Today we talk to Jon who has been involved in marketing for 20 years. In 2005 Jon started urgentgenius.com and went on to publish the book ÛÏNewsjackingÛ. He tells us about his company Û÷TBCÛª (To Be Confirmed. To Be Continued. The Burkhart Company), ie nothingÛªs been confirmed and everythingÛªs changing. We talk about real-time marketing and how brands must say no to certain events and they must always be relevant. Because of this, itÛªs important for brands to know the difference between topical and relevant.
We ask Jon how we would know when thereÛªs a good opportunity to newsjack? Jon gives some good examples of who got it right, and who didnÛªt. He talks about planned spontaneity, riding the wave and takes us through the B-A-L-L-S-Y brands checklist.
urgentgenius.com
Newsjacking
Lidl
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