The announcement by Jack Black that he and wife Tanya Haden are expecting their second child, is a good look at how a marketer can use a personal event - whether individually or for the company - which celebrates an important moment.
What Black did was use a press conference promoting his soon to be released movie "Please Be Kind Rewind" to make the announcement.
The result is he got a lot of buzz because of the interest in the couple's second child.
Including important moments as part of our marketing campaigns is definitely a useful tool. People love to hear more than simply a promotion. When the right opportunity presents itself, we need to take that time to insert something interesting about the company, or possibly someone within the company, along with the message.
We must make sure that we don't overshadow the purpose too much by having the included event make people forget what is being promoted.
For example, if people forget about Black's movie because of the focus on having a baby, it could defeat the purpose. That's why he did it at the movie promotion and not a different format.
Don't think that the only reason Black announced the pregnancy was because he was excited about the baby. Of course he was personally excited, but it was a calculated move to tie in the emotion of the moment with the coming arrival of their second child.
Events connected to people and companies that stir up the emotions is a major tool in successful marketing. Used at the right times is extremely powerful. We just must be sure not to overuse it, and make important events too common.
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