It wasn’t too long ago that the United States held its collective breath in anticipation of the drawing of six numbers – at least people in lottery-friendly states. The multi-state lottery game known as the MegaMillions had accumulated a jackpot of $656 million, the largest recorded sum in world lottery history. With a purse of roughly $474 million after taxes, it was one of the hottest stories in the nation until three lucky tickets were drawn.
Capitalizing on the MegaMillions jackpot and similar stories with nationwide appeal is an effective way to show customers and prospects that your business has a pulse that beats beyond your industry. Here are some tips detailing how marketers can capitalize on these current events and use them to their advantage:
Explore Your Options
So you want to take advantage of a huge story and incorporate it into your marketing strategy? That’s cool, but what type of story are you after? Current events come in many categories. For example, you have your general news, which may consist of anything from the conditions on Wall Street to the latest scandal in Hollywood. Then you have stuff to work with in niche categories such as entertainment, sports, and world news. Regardless of what area you choose, make sure you can spin the story in a way that resonates with your audience.
Move with Caution
Whether it relates to your industry or not, there are always plenty of national stories you can integrate into your marketing efforts. Having said that, one must understand the importance of proceeding with caution when taking this route. Some topics, while potentially valuable from a marketing perspective, are very sensitive. If your audience falls under the impression that you are trying to take a tragedy and turn it into profit, your reputation could be what suffers. You have to be careful not to rub people the wrong way when lending your voice to matters that may be important to them beyond the relationship they have with your business.
The MegaMillions story was definitely one that bordered on the line of exciting. However, many current events are draped in negativity. While these stories may have the most potential in terms of relevance and awareness, don’t shy away from those that are positive, controversy-free, and generally less appealing in the public eye. Every now and then there is a heartwarming, feel-good story that makes its way across the nation. Taking advantage of this type of event could work wonders for building trust and improving your brand’s image.
Whether it is related to sports, Hollywood, or even the local scene, rest assured that there are more than enough stories for marketers to take advantage of. Still, more important than knowing that these opportunities exist is knowing how to make them work for your individual situation. Unlock that secret, and you will always have a fresh batch of marketing content on deck.
About the Author: Email marketing expert Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email. Aidan advocates free email marketing services to assist with the flourishing of grassroots organizations.