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Timo Peltz; image provided by Reddit.
Timo Peltz – Vice President of Business Marketing at Reddit
Somewhere along the way, I was told in a marketing class that I should leverage key calendar moments like “Back to School” and “Valentine’s Day” to push my products and services to consumers.
Not necessarily wrong, but not the best advice for all brands. For a chocolate company, Valentine’s Day, Halloween, and Christmas are probably key times to spend your marketing budget, but for a fitness brand, maybe not! With so much noise to compete with, you need to carefully determine key moments that naturally align and resonate with your target audience in order for your marketing efforts to really grab attention.
As the new year begins, let’s see how brands and marketers can capitalize on these important dates.
Reserve space for your moments
Earlier this year, LinkedIn partnered with Made By Dyslexia to announce that Dyslexic Thinking is a skill you can add to your LinkedIn profile. They also worked with well-known celebrities and leaders like Richard Branson to educate workers about the benefits of the “dyslexic mindset” and highlight the power of people with different mindsets.
Not only was the celebrity endorsement impressive, but the campaign was launched outside of the usual times associated with dyslexia, drawing attention to its causes outside of the usual busy times such as Dyslexia Awareness Month in October. Collected. The campaign drew attention to a “dyslexia mindset” that otherwise wouldn’t make it into the mainstream conversation, and used the moment to educate and raise awareness about dyslexia.
These marketing strategies need to be planned for the future and executed consciously to avoid rush jobs that may seem disingenuous when the moment comes.By choosing when to build your brand , can ensure a more seamless rollout and provide legitimacy to the “new moment” of the cause. A deliberate run into your timeline that is unexpected or off-season can finally create a new day for celebration and consideration. These can be made yearly, if desired, as a branded annual reminder of an issue or message you want to be recognized.
Reflect local cultural significance
Localizing campaigns to ensure cultural relevance is critical for marketers with global audiences. The most relevant and important calendar moments in one country do not necessarily translate to other countries. In Australia, the new school year is he in January or February, but in the US it is usually August or September. Leveraging key calendar moments like these allows you to localize across different markets when they are most relevant to your target audience.
Reddit tapped into Australians’ passion for both the community and the AFL when launching Reddit Avatars’ world’s first sports partnership. To kick off the AFL season, Reddit has partnered with AFL to honor r/AFL fans, one of his most popular Australian communities on the platform, with customizable AFL for your Reddit avatar. The gear was showcased throughout the AFL season. Reddit is a US-based company, but the Reddit community is global, and it would be rude not to respect the moments that matter most to our community.
make it relevant
There’s no single best practice for brand success, but it’s a deep understanding of your brand and where it fits in the industry as a whole. Taking advantage of key calendar moments is just one marketing strategy that can either be a star or a waste of money. The only way to succeed as a marketer is to stay true to who you are as a brand and what you hold most dear. By doing this, you can create memorable moments and awareness that will benefit you for years to come.
In 2006, Tourism Australia published ‘Where the hell are you? Reminding the world of one thing, Slip, Slop, Slap brought international attention to the importance of preventing skin cancer.
Cultural and calendar moments are great marketing starting points, but don’t just use them to connect your campaigns to the larger movement. The brands that do it best create moments in their marketing campaign calendars that change the way consumers think, feel and relate to brands and their messages.
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