Remember, how Kohl’s took advantage of the Chewbacca lady moment? Or how Amul turned the purple lipstick into its market strategy? Well, in case you didn’t follow, take a glance through my previous blog ‘Capture the Moment’ – The Latest Marketing Mantra
These days, audiences turn to only two screens, either their smartphones/laptops or the television/computer, when they are introduced to a new event. And recently, Social media has been too popular and is creating a unique opportunity for brands. Therefore, whether you’re marketing to build brand awareness, generate leads, increasing consumer engagement or establishing leadership, real-time marketing is a helpful move.
You need to be not just spontaneous but clever – real-time marketing involves a bit of luck and loads of unpredictable moments such as a breaking broadcast story. However, sometimes it may also be a planned event such as an entertainment event like an awards show.
How can marketers make any real-time situation work to their vantage?
1) Be Prepared and ready for action
It’s worth recalling the quote, “chance favours the prepared mind.” A lot of real-time marketing can happen before the event occurs based on your judging of the expected outcomes of an event. You must anticipate them and prepare the hashtags and the basic layouts, as most of the marketing is on Twitter these days. Invest a large portion of your time in tracking trends and digital listening.
2) Know the risks and keep solutions handy
You must, as a brand, have a prior understanding of where exactly you have license to play, consult your legal department. For instance, do not mention celebrities, sporting events, movies etc. if you aren’t allowed to. However, mistakes can still happen, you just have to be pre-pared.
3) Ask yourself the question, should you join in?
Make sure you have a brand’s unique point of view on the moment. For instance, most brands mourned the recent death of Prince, the popular American musician, with general tweets and posts that came off looking opportunistic, while Chevy stood out with a unique tribute that found a connect between the singer’s love for the car and one of his songs. And this genuine connection was highly appreciated, turning the tweet into a print ad in an American paper.
4) Don’t be lame.
Real-time is like a real life conversation and if there’s nothing sensible to add to it, keeping silent is a better idea. As everything goes online, it gets more conversational and therefore, brands need to start responding swiftly to events as well as people as every brand joins the race to capture the moment.