Within the fast paced world of digital marketing, it is vital that your business is one step ahead of the competition, keeping up to date with the latest news and trends to remain relevant in modern day life. After all, nothing kills business faster than out of date and stale information. Reactive marketing therefore poses a unique opportunity to use buzz and interest around a current event to market your own company or brand, bringing in more revenue and customer appeal.
Reactive marketing is spontaneous, ‘reacting’ to an unforeseen event which requires quick execution, in stark contrast to proactive marketing which is centred around a carefully scheduled marketing campaign and planned far in advance. Therefore, the creation of social media sites such as Facebook and especially Twitter have completely overhauled the dynamics of marketing; allowing businesses to promote and market in real time, Facebook and Twitter are perfect for spontaneous and instant marketing campaigns.
Within the past decade, vast numbers of large enterprises have started to incorporate reactive marketing; brands such as Oreo, Coke, Morrison’s and Nando’s to name a few. A superb example of reactive marketing being perfectly executed is Oreo’s ‘Dunk in the Dark’ Tweet. Back in February 2013 during America’s biggest sporting event, the Super Bowl, fans were left in a frenzy when a thirty-four minute long black out halted the game. However, Oreo used the disappointing power shortage to their advantage, quickly constructing a humorous and innovative reactive tweet ‘Power out no problem. You Can Still Dunk In The Dark’ which proved insanely popular with over ten thousand Re-Tweets within an hour; whilst also lifting the spirits of disgruntled sports fans. Arguably, the spontaneous tweet proved to be more popular and beneficial to the Oreo brand than their official Super Bowl advertisements, which cost millions in production values, showing how reactive marketing can sometimes be more beneficial to businesses than big budget marketing campaigns, but only when executed efficiently.
Back on home shores, 2013 saw the most highly anticipated event of recent history; the arrival of the royal baby. The months before the July 22nd birth of baby George, brands across the globe went into media overload; speculating on the delivery date and the gender of the future heir. Within moments of the royal birth, every brand from Warburton’s to Foster’s unveiled their ‘reactive’ marketing campaign, alas to varying success. Perhaps most successfully was Coca Cola’s ‘share a coke with Will and Kate’ advertisement which built upon the already successful ‘share a coke with…’ campaign. Although the ‘reactive marketing’ campaign was most likely pre-planned, ready to be released to coincide with the royal birth, the publicity stunt shows how planning a marketing strategy around a worldwide event can help draw attention and publicity to your company, with Coca-Cola receiving a substantial increase in followers and general buzz circulating the brand. It’s easy to see how it can be useful for any business small or large to use reactive market around national events, such as public holidays, to gain more attention for your business.
Early 2013 also saw a scandal which horrified meat lovers across the nation (whilst humouring the vegan community), with news breaking that horse DNA had been found in budget burger meat in the likes of Tesco and Iceland supermarkets. Not to miss out on a prime marketing opportunity, Mini quickly published a humorous reactive marketing campaign, using clever wordplay – ‘Beef. With a lot of horses hidden in it’- which added some much needed comic relief to the public backlash, whilst also showing how any situation can be a perfect reactive marketing opportunity, even those shrouded in scandal.
However, reactive marketing can go horribly wrong when either executed poorly or used in relation to a sensitive event. Epicurious, a food website, enraged the world with its extremely insensitive tweet on the day of the tragic Boston bombings – ‘Boston, our hearts are with you. Here’s a bowl of breakfast energy we could all use to start today’ – prompting the website to take down its tweet and issue a formal apology, expressing how it’s vital for a company to assess the situation before jumping in with reactive marketing.
However, when reactive marketing is used effectively, it can help even small companies to make a large impact, so get reactive now! For more information on social media marketing, contact the U Social team now on 0800 112 3605.