It is often said that retailers are yet to quantify the link between online browsing and offline purchases and it is these trends that are hindering investment in digital. However a similar relationship exists between offline activities and their ability to drive online visitors and conversions and I am not talking about in traditional offline campaigns.
Popular TV series like Masterchef are capturing audiences offline and their love and excitement of this show is being translate into online activity. However is your brand taking advantage of the hype?
How MasterChef Is Driving Online Activity
The latest series of Masterchef has taken Australia by storm with 1.69 million people tuning into the premier of the series. But it isn’t just this 1½ hour slot that people are tuning into daily. Search trends show that at present the terms “MasterChef” & “Master Chef” are attracting 400,000 searches per month online alone.
What is however interesting is when overlaying monthly trends with generic terms like recipes it is clear that increases in food related searches mirror that of searches for the Masterchef show. Combine this with a simple Twitter search for the term Masterchef and it is easy to see just how hooked Australians really are. However whilst this seems like an obvious trend, it seems few are translating this into their online strategy.
Translating Trends Into Traffic
Not every show on TV presents a MasterChef opportunity however following the trends could prove very lucrative online for many organisations who operate in a field related to the latest hit TV show.
At present I believe there is probably 2 or 3 opportunities going by the wayside – MasterChef being one of them. And whilst Coles seems to own the branding rights on MasterChef, there are still many online opportunities to take advantage of – particularly if you were one of Coles biggest rivals. One of the other notable opportunities would be Underbelly which had 2.2 million people tune in to its series premier. Such programs could drive searches and interest in Australian crimes movies and books which could prove particularly beneficial for brands such as Borders.
Online Tactics Not For The Faint Hearted
Whilst planning tactics and initiatives around popular shows is not a completely new, this is not only relevant to offline TV activity. The rise of social media has meant that real time search is becoming increasingly more important as consumers react to their surroundings and move online for instant information gratification related to shows or events or world news.
Earlier this year I covered this very topic in an article about real time search and highlighted how Amazon re-acted to Michael Jacksons demise – with a full micro-site and digital strategy up within hours of his death. As a result of their swift action Amazon had cashed in on the opportunity before their competitors had even considered how to leverage the opportunity.
To build strategies around “pop search & social media culture” is of course not an easy task and requires flexibility in systems, processes and also a change in mindset for planning and reacting to news and fads. However those that do will gain a distinct advantage over their competitors in the coming years and are more likely to gain an advantage over their competitors online.