Ideas are easy. Execution is hard. Every Friday I will share an idea that's been rolling around in my head that I have neither the time nor the where-with-all to execute. Remember, it's free, so take it for what it's worth.
A day to remember
Memorial day isn't to remind us to save money on all the things we need for summer. But given that it's a long weekend and shopping is our national pastime, I guess I shouldn't be offended to see ads like this on a holiday that's dedicated to honoring those who made the ultimate sacrifice.
Actually there is one brand that has the right to step up its marketing activity on this weekend and were if I were marketing director, I'd make Memorial Day a significant element of my annual planning. That brand is Jeep.
Jeep's legend was born on the battlefields of World War II, carrying troops, generals, supplies and weapons through mud and snow, over rocks and hills, supporting our greatest generation in its finest hour.
And while Jeep has moved away from communicating that part of its heritage over the years, this weekend provides the opportunity for the brand to remind us just how authentic it really is.
Jeep should sponsor parades, community picnics and other activities surrounding Memorial Day. They could host a veterans tribute on the National Mall in DC. Sponsor documentaries on television honoring veterans of all eras. Raise money for veterans charities. And ultimately help us remember what this weekend is all about.
It's not a time for sales, rebates and "come on downs," but once a year, to reconnect us with an important event in world history, and the role that Jeep played. Then, having re-grounded itself, Jeep can move on to more traditional marketing activities the rest of the year.
Happy Memorial Day, everyone. Enjoy the weekend and take a moment thank those in the military who have made and are making the sacrifices that allow us to lead the lives we love.