The Power of Marketing in the Moment for Brands
Did you watch the 2013 Super Bowl between the San Francisco 49ers and the Baltimore Ravens? If so, you’ll remember the catastrophic 34 minutes that ensued when the power went out in the Superdome. Oreo capitalized on the moment with a powerful and relevant Tweet showing how timing is key when creating brand buzz. Oreo tweeted “Power out? No problem. You can still dunk in the dark.” According to Buzzfeed, Oreo’s Tweet was posted at 8:48 p.m. and within 45 minutes, it had been retweeted more than 14,000 times and the image on Facebook had received more than 20,000 likes.
Public relations involves creating and maintaining a positive and interesting brand reputation. At Largemouth, we understand the importance of “marketing in the moment,” and how it can help increase brand awareness, generate buzz, build brand loyalty and differentiate your brand from its competitors.
So, what exactly is a moment? A moment is an opportune time to connect your brand to the customer. Marketing in the moment means increasing the relevance of brand messages through timing. Perhaps the first words that come to mind when you think marketing in the moment are spontaneous, fleeting and on-the-fly. However, it takes planning to be ready for the moment. If you follow these tips, you will be sure to seize the moment:
- Create relevant content: At Largemouth, we first ask: Is this content relevant to the target market we are trying to reach? With the breadth of content available, consumers increasingly ignore content that they find irrelevant. For this reason, it’s important to generate excitement and hype for your brand in order to create brand credibility and favorable brand positioning.
- Create dynamic content: Creating dynamic content isn’t as easy as it sounds. To do so, it must first be fun, captivating and entertaining. You want to attract consumers with content they will enjoy. Secondly, it must be helpful. If your campaign does not provide a benefit to the consumer, then you can be sure they won’t think twice before making a b-line to your competitor’s products. Lastly, it must be informative. You must enlighten the consumer with information that they did not know prior to engaging with your campaign.
- Manage the conversation: Most of the information that influences the consumer’s purchasing decisions and perceptions in regard to a brand comes from the user-generated content they encounter on social media—whether it is on Twitter, Facebook, Instagram or user-review sites. People trust the conversations they see in their social networks when it comes to choosing one brand over another, so it is important to have control over the conversation about your brand. You can achieve this by being diligent, prompt and responsive to those interacting with your brand. Address problems and concerns when they arise, not after.
We’re all familiar with the saying “time is money.” Just as time is money, perfectly timing a PR campaign will produce tremendous returns for your brand. Largemouth strategically times PR campaigns to distinguish our clients from their competitors on a fresh, new level while also providing consumers with relevant content when it matters most. Whether your company is up-and-coming or already well-established, timing can catapult your brand, generating a long-lasting and exceptional presence in the eyes of the consumers. To market your brand in the moment, shoot us a note and we’ll be happy to help your brand seize opportunities to connect with your consumers.
-- Sophia Tager
