- Introduction
- What is Moment Marketing?
- 5 Ways to Design a Successful Moment Marketing Campaign
- Conclusion
Introduction
Moment marketing campaigns have proven to be an effective strategy when marketers find it challenging to connect with their audience. These campaigns increase customer engagement and help companies stay relevant in the digital age. Companies such as Amul, Paytm, Zomato, Netflix, Fevicol, Burger King, and KFC are making the most of this strategy to gain an edge over the competitors.
However, moment marketing campaigns can go south if marketers are careless and are not keeping it real with their audience! Let’s take a look at how you can capitalize on the latest trends and events to pick the right moment for your campaign.
What is Moment Marketing?
Moment marketing, a real-time marketing strategy, took the marketing world by storm a few years ago. It involves companies being proactive and incorporating their products in the latest events and trends to connect offline and online audiences. The success lies in putting across the right message at the right time to the right audience. And that is why it is often referred to as the Right Time Marketing.
(If you are still confused about what Moment Marketing is all about, then click here to read the blog done by my fellow writer.)
5 Ways to Design a Successful Moment Marketing Campaign
1. Your Product has to be the Center of your Campaign
The message that you intend to convey with your campaign should tie back to your product. It will create brand awareness and accomplish the ultimate goal of boosting sales.
For instance, in January 2021, the internet burst out in a meme fiesta over a picture of US Senator Bernie Sanders seated at the swearing-in ceremony of US President-elect – Joe Biden and Vice President-elect – Kamala Harris. Though he was not aware that his iconic mittens and face mask look went viral, the world’s largest furniture retailer, Ikea, took advantage of the buzz. This campaign designed by Ogilvy for Ikea Greece drew attention to details of the viral picture by promoting their products.
2. Pick your moments and Act immediately
Imagine you wake up in the morning and notice you have run out of coffee powder. What would you do? In such a situation, you might search for the fastest home-delivered coffee powder on your phone. That’s when Moment Marketing comes into the picture. The intent-rich moments when a user turns instinctively to any device (usually smartphones) to address their momentary need or thought are known as micro-moments.
These short-spanned moments play an integral role in shaping the individuals’ preferences and also in their decision-making. As this is a relatively new concept introduced by Google, many aspects are yet to be discovered. Few ways to leverage micro-moments are by understanding how people are searching and customer interaction to make sure your brand catches their eye at the right time.
The most iconic moment in real-time marketing is Oreo Cookie’s tweet during the 30-minute blackout at the 2013 Super Bowl Game. The brand picked the right moment to captivate the audience and draw attention to their product.
3. Throw in some humor
Moment marketing is all about creatives that make people laugh and enjoy the marketing effort. However, marketers have to be cautious about their content as there is a fine line between clever humor and offensive content.
An example of clever humor is seen in a Twitter thread between Parle-G and Chaayos that gave the audience a good laugh with a hint of nostalgia. The thread began with Parle-G asking Tinder India to find its perfect match on Valentine’s day. Chaayos joined the conversation as the perfect match for Parle-G.
4. Connect your brand with the latest events and pop culture
Hop on board with the pop culture trends and stay relevant to the latest events to get your brand the visibility it needs. Audiences relate more to pop culture as it appeals to their emotions and captures what they believe and practice in their daily lives. Capitalize this obsession that the audience has with various TV shows, sports, fashion, and other trending topics to involve in their daily lives.
A recent example of Amul taking advantage of pop culture was when they joined the bandwagon to congratulate Mirabai Chanu on her silver medal victory at Tokyo Olympics. The dairy brand, also a partner of the Indian Olympic Association, is well known for its cartoons with witty wordplay and brand connect.
5. Don’t chase moments. Seize them!
In the effort to create a brand image, do not forget what your brand stands for. The audience can sense when a brand is trying too hard to capture a moment. Marketing campaigns that revolve around memes, sporting events, weather conditions, TV shows, or an occasional friendly banter are seen as safe campaigns. Calculated risks have to be taken when a campaign is based on politics or sensitive events.
However, there is nothing known as bad publicity. Global brands such as Nike and Burger King are well known for using controversial moment marketing campaigns. Whether controversial or safe, brands that place customer needs at the center of the moment marketing campaigns succeed.
For instance, Pepsi’s short film featuring supermodel Kendal Jenner in a Black Lives Matter movement received widespread criticism. Pepsi’s take on the social issue caused an uproar from critics and social media users as it was perceived to be an insensitive act for commercial gain. It is the perfect example of chasing the wrong moment.
Conclusion
Moment marketing campaigns provide means to creep into daily conversations of target customers and shape their preferences. Clever marketers can make the most of this strategy to connect to online and offline audiences at a larger scale by exhausting lesser resources.
In the blog, we have discussed some ways to design a successful moment marketing campaign. But if you want to take your management skills to the next level, enroll for the Executive Post Graduate Program in Management. By specializing in marketing management, you can acquire the knowledge, mindset, and skills to execute such campaigns successfully.
