Did you know that some sailboats can travel almost three times faster than the winds that power them. How can this be? The laws of physics dictate we can’t get something from nothing – or can we? Most of us have felt the effects of the wind at our back, pushing us forward, but sails are cleverly designed to also create a form of lift that provides added force that also pulls, enabling these vessels to travel faster than the wind itself.
Like this somewhat labored metaphor, opportunistic marketing is a strategy to recognize and appropriate relevant market activity to further your strategic goals. By harnessing the efforts of others in your industry you can boost the efficacy of these supplemental campaigns.
One organization taking advantage of this principle is the AAA Life Insurance Company. Each year the insurance industry dedicates the month of September to increasing life insurance awareness. AAA Life uses this time to shine a light on the importance of being fully covered and the types of policies available. They are contributing to, and benefiting from, a rising tide that lifts all ships.
No one would argue the importance of a well-crafted strategic plan, but as the year plays out, we gain access to new information, and opportunities begin to present themselves. While you should remain focused on long-term objectives, being flexible with your tactics can bring added value. Leaving “strategic gaps” in your plan with a modest contingency budget is a proactive approach to preparing for unforeseen circumstances to capitalize on. We often see this logic in digital marketing campaigns that employ re-targeting strategies to move resources where the action is.
Transform this classic marketing staple into a modern-day digital sales tool to educate, entertain and inspire your customers.
Collaborating with an advertising agency can offer new ideas and a fresh perspective, all while utilizing your resources more efficiently.
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