#14: A turkey abroad 🦃
A week with just deals, no thanks
Thanksgiving has always been my favorite. It’s the one day in America people agree:
Carbs and overeating = GOOD, but only today!
Cartoon balloons and high school marching bands in NY = FUN!
Gratitude = ENCOURAGED, especially paired with crafts, or through an employer-sponsored volunteer activity!
Yes, the the mythology around the holiday is murky (recommend Lies My Teacher Told Me for the full story), but it’s arguably the best holiday because of the three Fs: food, family and a four-day weekend. Unfortunately, that beautiful holiday is marred by Black Friday: the unfortunate day in which people get trampled over flat-screen TVs.
Black Friday turned into Cyber Week, Cyber Month, and a hundred million cutesy corporate-branded “days” designed to push Q4 demand.
The phenomenon has gone global. “Black Week” is what the faux-holiday is called here in Germany.
And though I respect the hustle an the need to drive sales — the results just feel so empty. There is no stopping of time here in the land of leisure to stop and say, “Thanks.” No readily-accessible place to volunteer, even if just for the photo.
And so, I found myself today at a mall in Berlin to donate blood. I needed to do something, anything good for the world while a war rages, the climate disintegrates, and living costs soar. And I saw the messages plastered all over in gold and glitter: “Welcome to Black Week.” A “Black Deal.” A“Black Shopping.”
It just doesn’t make sense. And sure, maybe I’m being reductive; people probably don’t care what the name of the sale is as long as they’re getting a good deal. Many don’t know the context. But it still doesn’t feel right: after all, in German, the slang for someone who rides public transportation without paying is called a “Black Rider,” or someone who is practicing "Schwarzfahren."
I’m not saying other countries should celebrate Thanksgiving. It is a myth designed to unite disparate people over poultry and potatoes and pie. It’s meant to create a shared set of values as we shout about the Rockettes or football or politics or the weather. Yes, there’s commerce imbued in those values. But because we sit and give thanks, it feels OK.
To push for action from weary customers without story, without values, without context — is useless. It’s marketing for no reason. It’s the kind of stuff that doesn’t drive results, inspire or engage.
So as we plan for 2023, here’s to hoping that we do better, despite the bleak outlook in the near-term.
Here’s to resting, getting inspired, expressing our thanks and creating more meaning in what we do. 🙏
👩🏫 Today, we’ll start highlighting peers in marketing who are looking for their next roles or future clients.
Below, they share advice and insights for other marketers navigating today’s noisy world — edited for length.
Please connect with them — thank you for the consideration.
Emily Warren is an independent writer and content consultant specializing in storytelling for business. Need help with your site copy or crafting a Founder’s story? Get in touch, and here’s the comms tactic she can’t stop thinking about:
“The importance of good storytelling (i.e. humanizing). It’s the most powerful communications tool we have. Sparking empathy in audiences with the stories of the people behind a company, product, offering, etc. creates connections that Google Analytics can’t measure—but that should not be overlooked. Analytics aren’t everything, but a transformation story...is.”
Katy Goldstein is the founder of KG Comms LLC. She operates as a fractional head of comms for startup clients, helping them launch their PR programs. Her advice?
“Instead of thinking about "how can I get my company story out," think ‘How can I make this reporter's job easier?’ Consider offering a "menu" of possible resources to reporters that they can take or leave. By demonstrating to the reporter that you're in it to serve them (and not yourself), you can build longer lasting relationships that result in deeper (and oftentimes, more frequent) coverage over the long term.”
Nneka Etoniru, is the senor director at Bevel. She is proud of this story: Vishal Garg wants you to understand why he's still Better's CEO, even after getting ridiculed for brutally laying off 900 people via Zoom and, has the following advice:
“Get specific... Specificity is what resonates.”
April White, seasoned communications specialist and President/Founder of Trust Relations is proud of…
“I recently did a TEDx talk on “Is Living United Worth the Fight?” that delves into the power of self-reflection and moves beyond the differences that sow division and judgment in today’s society.”
Shelley Feist is a leader in content strategy development and content operations improvements for purpose-driven businesses and nonprofit organizations. Her counsel for companies is to…
“Be clear about the change you want to make in the world. Always start with strategy!”
Suzanne Block, B2B tech strategist, shares the following advice:
“If the brand, marketing, and communications teams aren't in perfect lockstep on strategy, KPIs, and at least two quarters worth of activity, that is priority numero uno. The larger the organization, the easier it is to get siloed. Keep that momentum going onto alignment with sales and product. Marketing should be communicating with sales quarterly (at the minimum) on how the company is selling, when you're winning, when you're losing, and what messages are resonating best. Product should have an even closer relationship with marketing and PR. How is the product roadmap changing on a quarterly basis and how should that impact what the marketing and communications teams are promoting and the stories they are telling?”