What is it that makes a Turkey Trot so great? Is it the self-congratulatory feeling of getting in a few miles before stuffing our faces? The part-man, part-turkey creatures radiating positivity from within their cumbersome costumes? The day-drinking droves on the sidelines raucously cheering us on? We’d say it’s all three. But this year, Michelob ULTRA was hoping it was the latter that roped you in. As an “official” Turkey Trot beer sponsor, the brand asked consumers to posts pics of their runs on social media in return for a monetary donation to nonprofit Ample Harvest. And as a bonus, free beer. Sold.

Another mega theme this weekend is, of course, holiday shopping. We explore what behaviors retail marketers can expect from consumers this year in light of the shopping season being a full six days shorter than what we’re used to. (Hint: the big deal days like Black Friday and Cyber Monday will be more important this year than last.)

Consider this stat: 96 percent of surveyed respondents in a CommerceHub study will do at least some of their shopping online. However, building brand engagement with experiences during the holiday season, whether through pop-ups, product demos or collabs, is a key part of many brands’ strategies. Take all-digital, cell phone service provider Visible, which is relying on viral marketing tactics and experiential marketing to drive consumer acquisition.

We’ll end today with one of this year’s biggest traffic drivers, marketing strategist Katie Martell’s new rules of marketing to women in the #MeToo era. In her own words: “We can and must do better. Marketing is a powerful force: one with the potential to change ideas and create positive action.”

Well Said. Until next week.

Kaylee Hultgren

Group Content Manager
Chief Marketer

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