In previous posts, I've discussed the importance of paying attention to your target audience's changing needs, keeping an eye on what your competition is doing and taking advantage of Proximity Marketing as opportunities present themselves. Today, I want to share an example of what I call Zeitgeist Marketing, or creating key messages that reflect current events or trends at the forefront of our collective consciousness. While out and about in Manhattan the other day, I came across this sign in the window of a Midtown NYSC (see photo):
politicians, get in shape for your next scandalous photo.
Pump up your approval ratings. Join now for our special summer rates.
The sign's snarky copy stems from the recent Anthony Weiner Twitter photo scandal. But the subhead "Pump up your approval ratings" further speaks to the run-up to the 2012 elections and also includes a double entendre in the verb phrase. From concept to execution, this campaign — you'll have to excuse that pun — is brilliant.
Use the News in Your Copywriting & Design
Whether you're an entrepreneur, a small business owner, a national chain or a global enterprise, consider how what's happening in the news, in pop culture or in your community affects your target market. Or, as in the NYSC example, use it to craft your message toward a potential new audience.
Of course, you'll want to be careful not to offend your potential customers by crossing the line into vulgarity. NYSC avoids this caveat with aplomb.
While you may have your marketing plan for the entire year mapped out, promos can be just as mutable as your customers' tastes. Don't merely stick to what's worked for you in the past. Look to the world beyond your URL or your brick-and-mortar store — attention-grabbing, of-the-moment taglines await.