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Dinamo - Hajduk 1.5.2010.
P. R. is an Integral Part of Your Marketing
I once went to an event featuring Illusionist Chris Angel. The trick involved Chris Handcuffed to the balcony of a hotel on Clearwater Beach in Florida. The hotel was set for demolition and was rigged for implosion with 140 sticks of dynamite. the deal was that Chris had to pick the locks on the handcuffs and then get through several locked doors and get to the roof to a waiting helicopter, before the building imploded. If you’ve never had the opportunity to watch a building implosion, it’s definitely something worth seeing. My girlfriend and I had an excellent perch on a fourth floor balcony at a small hotel across the street where we filmed the implosion. Also in attendance were over 50000 other spectators.
The most impressive part of this event was not the stunt. It was that over 50000 people, myself included, made their through the jammed traffic to get to the beach to see the event that lasted roughly 4 minutes. This is a great example of using a PR event to further your brand. The brand in this case being Chris Angel. Now Chris Angel is a well known Illusionist. He has his television show “Mindfreak:, which is very popular. But this was a special event for him. According to him it was his last “dangerous” stunt (in marketing this is called a button).
In the days leading up to the event the local press was saturated with pieces on the upcoming spectacle with bits of interviews with Chris and stories about the building, interviews with friends of Chris saying how they didn’t want him to do the stunt “all scripted of course” to create interest in the event and tension. Playing on peoples emotions and fantasy. Getting everyone thinking that this could be his doom. Every local press outlet (television, print and radio) had something about the event. Basically the promoters of this event were able to create enough interest to draw over 50000 people without spending piles of money on Costly advertising. It was done using predominantly free sources of promotion.
The point I’m making here is there is no reason to limit your marketing efforts to the usual outlets like print ads or postcard mailings, flyers, etc. Especially if your feeling the crunch of the less than favorable economy. Find and event that you can use to your benefit, something that you can associate your product with. A festival or fundraising event perhaps. Something that will draw the types of people who would be interested in your product. Send press releases to all of the local media announcing your affiliation with the event. Include samples of your product if appropriate or cost effective. (A small gift can go a long way). After you send the press release send a follow-up email to everyone that you sent the press release to to invite them to the event. Just make sure that you have a good reason for issuing a press release, don’t just send one for the sake of sending it. That will not work. Also keep in mind that you may not get everyone to print your release. But, If one or two use the information in their publication it will help your cause. And, if you do this from time to time the press will become more familiar with you and will be more likely to give you space in their publications.
Always continuously explore alternative ways to promote your business. You will be amazed to find how many things you can do that are both effective and free or very inexpensive.
About the Author
Ray Boucher is the creative director and principal of inthinktive an advertising firm located in Dunedin Florida.
Feel free to connect with Ray on any of the following:
Linkedin,
