This weekend, the US celebrates Father’s Day, which means a lot of Dads are looking forward to new drills, grills, or (best of all) a simple “Thanks, Pop.” But for marketers, the bigger question is, should I be part of this conversation? At all?
Most holidays offer a great (and tempting) opportunity for organizations to demonstrate their relevance and speak to people about subjects that are already top-of-mind. It can be a humanizing moment.
But as with anything, there are tasteful and, well, less tasteful ways to go about it.
This year, BSD clients like the Green Bay Packers and Ford are finding natural, fun ways to connect their brand experience to fatherhood. And the Vietnam Veterans Memorial Fund is continuing its moving annual tribute to fallen Dads with its Father’s Day Rose ceremony, which helps people purchase roses that VVMF volunteers will lay by a loved one’s name at the Wall.
But on the flip side, the past few months have been littered with cringe-inducing attempts by other brands, organizations and public figures to leverage solemn holidays like Martin Luther King Day and Memorial Day. These fails—ranging from tacky to downright offensive—are a lesson in why it’s important to find moments that are a good fit for an organization’s brand or mission. Posts like this ask us to think about whether a holiday mention is appropriate, meaningful and respectful to supporters; and then they show us the importance of commemorating a holiday in a natural, uplifting way. Most of all, they remind us to never, ever force it.
At BSD, we take this strategy pretty seriously. Of course, there are days that warrant mention, especially if the holiday or event means something to an organization’s community. But knowing a community’s values means being authentically plugged in all year long and understanding your role in their lives. Take VVMF as an example again. The organization has a deep, long-standing connection with veterans and the families of fallen service members—meaning they understand the significance of Memorial Day and can credibly comment on the day-of. Their investment is in people first, not in sound-bites—and a yearlong commitment is proof.
Finally, for days that don’t feel like a good fit, we aren’t afraid to say, skip it.
The most important takeaway, though? Don’t forget to call your Dad on Sunday.