How To Break Through The Clutter Of America’s Birthday Promotions
Soon, very soon, the celebration of the 250th birthday of the United States will be in full bloom. You can bet the farm that PR and advertising agencies will urge businesses large and small to help celebrate the anniversary and suggest various ways to do so.
Another safe bet is that, like sponsors of other major events such as the Super Bowl and the Olympic Games, most companies’ messages and promotions will be lost in the clutter. Even those that spend millions of dollars on promotions will receive minimal earned publicity, if any, in consumer news outlets. History shows that.
Unlike Super Bowl and Olympic promotions, which often receive short shrift from consumer media, the celebration of America’s birthday will receive coverage for much of this year. But that does not mean a corporation’s or brand’s promotion will achieve what every company hopes for: increased sales, positive earned media and a stronger public image.
Below are some do’s and don’ts for companies participating in America’s birthday celebrations that can increase the likelihood of cutting through the clutter and generating goodwill.
Remember:
America is a divided nation. Do not antagonize customers with overly patriotic or flag-waving promotions.
Various surveys show that Americans often have a more favorable view of small businesses than large corporations. That matters when crafting a U.S. birthday program. Messages should emphasize the importance of small businesses to the American economy and to communities across the country. It is also worth noting that many of America’s largest companies began as “mom and pop” ventures and that the American dream remains possible.
According to the 2024 edition of Ipsos Global Trends, based on more than 50,000 interviews across 50 markets, Millennials and Gen Z are more inclined to seek brands that reflect their personal values and act responsibly. Messages should highlight how a business contributes to America.
PR practitioners must remember that their job is to enhance a client’s reputation, increase product sales and communicate corporate viewpoints.
Here is what I suggest:
Do not get caught up in the excitement of being one of many sponsors of a national campaign if you want your client to stand out.
Instead, create a stand-alone program.
Craft an initiative tied specifically to the founding of the United States rather than simply adding a “250th anniversary” tag to a product.
I am certain that on July 4 there will be celebrations at Revolutionary War historic sites that receive media coverage. The challenge for PR practitioners is to create something that breaks through the clutter of other programs.
As a consultant, I no longer manage PR accounts. But if I did, here is an idea I would recommend to a client. I would call it the USA Birthday Cake Program.
I would arrange for the largest July 4 birthday cake ever baked in the shape of the United States and work with organizations associated with Valley Forge to unveil it on July 4, allowing attendees to take part in the celebration. If that cannot be arranged, there are many other historic organizations and sites that could serve as partners.
In addition, I would contact veterans associations and offer them smaller versions of the birthday cake to distribute to disabled veterans who are homebound or in veterans hospitals. Some veterans groups might request a cash contribution in order to work with your client. But it would likely be money better spent than joining crowded promotions where your brand gets lost in the clutter. Just as important, the funds would support a worthy cause.
As with Super Bowl and Olympic programs, many brands will rely on advertising to celebrate America’s 250th birthday. But as happens year after year with both events, media coverage of those programs is usually limited to trade publications, with the occasional exception of creative ambush marketing.
PR practitioners should remember that success is not determined by how much money is spent on a publicity program. The size of a corporation and the scale of its spending do not guarantee media coverage. What matters is news value.
News value is what leads to positive earned coverage across a broad range of media outlets.
Just as with the Olympics and the Super Bowl, breaking through the clutter of hundreds of brands associating themselves with America’s birthday will require creativity. The most effective way to catch journalists’ attention, in my opinion, is through an original and imaginative stunt.
