“People go on digital media to stay relevant, the probability of you getting discovered increases if you talk to people in their language. Using the right hashtags definitely helps here. Another thing is, this makes brands more relatable and human. Good content on a regular basis can definitely keep your customer/potential customer engaged,” added Gander.
On the Lok Sabha election results day, when Arnab Goswami accidentally mentioned Sunny Leone’s name instead of Sunny Deol, Manforce did not let the opportunity go and came up with a creative which said, “Dear Arnab, we understand. She is always in our mind as well.”
Manforce, which got Leone on board as the brand ambassador in 2012, has been lauded for its spontaneity. And, this is where speed becomes crucial for marketers.
“Turnaround time is the most crucial thing here and when a certain news hits the market, you have less than a quarter of an hour before you can go live,” said Gander.
While some experts say that it is the association and the newness that is paramount, Gander thinks otherwise. For him, everything needs to go hand in hand.
While some experts say that it is the association and the newness that is paramount, Gander thinks otherwise. For him, everything needs to go hand in hand.
“Why can't it be all together? Creative, quick, aligning with the overall brand persona and being a part of the overall marketing strategy of the brand. Like Darwin said, it's about survival of the fittest. If you won't be relevant and quick, someone else is going to eat your lunch,” he said.
Through this strategy, brands do get a lot of quick and easy wins in terms of follower acquisition, said Gander.
However, some are doing this to remain in the public eye. It is the visibility that matters to brands, and sometimes not making sense is ignored. It looks like even brands have come in the entire wave of FOMO (fear of missing out).
According to Gander, opportune marketing “should only be done once the brand is clear about its positioning, overall personality, tone of voice and the bulls-eye target audience.”