Pop culture pays.
Some stamp
collectors argue that featuring cultural icons, not historically significant
Americans or American subjects, on stamps is a slap in the face of stamp
collecting. Others, however, concede
that such stamps offer more than financial value. They offer sentimental value. They reignite old memories. They stir emotions. They bring a different kind of joy to
collectors.
That emotional
connection is exactly why incorporating references to popular characters,
shows, movies, etc., can increase the response to your marketing
campaigns. But only if you do it right.
What’s the right
way to use popular culture in your marketing?
First, there has to
be a real relevance between the cultural icon and your product or service. It can be heartfelt. It can be humorous. It can be ironic. But it must be relevant. Consumers know when a popular figure or
reference is used just for the sake of getting their attention, and they’ll
respond unfavorably if they feel duped.
You must tie the pop culture item back to your product or service.
Second, you need to
understand the interests of your audience and use the right references. In his article, “Beyond
Newsjacking: Pop Culture in Content Marketing with Movies, TV and Memes,” TopRank
Online Marketing blog contributor Nick Ehrenberg cautions marketers against
referencing just any cultural icon. “Determine
how far you can stray from the ‘character’ of your branded content ,” Ehrenberg
says, “– if the radius is short, think twice before potentially alienating a
large segment of your audience.”
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