I saw this today and thought it was a really neat, reactive piece of thinking by the guys at Dare.  This came on the back of Matt Prior, the England wicketkeeper come batsman, getting rather agitated after being run out in the 2^nd Test at lords yesterday.

An ECB spokesman described the incident: “Prior put his bat on the ledge where the wall met the window in the dressing room. The bat handle bounced off the wall into the window, and the glass broke.

“A lady spectator suffered a small cut to her ankle. It was an accident, and Matt Prior has apologised.”

So how was this cricketing incident taken advantage of?  Well take a look at the screenshot below…and also try it yourself by Googling ‘Matt Prior’ and see what comes out top in the search.

It is an interesting and very clever way in which B&Q has taken advantage of a topic that people will be searching for online.  There are surely lessons here for businesses, clubs and individuals on how you can market for very low cost by being very flexible and reactive.

Imagine if Liverpool, for example, were pushing a new product or tour that wanted people to find easily.  Why not bid on your player keywords with a link to the relevant tour/product?  At the moment there is no-one taking advantage of Luis Suarez on Google, so why not go down this root as a low-cost way of marketing?

If you are very reactive, could you not take advantage on the day or week a new player is signed or manager starts?  Manchester United or a sports business could be, as we speak, taking advantage of the space when lots of people will be searching for Phil Jones today or Jordan Henderson now probably going to Liverpool. 

A little creativity and it could really pay off.