I came across this article recently and it made me realise that while business must take pains to map out marketing plans over months or years, it is always a good idea to keep it a little flexible to allow your business to capitalise maximally on any unexpected opportunities available. If your brand unexpectedly got a positive mention by a celebrity or a public figure that’s a powerful endorsement in itself! Don’t just sit there and smile at the free PR your brand is earning. Grab the emergency marketing kit and quickly launch a quick targeted campaign.
The story in New York Times mentioned that Michelle Obama went on Jay Leno show and promoted J. Crew brand that she was wearing. The company had no idea that she was going to do this. They only realised it when they saw her in one of their design during the teasers of the show.
What did they do? The marketing team went into action by 1. buying keywords for “Michelle Obama” on the search engines 2. setting up a page on their website promoting the outfit Mrs Obama wore 3. told their call centres how to handle enquiries…Phew! quite a lot of action in an instant!
The outcome: “J. Crew said it was pleased with the sales..”
You never know which public figure might be endorsing your brand. But if they do, are you ready to cash in on it?