Ask Mr. Marketing: Thinking beyond Thanksgiving

By Rob Weinberg

Happy Thanksgiving! This is traditionally a day to appreciate what we have before killing each other searching for that next “must-possess” item.

The past several decades have seen creation of Black Friday, Cyber Monday and several other artificial holidays, all dedicated to increasing consumer spending.

Then came the troubling trend of Black Friday sales starting the evening of Thanksgiving Day, ripping families apart as they finished their pumpkin pie.

This year Kmart and others started Black Friday sales at 6 a.m. Thursday … or earlier.

My friend Aaron scored a 42-inch TV last week for $150 at an early holiday sale, so clearly there are benefits. But at what price?

Our society’s become so fragmented by media, political division and an attitude of “How dare you be different?” that it sometimes seems the only thing holding us together are national holidays.

And tearing employees and consumers from their homes to be the sixth person in line at 3 a.m. to get some “special” item they could easily buy the next day just seems to chip away at the little foundation we still have in common.

This is admittedly strange talk coming from a guy who advises clients about how to maximize their marketing efforts. But being a good corporate citizen is important too, and that means more than just writing a check or donating to a silent auction.

Good corporate citizenry requires making an effort to look at the big picture, beyond your own bottom line.

That’s why local businesses join service clubs and encourage community participation for many of their employees.

It’s why many local businesses extend themselves to help kids, seniors and others in need.

It’s why manufacturers make donations to worthy causes every time you buy their products.

Sure these affiliations also help sell stuff, but that’s almost secondary. It’s more important, as Ossie Davis said in the movies, to “Do the right thing.”

Of course, the die is already cast for 2014. But as you’re planning for 2015 and beyond, remember to consider the personal and family needs of both your employees and clientele. Wish people well, and let them enjoy this important down time with those they love most.

There will be plenty of time to snag that sale tomorrow.

With that said, I wish you a week of socially conscious marketing.