flevyblog

Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.
MANAGEMENT & LEADERSHIP STRATEGY, MARKETING, SALES OPERATIONS & SUPPLY CHAIN ORGANIZATION & CHANGE IT/MIS Other

How to Effectively Increase Audience Engagement through Reactive Advertising

Editor's Note: Take a look at our featured best practice, Marketing Plan Development Framework (63-slide PowerPoint presentation). A marketing plan is a comprehensive blueprint, outlining an organization's overall marketing efforts. This PowerPoint presentation is a guide to developing a comprehensive marketing plan. Marketing Management topics include: * Marketing Management Process * Market Segmentation * Market [read more]

Also, if you are interested in becoming an expert on Strategy Development, take a look at Flevy's Strategy Development Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.

* * * *

Reactive advertising is a powerful tool. When used well, it can catapult the reach of a brand, enabling a company to rapidly improve brand awareness and make a real name for itself. And there’s often little to no investment required.

Think back to some of the latest viral trends you’ve noticed on social media, and no doubt you’ll already have a few examples of great reactive advertising in mind. From bowls of Weetabix piled high with baked beans to ongoing debates over what colour a smoothie is, reactive advertising never fails to get audiences talking.

Read on to learn more about how reactive advertising works and how you can use it to engage your audience.

What Is Reactive Advertising?

Reactive advertising is a form of marketing that uses existing talking points, news stories or viral trends as its inspiration.

Brands using reactive advertising techniques will piggyback on popular trends, joining conversations that are already happening. The benefit is that the audience in question is already engaged in the topic, and is, therefore, more likely to pick up on a brand’s message.

Reactive marketing is, by nature, incredibly time-sensitive, so brands need to be quick to make the most of the opportunities it presents.

Using Reactive Advertising to Engage Audiences

There are many ways brands can use reactive advertising to engage audiences. The key is to ensure that the conversations being joined are relevant and that the brand has something new to say. Take a look at some examples of how to use reactive advertising to power up audience engagement.

Join the conversation 

Social media offers endless opportunities for brands using reactive advertising. You don’t need to look far to find big-name brands making the most of the power of reactive advertising on top social platforms.

In February, Weetabix took over Twitter with a simple idea: Heinz baked beans on Weetabix biscuits. The tweet soon went viral, with many other brands piling in to give their opinions on the controversial breakfast dish. In this case, the tweet attracted attention from the likes of KFC, Google, Tinder, EE, Moonpig, Toblerone and even West Yorkshire Police. As more and more brands got involved, the effect became ever more powerful.

Capitalise on upcoming launches 

Every so often there comes a launch that’s so highly anticipated you can’t seem to get away from it. Events like these are perfect for brands looking for new ways to boost engagement using reactive advertising.

Take Game of Thrones, for example. The days and weeks before the launch of the last season of this epic TV hit were dominated by conversations about what the series would entail, and how things would pan out for the characters.

As excitement built, brands started to get involved. One company that did so incredibly well was Oreo. The cookie company created new Oreo designs based on the different houses in the show, even going so far as to produce its own version of the title sequence.

Make the most of seasonal trends 

Reactive marketing demands a timely response, and this can make it challenging for some companies to really embrace the idea. But seasonal trends offer a way for more brands to get involved, as there’s time to plan and strategize to put a seasonal marketing plan in place.

There are a few dates on the calendar that always offer opportunities for new reactive advertising campaigns. Seasonal sporting events such as the Superbowl and the launch of big-name tournaments, as well as headline-hitting shopping events like Black Friday and Cyber Monday, can all be used as the inspiration for reactive advertising campaigns. Take a look at this Black Pieday campaign from Pieminister to see how it’s done.

Engage audiences using competitors’ campaigns 

Big-budget advertising campaigns have always been effective in piquing the interest of consumers, but clever brands are now putting their creativity to the test to piggyback on this engagement without having to foot the bill.

The John Lewis Christmas advert is renowned for getting audiences talking. It’s also well known as one of the most expensive TV campaigns to produce. So in recent years, we’ve seen a handful of companies start to parody the festive ad. As a result, they’ve begun to enjoy some of the attention that had previously been focused on the department store. Budget supermarket chain Lidl did this brilliantly in 2018, using its own play on words that was both on-brand and relevant to its USP.

Make the Most of Reactive Advertising Opportunities

Reactive advertising can be used by brands in all industries to help build brand awareness and create a buzz. With this innovative form of advertising, there’s usually no need to spend huge amounts of money to boost a company’s reach and share its campaign message far and wide.

71-page Word document
This 71-page template is a comprehensive template for a Strategic Marketing and Sales Plan. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. Using this template will allow [read more]

Want to Achieve Excellence in Strategy Development?

Gain the knowledge and develop the expertise to become an expert in Strategy Development. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.

"Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat." - Sun Tzu

For effective Strategy Development and Strategic Planning, we must master both Strategy and Tactics. Our frameworks cover all phases of Strategy, from Strategy Design and Formulation to Strategy Deployment and Execution; as well as all levels of Strategy, from Corporate Strategy to Business Strategy to "Tactical" Strategy. Many of these methodologies are authored by global strategy consulting firms and have been successfully implemented at their Fortune 100 client organizations.

These frameworks include Porter's Five Forces, BCG Growth-Share Matrix, Greiner's Growth Model, Capabilities-driven Strategy (CDS), Business Model Innovation (BMI), Value Chain Analysis (VCA), Endgame Niche Strategies, Value Patterns, Integrated Strategy Model for Value Creation, Scenario Planning, to name a few.

Learn about our Strategy Development Best Practice Frameworks here.

Readers of This Article Are Interested in These Resources


722-slide PowerPoint presentation
Curated by McKinsey-trained Executives Introducing the Ultimate Marketing and Sales Standard Operating Procedures (SOP) Toolkit--Your Comprehensive Guide to Streamlining Success. Unlock unparalleled efficiency and success in your marketing and sales operations with our [read more]


 
Excel workbook
 
 
160-slide PowerPoint presentation

About Sean Begg Flint

Sean Begg Flint is the founder of Position Digital, a digital marketing agency for ambitious startups and growing brands. He is passionate about purpose-driven content marketing and using outreach for good.


Complimentary Business Training Guides


Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function

  

  

  

  

  

The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.
  


OUR CORE OFFERINGS
Flevy Marketplace: Top 100
· Strategy & Transformation
· Digital Transformation
· Operational Excellence
· Organization & Change
· Financial Models
· Consulting Frameworks
· PowerPoint Templates
FlevyPro (Subscription Service)
KPI Library
Streams (Functional Bundles)
Flevy Executive Learning (FEL)
PowerPoint Services

FREE Resources

About Flevy
Management Topics
Marcus (AI-Powered Consultant)
Partner Program
LinkedIn Influencer Marketing
FAQ / Terms / Privacy / Blog
Contact Us: support@flevy.com



CONNECT WITH US!
       
TOP 100 TRENDING TOPICS
Acquisition Strategy
Agile
Analytics
Artificial Intelligence
Balanced Scorecard
Best Practices
Big Data
Breakout Strategy
Business Continuity Planning
Business Plan Financial Model
Business Transformation
CMMI
COBIT
Change Management
Cloud
Communications Strategy
Company Financial Model
Competitive Advantage
Competitive Analysis
Consulting Frameworks
Continuous Improvement
Core Competencies
Corporate Culture
Cost Reduction Assessment
Customer Experience

BROWSE BY FUNCTION
Strategy, Transformation, & Innovation
Digital Transformation
Operational Excellence and LSS
Organization, Change, & HR
Management Consulting

Customer Journey
Customer Service
Cyber Security
Data Privacy
Decision Making
Digital Marketing Strategy
Digital Transformation
Digital Transformation Strategy
Due Diligence
ESG
Employee Engagement
Employee Training
Enterprise Architecture
Growth Strategy
HR Strategy
Hiring
Hoshin Kanri
ISO 27001
ITIL
Information Technology
Innovation Management
Integrated Financial Model
Kaizen
Kanban
Key Performance Indicators

ADDITIONAL RESOURCES
Business Strategy Frameworks
Case Studies
Consulting Training Guides
COVID-19 Trend Data
Digital Transformation
Financial Advising Services (FAS)

Knowledge Management
Leadership
Lean
Lean Manufacturing
Logistics
M&A (Mergers & Acquisitions)
Manufacturing
Market Research
Marketing Plan Development
Maturity Model
McKinsey PowerPoint
McKinsey Templates
Operational Excellence
Organizational Change
Organizational Design
Performance Management
Post-merger Integration
Pricing Strategy
Process Improvement
Process Maps
Procurement Strategy
Product Launch Strategy
Product Strategy
Project Management
Quality Management


Free Resources
KPI Library
Lean Management
Lean Six Sigma Training Guides
Marcus Insights
Operational Excellence

Real Estate
Remote Work
Restructuring
Risk Management
Robotic Process Automation
SWOT
SaaS
Sales
Scrum
Service Design
Six Sigma Project
Social Media Strategy
Strategic Planning
Strategic Thinking
Strategy Development
Supply Chain Analysis
Sustainability
Target Operating Model
Team Management
Total Productive Maintenance
Value Chain Analysis
Value Creation
Value Stream Mapping
Visual Workplace
Workplace Safety


Product Strategy
Small Business Owner
Startup Resources
Strategic Planning
Strategic Planning Process
Value Innovation Strategy


© 2012-2024 Copyright. Flevy LLC. All Rights Reserved.