Know-How Exchange : Advertising/PR

What kind of event are you planning to do? Paid or free?

Dear Sunilchn,

India! Love the place! And it has one of the fastest growing markets in Asia. Splendid. Chock full of opportunities.

But what's this? Launching a mobile phone service to the press? Hmm. When confusion reigns, we all get wet.

You are launching your mobile phone service. But what you will NOT do is launch it to the PRESS. The press is not buying your phone service, people are.

So, launch your service TO THE PEOPLE. By all means use the press as a vehicle, to take the message of your service TO the people. But don't sell to the press. They're not buying.

So tell stories that show the ways your phones connect people. Amuse. Delight. Thrill. Inspire.

The great news that Sanjit received about his university application.

Induma just had twins!

What's that? Rajeev the eternal bachelor will be married in the spring!

And so on. And all that great news was spread by YOUR phone service.

Now, go and tell people the good news.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA