by Mattr | Feb 1, 2014 | news
(Originally posted in B2C) This weekend’s big game is well-known for its millions-of-dollars-per-minute advertising time. Big-name brands with big-time audiences, like Bud Light, Dannon, and CarMax, all seem to invest that advertising revenue confidently…but could those marketing agencies be leaving millions on the table? Unfortunately, yes — prime-time ad agencies tend to focus only on major trending topics, leaving unique interests unrepresented and full of untapped potential. Unique interests are those surprising insights that take your advertising from “great” to “Grade-A.” A unique interest is a trending topic, celebrity, or TV show that a given segment of users favor over others and is not as obvious as the top five trends being covered. If your business isn’t identifying these unique interests and taking advantage of them, you might be mishandling your marketing budget, too. Unique Interest, Unique ROI: Making Unique Interests Work for You Unique interests require you to get to know your audience in a more personal way that will result in better conversions and a better ROI on your marketing investment. This strategy works across all markets and industries, from popular sports teams and television shows to particular actors and celebrities. Unique Interests Inform Effective Social Content Social content is a powerful tool for capitalizing on unique interests, whether you’re seeking celebrity endorsements or media outlet attention. Make the most of it by keeping an eye out for unique public figures: celebrities who have a particularly active set of brand fans that overlap with your market. Take ESPN’s John Clayton, the most popular media celebrity with Seattle Seahawks fans. He has almost a million Twitter followers. But let’s...
