What Holidays Can Mean for Brands

Memorial Day specials; Fourth of July promotions; Christmas combos; Super Bowl Sunday deals. Under the guise of getting into the festive spirit, holidays and national events offer an opportunity for brands to engage customers and promote products. Holiday and seasonal promotions are enticing because they fulfill our love of being ‘exclusive’. By exaggerating the uniqueness of a promotion, the customer feels satisfied that they have taken advantage of a limited product, and in turn the brand is able to build loyalty. Take a look at Starbucks’ Pumpkin Spice Latte, which has been ordered more than 200 million times over the past decade. Even though it has been offered every fall for the past 10 years, the fact that the drink is only available for a few months is reason enough for customers to devour it while it lasts. In 2013, further playing up the ‘exclusivity’ of the product, Starbucks released a secret code that customers could whisper into the ear of their barista to order the drink before its official release date. Holiday-related campaigns also make products sound more exciting and festive than they actually are. If you’re a casual restaurant brand and you’re not marketing your products to acknowledge a nationally-celebrated event, then you’re missing out on the potential to tap into guests willing to spend money for a joyous occasion. If a group of friends are making an effort to go out and enjoy the Super Bowl, they’re going to look for a bar or restaurant that has Super Bowl-specific deals to not only take advantage of special prices, but also to soak up the atmosphere. Companies can entice customers by doing something as simple as relabeling a product--doesn't an order of the Super Bowl Saucy Wings & Drink Combo sound slightly more thrilling than asking for ‘Buffalo wings and beer'? Additionally, the potential to interact with customers during a a festive period has been made even easier with the advent of social media. Thanks to these interactive platforms, brands are able to create two-way dialogue with their fans while also making them feel special by offering exclusive rewards to thank them for their interaction. For the past two years, Dunkin Donuts has launched its MMMinty Moments HoliDDay Twitter Sweepstakes to promote its Mint Hot Chocolate. The promotion involves fans answering a holiday-related question for a chance to win a $50 gift card. Wendy’s also leveraged the season of giving with social media last year by teaming up with Toys “R” Us to offer customers deals on a Wendy's Kids’ Meal and toy purchases. By focusing on what a holiday or event means to its consumers, brands can use social media to position themselves as a business that cares; a business that hopes to heighten the holiday spirit of its followers by engaging them in fun and festive activities. With Memorial Day around the corner - and although it isn't a particularly festive occasion - restaurants are still able to capitalize on the event by making select customers feel appreciated. Here's a snap shot of some of the brands that are offering deals for military personnel and their families: Boston Market: The chain will be celebrating National Military Appreciation Month with 10 percent off in-restaurant orders when you show your military or veteran ID. Hooters: The brand is offering 10 free wings with a drink purchase to all military personnel and their spouses on Memorial Day. Shoney's: Shoney's will be dishing out free All-American Burgers to honor all active duty military and veterans on Memorial Day. Taco Cabana: The taco restaurant is offering a 20 percent discount for all military personnel.