I have always received a lot of questions asking me 'how do we maximise our publicity?' or 'how can we gain more attention?' Here is your answer.
As I made the example from the recent Pokemon Go craze, as seen with my blog post 'Pokemon Go Away!' it showcased how you can use a current situation to maximise your marketing reach. Just think about how many brands used Olympians over the last fortnight to be a communicator for their brand... Publicity through current situations is highly valuable, especially when it is directly communicated with your target market.
So why Frank Ocean?
Studies have shown that artist, Frank Ocean, has been long conceiving his music for personal reasons and his fans have been endlessly waiting for the release. WAIT NO MORE, his new album is here. What many people didn't realise is, that all the time that brands focusing on a younger target between 18-24 were paying extensive amounts off of alternative marketing campaigns, they missed out on entering the current situation of Frank Ocean, which is trending on Instagram, Facebook and Twitter as we speak.
This idea of sharing publicity isn't a new idea, and most famously, iconic British entrepreneur - Richard Branson - is known for his dramatic marketing stunts which can be seen clearly in the image below.
Virgin Airlines has said to make more publicity off the mistake of British Airways than British Airways made for actually raising the wheel in the first place. Why?- you may ask, because Richard Branson captured the moment and put publicity first. This is what, as small business owners and marketers, we have to do in order to grow and sustain attentive awareness among society within our businesses.