In our previous entry on brand leveraging, we covered a few simple ways to tie in your brand and promotions with ongoing major events. These included tweaking your content towards events like the Grand National and engaging with interested audiences through content and contests. Today we conclude our series with advice on how to adapt your player acquisition strategy and use of social media to get the best leverage out of event related buzz.
As previously mentioned, the power of events like the Grand National is their ability to get people talking. Well, there’s no place better suited to convert conversation into promotional strength and brand value than the social media platforms you should already be using. Make sure you publicise event-related content through channels like Facebook and Twitter. With a platform like Twitter, trending topics are denoted, so be sure to identify the hashtags you can use to ensure that your voice is part of the popular discussion. These tags can pertain to the event itself like the #GN2012 tag being used for this year’s Grand National or more general ones like #GrandNational and #Aintree. Any event you may be interested in promoting in tandem with will generate some level of Twitter buzz, so be sure to do some research before Tweeting related content.
While social media is a powerful promotional tool, it’s important to use friendly, personal content and interaction as your promotional approach rather than attempting hard selling. Most people would prefer a conversation that didn’t involve one person trying to force an agenda. Your social media postings should follow that vein. Post about the event, and feel free to mention related products you are offering, but do not spam readers. It’s ineffective for immediate sales and only tarnished your reputation in the long run.
Since people will be flocking to Grand National related sites, it is a fruitful strategy to divert your marketing efforts towards those sources in order to draw the attention of an audience you already know is interested. Buy ads on sites that provide information on the horses or provide streams of the event.
Also, events are great time to engage in geo-targeting. Something like the Grand National has a scope of interest that is particularly centred in the U.K., so you know what audience Grand National promotion will reach. For other events, like the Euro 2012, you can tailor your marketing with national team colours and logos.
When geo-targeting, research is crucial. Different cultures have different norms and values. It’s foolhardy to assume that something you find humorous will resonate similarly across the world. There are countless cautionary tales of marketing campaigns that backfired after the intended message was deemed either insensitive or was lost in translation. Learn about your target market, it will never hurt you!
And with that, we wish you good luck when it comes to getting the most out of the 2012 Grand National and your related promotions. If it’s too late for you to utilise these tips, don’t worry, the concepts are universally applicable to any event. Got any Grand National promotions stories or successful tips for leveraging events to help your brand? We’d love to hear from you below!
- Brand Leveraging: The Grand National and You
- How Affiliates Can Get the Most from the Grand National
- Four Things You Didn’t Know About the Grand National
- Meet the Horses of the 2012 Grand National
- The rise and fall of the Grand National Free Bet (Part 3)