Posted by Andy Cullwick, director of marketing at Legal Futures Associate First4Lawyers
Cullwick: You have to move swiftly
Bridgerton. It’s what everyone seems to be talking about, or at least it was a few weeks ago when I first had the idea to write this blog.
Such was the sea of stories generated by the third instalment of Netflix’s hit Regency romance that you didn’t even need to have watched it to know what was going on.
The ‘will they, won’t they’ plot centred around Penelope Featherington and Colin Bridgerton. Spoiler alert: they did, and in a six-minute scene that even attracted the attention of Kim Kardashian, who subsequently recruited leading lady Penelope – actress Nicola Coughlan – as the latest face (and body) of her lingerie and shapewear brand SKIMS.
The move was a masterclass in newsjacking – otherwise known as piggybacking onto trending topics to get yourself and your business noticed. But how do you know the right news or trends to jack?
Before you jump on the next passing bandwagon, here are some points to consider first.
Speedy does it
He says, writing a blog about a programme that aired weeks ago. Fortunately, I’m not trying to capitalise on Bridgerton’s popularity or I would indeed have missed the boat.
Key to the success of this marketing tactic is to ‘jack’ the news while it’s still in the news and that means acting fast. News cycles rarely last longer than 24 hours.
If you’re thinking of trying this out, make sure you’re on top of current news and trending topics or assign responsibility for this to another member of your team. This doesn’t need to be as time-consuming as it sounds – for example, you can set up real-time Google alerts for relevant keywords and ensure any news you receive is verified and reported by a reputable source.
Is the story on brand?
However tempting it may be, resist the urge to jump on trends without first considering what the benefit of doing so will bring to your business.
Will the story resonate with your customer base or do you risk confusing them, worse still turning them off with content that’s not relevant to them?
Finally – and this is particularly pertinent to legal services – make sure that the message is delivered in a tasteful way. I am reminded of the law firm that, in the aftermath of a crash on ‘The Smiler’ rollercoaster at Alton Towers, posted on social media: “Been injured in a rollercoaster crash?! We’re experts in Personal Injury!! #Smiler #AltonTowers.”
Five people were seriously injured in the crash, two of whom had to later have limbs amputated. Needless to say, the firm was branded distasteful and issued a public apology for what it described as a “severe error of judgment”.
Don’t speak too soon
The marketing arm of Hellmann’s has been left with a little egg (mayonnaise) on its face after unveiling Jack Grealish as its new ambassador and BBQ partner, part of the brand’s partnership with UEFA EURO 2024.
“When we come together as England, we feel a real togetherness as a squad to represent our country. We feel this same connection with friends and family over the summer period when enjoying a good BBQ back at home,” he said.
As it turned out, Grealish found himself with lots of time to perfect his BBQ technique after a lacklustre season at Manchester City meant he failed to make the England squad.
Lesser-known brands may have been more concerned at this unintentional own goal, but Hellmann’s is established enough to weather the jokes that have inevitably ensued.
Beware of copyright laws
If you’re thinking of piggybacking onto an event, check if you are legally allowed to do so first. Penalties for intellectual property infringement, including copyright infringement, are severe, ranging from a heavy fine to a custodial sentence.
The best example is the Olympic Games, where brands pay huge amounts to have their names associated and understandably get frustrated if others try to do the same without paying a penny. As a result, there are such extensive restrictions on the use of words or logos like the Olympic rings and flag that it makes it difficult to reference the event in any advertising at all.
Instant results
Used tenuously or too often, newsjacking may have a negative effect in alienating your current client base rather than attracting new business. With the right topic, tone and timing, however, it can be a valuable marketing tool that delivers the kind of results it may otherwise take months to achieve.
A version of this blog first appeared on Insurance Claims
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