Timing is Everything: Leveraging Context

On my way to office today, I was preparing notes for an important meeting while fighting off sleep, courtesy of loud music outside my apartment last night. Some 25 minutes into the ride, I noticed an ad on the back of the front car seat from a leading fashion brand, announcing a sale for the first time. My immediate thought was, "Why place it here?" As a regular cab user, I barely notice ads during my rushed morning commute, and on my return in the evening, it’s usually too dark to see anything clearly. Who is this ad really targeting?

Before I could finish that thought, my phone buzzed with a push message from a delivery app, urging me to order my daily caffeine fix... This is typically how the modern-day consumer is inundated with information at every turn, making it increasingly difficult for brands to capture our attention. Out of all the communication we encounter, what actually sticks? When does something REALLY land?

Moment marketing has been a buzzword for marketers and PR professionals over the past couple of years.

However, in today’s fast-paced, hyper-connected world, moment marketing is not just about releasing content at the right moment. It also involves understanding the undercurrents that influence consumer behaviour and media landscape, as well as being cognizant of cultural sensitivities and societal nuances. For instance, the travel industry often seeks to connect with consumers on a cultural level. However, as demonstrated by MakeMyTrip's recent 'Mauka Mauka' ad, even well-intentioned attempts can backfire if they lack cultural sensitivity, highlighting the importance of careful execution in moment marketing.

• CONTEXT is key: One brand that has cemented its status as a pioneer of 'moment marketing' in India is Amul. Case studies on how Amul has mastered the art of leveraging context through iconic topical ads are still featured in B-School curriculums for a reason. However, in addition to Amul’s ability to create relevant and humorous creatives tied to current events, it is key to note that the brand doesn’t jump on every little or big thing happening in the country. This is where context, understanding your target audience, and what may rattle sentiments, and providing proper counsel as PR pros come into the picture.
• For instance, while a major political event might seem like a golden opportunity for a brand to create a buzz, it is essential to consider the potential backlash. PR professionals play a crucial role in determining which events align with the brand's values and avoid causing offense. Yes, adapting to a changing environment can be a game-changer, however it is extremely critical to navigate this landscape with a thoughtful, strategic mindset, ensuring that the brand’s engagement with current events is both timely and sensitive.
• TIMING is truly a game changer: Once armed with contextual understanding, the art of timing comes into play. Moment marketing, newsjacking, product launches are all tactics that PR pros can swiftly employ to maximize impact. However, what is essential to remember is that timing is not purely about speed but about precision. A hasty response to a trending topic might backfire if it doesn’t align with your brand’s values. A great example of impeccable timing to amplify brand visibility and appeal is when recently Casio capitalized on opportune moments to announce two brand ambassadors for G-SHOCK in India.
• The timing of the announcements aligned perfectly with significant career milestones in the lives of these Bollywood and Cricket stars. With Vicky Kaushal’s film Sam Bahadur releasing and Shubman Gill's rise in cricket, Casio leveraged their immense popularity to infuse star power into the brand.
• Similarly, during the recent Chandrayaan-3 landing, many brands executed moment marketing campaigns that resonated with the nation's pride. By tapping into the collective euphoria, these brands not only gained visibility but also deepened their connection with the audience.
• Therefore, to be able to harness the power of timing, as PR professionals we must become sharp observers of the world around us. Staying informed about current events, industry trends, and cultural shifts is essential. And with numerous channels—traditional, digital, social media, and even AI tools—keeping updated is more accessible than ever!

Today, being at the right place at the right time isn’t just about luck, it is in fact a result of meticulous planning and execution.         

Identifying potential marketing or PR opportunities, crafting effective strategies to leverage them, and successfully implementing them are all individually critical to truly make an impact and REALLY land in the consumer’s consideration set.