Let’s use the cells highlighted in orange as quick examples—and for the sake of simplicity, we’ll remove Applebee’s since we don’t know its exact marketing mix. So, say you are a brand that anchors its marketing activity deeply in social and programmatic channels.
In Box 1 (Direct and Iterative), here you’re using your current competencies to address the exact moment that happened. This could mean engaging Madix or other Vanderpump Rules stars in social conversation as part of your ongoing community management—a strategic but swift and low-lift effort.
In Box 2 (Category and Iterative Plus), we’re activating more advanced tactics within our core competencies to address the category represented by this moment. This could be adding TV gossip portals into your display buys or adding reality TV channels to your programmatic CTV where you hadn’t before. Perhaps you use both existing and new creative when doing this. Your bandwidth and financial commitments are greater, but you’re still working within your wheelhouse and forecast KPIs.
In Box 3 (Segment and Explorative Lite), you’re now testing tactics you haven’t used before, and you may be dealing with some new measures of success. An example here could be experimenting with a live host read in a leading lifestyle podcast for high-income millennials. Or perhaps you test into having one of your leaders or brand partners be a guest on the podcast (and commission an agency to help place you). Resource intensity grows, and you’re gauging success in ways you haven’t before.
In Box 4, we’re in the Context tier and truly Explorative; you’re testing fully outside of your core competencies and taking on marketing KPIs you hadn’t before. In this case, you may be creating a branded series covering nightlife in Los Angeles and San Francisco. Resource intensity is high—potentially even bringing in a new hire. You have little ability to forecast success and have an appetite to discover what success means as you deploy.
earned moments