and beyond. As we celebrate the holidays, let's remember that successful PR is not just about promoting products but about building a community that values meaningful interactions.
About Sophie
Sophie is a senior majoring in Public Relations and Advertising. This will be her first semester in GrandPR as an Account Associate. After graduating she hopes to find work in public relations that allows her to travel, see the world, and build a career.