The world is changing quickly, and it’s more important than ever for businesses to be able to adjust their sales and marketing strategy on the fly. In today’s hyper-competitive environment, situational marketing can help you customize your message and content to fit specific audience needs, making it more likely they’ll engage with your brand.

In this three-part blog series, we’ll explore why situational marketing is critical for businesses today and look at how companies use it to reach new customers and boost sales.

What is situational marketing?

Simply put, situational marketing is the process of adapting your sales and marketing strategy to match the current situation.

At a micro level, this could be anything from changing your advertising to reflect current trends to targeting a new audience with a specific offer. At a macro level, it could mean adjusting your channel strategy to meet the needs of clients who suddenly find themselves working at home.

What makes situational marketing so critical (and so effective)?

In a word, advantage. What worked a short while ago may no longer apply, and what works in one industry may not work in another. By anticipating client needs and adapting quickly to meet them, you’ll be ahead of the competition and better able to reach your target market.

Done right, situational marketing drives deeper connections with buyers. The key is to stay aware of buyer and market trends — and stay nimble enough to pivot as needed.

A well-known B2C example of situational marketing is Dove’s adaptation of its “Real Beauty” campaign. During the COVID-19 pandemic, the ad campaign “Courage Is Beautiful” featured real-world healthcare workers as symbols of beauty, creating a powerful emotional connection with everyday consumers.

Situational marketing can be equally effective in B2B. When Microsoft initially launched its Surface Pro tablet, the company targeted business users in a series of upbeat, energetic ads featuring businesspeople taking notes or presenting in large groups. But in 2021, when social distancing and remote work became the norm, Microsoft shifted its focus to feature a single user using her tablet for video conferencing and at-home gaming. Both campaigns helped position the Surface Pro as a serious business tool but used different approaches according to the buyer’s situation.

By staying ahead of current trends and having the ability to adjust your marketing strategy quickly, you’re more likely to reach new customers and boost sales.

How can you apply situational marketing to your business?

The key to staying nimble is to have a plan. One solution we’ve found especially useful to clients is playbooks. A playbook can help your sales and marketing teams do their jobs more efficiently and effectively by providing a repeatable framework for various scenarios. You can tailor playbooks to specific industries or types of businesses and can include best practices for lead generation, email marketing, social media outreach, sales conversations, branding identity, and more.

In part 2 and part 3 of this series, we’ll share how some clients have used playbooks to lower cost per sale and increase lead flow and revenue.

Looking to get started right away? Our archers can assist. Contact us to learn more.