What is situational marketing? Situational Marketing is a brand’s response to any particular social occasion pertinent to a large mass audience.
The idea is to draw awareness to a brand, make a viral impact and, ultimately, sell it through word of mouth. One can use this marketing technique at any one of the following situations: weddings, parties, anniversaries, birthdays, promotional launch of any new product, sporting events, trade shows, school/college festivals, fairs, exhibitions and so on. It takes time to establish and execute a successful strategy and the techniques are somewhat similar in all these situations.
However, situational marketing differs in that the consumer is not directly contacted and there are no direct interactions. It’s all about setting up an opportunity for the customer to communicate with you. This is where an effective salesperson comes into play. Your salespeople should be well versed at defining your target customer base and then build a relationship with them, at a personal level, to sell your products. Sales and marketing professionals can also take up the task of finding out what the needs of your target audience are so that you can address them and come up with innovative solutions.
However, before you initiate any sales campaign, it’s important that you identify your target demographic and understand their interests, aspirations, needs and buying patterns.
If you’ve done your homework and defined your target audience, you can start implementing your situational marketing strategies. However, knowing your target demographic is only half the battle – you must find out how to reach out to them. A great sales strategy isn’t just a good product; it’s also a good sales pitch!
One way to do this is by creating evergreen content. Evergreen content is something that continues to offer value no matter what changes are taking place in the market. It’s not a fleeting phenomenon that fades away as soon as the price of oil or gold drops. The most successful marketers create evergreen content that has real, long-term value for the reader. Examples of evergreen content can be found on Facebook, on blogs and in articles published online.
Another way to get your situational marketing strategy rolling is to include your target demographic in all aspects of your marketing.
For example, you may want to use your mobile marketing efforts to build relationships with your target demographic. Include them in all aspects of your marketing materials – including your email campaigns, your text messages and even your app. When your target demographic downloads your app, they will have an opportunity to share the app experience with friends and contacts. This form of viral marketing has proven to work incredibly well for mobile app developers.
Location-based marketing and SEO are two other forms of situational marketing.
Location-based marketing, also known as LBS, uses data provided by cell phone users to target certain groups for particular purposes. In this case, a business may focus on targeting teens for their next superfood launching event. By focusing on teens in an area, a business is giving a more targeted audience the opportunity to see the product in person and help to make a buying decision. This form of mobile advertising allows a business to reach a very specific audience in a very specific location.
Finally, marketers may utilize LBS to combine traditional offline marketing tactics with an app and mobile marketing effort.
Marketers may combine their special calendar dates with the app to create an app-only marketing strategy. They could also schedule the special dates to coincide with important holidays and special events. Regardless of how marketers utilize these apps and events to promote their brands, the end result is an effort to increase customer engagement.
In addition to providing evergreen content through location-based services, marketers should also create a series of short, actionable items. These short posts should be available for downloading from the app. When users search for a particular app, they should have the option to download these items directly from the source site or they can select to view them in the app. This strategy encourages users to read the news on a frequent basis and encourages them to participate in the app’s activities. A special calendar dates, news events and upcoming app ventures could help to create this evergreen content and generate additional downloads.