How to Acknowledge Current & Cultural Events in Your Marketing

Companies face a dilemma when it comes to marketing current events or cultural events. On the one hand, addressing timely events can help companies appear current and relatable. This can lead to increased brand loyalty and sales. On the other hand, companies risk appearing tone-deaf or insensitive if they address events inappropriately or insensitively. Thus, companies need to be thoughtful and strategic in their approach to acknowledging current or cultural events in their marketing.

Evaluation

First, companies need to consider which events to acknowledge in their marketing. They need to evaluate the event’s relevance to their brand, their audience, and the marketing message they want to convey. If an event has a direct connection to a company’s products or services, acknowledging the event in marketing might be appropriate. For instance, if a company sells organic food, they could celebrate Earth Day and talk about how their products help to reduce the carbon footprint. However, if an event is unrelated to the company’s products or services, they need to tread. They should avoid coming across as opportunistic or appropriative. For example, a clothing brand would need to think before posting on social media about International Women’s Day. It might be seen as capitalizing on a cultural moment without offering real support.

Messages

Companies need to consider the tone and message they want to convey when acknowledging an event. It’s important to be authentic and respectful in the messaging. That’s the best way companies can avoid appearing to be exploiting the situation for commercial gain. A brand that uses cultural marketing just to sell products or services without showing any real respect for the underlying issues can damage its reputation. On the other hand, a brand that sensitively and appropriately acknowledges an event can demonstrate its empathy and emotional intelligence. This way, it can increase customer loyalty too.

Communication channels

Companies need to choose their communication channels carefully. Some events are better suited to show support on social media, while others may be better communicated through a press release or a direct email. Companies need to consider their audience and which communication channels they are most likely to engage with. A company that wants to acknowledge a cultural moment should consider using an online platform with a specific audience. 

Feedback

Companies need to be prepared to receive feedback and respond appropriately. Social media users aren’t shy about expressing their views. Companies must be prepared to listen and respond respectfully to criticisms. Companies that receive negative feedback should use it as an opportunity to learn and improve their messaging. Criticism may also provide insights that can help companies to understand their audience better. Then, they’ll be able to adjust their messaging and approach in the future.

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