Andy Cullwick, director of marketing at First4Lawyers.
Bridgerton. It’s what everyone seems to be talking about, or at least it was a few weeks ago when I first had the idea to write this blog.
Such was the sea of stories generated by the third installment of Netflix’s hit Regency romance that you didn’t need to have watched to know what was happening.
The ‘will they, won’t they’ plot centred around Penelope Featherington and Colin Bridgerton. Spoiler alert: they did, and in a six-minute scene that even attracted the attention of Kim Kardashian who subsequently recruited leading lady Penelope – actress Nicola Coughlan – as the latest face (and body) of her lingerie and shapewear brand SKIMS.
The move was a masterclass in newsjacking – otherwise known as piggybacking onto trending topics to get yourself and your business noticed. But how do you know the right news or trends to jack?
Before jumping on the next passing bandwagon, here are some points to consider.
Speedy does it
He says, writing a blog about a programme that aired last month. Fortunately, I’m not trying to capitalise on Bridgerton’s popularity or I would indeed have missed the boat.
Key to the success of this marketing tactic is to ‘jack’ the news while it’s still in the news and that means acting fast. News cycles rarely last longer than 24 hours.
If you’re thinking of trying this out, make sure you’re on top of current news and trending topics or assign responsibility f