BEING RELEVANT IN A BUSY MARKET
Dictionary Meaning of Topical: of
immediate relevance, interest, or
importance owing to its relation
to current events
Synonym: Current, up to date,
up to the minute, contemporary,
recent, newsworthy, in the news,
vital, timely, popular, trendy,,
buzzworthy.
April 2015
Topical Advertising
Topical advertising is the idea of
taking tactical advantage of a
news story or something current
and
creating
a
piece
of
communication
that
would
resonate with your direct target
audience.
Topical communications can get
the business extra coverage and
business exposure that they would
not ordinarily have received. This
exposure can grow organically if
it’s something that the business’s
target audience is interested in and
talking about.
Linking
any
piece
of
communication to a topical or
relevant news story allows the
brand to show off their ability to
react to their community’s needs
and vested interests. It allows for
the business culture, ethics, values
and voice to be heard through the
style of the communication shared.
Whether it’s via creative humour,
empathy or just making a human
rights statement – it shows their
target market that they’re on the
ball and have their customer’s best
interests and needs at heart.
There is of course the added
opportunity of gaining media
coverage from your piece of
communication – due to its
creative direction and public
statement – be it smart, funny,
controversial or an activists
dream…where there’s a statement
there’s a potential news story.
The key in being topical and
relevant in a fast and highly
engaged market is to ensure that
you surruound yourself with
marketing support team who
will see the opportunity and
immediate act on it. It is vital to
have a public statement within
the first 8 hours of the topic
hitting the media or community.