On Friday a week ago, Apple launched the iPad in a number of countries outside of the USA, including America. That same day I know of at least two organisations – Borders and Domain – who sent emails out to their contacts on that exact day telling people about tools that they now have available for the iPad.
The message to the end consumer is very clear:
- we’re up to date
- we’re providing you with useful tools
I think you will agree that the above a very powerful messages to provide to your customers.
Timing your messages to co-incide with major news events, particularly when you are supplying useful tools to help people around that event, is a great strategy and should be something that you factor into your Communication Plan.
You’re could be thinking: “that’s easy for large company with big budgets”, or “but how do you know what the major news is going to be?”, or “co-inciding my emails with the news will take too much preparation time”. Yes… it does take effort to co-incide your campaigns with major news; and that’s why it gives such a powerful message to the message recipients.
So don’t discount this strategy as too hard! Factor this into your next Communication Plan brain storming session, or tweak your Communication Plan when you become aware of big news coming up. Share your thoughts by adding your comment below.by