US ecommerce businesses must consider sponsoring Independence Day virtual parades

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2020, 5:59 AM UTC

“Cookie-cutter” marketing on 4 July this year could attract little attention.

As Independence Day in the US (4 July) falls between lockdown relaxations and social justice protests, this article shares how ecommerce marketers can attempt marketing efforts for the day. Marketers must be conscious that people may avoid public gatherings, and also that the scope of parades and festivals will be limited.

Providing complimentary masks, face shields, gloves and hand sanitisers conveys to consumers that a business cares about their safety. Sponsoring virtual parades could be worth exploring for marketers.

The author suggests combining patriotic imagery with existing products or creating new products. The article also recommends celebrating American diversity on the day by joining forces with minority communities.

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[4 minute read]