Last year 76% of tweeters tweeted live from their mobile phones during the Super Bowl, and Oreo made a brilliant marketing move by reacting to the infamous blackout with social media posts stating “you can still dunk in the dark.” With nearly 20,000 likes on Facebook, the post got more marketers considering the value of real-time marketing and bracing themselves to create on-the-fly content in correlation with emerging trends.
We know a vast majority of social media users are taking to their mobile devices during events to share their thoughts and opinions, so why shouldn’t fresh produce brands do the same? Real-time marketing isn’t just for the big brands anymore. Today’s communications realm allows for any brand (with the right mindset) to engage with consumers based on their personal time, interests and current needs. Though real-time marketing can’t always be planned, you can still consider what trend-worthy events and topics are coming up in order to prepare and be available to respond quickly, think on your toes when the time comes.
Here are a few of the real-time opportunities to consider in the first quarter of 2014:
Sunday, January 26 – Grammy Awards
Fresh Produce brands can tap into the #grammys tag and connect with consumers through pop culture. Healthy appetizers and cocktail recipes are always a hit with audiences engaged with this show. Creative points awarded for cleverly tying your fresh products in with the nominated artists or songs!
Friday, January 31 – Chinese New Year
2014 is the Year of the Horse, and this fun holiday presents the perfect opportunity to share food inspirations based on traditional Chinese dishes. Fireworks are an important part of the celebration as well!
Sunday, February 2 – Super Bowl XLVIII
This one is a no-brainer! One of the biggest eating days of the year, there is hardly an American soul not tuned in to this game, even if for just the commercials. Start planning your content now to share recipe ideas and party tips for the game, and be prepared to react and comment on happenings during the game on social media to “humanize” your brand amongst consumers.
February 7 – 23 – Winter Olympics in Russia
The Winter Olympics have the benefit of lasting for several weeks, so even if you miss an event in real-time you still have time to react, comment and share. Use clever copywriting to take advantage of the events and competitors’ stories. You can also promote your fresh products as a way to “eat like an Olympian!”
Sunday, March 2 – Academy Awards
Like the Grammys, the Academy Awards are a fun way for fresh produce brands to get creative with the content and recipes they share, connecting with celebrities and red carpet fashion. For the Academy Awards, you can also tap into conversations about the films themselves and find smart connections with fresh products. Don’t forget to share your Oscar-worthy party recipes prior to the big show!
We’ve mentioned before that real-time marketing can’t be completely planned, but you CAN be mindful of these upcoming events and dates and plan to create content around these conversations when the time comes. It may be difficult to transition into real-time marketing if it is a new concept for you, especially if you are accustomed to sticking to your social media promotional calendars, but with the right mindset you can begin to master the art of real-time with the speed that social media success demands. To help you better plan for real-time events, download the Produce Marketer’s Calendar with many of these important dates conveniently marked for you.
