Despite the fact that a lot of interesting examples of situational marketing have accumulated over the past few years, this term still raises a lot of digital specialists.
Situational marketing should be understood to mean the brand’s reaction to a particular information business in a public, political or other field that is relevant to the target audience and with which you can promote a product, service or the company itself. In other words, situational content implies that the brand beats up the actual infopowder. After all, if an event is of interest to the general public, why not use it for the benefit of its brand?
With the right approach, situational marketing can:
- increase the loyalty of your target audience;
- increase sales;
- increase brand awareness;
- engage subscribers in communication;
- increase the coverage of posts
What events can be used for situational content?
Events to create situational content mass. It can be interesting to beat the release of the long-awaited film for your target audience, song, video, you can take something from the news of social and political subjects (as Aviasales often does) or prepare in advance by looking at the holiday calendar.
Here are some good examples:
- Situational content to the release of the film:
Especially for the release of "Mighty Rangers" TV channel "Friday" has created a supergame.
Users were asked within a minute and a half to find a couple of the main characters of the film and win prizes.
- Situational content to exit the clip:
On the eve of the musical "Ball of Vampires", the artists removed their parody of the song "Ice is Melting."
- Situational content as a reaction to the news:
Over the past few months, Alexei Navalny has twice managed to pour green paint in the face. The first time the incident occurred at the end of March in Barnaul, where the opposition leader arrived at the opening of his campaign headquarters. The second time a politician was poured at the end of April - before speaking at the Global Event Forum. As a result of the attacks, Navalny suffered a burn of his eyes, and in this connection he was forced to leave for Barcelona after some time (according to rumors - for treatment).
Let's say you are driving a social network pizzeria, and on the calendar - "World Pizza Day." Why not attach this event and beat it on social networks. For example, start an interesting action or tell about the original recipe. Or create something better.
Where can I find informational guides for situational content?
- Read the news
Make it a rule to start each day with the latest news on various topics. It can be either universal news media (RIA Novosti, Republic, RBC, Meduza, Lenta, etc.) or specialized media devoted to fashion (Vogue, Fashion United, etc.), business and Internet. technologies (Sostav.ru, VC, Habrahabr, etc.) and other topics that are close to your audience.
You can also use news aggregators ("Yandex.News", "Google News"), by selecting the headings you need or by RSS-aggregators (Feedly, Inoreader, etc.).
- Use social networks
In Twitter, on the main page of your account, on the left are relevant topics for today.
"Vkontakte" current hashtags can be found by going to the news section and selecting the "Search" tab. The page displays popular topics.
- Use special services to find popular content.
For example, using SmmBox you can find the most popular content in Odnoklassniki, Vkontakte, Facebook, Pinterest, Twitter, Instagram for various categories (if there is no category in the list you need, you can create your own).
And the Popsters service will show you the most popular content in your selected groups and pages.
- Use the BuzzSumo service
If you work with a foreign audience, the BuzzSumo service can be an excellent alternative. It allows you to track the most interesting posts in Facebook, LinkedIn, Twitter, Google +, Pinterest. To display popular content, you only need to enter a search query that interests you. It is worth noting that, since BuzzSumo is a foreign service, the search for Russian-language content is weak. If you nevertheless decided to use it for searching on the Internet, do not forget to indicate Russian in the “Language” column.
As you can see, tracking viral content and its submission using such tools is quite simple, you just have to tie it to your brand.
- Create a holiday calendar
Open any calendar and select those holidays that would be interesting for your target audience and related to your brand. Also try to make your plan for the release of films, TV shows and other events to prepare the content in advance. For example: the Oscar award date is known in advance, there is a certain information background around this event (until 2017 it was a joke about Leonardo DiCaprio), respectively, something creative can be thought up in advance.
Some secrets of successful situational marketing
- prompt response to infopovody;
- the connection between situational content and company products;
- high-quality implementation of the idea;
- clarity of content for target audience.
So, for example, if you set a goal, then you can tie the "Total dictation" even to the delivery service of the Food Delivery Service:
How can situational content be implemented
- Action in honor of the holiday;
- Congratulations / greeting card;
- Styling the cover;
- Stylization of the logo through the avatar;
- Stylization of the product;
- Text styling;
- Game / Test
As you can see, the fantasy is limitless and this list, for sure, can go on and on.
How not to do?
Sometimes not a boring text or clumsily processed picture in Photoshop becomes a frequent failure in situational marketing, but an unsuccessful choice of infopowder or a banal lack of awareness of an SMM box. Excellent illustrations can serve as examples of pizzerias DiGiorno and Aviasales.
They say "beats, it means love." It was for the act of violence against his bride that famous American footballer Ray Rice was expelled from his team. The story caused a wide resonance, and users launched a real Twitter campaign on the topic of domestic violence. Affected American women shared their stories, accompanying them with the hashtags #WhyIStayed (#Why I’m left) or #WhyILeft (#Why Iла left).
The hashtag quickly gained popularity and got into Twitter trends. Marketer pizza DiGiorno decided not to miss the opportunity. In his tweet, he wrote the following: "#WhyIStayed, You had pizza" ("Why did you leave - you had pizza").
After a flurry of angry messages from subscribers, the SMM clerk realized what his mistake was and offered his apologies. Such negligence put the pizzeria’s reputation in doubt.
Now back to the topic of choosing the wrong infopovod. Last May, the Cossacks attacked activists of the Anti-Corruption Fund (FBK) at Anapa airport. On the same day, Aviasales placed a post in its social networks in which it offered to buy tickets to Anapa, where "guests are met by the Cossacks."
The users of social networks not only did not appreciate the joke, but also condemned it. As a result: a flurry of negative comments and massive deletions of the Aviasales application.
Instead of output
The rapid development of new forms of interaction on the Internet, in particular in social networks, dictates new conditions - the reduction of the distance between the company and the client. Situational marketing is just one of the most effective tools of recent years, which allows the brand to effectively solve this problem. However, situational marketing is always a risk. The risk that the post does not "shoot" or, conversely, will cause a negative reaction. In order to avoid this, it is enough to take into account several of the above rules, connect the creative and trust your intuition when choosing an event, and then you can remove the cream from any interesting infopowder.