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Marketing, Channels/Partnership & Sales Execs [This Network is not currently active and cannot accept new posts] | | Topics
Media Publicity StuntViews: 264
Mar 30, 2007 5:04 am re: re: re: Media Publicity Stunt

Denise Michaels
I'll be talking with these two people tomorrow and I planned on finding out if they've checked into the legality of auctioning off their house - contest rules, etc. However, I'm not an attorney and I consider it incumbent upon them to find out that information.

I know the house auction thing has been done before. I didn't come up with the idea of auctioning off the house - they came to me and said, "Guess what we're doing!?" and they want me to brainstorm with them. I've just been asked to give them one hour worth of my ideas so they can get the word out faster. I'll find out tomorrow what kind of angle would make sense. Is the guy in desperate straits? Is a charity involved? I don't know yet.

Jeff, maybe you and I are dealing with apples and oranges. I get that you may be talking about larger, more corporate enterprises - where the approach you're suggesting is definitely the order of the day. My forte is working with small and home-based businesses. The best hook of all really (and I've talked with a lot of reporters about this over the years) is if you can link together what you've got and what you're doing with something that's hot in the news right now. It's that "ripped from the headlines" thing.

I've seen press conferences with top NFL football players promoting a local charity ignored because even though a press kit was sent out - they didn't have a good enough hook or angle.

Mark, in response to what you said about getting media involved. Many years ago I co-ordinated a contest with a retail women's apparel store and the local newspaper for the "Best Mom in (name of city) Contest." This was in spring shortly before Mother's Day. The retailer was my client.

I went to local businesses and got a chi-chi resort and spa to donate two nights hotel accomodations and two spa services. I got a florist to donate two dozen red roses. I got a wine shop to donate a bottle of Veuve Cliquot and a fruit basket. I got an elegant restaurant near the resort to donate dinner for two. And several other prizes. The newpaper agreed to run the story and collect the contest entries. I got a local radio station to do some PSAs.

Hundreds of entries poured in. This was in a suburb of 26,000 people. The paper agreed to photograph the winner with her roses and champagne along with the store owner in front of the store. It was a win-win-win for everyone concerned. The paper mentioned all the businesses that donated prizes - can't count on that - but this time it happened. The result for the store - their business upticked significantly because of the added exposure.

All the best,

Denise Michaels
Author, "Testosterone-Free Marketing"
Mentoring enterprising women to real business success."

Visit me online at http://www.MentoringwithDenise.com

Private Reply to Denise Michaels (new win)

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