In case you haven’t heard Brad Pitt and Angelina Jolie are getting divorced.
It’s been in the news. A lot.
No one really knows what’s going on and it’s really none of our business. But they are big name celebrities and knowing everything about big name celebrities is the current zeitgeist.
The marketers at Norwegian Air didn’t miss a trick.
Last week they ran a campaign in the UK to promote their LA flights with 3 simple words.
“Brad is single”
Everyone knew which Brad they were talking about.
The elegance of this campaign is beautiful. They strike the balance between being current but not making light of bad situation (divorce).
Most campaigns and marketing are boring.
Marketers wait until a seasonal event or sale and then shout:
“Hey, it’s Fathers Day/Mothers Day/Christmas/Valentines Day here’s 5784 thing’s could could buy for Dad/Mum/relatives you never see/your partner”
But there events happening every single day you can use to make your campaigns and messages more relevant, interesting and ultimately profitable.
I have successfully used rainy days, sunny days, sports events, royal marriages, obscure holidays and anything else current to get 5x more engagement and sales than traditional campaigns.
This is especially important in ecommerce where marketing is more frequent and competition for attention is fierce.
Big businesses can’t be as agile as small ones as they aren’t prepared to take the risks associated with being agile and current.
You have a strategic advantage.
Open a paper, look out the window or if you wan’t guaranteed methods to be more interesting and relevant to your customers book some time with me.