All about jubilee content marketing, with six tips for small businesses in this post.
It’s Platinum Jubilee Week, with the nation celebrating Her Majesty The Queen becoming the first British monarch to reach this milestone.
Seventy years of service is an incredible achievement and worthy of a celebration.
With two Bank Holidays, many businesses will be attempting to capitalise on the celebrations.
In this blog post, some points to consider if you’re considering Platinum Jubilee content marketing.
1 – Don’t break the rules!
While The Queen has approved a temporary relaxation of the usually strict rules about Royals and memorabilia, brands still need to be careful to stay on the right side of the Royal Household.
You can’t show or refer members of the Royal Family in your marketing materials unless you have their prior approval.
Another big no is implying or claiming Royal endorsement, either directly or indirectly. Just because the Queen’s twelfth cousin once visited your tea rooms does not give you a licence to claim your scones are ‘By Royal Appointment’.
From a branding perspective, adding Royal Arms and Devices to your marketing is strictly forbidden. These seals can be used on Platinum Jubilee memorabilia, but only when in good taste!
It’s worth noting that businesses and groups may use the name “Platinum Jubilee” freely for events, projects and buildings relating to the occasion.
However, prior approval from the Royal Household must be secured when referencing terms such as “Queen Elizabeth II Platinum Jubilee”, “The Queen’s Platinum Jubilee”, “Royal”, or “Queen Elizabeth II” for all communications, even for small community events.
2 – Dress up for the occasion
With the branding guidelines firmly in mind, you can do plenty to celebrate the Platinum Jubilee.
If you have a High Street premises, be sure to dress up!
Adding some Union Flag Bunting is a simple yet effective way to partake in the celebrations while brightening up your shop or office.
There’s still time to stage a Royal-themed window display, giving passing customers a reason to stop for a moment.
Include some historical information about The Queen, especially any local events of significance during her 70 years on the throne.
3 – Play on nostalgia
I’ve written before about the effectiveness of nostalgia in your marketing.
Many who are celebrating the Platinum Jubilee this week will have fond memories of the Silver Jubilee celebrations in 1977, marked with large-scale parties and parades throughout the UK and Commonwealth.
Nostalgia is a funny thing! People will also draw connections to other happy, patriotic memories, such as VE Day street parties in 1945 – even if they weren’t there for the occasion!
4 – Get involved in community events
If your community is anything like ours, plenty will be happening during the Bank Holiday weekend.
Cranleigh is looking forward to a beacon lighting ceremony, artisan market, picnic in the park, and a series of street parties.
Even if you’re not organising one of the community events hosted to celebrate the Platinum Jubilee, you can get involved by offering your help to the organiser, providing some refreshments, or merely taking part.
One of the content marketing strategies we preach at Bear Content is local marketing; you can get more bang for your buck by building a local brand presence than you can hope to achieve by spreading that marketing budget further afield.
Be visible, be genuinely helpful, and allow natural connections between your brand and your community to emerge.
5 – Launch a new product or service
Do you remember Coronation Chicken?
The cold curried chicken, a popular sandwich filling, was created by Constance Spry and Rosemary Hume while preparing food for the banquet of the coronation of Queen Elizabeth II in 1953.
Last year, the Platinum Pudding Competition was launched to find a recipe to celebrate this occasion, with more than 5,000 entrants taking part.
A copywriter called Jemma Melvin from Southport won the competition with her Lemon Swiss Roll & Amaretti Trifle.
What products or services could you launch in celebration of the Platinum Jubilee?
6 – Encourage some spending
Despite the ongoing cost-of-living crisis, the Platinum Jubilee will likely result in some ‘feel good spending’ this weekend.
Make sure you have plenty of offers for new and existing customers, making these time-limited (remember your weapons of influence/persuasion).
To capitalise on the community spirit associated with Jubilee celebrations, consider partnering with another local brand to collaborate on a special offer.
Collaboration is a win-win marketing strategy where you gain access to a suitable target audience and strengthen your respective brands.
Are you celebrating the Platinum Jubilee this weekend? We hope the ideas in this blog post will help you get started.
Let us know on socials @bearcontentden what your small business is doing this week to tie in with Platinum Jubilee content marketing.
We look forward to seeing your beautiful ideas!