“Look! It’s SpongeBob!”

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I don’t know about most people, but for my family, Thanksgiving just would not be Thanksgiving without flipping the channel back and forth between football and the Macy’s Thanksgiving Day Parade. Although I enjoy watching football, I can’t help but hope that the parade ultimately wins the battle of the remote control. I can remember watching the parade on TV since I was a little kid, anxiously awaiting the arrival of my favorite cartoon characters’ floats and to get that first glimpse of Santa Claus.

Besides being a Thanksgiving Day tradition, the Macy’s Thanksgiving Parade is also an example of corporate communication. In the 1920’s, many of Macy’s department store employees were new immigrants to the U.S. The employees wanted to celebrate the American holiday with the type of festival they had loved in Europe. So, on Thanksgiving Day, 1924, the employees marched down the streets of New York City dressed in their favorite costumes. There were floats, balloons, and even live animals from the Central Park Zoo in the parade! With a live audience of over 125,000 people, the parade was a hit!

Since 1924, the Parade has gone on every year, except during World War II when rubber and helium could not be wasted. In the 1950’s the Parade was first televised nationally, thus securing its place as an American holiday tradition.

The Macy’s Thanksgiving Day Parade gives Macy’s department store quite a favorable image. This beloved parade, mostly marketed towards children, emphasizes Macy’s commitment not only to the community, but to every member of the family. Programs sponsored by organizations for the community, such as the Macy’s Parade, create a perception of that organization in customer’s minds. By sponsoring such a wholesome family event, Macy’s establishes its corporate reputation as being a store for the entire family.

So, as you’re nodding off on the couch this Thanksgiving Day after eating too much turkey, listening to your family members yell “Change it back!” every few minutes the channel is changed, I hope you stop on the Macy’s Thanksgiving Day Parade. I think this parade creates a favorable image for Macy’s; what do you think?

http://www.nyctourist.com/macys_history1.htm

Fran Greene

Comments

15 responses to ““Look! It’s SpongeBob!””

November 21, 2010

Kimberly Mans

I am riding in the same boat as you on Thanksgiving with the fight over the remote. I absolutely LOVE the Thanksgiving Day Parade and LOVE Macy’s too! The whole family loves Macy’s because they have never let us down and have amazing holiday specials. Macy’s is a big part of our lives, especially my mothers. She is the shopper and even when it isn’t during the holidays, she is always shopping there. The parade has definitely been working in Macy’s favor for so long. Everyone I know tunes in to watch it at some point during the day and the fact that it has been going on since 1924 says enough! Now I’m excited for Thanksgiving on Thursday!

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November 22, 2010

imcclass

I agree- Thursday could not get here fast enough! Thank you for the comment and have a great holiday!!

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November 23, 2010

Laura Hogan

I think that Macy’s has done a great job by marketing their brand through the parade. In my mind, Macy’s is the all-american department store. The kind of store that America made popular by providing everything you need in one place. By hosting this large parade every year they are only furthering their brand deeper in the hearts of every American.

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November 28, 2010

Michela Noreski

Macy’s parade is the definition of my family Thanksgiving tradition as well, those two go together like peanut butter and jelly! Macy’s is not just another department store for me or my family, I got my first credit card through them, they clothed me with all their fashion trends, caught my attention with reasonably priced clothing through the years, and has become my go to store for any special event, or when I have a great coupon they send.

I did not know the history of the parade until reading this blog and was fascinated on how it started. This family company has come so far through the generations of people and fashion trends and will continue to be my favorite department store for that reason, well and of course my favorite because they have the best dressed Santa at the end or the parade!

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November 28, 2010

Kelie Braxton

I could not think of another company around this time of year who promotes themselves the way that Macy’s does. I love how you pointed out the wholesome, family image that is portrayed throughout the holiday season especially through the parade. By allowing kids to watch the parade with their favorite characters, they are also being exposed Macy’s. This is such a great technique to get each family member involved and becoming a Macy’s lover as well. The positive emotions everyone experiences while watching the parade create a lasting impression, which works out well for Macy’s.

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November 29, 2010

Scott Burgess

I loved the parade as a little kid! I miss watching it, but I do usually get to see some of it. I remember being so jealous of the kids in NYC who actually got to see the giant balloons, and asking my dad why our little parade in Monroe, NC didn’t have them. I did not know that Macy’s created the parade, I always assumed they were just a corporate sponsor. Thanks so much for this post! I learned a lot and now Macy’s image really does make since: the store that has everything you need for your family.

