Monday’s eclipse was a tremendous event that captured the attention of the world, and in particular the United States, where it was visible. Some economists have lamented that the vast amount of disruption in the middle of the workday lead to a $700 Million loss of productivity. Despite suspected losses, marketing opportunities flourished as they always do with serendipitous events.
Gruen’s VP of Marketing and Sales, Michelle Stinson Ross, has insights for these spontaneous or unplanned moments of popularity: “Always keep an eye out for those serendipitous moments that you can leverage on your company’s or client’s behalf.”
For example, the eclipse lead to a surge of searches that were unique to the event.
Searches for “headache”, “eclipse headache” and “eyes hurt” all spiked in the surrounding days as reported by Google:
Sources: Google Trends
This is a massive opportunity for eye doctors to capture new clients, drug stores to show mobile users how close they are (and that they have aspirin!), and a plethora of other industries to gain visibility with related products or offerings of information.
“We learned this lesson years ago when the power went out at the Super Bowl in New Orleans. Oreos won that serendipitous moment with Dunking in the Dark. The key is to strike when the iron is hot, because the opportunities can come and go over a short period of time. Individuals tend to have brief periods of fascination or needs associated with serendipitous events,” Stinson Ross explains. “If you can predict them or see them coming, great. Usually the brands that win moments like this are the ones that track relevant data in real time and have expert teams ready to pivot quickly. Prepare and take advantage by ramping up your social media presence relating to the event. Alter your bid and budgeting strategy surrounding related keywords on search engines. Run deals related to the event, and associate your brand with being a solution to a problem that the moment creates.”
When marketing be sure to keep an eye out for moments that capture popular culture’s attention, and in the meantime, don’t look directly into the sun.
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