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| Mar 29, 2007 7:05 pm |
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re: Media Publicity Stunt |
Jeff Klingberg
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>>Denise wrote: I realize that's a weird example - but I'm sharing that one because it takes something a little quirky and weird to bring out the media in big numbers fast.<<
I beg to differ. It doesn't take something a little quirky or weird to bring media out fast. It takes something newsworthy with a hook that is going to grabs their attention and stirs their emotions.
In the case Denise cites the hook was shooting a cat. That will immediately grab people's attention, and cause them to react. The news was the Humane Society raising money. So the 'stunt' was appropriate.
However, a stunt for a stunt sake isn't going to draw huge media attention and more than like it will backfire on the company who is attempting to gain media exposure through lost reputation because if the 'stunt' isn't newsworthy the media will no longer look at your 'news.'
There is more to marketing communications and getting the media's attention then coming up with a nonsensical stunt.
First and foremost, there has to be a goal. What is it that you are attempting to achieve—build reputation, create brand awareness or generate sales, etc.? Once the goal is established then strategy and tactics can be considered. Your strategic and tactics must relate back to the goal at hand.
Additionally, metrics have to be set so that you can determine if the program generated a return on investment. In today's marketplace, whether you are an entrepreneur or a multi-national corporation, it is essential to generate a return on your marketing investment.
All one has to do is watch NBC's "The Apprentice" every week to see how 'stunts' fail to achieve the goal that was established. The show proves over and over again that it is well thought out and conceived marketing—that delivers the right message to the right audience at the right time in the right format—wins every time.
So before you start brainstorming and conceiving, conduct some market research to learn who your audience is, what they want and how they want it. It doesn't take a lot of money or a lot of time to find out.
For example, we have a client who are trying to fill their training sessions. They are using telemarketing to following up on a direct mail piece. During the phone calls they are asking who people are using for their training, how much they are paying and what they get for the fee. Each phone call costs well under a dollar and less than 3 minutes to complete. In return, they acquired some very interesting and important information, which in turn they are using to combat their competition.
It is no longer about the 4 Ps. Now it is about the 4 Cs of marketing: customer’s needs and motivations, total cost to the customer, convenience to buy and communication.
Communication is about establishing and maintaining a dialogue with your customer. Stunts rarely establish or maintain a dialogue. More often they are viewed as, or create, noise reducing the chance your voice will get heard.
If you can't get your voice heard, how do you expect to grab attention, stir emotion and cause a reaction?
Respectfully,
Jeff Klingberg
President/CEO
Konstanz Kommunikations, Inc. Private Reply to Jeff Klingberg (new win) |
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