A key factor in the success of any business is effective marketing.

And a huge component of having an effective marketing plan is to be able to tie in to significant events and important occassions.

When we focus on what everyone is talking about, or on dates commemorated by many, we are able to play into what is of great interest to the public; this is an excellent way to further our brand and/or product into our key audience’s line of sight.

A good example of this is Michael Schooling. After he won Singapore’s first gold medal at the Olympics last year, Schooling became the new media darling. Marketers in Singapore were quick to ride the wave to get some publicity for their brands. There is, however, a fine line between congratulating and capitalising on the opportunity.

Below are some prominent marketers who joined in the Schooling marketing celebration during the time:

Singapore Airlines

The official airline for Team Singapore, Singapore Airlines captured many exclusive photos, videos, and interviews with Schooling. From a warm welcome at his transit in Barcelona from São Paulo, to presenting him with his own Singapore Airlines KrisFlyer Elite Gold card and one million KrisFlyer miles, the airline was quick to promote and reinforce its message of “A Great Way to Fly.” There were, however, mixed responses to the marketing efforts, with some complimenting SQ for the sweet gesture, while others ridiculing the “reverse photobomb” with the swimmer.

Changi Airport

Just like Schooling’s new Olympic record, Changi Airport Group received splashing headlines for its effective and succinct Facebook post commemorating his win. Imprinted in gold letters on a flight arrival announcement board, the post saw over 3,000 likes and 400 shares in an hour. On top of that, their Facebook page saw constant updates on Schooling’s flight arrival timing, and further honoured him with a congratulatory message on the departure announcement board, and a water cannon salute when he returned home in glory.

Grab

Featuring an illustration of a swimmer and the copy “All Hail The New Swim King”, Grab swiftly capitalised on the opportunity, and offered a promo code with Schooling’s name. They also offered the swimmer and his family free rides as a form of appreciation. The two posts have since garnered a total of almost 900 reactions and over a hundred shares.

Media

When was the last time you saw so much coverage concerning a plate of fried carrot cake? Many publications jumped onto the bandwagon to wrap up a list of places for him to get his Chai Tow Kway fix. From Straits Times to Her World Plus, everyone was discussing food places for Schooling. Our favourite? Bee Bee Carrot Cake – simply because we never know when we can catch a glimpse of Schooling himself at his favourite stall.

Those we mentioned, as well as countless others, all found ways to execute marketing strategies revolving around the hot commodity at the time – Michael Schooling and his olympic win. But while some were very positively received and adored by many, there were those who left a bid of a bad taste in the public’s mouth.

What we can take away from this whole debacle is that we must always remember that though riding on the relevance of events and occassions is valuable in making – or keeping – our brand relevant as well, our audience is a very discerning one. Always keep an eye on that fine line between congratulating and capitalising; this way, we’ll be able to pull off succesful marketing campaigns that are beneficial to our brand, instead of turning off the public completely – NOT what we want to achieve!

Powering success, happiness and work-life balance.

^{This article was originally published in Brand Inc and has been reposted on Connected Women with the permission of the author.}

^{Edited by Michelle Sarthou
Image credit: Shutterstock}

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