What is it?
Capitalising on a timely event or good news story by changing your messaging can help bring attention to your offering.
Why does it work?
It works because when something captures the public’s imagination (such as the wedding of Prince Harry to Meghan Markle) then anything related to that will stand out and be more relatable as it’s familiar and timely. This is also taking advantage of Propinquity – people are familiar with the news story or event and you are capitalising on that familiarity.
What can you do about it?
To make this work requires speed and agility. It’s about relating your offering to a good news story or timely event. This is only truly successful when the event is on a much larger scale such as the Olympics or a Royal wedding. Keep your eyes peeled for a good news story that capture’s the public’s imagination and then consider how you can relate your offering to that story.
Marks And Spencers or “Marks and Sparks” in the UK changed the signage on their Windsor shop for the Royal wedding and it made the news:
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