We’ve got a couple of last-minute pointers for you about how to make sure your campaign marches to the front of the parade. Whatever you are selling, your marketing benefits by reflecting the seasons. It’s about being in sync with your target audience. Whether you are an Irish firm selling to an Irish market or a company marketing globally to a diverse market that includes people who are Irish for a day on March 17th, you can catch their eye by letting Ireland’s patron saint lend a hand to your efforts.
As with everything, first and foremost, proofread and proofread again. If you are using Irish phrases in your copy, double-check that they are correct and the accents are right. But don’t just proofread your text. Be very sure your graphics are right. Guinness came in for a slagging in Canada last St. Patrick’s Day when they included an image of a four-leafed clover in their ads instead of a shamrock. In fairness, Guinness normally creates absolutely stellar Paddy’s Day ads, but this slip-up was so silly it did not reflect well on whoever was responsible.
Every special event generates a slew of hashtags now. When you are posting on social media, using the right hashtag helps you get the attention you want. Keep an eye on which hashtags are trending and which are most popular with your audience. Look to see how they are being used. This isn’t a once-off task at the start of your campaign. Hashtags can evolve, and you need to monitor them to make sure you’re using the best options. And of course, you don’t need to limit yourself to just one hashtag per post. Two or three is optimum.
Knowing your audience is the key to launching a successful campaign any time of year. Do they respond to humour? Nostalgia? A heart-warming story? Or the sense of being part of the world’s biggest party? It’s your job to know them best. Just make sure your text and graphics are exactly right, and keep your message in front of them on social media with popular hashtags.
By Irene Hislop
By Conor McCaffrey