Running a small business on a tight budget can be tough. As a small business owner, you know you need to market your company so potential customers learn about you. But traditional marketing can be just too expensive. Plus, hiring a fancy marketing agency seems out of reach. So, you should go for moment marketing – capitalize on current cultural moments with creative campaigns.
But most moment marketing guidance focuses on big brands with huge budgets. As a small fish, how can you make a splash on a budget? The good news is you CAN create memorable moment marketing campaigns that get attention without breaking the bank. In this post, we’ll share creative moment marketing tactics tailored for small businesses on tight budgets. Read on for realistic guidance on moment marketing that works for real small business budgets.
What is moment marketing, and why does it work?
Moment marketing is a bit like catching a wave at just the right instant. It’s when a brand turns a particular happening or trend in the world into an opportunity to promote its product or service. Done right, it can feel natural, relevant, and even fun. It’s why it works. It builds a connection between the brand and the audience because they’re essentially sharing a moment together.
A great example is the famous tweet by Oreo during the Super Bowl blackout in 2013. When the lights in the stadium went out for a while, they quickly tweeted an image of an Oreo, saying, “You can still dunk in the dark.” This clever, timely marketing move was simple yet playful, which added a sense of human touch to the brand. The tweet was an enormous hit and became a shining example of successful moment marketing.
Winning Moment Marketing Tactics For Small Businesses
Embrace Social Media
Social media platforms are perfect for moment marketing. They allow you to jump into trending conversations and reach a larger audience. For example, a local bakery could promote a special ‘Election Day’ donut to engage locals during elections.
Leverage User-Generated Content
Encourage your customers to share their experiences with your brand on social media. By reposting their content on your page, you not only validate their experience but also create authentic marketing moments. GoPro does this effectively by frequently sharing user-captured videos.
Utilize Local Events
Local events present brilliant opportunities for moment marketing. If there’s a marathon happening nearby, a sporting goods store could offer discounts to participants.
Collaborate with Local Influencers
Working with influencers who have a strong local following can help your moment marketing strategy.
They can share your brand content at key moments, reaching a larger audience.
Create Timely Email Campaigns
Use holidays or public events to create timely email marketing campaigns. A Valentine’s Day email blast offering a special couple’s discount can resonate well with your customers.
Harness the Power of Contests
Running contests around trending events can generate buzz for your brand. For example, you could organize a contest around a sports tournament, asking participants to predict the winner.
Explore Real-Time Advertising
This involves promoting your products or services during significant live events, like the Super Bowl. Smaller businesses could explore real-time advertising options during local events or festivals.
Incorporate Seasonal Themes
By aligning your marketing tactics with different seasons or holidays, you can leverage the excitement these occasions naturally bring. A clothing boutique, for example, could launch a “Back-to-School” fall collection.
Host Pop-Up Events
Pop-up events create a spontaneous buzz and excitement. They can be used to take advantage of ongoing events or celebrations in your locality.
Opt for Co-Marketing
Join forces with a complementary business to create a win-win marketing moment. For instance, a gym collaborating with a health food cafe could jointly promote a ‘Health Day’ event, boosting visibility for both.
Moment marketing represents a tremendous opportunity for small businesses to punch above their weight. With creative thinking and a dash of imagination, even the most modest budgets can deliver memorable campaigns. Ride the waves of current events and trends to organically connect with your audience. Done right, timely moments shared with customers can build loyalty and goodwill that lasts long after the moment has passed.