taking the leap: real-talk about real-time marketing
TRANSCRIPT
![Page 1: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/1.jpg)
Taking the Leap:
Real Talk about Real-Time Marketing
#FHtrends
![Page 2: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/2.jpg)
With every big event, live television show,
news story or even just a piece of buzz-worthy
content, we see an increasing number of
brands lining up for a piece of the
conversation pie.
#FHtrends
![Page 3: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/3.jpg)
With every big event, live television show,
news story or even just a piece of buzz-worthy
content, we see an increasing number of
brands lining up for a piece of the
conversation pie.
And because of this, the term “Real-Time
Marketing” is becoming…
#FHtrends
![Page 4: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/4.jpg)
A real-life buzzkill buzzword.
#FHtrends
![Page 5: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/5.jpg)
Even though a lot of brands are playing in the
space, it can still be difficult to predict success.
#FHtrends
![Page 6: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/6.jpg)
What we can predict is:
#FHtrends
![Page 7: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/7.jpg)
An increase in attention.
#FHtrends
![Page 8: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/8.jpg)
An increase in conversation.
#FHtrends
![Page 9: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/9.jpg)
An increase in engagement.
#FHtrends
![Page 10: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/10.jpg)
Research says brands that participate in
Real-Time Marketing through social can
expect to receive a 1,200% increase in engagement.
#FHtrends
![Page 11: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/11.jpg)
That’s big.
#FHtrends
![Page 12: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/12.jpg)
So how can we ensure that the increase in
engagement is less:
#FHtrends
![Page 13: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/13.jpg)
So how can we ensure that the increase in
engagement is less:
And more:
#FHtrends
![Page 14: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/14.jpg)
And even better, how can we begin to
predict success when it comes to Real-Time
Marketing efforts?
#FHtrends
![Page 15: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/15.jpg)
To uncover this, let’s dissect what “Real-Time
Marketing” really is.
#FHtrends
![Page 16: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/16.jpg)
To uncover this, let’s dissect what “Real-Time
Marketing” really is.
This will give us a better understanding of
the space and will help guide us on when
we should leap into the conversation or
simply stay away.
#FHtrends
![Page 17: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/17.jpg)
Let’s start by looking at the two areas we
see brands participating in most often:
#FHtrends
![Page 18: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/18.jpg)
Let’s start by looking at the two areas we
see brands participating in most often:
Live television and
buzz-worthy content.
#FHtrends
![Page 19: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/19.jpg)
Which begs the question…
#FHtrends
![Page 20: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/20.jpg)
Which begs the question…
How is the behavior between brands
jumping into the two spaces different?
#FHtrends
![Page 21: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/21.jpg)
For starters, let’s consider how live television
and buzz-worthy content are alike.
#FHtrends
![Page 22: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/22.jpg)
As we walk through this, we’ll use:
#FHtrends
![Page 23: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/23.jpg)
As we walk through this, we’ll use:
The Super Bowl as an
example of live television
#FHtrends
![Page 24: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/24.jpg)
As we walk through this, we’ll use:
The Super Bowl as an
example of live television
The Dress as an example of
buzz-worthy content. and
#FHtrends
![Page 25: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/25.jpg)
(You knew The Dress would find its way into here somehow.)
#FHtrends
![Page 26: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/26.jpg)
(You knew The Dress would find its way into here somehow.)
(And for the record, it was white and gold.)
#FHtrends
![Page 27: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/27.jpg)
(You knew The Dress would find its way into here somehow.)
(And for the record, it was white and gold.)
(But we digress.)
#FHtrends
![Page 28: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/28.jpg)
Both occurrences happen in real-time,
#FHtrends
![Page 29: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/29.jpg)
Both occurrences happen in real-time,
are highly social
#FHtrends
![Page 30: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/30.jpg)
Both occurrences happen in real-time,
are highly social
and often spike after a defining moment.
#FHtrends
![Page 31: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/31.jpg)
So what makes them different?
#FHtrends
![Page 32: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/32.jpg)
For starters, the fan base.
#FHtrends
![Page 33: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/33.jpg)
For starters, the fan base.
When we’re talking about a live television
event, there is an already-established fan
base.
#FHtrends
![Page 34: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/34.jpg)
For starters, the fan base.
When we’re talking about a live television
event, there is an already-established fan
base.
This isn’t necessarily the case for a buzz-worthy
piece of content like The Dress.
#FHtrends
![Page 35: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/35.jpg)
Another difference between the two
involves sponsorship.
#FHtrends
![Page 36: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/36.jpg)
Another difference between the two
involves sponsorship.
The Super Bowl attracts a lot of brands and
official sponsors.
#FHtrends
![Page 37: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/37.jpg)
Another difference between the two
involves sponsorship.
The Super Bowl attracts a lot of brands and
official sponsors.
There aren’t any sponsors of The Dress. Any
brand association comes after the defining
moment. #FHtrends
![Page 38: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/38.jpg)
Another way of looking at this is:
#FHtrends
![Page 39: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/39.jpg)
Another way of looking at this is:
Established fan base
#FHtrends
![Page 40: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/40.jpg)
Another way of looking at this is:
Established fan base + Sponsorship
#FHtrends
![Page 41: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/41.jpg)
Another way of looking at this is:
Established fan base + Sponsorship =
(Noise)
#FHtrends
![Page 42: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/42.jpg)
And we can all agree The Super Bowl is noisy.
#FHtrends
![Page 43: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/43.jpg)
Brand messages, even if in real-time, get lost
really easily because there is an actual event
happening that people really care about.
