My media buyer partner was looking for PR ideas for their client, Excel Physical Therapy. In our meeting the client said many of the injuries they see in the spring are from gardening. So I suggested we pitch a segment to the wildly popular Backyard Farmer, produced by the University of Nebraska Extension service. The segment ran on Nebraska Educational Television (NETV) May 14 and was posted to YouTube [youtube=http://www.youtube.com/user/bucslim
Excel Physical Therapy has locations throughout Nebraska and Iowa, which makes this a great fit for them. You can also get the podcast on iTunes. Because BYF is on ETV the credibility factor is very high and Excel Physical Therpy is a highly respected, established PT firm.
Do you think it sizzled (created online/offline buzz/ink, stimulated trial, attracted new users) or soured (bad execution, negative buzz)?
Experts are both praising and pummeling the brand for the concept and its execution, shining a spotlight on experienced promotional consultants like those within the PRConsultants Group who know how to execute and troubleshoot in advance.
Here’s some great advice on how to hold an orderly giveaway (credit: Ad Age):
Massive giveaways don’t have to wreak havoc on a restaurant system. Denny’s gave away 2 million of its legendary Grand Slam breakfasts during an eight-hour period in February. With a smaller restaurant base, the chain was able to seat and serve its guests. And while most locations had long lines for the bulk of the day, there were few reports of unhappy customers. John Dillon, VP-marketing at Denny’s, shared some top tactics for doing a big giveaway right.
Communicate, communicate and then communicate some more: Denny’s executives toured the restaurant system, talking to franchisees and staff about the coming promotion. They also held town-hall meetings to share ideas.
Energize the staff. Happy front-of-the-house folks are a critical component to a positive guest experience. Denny’s goosed enthusiasm among wait staff with its first-ever Super Bowl ad.
Keep it simple. Make the offer clear and easy to understand. Hold it on one day and within a set timeframe. And make sure it supports an overarching brand strategy.
Pray for the best but prepare for the worst. “We did as much modeling as we could to plan through different scenarios,” Mr. Dillon said. “But at the end of the day, you don’t know what to expect.” Before the event, Denny’s shipped thousands of rain-check coupons to its restaurants, just in case.
Don’t hurry, or don’t do it. Denny’s planned its giveaway months in advance, and it took different forms throughout the process. But the planning paid off. “We heard of a couple of restaurants that ran out of syrup,” he said.
Good advice for life, too. Slow down and enjoy the chicken… no matter how you like it.
A few months ago, a student carrying a rifle and wearing a Fred Flinstone mask at St. John’s University in Queens was subdued by another student and a security officer. The school immediately went on lockdown and text messages were sent to students’ cell phones. Apparently, the text message went out while the struggle was still underway, because the student helping to hold down the gunman felt his phone vibrate during the incident. According to a New York Times article about the incident, the school went into lockdown and one student in a classroom “said he received 50 messages during that period, from friends who reported rumors: a hostage situation; a second and even a third suspect; gunmen wearing masks depicting Bill Clinton and George Bush.”
When the incident ended and the actual events were revealed, it turned out there were no hostages. There were no other gunmen or suspects. And, it doesn’t appear as though anyone was actually masquerading around in presidential masks.
I was recently pondering ways that PR companies can touch their clients and offer reassurance during these choppy economic times. My friend and business colleague, Jon Praet from WritingHelp.com, suggested that this is the perfect economic climate (i.e., stormy and unpredictable) for newsletters. They offer a connection to the past and remind your clients that you are there for them with good ideas and a willing spirit in good times and bad; they are a low cost way to touch and reassure your clients that you are a reliable partner for them; and they are a way to give back, to share your knowledge and expertise with an eye toward cementing long term relationships instead of meeting this month’s billing.
It’s Valentine’s Day, and working for one of Boston’s largest ski, sports, and social clubs has got me fired up about the power of social media and how it rocks the world of special events.
Watching Boston Ski & Sports Club (BSSC) get more and more engaged in social media – and watching it WORK for them – is like watching a young couple fall in love… it warms a marketer’s heart, and gives a PR gal a plethora of new public relations opportunities to get the word out and connect with consumers. Social media is certainly not meant to replace traditional marketing tools like advertising, PR, or even direct mail, but Read the rest of this entry »
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buzz/ink, stimulated trial, attracted new users) or soured (bad execution, negative buzz)?
