Rapid response marketing is precisely what the name implies. The process leverages current events and news cycles to help brands make an impactful statement with quick, relevant content. This type of rapid response can take advantage of a marketing or PR opportunity. It can also help to mitigate risk, as in the case of “damage control” when unexpected emergencies transpire.
Traditional digital marketing campaigns involve extensive planning, research, and execution. Conversely, rapid response is about reacting urgently in the moment to marketing opportunities as they arise.
In 1989, Dawn Detergent famously seized an opportunity for rapid response marketing when they volunteered their product and payroll to help clean wildlife coated with crude oil during the Exxon Valdez oil spill. Dawn’s commercials featuring an oil-coated duck washed in gentle Dawn detergent can still be seen to this day. This demonstrates the long-term impact of one bold PR move over 30 years ago. Even the San Diego Zoo reported that Dawn has been the brand they trust to wash their animals since 1989.
Talk about the power of rapid response! In one smart move, Dawn positioned itself as a leader in brand responsibility and a trusted wildlife ally. Precisely the type of brand that household heads would trust with their own family’s well-being.
Rapid response can also be used to address industry emergencies, such as a data breach or urgent changes in laws or regulations that directly affect the consumer. In many instances, preemptively building a framework for rapid response to potential emergencies can save thousands of marketing dollars and reduce the risk to your brand image and market share.
Essential Response Times in the Financial Industry
In the financial services industry, where market movements can significantly impact consumer confidence, responding quickly to client’s concerns over FED rate hikes, bank failures, or other dramatic changes in market backdrops can go a long way to foster loyalty and customer retention.
Rapid response messaging can help clients respond rationally and prevent emotion-based decisions, which can be particularly important for businesses offering investment products. Your clients look to you for expert guidance, and hesitation on your part could be perceived as ambivalence or, worse, incompetence. So, crafting the right response and executing quickly can mean the difference between retaining clients or not.
For instance, in the case of a data breach of customer information or any imminent risk that your customers must know about, it is imperative to share the information with them as swiftly and effectively as possible while positioning your brand as being in control of the situation. Although planning for unforeseen events may seem premature, having a streamlined process in place can help brands navigate unexpected circumstances.
Integrating a Rapid Response Marketing Strategy
Here are a few ideas that you can use to integrate rapid response into your firm’s marketing strategy. Consider these suggestions.
Market Rapidly Across Channels
To effectively communicate with everyone, use all available tools like email, SMS (Text), and social media. Send mass messages across channels to ensure everyone receives your message promptly.
Leverage CRM Automation
Use pre-designed templates in your CRM solution, like HubSpot, to quickly create and deploy landing pages, emails, and social media posts. Using advanced analytics, you can track results and ensure maximum reach for even on-the-fly campaigns and gain the same insights as a pre-planned campaign.
Seize Opportunities
Quick response marketing can help you seize fleeting opportunities and spread your message exponentially. Listening to your followers, as Wendy’s did in 2017, when a follower tweeted, “How many retweets for a year of free chicken nuggets?” Wendy’s responded quickly, resulting in massive social impressions and new followers. #NuggsForCarter generated $7 million worth of earned media for Wendy’s and 3.65 million retweets.
Rapid response marketing offers a powerful approach for brands to respond swiftly and effectively to current events, fostering loyalty and strengthening brand image. By seizing opportunities and aligning messaging with real-time occurrences, organizations can build connections with their target audience and establish themselves as trusted sources of information and support.
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