In the “examples file” this one just hit my inbox. It’s one thing to hear clever ideas, it’s another when they are executed. Kudos to Frontier Airlines.
Trend Marketing: Email marketing represents an ideal platform to leverage what I call “Trend Marketing”. This is where you take a current event and ride its wave to get your marketing message out. Ideally you tie the story to your story in a tasteful way to compel action.
A Result of Trend Marketing: About two years ago, the Monday after a dramatic win by the American Football Denver Broncos over the “on paper, a much superior” Pittsburgh Steelers, one of the most successful emails I’ve seen in a while hit the wires. With quarterback Tim Tebow lead the Broncos to yet another a dramatic win, this time in overtime. It was a game which later became known as the 316 game, having numerical and personnel significance to Tebow’s favorite Bible verse, John 3:16.
What Was the Email Subject? “The Best Thing to Hit Denver Since Tim Tebow”
Result: The open rate was ~350% higher than previous emails attempting to promote the same event.
Fast forward to 2014: Insert future hall of fame quarterback Peyton Manning of the Denver Broncos. Recently there was a rumor that Manning’s regular calling of OMAHA! before the snap, might create an endorsement opportunity by Omaha Steaks. See more on that here.
None the less, marketers are going to make the most of the run-up to the Superbowl on February 2.
Consider the screen capture of an email I received from Frontier Airlines:
Clever. They are leveraging the famous “Omaha!” calls of Manning to engage readers. More than that, in honor of Superbowl XLVII (48) they are enticing you with $48 fares. Wow. Wonder how long those might last. The subject line does a masterful job hooking consumers and fans alike with a great offer.
Even Peyton Manning is leveraging the ‘Omaha’ call, raising nearly $25K for his charity (details here).
- How do you react to Frontier Airlines’ approach?
- Are you leveraging trend marketing in your business, and if so, how?
- Have examples of trend marketing (superbowl or otherwise) to share?
Respond in the comments box below.