#FHtrends
![Page 44: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/44.jpg)
There was no event around The Dress.
#FHtrends
![Page 45: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/45.jpg)
There was no event around The Dress.
(#sorrynotsorry)
#FHtrends
![Page 46: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/46.jpg)
Another interesting thing we should consider
is consumer expectation.
#FHtrends
![Page 47: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/47.jpg)
Consumers have higher expectations for
brands that jump into a live television event
like the Super Bowl, because the brand
knew that live event was going to happen.
#FHtrends
![Page 48: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/48.jpg)
Consumers have higher expectations for
brands that jump into a live television event
like the Super Bowl, because the brand
knew that live event was going to happen.
But… the space is more crowded, so if the
brand fails, it isn’t as noticeable.
#FHtrends
![Page 49: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/49.jpg)
When a brand leaps into a conversation
around The Dress and fails, it’s painfully
noticeable.
#FHtrends
![Page 50: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/50.jpg)
Let’s take Pizza Hut for example:
#FHtrends
![Page 51: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/51.jpg)
Let’s take Pizza Hut for example:
A brand that entered the space with both
the Super Bowl and The Dress.
#FHtrends
![Page 52: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/52.jpg)
For the Super Bowl, Pizza Hut tweeted a vine
of Tony Romo with the caption “Tony Romo
reviews Triple Cheese Covered Stuffed
Crust.”
#FHtrends
![Page 53: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/53.jpg)
It was a bit of a miss, and it got some eye
rolls… but that was pretty much it.
#FHtrends
![Page 54: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/54.jpg)
Pizza Hut UK entered the space about The
Dress by posting an image of a pizza where
one slice was green.
#FHtrends
![Page 55: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/55.jpg)
Pizza Hut UK entered the space about The
Dress by posting an image of a pizza where
one slice was green.
The caption read “OMG need your help. Is
this a different colour to you?”
#FHtrends
![Page 56: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/56.jpg)
(I know, right?)
#FHtrends
![Page 57: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/57.jpg)
Again, a bit of a miss, but this post didn’t get
eye rolls.
#FHtrends
![Page 58: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/58.jpg)
It got WTFs.
#FHtrends
![Page 59: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/59.jpg)
As demonstrated by Pizza Hut, brands often
enter the space of buzz-worthy content in
the same manner they enter into any other
Real-Time Marketing conversation.
#FHtrends
![Page 60: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/60.jpg)
But with less time.
#FHtrends
![Page 61: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/61.jpg)
But with less planning.
#FHtrends
![Page 62: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/62.jpg)
But with less strategy.
#FHtrends
![Page 63: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/63.jpg)
And a lot less .
#FHtrends
![Page 64: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/64.jpg)
(I mean, green pizza.)
#FHtrends
![Page 65: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/65.jpg)
But if the consumer expectation for the two
is different…
#FHtrends
![Page 66: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/66.jpg)
But if the consumer expectation for the two
is different…
Shouldn’t the qualifiers for whether or not a
brand should take that leap be different,
too?
#FHtrends
![Page 67: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/67.jpg)
Funny you should ask.
#FHtrends
![Page 68: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/68.jpg)
Let’s consider a simple check list.
#FHtrends
![Page 69: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/69.jpg)
Live Television Buzz-Worthy Content vs.
#FHtrends
![Page 70: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/70.jpg)
Live Television Buzz-Worthy Content
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 71: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/71.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 72: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/72.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 73: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/73.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 74: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/74.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 75: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/75.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 76: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/76.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 77: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/77.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate? Consumer Perception: Will consumers
perceive your brand in a positive light after
entering the space?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 78: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/78.jpg)
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate? Consumer Perception: Will consumers
perceive your brand in a positive light after
entering the space?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
![Page 79: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/79.jpg)
So how many boxes need to be checked?
#FHtrends
![Page 80: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/80.jpg)
As a general rule of thumb, on either checklist,
you should be able to confidently check
#FHtrends
![Page 81: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/81.jpg)
3 out of the 4 boxes.
As a general rule of thumb, on either checklist,
you should be able to confidently check
#FHtrends
![Page 82: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/82.jpg)
Taking these few simple steps to assess the
situation before diving in will do two things:
#FHtrends
![Page 83: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/83.jpg)
Taking these few simple steps to assess the
situation before diving in will do two things:
Minimize the risk
#FHtrends
![Page 84: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/84.jpg)
Taking these few simple steps to assess the
situation before diving in will do two things:
Minimize the risk
and
Ensure you belong in the space.
#FHtrends
![Page 85: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/85.jpg)
In other words, it will keep you from leaping
into a tank of sharks, who will gobble you up
like a piece of pizza.
#FHtrends
![Page 86: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/86.jpg)
(They don’t even care if the pizza is green.)
#FHtrends
![Page 87: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/87.jpg)
Think before you leap...
#FHtrends
![Page 88: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/88.jpg)
So that the leap you take,
#FHtrends
![Page 89: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/89.jpg)
is a leap of confidence.
#FHtrends
![Page 90: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/90.jpg)
Thank you.
FH Texas Planning & Insights
#FHtrends
![Page 91: Taking the Leap: Real-Talk about Real-Time Marketing](https://reader031.vdocuments.us/reader031/viewer/2022030213/589e086a1a28ab67278b5389/html5/thumbnails/91.jpg)
Let’s connect.
Ryan Smith Abby Graves
@ryanpaulsmith [email protected]
@ajgraves920 [email protected]
#FHtrends