A decade ago, three things would have come to mind when asked to remark on the potential for pop culture to boost sales and exposure in a marketing strategy: mass media, major companies, and significant finances.
Numerous success stories in pop culture marketing involving product placement, endorsements, and the exploitation of societal trends, sports, the arts, and celebrities can be found since the middle of the 20th century.
To demonstrate this phenomenon, consider the following examples: a strategically placed Apple Mac in a thrilling scene in the most recent Hollywood blockbuster; a pop star downing a Coke during a live performance in front of screaming fans; tennis players sporting Nike at Wimbledon; or even the most recent Barbie doll, which reflects the most recent trends in clothing for young girls around the world.
— Advisory Excellence (@_aenetworking) October 7, 2022
Is the Main Focus of Pop Culture Big Brands?
Not anymore, things today have changed. Even though everything major is still included in pop culture marketing, there are now special opportunities for smaller players with tighter resources.
Integration into a marketing strategy can be economical and doable for small businesses in a convergent and worldwide media landscape, with the potential for mass influence and involvement.
Social media and digital marketing are increasingly seen by many marketers as distinct elements of popular culture.
Below is a list of steps to help you on your journey:
Initial Brand Alignment
You should consider how the trend supports your brand positioning in order to link into a wider story in the media. Opportunity must be weighed against alignment and potential negative effects.
If you had a store selling organic produce, for instance, would Game of Thrones truly fit with your brand? On the other hand, it could be worthwhile to investigate a connection between the World Cup and an emphasis on wholesome diet.
Increase Your Social Media Following
Although it seems simple, I frequently run with small business owners who start off strong on social media, only to get side-tracked and let their efforts lapse.
The statistics produced by investing in your social media strategy can give you access to behavioural patterns and predictive value in addition to giving you a brand presence and a direct line of communication with your customers.
A digital marketing strategy called real time follows important cultural events as they unfold. Social media activity and hashtag usage during these occasions offer perception and, possibly, forecasts about the upcoming major pop culture trend.
By keeping an eye on these trends, such as the release of blockbuster movies, major sporting events, and celebrity product endorsements, you can develop pop culture marketing forecasts that are specific to your target audience.
Crowdsourcing is the practise of acquiring required goods, concepts, or content by asking a sizable number of people—especially an online community—to contribute rather than traditional employers or suppliers. Again, crowdsourcing offers chances to test an idea or get a news lead before it hits the market.
Your Time Investment
It takes skill to take advantage of current pop culture trends in a timely and cost-effective way. It all comes down to time and timing, whether you want to lead or follow. The advantages of commenting on pop cultural trends might be substantial but doing it correctly can take some time.
Pop culture marketing for small businesses is experiencing a period of exciting change. Due to digitalisation, there are now practical, abundant, and possibly profitable ways to use mass media to your brand’s advantage.