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November 29, 2010

Will Cosden

I agree with what all of you are saying. This is the perfect example of using branding to the fullest effects. Macy’s isn’t only the sponsor, but is recognized synonmously with the parade. I’ve always heard people say, “Macy’s Day Parade” and hardly ever “Thanksgiving parade”. They completely took their brand name and tied it to one of the most unifying events in our country. Although cartoon characters fill the skys and people dressed in goofy outfits prance throught the streets, this isn’t just a children’s event. I watched the Macy’s day parade with my family this year and I was the youngest one around the TV. People of all ages love to see the brillant floats and festivities and Macy’s really did a good job of nailing down their brand on this parade.

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November 29, 2010

Stephanie Ruggiro

The Macy’s Thanksgiving Day Parade brings back so many memories for me as a child. When I used to live in New Jersey my parents would take me and my brother every year to go see it. We usually got to NY around 7a.m. to try and find parking and get a good place to stand and watch it. All of my cousins, aunts, and uncles would meet us down in NYC for the big day. I remember sneaking up to the front and sitting on the curb and just watching all of the floats and balloons go by. It sort of became a tradition for my family and I every Thanksgiving. Every time I think of Thanksgiving, the first thing that comes to mind is Macy’s. The parade gives my family and I so many good memories that it is hard to think of Macy’s in any other way but a terrific department store that puts on an awesome parade every year!!! A big part of Macy’s brand is the Thanksgiving Day Parade. Macy’s has done a good job of getting their name known all around the country.

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November 29, 2010

Andrew Mayer

It seems as though our Thanksgivings are fairly similar. As a little kid I remember hating to watch football, but loved watching the parade. As soon as my dad got up from his seat on the couch I would run over and grab the remote to change the channel to the parade. i agree with you that the parade does give Macy’s a good image. It does show they care about the whole family and the community. i really enjoy watching the parade every year.

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November 29, 2010

Laura Simmons

My thanksgiving sounds exactly like yours! In fact, just a couple of days ago, I woke up to the Macy’s Thanksgiving Day Parade on my television. The parade has been a huge part of my family’s thanksgiving every year since I can remember. I never knew the history behind the parade and I never knew it started so many years ago! I definitely think that the Macy’s parade has contributed to its success and really gives Macy’s a good image. I for one shop there during the holiday time for their great sales! Macy’s parade is top on my list of thanksgiving to-do’s!

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November 29, 2010

Tim Condie

I have never thought of the Macy parade like this before. It is a great way to use a wholesome family tradition as a marketing opportunity. It is a good place for the opportunity because it has become almost a family requirement much like the New Year’s Eve countdown. Don’t think I’ll ever see it the same way again.

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November 29, 2010

Christina Stevenson

I LOVE watching the Macy’s Thanksgiving Day Parade! It is definitely a tradition that my family has upheld for as long as I can remember. I never thought about their brand image as a result of that parade until you mentioned it though. I mean, I knew that they parade must have helped Macy’s sales go through the roof around Christmastime, but I never thought that the parade actually inspires family togetherness by encouraging families to get together to watch the parade. I never knew how old that tradition was or when Macy’s even came around. The parade always makes me think of the remake of Miracle on 34th Street – one of my favorite Christmas movies where Santa Claus (the real one) is actually in the parade. It was such a fabulous movie and the parade always brings up such good memories of family and the holiday season.

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November 30, 2010

Kristin Layden

I think that the Macy’s Day Parade is a huge part of a lot peoples annual Thanksgivings. It is such a fun tradition that I would love to go see in person one day. I think that traditions like the parade are what make Thanksgiving what it is. It is such a great time for families to form traditions and spend quality time together bonding over those traditions.

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November 30, 2010

Mark Powell

I think the Macy’s Thanksgiving Day Parade has greatly increased the marketability of the Macy’s brand. People who pass by a Macy’s store instantly have the parade, which they love watching on Thanksgiving, engraved in their mind. Macy’s has placed their brand image in the minds of Americans through their sponsorship of the parade for years and years. If the parade were sponsored by a different company each year, then it may not be as special or settle within the audience’s mind the way it does not. People are encouraged to shop at Macy’s because of the comfort they have with brand through the yearly repetition of having it thrown in their face. People shop where they are comfortable; Macy’s gives people the assurance they are a dependable brand because they have been there year in and year out to sponsor the biggest annual parade in the United States.

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November 30, 2010

Tiffanie Davis

Your family tradition of the back and forth and constant struggle between football and the Macy’s Thanksgiving Day parade is probably common in most homes on Thanksgiving Day! Prior to this semester I looked at the parade as an opportunity for children to see their favorite cartoon characters while spending quality time with their families. After a semester of Into to IMC, I look at the parade in a different light. The Macy’s Thanksgiving Parade is also an example of corporate communication. It can also be considered a mobile marketing event.

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