Topical & Tactical
While brand and product marketing can be expensive, it doesn’t require a lot of marketing investment to take advantage of topical opportunities. Here are some examples that cost us no money at News Corp Australia for South Australian masthead “The Advertiser” using mostly internal marketing resources and available media space.
Take advantage of current events and popular culture.
A brand that is agile enough to take advantage of current events can leverage the existing media power of those events in a cost-effective way. The subject matter is already known – how can you connect this to your brand in an engaging and relevant way?