Question

Topic: Advertising/PR

Leveraging National Pr On A Budget

Posted by Anonymous on 1/13/2009 at 7:24 PM ET 500 Points
So, WSJ did a big article on a client who sells US manufactured luxury consumer products, which can also be branded for corporate gifts. Now we need ideas for leveraging this PR to build brand recognition and sales.

The company sells through catalog and Web. They have a good sized email list and they use SEO/SEM and online PR.

My thoughts are to get follow up stories on the WSJ story in their local area and some national pubs. I'm also recommending that they do some stand alone email advertising and maybe co-reg to add to their email list.

I'm looking for other/better ideas. The problem is that they have a high quality product with no brand recognition. It would be great to have a celebrity champion, but way outside the company's budget.
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RESPONSES

  • Posted by CarolBlaha on 1/13/2009 at 8:24 PM Accepted
    So just nip at it. If you got the nation PR, would you be able to handle the capacity? Its actually hurt companies to be one the of Oprah's fave things. Life is won more on base runs than home runs. Imagine if you got a home run and weren't able to fulfill in every way. Make your goal growth, sustainable growth.

    Sell Well and Prosper tm
  • Posted on 1/14/2009 at 11:19 AM Author
    Carol, your point is well taken. Oprah would, indeed, be overkill. I've looked at the Oprah store and that is definitely not geared to our market. Our opinion leader would need to be somebody followed by the well-to-do, well heeled hunters or business trend setters.

    Alison, we do not really want to promote the WSJ article, which is more about corporate management than products. We want to promote the product brand promise. The WSJ article was just good for getting the company name up on the radar. We have hooks for follow on articles, but those will primarily show the character of the company, which should be positive for the brand.
  • Posted by Jay Hamilton-Roth on 1/14/2009 at 12:28 PM Accepted
    Why not a "As Seen In WSJ" (like "As Seen On TV") campaign?
  • Posted by Gail@PUBLISIDE on 1/14/2009 at 12:40 PM Accepted
    You may refer to WSJ story in future publicity materials, similar to that suggested for advertising. For example "Great Product, tabbed The Greatest Product by The Wall Street Journal," is supplying executives with its luxe leather bags in New York."

    If you're looking for additional publicity, the reference should be subtle. If you're looking to capitalize in an advertising realm, shout the article reference to the world.
  • Posted on 1/14/2009 at 12:48 PM Accepted
    Start with local celebrities/high end creative outlets.
    Attend the largest and best trade fairs.
    Packaging designs.
    Work with other prestigious brands where products compliment each other.
    Work towards local then regional recognition.

    Marketing-Riot

  • Posted on 1/14/2009 at 12:49 PM Member
    Develop a press kit.

    Marketing-Riot
  • Posted by chough on 1/19/2009 at 5:02 AM Accepted
    The best way to be remarked upon is to be remarkable. What is it that makes your business unique? Concentrate on that and amplify it – to the point of obessiveness! If it's LUXURY consumer products, can you commision a once off of the world's most luxurious iPod case (for example)… hand crafted from exotic materials, with 24 carat gold trim etc, etc, you get the idea… better still, auction it off for charity… better even still… get touch with a celebrity who famously supports the charity and get them to endorse/support it… (Bang! there's your brand champion!) Just riffing here, but you see how the idea is building. Be true to your brand values… (I like it that you've got a "Product Brand Promise" – if you share what that is, we may be able to be more specific in our advice). Once you've got your "story" press release it… make it easy to spread… include quotable text and stunning photography - most journo's are quite lazy, and if you can fill space for them by a quick "cut & paste" you've made their life much easier - (Marketing Riots press kit idea) and don't forget the blogosphere! This will certainly build brand recognition, and drive traffic to your website. How you boost sales once you've got that traffic is a whole new chapter!
  • Posted on 1/19/2009 at 10:50 AM Author
    Thank you to all of you for your ideas and advice. The brand differentiation is "quality US craftsmanship" supported by lifetime product warranty. It is bucking the trend of off-shore manufacturing and the throw-away mentality. The customers build a relationship with the product such that if they damage it they send it back to the shop to be repaired.

    The products' appeal is not glamor, it is classic elegance. We have a press kit and do press releases for each new product. We have posted to blogs and, better yet, have had customers who are bloggers rave about the products.

    I will be closing this question now, but will continue to check back if anyone has follow up ideas.
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