Importance of Using Pop Culture in your Marketing

When you hear the word "Pop Culture" what comes to your mind? Do you associate pop culture with movies and TV shows? However, Pop Culture is even broader than that; it encompasses music, art, literature, fashion, memes, games, cyberculture and everything else that holds the attention of the vast majority of the population.

Memes, as a form of popular culture, serve as an endless source of inspiration for brands. In 2017, the ever-present fashion house, Gucci decided to embrace the trend and launched a meme centered campaign called #TFWGucci. TFW means "That face when …..", a popular expression that is often accompanied by a relatable image referencing a humorous situation. On Instagram, these campaigns reached a total of 120 million users with a commendable engagement rate of 0.5%.

Utilizing Pop Culture can elevate your marketing campaigns from average to viral, but it requires careful planning. You can’t simply jump on a trend and tie it to your brand; it's crucial to assess whether the trend aligns with your brand’s message.

When done correctly, incorporating pop culture helps your audience establish a connection between the cultural reference and your brand. Here are the benefits of integrating pop culture into your marketing campaigns:

• Helps Capture Increased Attention - If executed correctly, it can attract more audience and drive substantial traffic to your website.

• Customers Relate to your Brand - When you stay true to your brand values and incorporate pop culture in line with those values, your target audience can relate to your content on a deeper level. This, in turn, attracts more customers and enhances loyalty amongst the existing customers.

• Adds a Personality to your Brand - It helps make your brand feel human, with a soul, personality and built-in values. This approach makes your brand more approachable, in contrast to the top-notch corporate companies solely interested in monetary gains.

• Opens up Avenues for Soft Sales - It enables your brand to share engaging content that your audience genuinely wants to consume, opening new avenues for soft sales.

• Provides Motivation to Understand the Customers - To use pop-culture trends effectively, you must comprehend your customers’ preferences, lifestyles, goals and interests to use the pop culture trends effectively. Your pop culture campaigns motivate you to learn more about your audience and optimize your marketing strategy.

How to Incorporate Pop Culture in your Marketing?

• Identify your Brand Values - Decide what your brand stands for and create marketing strategies that resonate with those values. Look for ways to display those values through the use of pop culture.

• Understand your Audience - You need to comprehend your audience, find out what interests them and determine which pop culture references they are familiar with.

• Hire the Right People - Assign this task to responsible individuals, particularly those who enjoy and follow the same pop culture as your target audience.

• Show that you Care - Be responsive to current issues and demonstrate that your brand cares about causes that strongly resonate with your audience.

The major advantage of leveraging pop culture is that it makes customers feel that your brand is one of them. It adds personality and soul to your brand and not just a mere business entity! This makes the customers relate to you and actively engage with your business.

Tying marketing to pop culture is a skill that can be mastered with practice. If you are seeking a creative agency in Vadodara, Tiger Advertising can help you. For more information about our services, visit https://tigeradvertising.in/

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