Moment Marketing: How to Capitalize on Real-Time Events
I don’t know about you, but I saw gold and white. For those who are not sure what I am talking about, one dress and two questions quickly became an internet sensation. Is it gold and white? Is it blue and black? These were the questions that dominated digital media in 2015. Brands like LEGO, Sauza Tequila and Hyundai quickly chimed in with clever responses, but one brand used this internet phenomenon to further a more important conversation.
Salvation Army masterfully developed an ad campaign that leveraged conversations surrounding the dress to open a dialogue about domestic violence against women. The campaign is smart, powerful and timely. This campaign is also the most recent in, a rising trend of moment marketing tactics, any marketing or communications efforts that drive engagement from up-to-the minute topics.
With brands and companies constantly battling for click throughs and conversions, creating content that is timely, relevant and engaging is becoming more and more difficult. We are the “NOW” generation and crave content about what is happening around us.
So how do you capitalize on real-time events grounded in smart, sound strategy? Here are three ways to be successful with moment marketing.
This may seem difficult – how do you prepare for something you know nothing about? You still need to have a plan in place for when the moment strikes.
- Incorporate a strong social monitoring strategy to know when a topic or event is gaining traction.
- Empower your team to react on social media in the moment while still having a highly streamlined approval process in place.
- Create a list of upcoming events, news topics or programming that your brand or company would want to potentially engage in.
It is important to only engage with events and topics that make sense for your brand. You should only engage in a conversation with an audience in a natural way.
- Don’t be fake. Don’t try to force the moment by creating something that does not fit your brand. By doing this, you risk hurting your brand value.
- Be cautious of events involving tragedies. Make sure it makes sense for your brand to engage with the conversation; otherwise, it seems like you are trying to capitalize on the tragic events.
This is probably the most important point to remember. Just being present in the moment is not enough to make your moment marketing successful.
- Talented copywriters are critical to success. These copywriters should be well versed in the nuanced dialogue of social networks.
- Images are a must. The saying, “a picture is worth a thousand words,” is a moment marketer’s best friend when working within 140 characters of copy.
- Don’t be afraid to have fun. Too often we feel as we have to use a formal voice online. People react more to brands that crack a joke from time to time and moment marketing provides those opportunities.
Moment marketing is just that, it lives in the moment; you don’t know when or where the next opportunity will come from. I hope these tips will give tools you need to engage in the moment when it comes.