Jumping on the B(r)and wagon

At Antelope, we have worked with brands for years looking for opportunities to raise awareness, bring credibility and consideration to their markets and try to convert this consideration into purchase. What lessons have we learned and does it make sense to try and get your share of voice in the seasonal calendar of content?

Well we are going to sit on the fence here. For some brands we truly believe that seasonal opportunities are just that - great opportunities to raise awareness and bring your brand or product to the fore. For others, it really isn’t worth the effort to attempt to cut through the noise created by an awareness day, Valentine’s Day or any other event already pitched on the annual calendar. Of course, it all goes back to being genuine and what you and your brand stands for. If you really are about romance and love, then of course not maximising that over Valentine’s Day would be crazy. If you are fixing cars, or hand santiser, then really stop and think.

Does the day really match your brand values? If not, step away from the content calendar for a day or so. Of course, if your values are genuinely aligned to the seasonal stars, then you need to be creative. Those who win the war of the words, or manage to go viral with the YouTube videos, are the ones that can engage and touch the most people. So just highlighting your heart shaped chocolates as a Valentine plug, might be raising awareness, but not really giving anyone a reason to choose your product over another this Valentine’s Day.

However, using your window to display love letters if you are a florist is a fun and personalised way to spread the love at Valentine’s Day. Likewise, Virgin Trains “Love Carriage” for speed dating - although we are not sure that trains are really that romantic - is fun and definitely can distract from that boring journey.

Breaking up the noise around what we see and hear everyday is tough. Making the noise sweet music to the ears of your customers, and potential customers, is the aim. If you can make a day or an event where that noise becomes a theme tune for your brand, you really have cracked it.