Canadians are very proud and loyal people, and will always
remember the sacrifices that were made for the freedom of today. Marketers should
not forget about Remembrance Day because Canadians will never forget. However,
using it as the basis of a campaign should be carefully considered.
If Remembrance Day is in a marketing campaign, it could provide a very positive image in the minds of Canadians. The only way to get a positive reaction when using Remembrance Day for marketing is to take it very seriously so it’s not seen as being manipulative.
In 2010, Eddie Bauer attempted to use Remembrance Day in its promotions. Starting on November 9-11 there was a weekend sale and all of the fall merchandise was discounted by 75%. Canadians didn’t appreciate the approach that the American company took with its Remembrance Day promotion. According to the Royal Canadian Legion director of communications Bob Butt, “The Royal Canadian Legion does not like the fact that he’s using Remembrance Day as a sales pitch.” The ironic part is that Eddie Bauer has been hosting “Veterans Day” sales in the U.S. for many years and has been successful.
To read further about this article please visit http://www.marketingmag.ca/news/marketer-news/eddie-bauer-faces-backlash-over-remembrance-day-sale-5855
Bell Canada released a commercial a number of years ago about a young man standing at Dieppe, he then called his grandfather who fought in the war. The young gentlemen telephoned his grandfather and said “Thank You.” The commercial is quite touching and does not appear to be selling or promoting Bell products.
To watch the commercial please visit http://www.youtube.com/watch?v=Dd1FNPx_YN4
By comparing these two companies it shows that Canadians are a very proud and loyal people. Marketers must understand that there is a place and time for selling, but Remembrance Day is not. Instead companies can join the Canadians and make this day more memorable than ever since we must never forget.
If Remembrance Day is in a marketing campaign, it could provide a very positive image in the minds of Canadians. The only way to get a positive reaction when using Remembrance Day for marketing is to take it very seriously so it’s not seen as being manipulative.
In 2010, Eddie Bauer attempted to use Remembrance Day in its promotions. Starting on November 9-11 there was a weekend sale and all of the fall merchandise was discounted by 75%. Canadians didn’t appreciate the approach that the American company took with its Remembrance Day promotion. According to the Royal Canadian Legion director of communications Bob Butt, “The Royal Canadian Legion does not like the fact that he’s using Remembrance Day as a sales pitch.” The ironic part is that Eddie Bauer has been hosting “Veterans Day” sales in the U.S. for many years and has been successful.
To read further about this article please visit http://www.marketingmag.ca/news/marketer-news/eddie-bauer-faces-backlash-over-remembrance-day-sale-5855
Bell Canada released a commercial a number of years ago about a young man standing at Dieppe, he then called his grandfather who fought in the war. The young gentlemen telephoned his grandfather and said “Thank You.” The commercial is quite touching and does not appear to be selling or promoting Bell products.
To watch the commercial please visit http://www.youtube.com/watch?v=Dd1FNPx_YN4
By comparing these two companies it shows that Canadians are a very proud and loyal people. Marketers must understand that there is a place and time for selling, but Remembrance Day is not. Instead companies can join the Canadians and make this day more memorable than ever since we must never forget.
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