My favorite marketing moment from the recently concluded Tata Women's Premier League (WPL) was Ellyse Perry, playing for team RCB, taking an oversized shot and the Tata Punch.ev car window on display near the stadium boundary. That's when I broke the glass. With this, she shattered yet another glass ceiling in a tournament that is shaping up to be a turning point for women's sports in India.
Perry's powerful punch
The Tata Punch.ev team immediately capitalized on this completely unplanned moment. They made this event by using the same broken window glass, adding bolts to represent the electric spirit of the game, and presenting the framed broken glass to Ellie and his Perry. I made it immortal. A nice phrase “#PerryPowerfulPunch” was added below the frame.
This was a smart marketing strategy that took the internet by storm. In fact, the electric vehicle received more positive attention than a paid advertising campaign could have achieved.
banana and butter
This reminded me of an interesting tactical marketing campaign that food delivery platform Zomato ran four years ago. Actor Rahul Bose was staying at a five-star hotel when he ordered and ate a few bananas. The hotel provided him with his two bananas and charged him ₹442 for these humble fruits. He immediately wrote about his experience on Twitter.
Zomato's marketing team seized the moment and quickly ran a campaign of its own. One of their sarcastic posts said, “He can get a milkshake and a banana split (on Zomato) for less than what the 52-year-old actor paid for a banana.” I did.
The big daddy of moment marketing in India is Amul. Amul's viral hoardings are legendary and play a key role in creating a cool and fun image for this milk and butter brand. They cover subjects ranging from sports to politics to the moon landing, and often appear within hours of an event occurring. Since the first repository introducing the Amr girl appeared in 1967, Amr has successfully capitalized on moments of national interest for more than 50 years.
Why Moment Marketing Works
These examples focus on the power of moment marketing. Moment marketing works so well because it taps into themes that are already in the consumer's mind. People love it when brands bring a fresh perspective to these very same themes, sometimes witty or humorous, sometimes politely respectful.
When brands leverage trending events in new ways, their communications are much more likely to break through the clutter and connect with their audiences. Furthermore, if this communication also integrates key elements of the brand's core value proposition, it will have a positive effect on brand appeal.
In today's age of social media, Moment Marketing is also probably one of the most cost-effective mass marketing methods. A social media campaign that leverages a trending topic in a very interesting way can spread like wildfire without costing you anything. In fact, with some imagination, users can generate their own relevant content to extend your core campaign.
Preparations at the moment
Moment marketing is often a spontaneous response to an unexpected event. We may also take advantage of pre-planned festivals and events. Either way, if your marketing team wants to make Moment Marketing a way of life, some preparation is key.
First, your team needs to constantly listen and quickly identify notable moments for your brand. It's helpful if your team can proactively list the types of opportunities that are best suited for a specific brand and focus your listening efforts on specific channels.
Second, your team may want to brainstorm possible wildcard scenarios and how your brand would respond in each such situation. Although these scenarios may never actually materialize, brainstorming exercises can sensitize team members to the possibilities and range of responses.
Third, Moment marketing requires brands to strengthen their front-line social media teams and communications agencies, especially since such campaigns need to be executed very quickly before Moments become obsolete. . Such an empowered approach also requires defining an appropriate set of guardrails to ensure that sensitive topics are handled appropriately.
Finally, successful instant marketing requires a constant flow of new, interesting, and engaging topic ideas. A marketing team (including partner agencies) with a high level of creativity and a penchant for out-of-the-box ideas is the most important factor in achieving this.
(Harish Bhat is an avid marketer and best-selling author. He was previously a brand manager at Tata Sons. These are his personal views.)
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