same. Plus, chances are that these
events aren't really relevant to your
brand.
A more practical approach would
be to determine which upcoming
events are relevant to your brand
and focus your RTM efforts on those.
As Jeff Dachis writes, "Marketers
don't need to tweet something
clever during big events. They must
learn how to meaningfully engage
a group of targeted advocates in
the conversations, topics and trends
that matter to them in real time. This
engagement is how brands will be
built in a transformed world where a
mass of communicators dominates
mass communications."
For example, since Uberflip is a
content marketing platform, we
target events that are focused on
marketing. We closely monitor an
event's hashtag to see what's going
on and only jump in when we have
something of value to add. Sure, the
audience is much smaller, but they're
also a lot more qualified for our
product.
It's OK to Plan Ahead
Not all RTM needs to be 100% spur
of the moment. If you're able to
anticipate a few outcomes to an
event, prepare your materials in
advance so you're ready to go when
the time is right. When Wreck-It-Ralph
didn't win Best Animated Feature at
the 2014 Academy Awards, Nintendo
(whose Bowser character had a
cameo in the movie) sent out the
following image over social media:
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