Growing up in Texas, snow days were rare. Even just a little ice or a little snow typically resulted in everything shutting down. My friends and I would spend the day running, sliding, and eventually falling on the ice. It may have only happened once or twice in my entire childhood, which made it all the more memorable.
This last week it snowed in South Central Texas. Since I was in Oklahoma (where it did not snow), I received many photos, calls, and texts about the “crazy snow” that was happening in and around Austin: my nephews playing in it and building a snowman; my mom having to get a kitchen spatula to clean off her car windows to go to work; my friends telling me how hard it was to drive through all that snow.
From what I can tell, there wasn’t more than an inch. Making a snowman was way more work than it should be since snow had to be gathered from four different yards. Windshield wipers probably would have cleaned off the windows just fine, but that doesn’t matter to any of the people who experienced this event. The “blizzard of 2017” will be marked forever in their memories. I know my brother will be telling stories to his son about how much he hated snow the first time he was in it, that time it snowed in south Texas. Even a quick look at my “trends for you” section on Twitter shows what a big deal that little bit of snow was to the people watching it happen.
Why is this relevant to us as marketers? Events like these are rare, and while they may seem minuscule to some, the people who experience them will keep those memories for the rest of their lives. There’s a natural opportunity for you to connect with people in these moments and to become part of an indelible memory.
Whether the event that happens is a game, a freak weather event, or even just a spur of the moment gathering of people, there will be opportunities that you and your team can capitalize on. Here are a few things to think about if you ever find yourself experiencing a “snow in south Texas” type event.
1. Capture the moment. It seems obvious, but make sure you record it. Document the event as much as you can. Whether it’s snapping a few photos of the snow to use for holiday materials next year or making sure you capture the stories of people who experienced it, capture the moment and look for opportunities to share it again later on down the road.
2. Be timely. Timing can be everything. Just look at the impact Oreo made during the Super Bowl Blackout a few years ago. When unique moments happen, your ability to respond quickly can make or break your ability to connect with people. If you aren’t ready as the event is happening, don’t try to force it. Jumping on the bandwagon too late makes you seem less relevant.
3. Be genuine. This is a phrase that gets repeated in marketing conversations quite often, but with something like this you have to be genuine. A large part of that comes with being true to your brand. If the event does not fit or fall in line with who you are as a brand, let it pass. It is better to sit on the sidelines and watch things unfold than to put something out there simply because you felt it was required.
4. Tie your brand to the event. During the recent snow, a lot of the Twitter activity I saw related to snow at Kyle Field. Opportunities for photos of an Aggie helmet covered in snow on the 50-yard line are few and far between, but by capturing the moment in that manner, fans will forever remember the time it snowed during Aggie football season.
5. Embrace the moment. Often this type of event is unexpected and brings out a little bit of craziness. Embrace it. This is not something that is going to happen often and it might not ever happen again. As long as you’re reacting in a way that’s consistent with your brand, don’t be afraid to do something different to take advantage of a unique opportunity.