Ah, the 4th of July, Independence Day, the federal holiday we observe as a nation—commemorating the thirteen American colonies asserting their independence from Great Mother Britain—to stand as the unified and independent nation we know today as the great country on earth.
What better way to pay patronage to such an important occasion than reminding consumers what this independence yields them? The freedom to buy whatever they want, of course!
As marketers, and those providing these services to companies, it is our job to grab consumer or client attention, convince them in the span of a few seconds, or minute, that they need our product or service and—if we do it right— even make them smile or laugh.
These are 6 companies that used the 4th of July holiday as an opportunity to do just that. Here’s what they did right and what we can learn from them:
Let FREE-dom Ring
What are you offering your consumers? A coupon or discount code? Information about a sale? A holiday greeting? A study done by Experian in 2013 observed 174 brands—that sent email campaigns within two weeks of the 4th of July—noted that those mailings offering incentives to readers during the holiday—such as free shipping, a coupon or simply giving notification of a sale—saw open rates increase as much as 25%, transaction rates increase threefold and transaction-to-click rates increase as much as 51%.
What can we learn: If you are incentivizing your customer, draw attention to that initially by putting that in the subject line of the email.
Nail the Tagline, Subject Line or Caption
It’s a safe assumption that the majority of consumers will be receiving some sort of 4th of July related email or advertisement—so do both parties a solid and write something memorable. Be clever, be concise and be associative.
What comes to your mind when you think of Independence Day? Fireworks? Red, white and blue? Grilling with friends and family? Include words that relate to the holiday and integrate them into the beginning of email subject lines, ad taglines or in the first sentence of a social media post.
What they did right: Grilling is a huge part of Independence Day festivities, California Avocados used this as an opportunity to integrate their product into an image that is quickly associated with celebrating American summers and holidays. They also had a clever play on the traditional “red, white and blue” slogan by integrating the color of their product in the tagline. Catchy and memorable.
What they did right: This dog sitting service company kept their message simple, clean and concise. With the hot dog image, Rover cleverly alluded to what their services cater to in a manner that was insightful—many dogs are afraid of fireworks during the holiday or need to be watched when families travel for long weekends—while also playing a double role as a visual commonly associated with the holiday. Rover wrapped it up with a clear CTA encourages customers to reserve their services during for the hoilday.
What they did right: Lulu’s tagline integrates associative holiday words, “exercising your right,” into playful copy. Clear CTAs (Call to Actions) that tie in the holiday and highlight the seasonal relevancy of the product. Lulu’s also provided examples of their products to use for related and subset events— “Pool Party”, “Backyard BBQ”, enabling customers to visualize how they can use and wear the product in a variety of settings.
What they did right: Again, we see a play on “slogans” from the holiday— a smart tagline/title that integrates associative words with the holiday in a manner that also highlights the services Credit.com offers in an easily-understood, intelligent and humorous manner.
What they did right: Appealing to those with proud patronage, Jack Daniel’s alludes to its product actually being produced in the U.S.—something that has become increasingly rare with outsourcing and is thus an added-value aspect for customers. The ad also incorporates the standard color palette associated with the holiday and iconography with the eagle that is both on brand and holiday relevant from a design standpoint.
— Lowe’s (@Lowes) July 3, 2013
What they did right: Lowe’s integrated its products in a subliminal sell format—reminding customers of their products without a hard sell. A fun and visually pleasing way to engage viewers and wish customers a happy holiday.
How are you celebrating and reaching out to your customers for Independence Day? Comment below and let us know!