Marketing is a fickle beast. It can hurt as much as it can help, and so it must be tamed, and we must be prepared before unleashing it. That being said, there are many opportunities that we can make use of, which were not afforded to marketers of the past. With a smartphone in everyone’s pocket, all of a sudden we have the chance to reach so many more people without an increase in fees.

That being said, sometimes it can be a good idea to read the moment and understand how to improve based on that. This is why many brands seek to inject themselves into social movements. For instance, brands are now releasing their own branded face masks for those looking to stay safe from the spread of the novel coronavirus. Some companies decide to print and publish pride-celebratory merchandise for pride month. That being said, there’s a fine line between making use of a moment, and exploiting a moment in bad taste. Hitting that balance just right can be very difficult, but can really help in the right context.

Here are a few insights in order to help you with this goal:

Consider Your Delivery

It’s important to consider who is delivering this message. It can often be the case that your business isn’t well known, or requires further outreach, or is simply unsuited to push this marketing choice from a presentation perspective. This is why using influencer marketing with some of the best names out there, through services such as unrulyagency.com, can help you both connect with your audience, and furthermore, with the message you hope to convey.

Consider The Moment

It’s also important to consider the moment and what it means. Should you position yourself to take part in this? Is there anything you can do to help? For instance, it could be easy for a firm to take social unrest and try to make grand statements about that, but as a corporation, it is hard to really align yourself in the same wavelength. However, might it be you have something to contribute? It could be a service or something in your product line that could be there to help. Even if that means simple measures, such as printing COVID-related safety advice on your packaging - relevance is absolutely key.

Contributions & Risk

It’s important to consider what you have to contribute to this space. This is because you’ll often be walking into hot water, and alienating those who are not on board. For instance, you may have seen firms being vocal on Twitter recently, and actively disparaging those who reply with counterpoints. That’s never a good look, no matter if you ‘win,’ you’ll never really win. Keep hold of your need to be a savior. You can contribute, while also knowing where you stand as a business. This can help you remove some of the odiousness from tasteless marketing, and instead, you’ll fall into more intelligent alternatives.

With this advice, we hope you can more easily align your brand with a social cause.