Opportunity marketing: riding the hype of the moment
Posted: Tue Jan 28, 2025 8:36 am
Many brands, especially those that are larger and have a greater reach, are always aware of the latest developments, news and movements taking place on the internet, hoping to find an issue that is already hyped so they can use this engagement to their advantage.
Brands like McDonalds, Burger King, SBT, Seara, Netflix and many others have already surfed this wave and achieved good results, reaching their desired goal: to engage and get some of the attention that the subject was getting from users and the media. It is a way to get the expected audience without necessarily investing large amounts in campaigns and advertising.
Just one well-thought-out piece, making a joke or allusion to the subject in question, is enough. Just let your imagination run wild and make good use of the opportunity, make a joke about something the contestant said, use a date to make a pun, and many other cool things.
Of course, not everything is perfect, right? You have to be careful not to end up misinterpreting something on the part of the public, using terms that could attack someone or end up discriminating against people, for example. You can't forget the legal side of things and that everything can go wrong with just one comma out of place.
Therefore, pay close attention when planning an action involving opportunity marketing so as not to end up “missing the opportunity”.
What is opportunity marketing?
Marketing and Opportunity can be defined as a colombia whatsapp data brand's strategies and actions, based on commemorative dates, moments, events and trends that are on the rise at that exact time. An interesting point is that the brand that does this can have a very significant return in terms of investment, since something like this has a very low and almost zero cost, in some cases requiring only art.
The main objective of this approach is to take advantage of the moment to position yourself, interact and engage, also leveraging the results and values of a brand. Whether it is to reinforce positive points of products, brand or highlight a launch that has just been launched on the market.
To carry out a well-structured and planned opportunity marketing campaign, it is necessary to know very well the brand's persona, how it communicates, its positioning, identity and everything that is linked to it in the minds of the public, consumer and the market. A very bizarre example, but one that clearly expresses the importance of understanding the brand, would be Unimed carrying out some action of this type involving a funny appeal or that deviates from the brand's communication and archetype.
The people who follow and know the brand are responsible for disseminating its communication, which is why the way it sounds and conveys the message is so important. Otherwise, it will not be as beneficial and will not even bring the desired results.
A very important point to highlight is that in opportunity marketing you need to follow perfect timing, because everything happens very quickly, topics and trends become obsolete very quickly. A topic that was trending last week has already lost relevance the following week, just as even a topic that has been around for only 2 days can quickly lose relevance, losing the essence of the action.
Benefits of Opportunity Marketing
Now that we have seen what opportunity marketing is and roughly understand how it works, we need to know the benefits of this strategy, and the reasons why it is worth investing in it as something that will promote a brand.
See the benefits below:
Fast results
Because it is an action that engages people with a topic that is trending, it can quickly impact people and draw attention. Unlike an action carried out in traditional media, on the internet everything works much faster.
Just one Tweet can reach countless people in minutes, and they then retweet it to their followers, who then pass it on and within a few hours it is already present on all social networks and on everyone's lips, both digitally and in person, since with cross media and convergence a piece can go from one media to another and generate results both online (comments, reactions, comments and shares) and in person (people going to a store, looking for a product, etc.) in a short space of time.
Brands like McDonalds, Burger King, SBT, Seara, Netflix and many others have already surfed this wave and achieved good results, reaching their desired goal: to engage and get some of the attention that the subject was getting from users and the media. It is a way to get the expected audience without necessarily investing large amounts in campaigns and advertising.
Just one well-thought-out piece, making a joke or allusion to the subject in question, is enough. Just let your imagination run wild and make good use of the opportunity, make a joke about something the contestant said, use a date to make a pun, and many other cool things.
Of course, not everything is perfect, right? You have to be careful not to end up misinterpreting something on the part of the public, using terms that could attack someone or end up discriminating against people, for example. You can't forget the legal side of things and that everything can go wrong with just one comma out of place.
Therefore, pay close attention when planning an action involving opportunity marketing so as not to end up “missing the opportunity”.
What is opportunity marketing?
Marketing and Opportunity can be defined as a colombia whatsapp data brand's strategies and actions, based on commemorative dates, moments, events and trends that are on the rise at that exact time. An interesting point is that the brand that does this can have a very significant return in terms of investment, since something like this has a very low and almost zero cost, in some cases requiring only art.
The main objective of this approach is to take advantage of the moment to position yourself, interact and engage, also leveraging the results and values of a brand. Whether it is to reinforce positive points of products, brand or highlight a launch that has just been launched on the market.
To carry out a well-structured and planned opportunity marketing campaign, it is necessary to know very well the brand's persona, how it communicates, its positioning, identity and everything that is linked to it in the minds of the public, consumer and the market. A very bizarre example, but one that clearly expresses the importance of understanding the brand, would be Unimed carrying out some action of this type involving a funny appeal or that deviates from the brand's communication and archetype.
The people who follow and know the brand are responsible for disseminating its communication, which is why the way it sounds and conveys the message is so important. Otherwise, it will not be as beneficial and will not even bring the desired results.
A very important point to highlight is that in opportunity marketing you need to follow perfect timing, because everything happens very quickly, topics and trends become obsolete very quickly. A topic that was trending last week has already lost relevance the following week, just as even a topic that has been around for only 2 days can quickly lose relevance, losing the essence of the action.
Benefits of Opportunity Marketing
Now that we have seen what opportunity marketing is and roughly understand how it works, we need to know the benefits of this strategy, and the reasons why it is worth investing in it as something that will promote a brand.
See the benefits below:
Fast results
Because it is an action that engages people with a topic that is trending, it can quickly impact people and draw attention. Unlike an action carried out in traditional media, on the internet everything works much faster.
Just one Tweet can reach countless people in minutes, and they then retweet it to their followers, who then pass it on and within a few hours it is already present on all social networks and on everyone's lips, both digitally and in person, since with cross media and convergence a piece can go from one media to another and generate results both online (comments, reactions, comments and shares) and in person (people going to a store, looking for a product, etc.) in a short space of time.