One of the kings of agile marketing (well in my opinion anyway) has been on it again this week – using a national news story to gain attention.
A Paddy Power branded lorry travelled from Dover to Calais yesterday, just as the French port partially reopened following several days of closure caused by a strike by French ferry workers. The lorry was emblazoned with images of British sports stars, including tennis star Andy Murray, and the message:
“Immigrants, jump in the back! (But only if you’re good at sport)”
The strike had caused days of chaos with many migrants attempting to hitch a ride on lorries bound for the UK that were stationary in traffic queues.
The Guardian reported that Paddy Power said it is not commenting on the migration crisis but ‘making a joke about Britain’s leading sports stars, in particular Andy Murray’.
Paddy Power, an Irish bookmaker, is known for its bold and often controversial marketing campaigns. Whether you approve or not, the company is adept at spotting an opportunity and reacting swiftly. The brand wants to stand out in a commoditised betting market and this is one of the ways it achieves that.
How to do agile marketing?
If you Google “how to do agile marketing?” you’ll find articles referring to “listening stations”, “sprints”, “scrum forums” and lots of other scary terms and processes, which are probably over the top for a small business. However, even if you are a small business you can still get in on the action and hijack live, newsworthy and even unrelated events, to gain brand exposure. You just need to be on the ball and quick.
[list_star color=”df3939″ font_size=””][list_item]Keep up to date with news and events that might present opportunities (e.g set up Google news alerts or Twitter searches).[/list_item][list_item]Have a calendar of upcoming or annual events so you can plan your marketing activities and be ready to react to breaking stories around those events.[/list_item][list_item]React quickly.[/list_item][list_item]Keep it on brand. Paddy Power want to be bold and court controversy. Don’t try to emulate their campaigns if your brand is more conservative![/list_item][/list_star]
Have you had any success at responding quickly to an event/situation or have agile marketing tips that you would like to share? Please comment below.