I'm always impressed with companies that creatively incorporate timely events into their marketing plans. Organizations that capitalize on these types of opportunities are attracting attention by focusing on news that's current and interesting. This strategy isn't only executed by big name companies either. The following four examples represent San Diego businesses that have leveraged this technique with success. 

1. As much as it pains me to discuss anything related to the Oakland Raiders right now, I will for the sake of a great example. During the past few years, King Stahlman Bail Bonds runs a commercial in the San Diego area the week before the Raiders come to town. The 30-second spot shows gates, fences, doors and windows being locked as well as a variety of signs and picket fences that read "closed," "no trespassing," and  "keep out." King Stahlman did a great job creating these commercials because they're funny and grab the attention of local fans. While the majority of the viewer's probably aren't in the market for a bail bond, if the need ever does arise, the company has a better chance of being remembered opposed to its competitors because they engaged with folks in a way that makes them memorable.

2.  In January 2010, Déjà Vu, now Expose, poked fun at the Tiger Woods incident and flew an airplane over the Torrey Pines golf course trailing a banner that read: "We miss you Tiger!  Deja Vu Showgirls." Yes, this might have been a bit tacky and tasteless, but we're talking about an adult entertainment nightclub here.  This was just the beginning of marketers capitalizing on the sex scandal and to be frank, it was a brilliant move. People discussed the stunt for days and it was not only picked up by local TV stations and newspapers, but by publications across the country, including The Huffington Post, The San Diego Union Tribune, Examiner, NBC San Diego, NBC Chicago, AOL, Sports Illustrated, NBC Sports, The San Francisco Chronicle, Golf.com, Golfweek, and was mentioned across social media sites like Twitter and Facebook. Not only did the company find a clever way to raise awareness in a comical way, but think about the potential new customers they attracted.

3. Almost every bar has its own version of happy hour. While that might be discounts during certain hours of the day, one bar in San Diego took its bargain a step further by implementing a happy hour tied to the San Diego Padres' Kevin Kouzmanoff.  The D Street Bar and Grill in Encinitas once touted a "Booz with Kouz" special which offered Coors Light on tap for the price of Kouzmanoff's batting average for that particular week. Not only did the establishment show support for the local team, but they entertained and engaged both fans and non-fans on a weekly basis while boosting business.

4. ValoreBooks.com is one of the nation's largest online marketplaces to rent, buy and sell college textbooks. The San Diego-based company launched a Jersey Shore Season 2 Parody series which included five short Webisodes. The organization capitalized on the popularity of the MTV show and its characters to help promote the company's new rental service. To date, the videos have attracted more than 57,000 views and have been a hit among their target audience. They successfully created something fun, edgy and timely that students enjoyed viewing and sharing with their friends.

These businesses have gained attention because of their ability to chime in on current events. Before renting an airplane to fly a banner or filming a commercial, companies should consider two important points

1. Find a news topic that fits: Take the Bail Bonds advertisement for example. The Raider fans are stereotyped as a group of no-good thugs. Playing up this label the week before the big rivalry through a commercial is a golden opportunity for the company to raise awareness for their line of work. To get the most bang for the buck, the link between the marketing tactic and the company's purpose should be both clever and clear.

2. Determine how to execute: The various examples mentioned above were great ways to engage in a marketing campaign that revolved about current events. While the Bail Bonds commercials reached a wide audience, the banner in the sky received significant attention and was mentioned throughout the media. Companies can take on a local approach like D Street Bar and Grill or even go the social media route as did ValoreBooks. In any case, companies would be wise to consider their budget as well as how they want to target their audience. Where are your customers? Aim to hit those locations if resources permit.

It's important for businesses to stay updated on current events so the brainstorming can happen immediately. Déjà Vu was the first company to fly a banner over a golf course at a major tournament, but it wasn't too long before the other entertainment establishments followed suit. Keep ahead of the game by staying current on news topics.