Why Opportunity Marketing is so important today?
A survey of CMO Survey Organization February 2019 considers that the CMOs (chief marketing) are concerned with the same goal: growth. When asked about their main challenge in 2019, 37.9% of marketing leaders classified the company’s growth as the challenge number # 1 and the other 28.9% of marketers rated the number # 2 or # 3.
This challenge remains, regardless of size or business sector, among the 323 leading marketing who completed the survey. Economic uncertainty, increased competition and the opportunities / threats associated with digital processing are the reasons for the challenge.
In this context of strong competition, brands need to look for innovative and creative devices to stand out. One of these artifices is through social media.
CMOs see social media as tools to achieve strategic goals
Social media has evolved from a customer engagement tool to an important strategic weapon – and cheap – growth. CMO Survey Organizations’ survey finds that 88.2% of companies use social media to increase brand recognition, 60.1% to acquire new customers and 64.7% to introduce new products and services.
But with so much content being produced and shared, it becomes increasingly more difficult to get attention and stand out. Therefore, the key is how to use them. Opportunity Marketing is a good solution to reach the desired attention.
What is Opportunity Marketing?
Every day there are new “memes”, movements and virals that can turn into a dissemination strategy. This is where opportunity marketing comes to play, which is to get a ride in everyday events to promote and advertise your brand in order to increase engagement, gain visibility and even increase sales of your product / service.
It may be a special day, the launch of a product or television program that is generating buzz, a release of a major motion picture, some political situation in the country and so on. This prevents the contents from getting repetitive.
The main distinguishing feature of this strategy is its low cost, ideal for businesses that can not compete on price. In many cases, you only need a design job, a good briefing, a communication channel and, of course, a lot of creativity. It is important to emphasize the importance of not leaving possibilities for negative interpretations and those which may discriminate against something or someone.
1 – Mc Donald’s X Bob’s
Recently a clash between McDonald’s and Bob’s caught the attention of Internet users. Brands fought to see who would have the exclusivity of Milk Shake Ovaltine. Although many fast-food chains have the same product, the main ingredient of the drink can not be reported, except Mc Donald’s. Many brands took advantage of the controversy to disclose their menus which also had this flavor on. Burger King, for example, said it sold the milkshake with “the-ingredient-that-can’t-be-named.”
The restaurant Entre Amigos took the frustration of a client, the Outback, named Daniel, who arrived one minute after one of its units closing time and could not be seated. Bear in mind that Outback closes at 23 p.m. and Daniel arrived 23h01. So the restaurant created an opportunity marketing campaign that announced: “Daniel, you may come to Entre Amigos at 23h01, at this hour, the night is still young.”
There are also those that were made without the necessary care. In 2016, for example, a Rio Grande do Sul swimming school, used the photo of a Syrian boy killed by drowning to disseminate lessons for children. The image had gone viral around the world as a warning to the refugee crisis happening in Syria.
In addition to common sense and knowledge of the context in which the content is published, it is critical to understand legal aspects (such as copyright and image rights), as much as knowing your audience well.