You know when something unexpected happens, (i.e. The Tories winning a majority or Jeremy Clarkson getting sacked) and brands jump on those developing stories? That’s agile marketing. For example.
— Snickers (@SnickersUK) March 12, 2015
That’s just one simple yet deviously clever response from a brand in regards to a developing news story. Now if we look at another previous news story, like Apple’s infamous ‘Bendgate’ scandal, it didn’t take long for other mobile competitors to turn up the humiliation (hell even brands outside of the mobile tech industry joined in the banter).
— KITKAT (@KITKAT) September 24, 2014
Given the right circumstances (or not), agile marketing allows brands to instantly connect with their audiences and beyond, whilst remaining current and even product orientated. Econsultancy’s CEO Ashley Friedlin says that advertisers & marketers should follow the 70:20:10 rule. 70% planned ‘business as usual’ marketing, while 20% should be programmatic ‘machine-driven’ marketing. The other 10% is reserved for agile marketing. But granted it is easier said than done. Depending on the brand and its products/services, spontaneous marketing is actually quite tricky. You need to have a dedicated creative team that can do quick turnarounds just like that. Also depending on the brand’s ethos, some we will react quickly to a lot of breaking news more than others. Some brands will only reserve their agile marketing for causes that resonates with their brand. But there are other times when some brands are so current and audience saavy that they’ll tweet about just about anything current (as long as it can still be tied back to the brand’s business). Case in point, some brands connected with people paying attention to that whole Drake vs. Meek Mill debacle in the music industry. It’s nothing really serious, just a couple of knuckleheads in the rap game thinking their 2015’s answer to Biggie & Tupac (as if they would even dare try). But when Meek Mill (sidenote: I swear that name sounds like an off-brand cereal bar) dropped a song and I say ‘song’ loosely and well, people (brands too) tore into him for the lame rap. Brazzers and Whataburger certainly weren’t afraid to go after Meek Mill’s diss track. But that’s just another example of how brands can tap into pop culture and use it in a form of agile marketing to communicate to their audience. If something is trending, whether something of social importance or just plain stupid, brands will take notice. Just look at previous posts about the recent Tube Strike & hi-res debut image of Pluto. Maybe worth pointing out we’ve done a bit of ‘agile marketing’ before too. I believe the turnaround was one day?
Another is Cecil (yup, you should have guessed this one was coming). If you didn’t know whom I meant by that name, well you can read all about it here. The Cecil Lion story trended like wildfire and it didn’t take brands long to piggyback of the news story.
— Ty Inc (@TyInc) August 3, 2015
— PETA (@peta) July 29, 2015
— Empire State Bldg (@EmpireStateBldg) August 2, 2015
Thanks to the power of social media, agile marketing can be done in realtime, or close enough anyways and can reach thousands, even millions within hours. Much more far-reaching then a billboard wouldn’t you say? Also with new social media tech and apps coming through like Vine, Periscope, Snapchat, it just adds to the possibilities of being wildly creative and well, for like of a better word, agile. Do keep an eye out for our ‘Brands & Trends’ segment posts for perfect examples of brands performing good (and sometimes awful) agile marketing.