Creativity in Public Relations » recession http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 “Reject The Recession” Scores For Small Business http://blogs.hillandknowlton.com/ryanpeal/2009/05/14/reject-the-recession-scores-for-small-business/ http://blogs.hillandknowlton.com/ryanpeal/2009/05/14/reject-the-recession-scores-for-small-business/#comments Thu, 14 May 2009 03:26:22 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=591 Australia’s top morning news program – Sunrise on Network 7 – recently unveiled an extremely clever campaign that grabs the GFC by the neck and body slams it to the ground with their rallying cry of Reject The Recession.” As with lots of countries around the world Australia has been impacted by the global financial drama going on and is having or is about to have (depending on who you talk to) some type of recession.  But providing yet another example of Aussie’s optimistic and “give it a go” attitude, the new campaign by Sunrise empowers and encourages the country to get out there and beat the recession out of Australia.

The campaign – Reject The Recession – makes it extremely easy for businesses to get involved and for consumers to benefit.  It goes something like this – if you are a small business (those with under 20 employees) you sign-up to a directory of companies rejecting the recession and pledge to provide a 10% discount to any member of the Sunrise Family that comes into your store.  The Sunrise Family consists of people who sign-up with their name and email to get info from the program and special offers from advertisers (a type of club).  Once companies sign-up they are listed on the site along with any type of information or special offer they want to include (and contact information).  They also download from the campaign site a “Reject the Recession” poster that they display in their store (with Sunrise branding and the mention of the 10% discount for Sunrise Family members).  Genius on all fronts.

Why I love it?  Lots of reasons.  First up, the campaign positions Sunrise as a program that supports the local small business, the heroes of the country (and there are lots of them).  Second, Sunrise looks like they are offering the 10% discount to consumers.  Third, huge word-of-mouth happening as the amount of businesses participating is already at more than 7,000 (it was about 4,000 last night), so the word is out there and people are listening.  Fourth, Sunrise gets free advertising space everytime a company signs up and prints out a poster to display in their business.  Fifth, huge database builder for Sunrise – who wouldn’t want to get 10% off stuff just by signign up to a club.  Sixth, low environment impact – no mass mailings, no brochures, etc.  And finally, Sunrise uses their national broadcast reach to keep driving participation and awareness.

A brilliant campaign across the board.  One of those “I wish I had thought of that” campaigns.  A great one to think about when developing your next campaign.  Go Sunrise!

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No Doubt’s Concert Incentive Rocks http://blogs.hillandknowlton.com/ryanpeal/2009/03/16/no-doubt%e2%80%99s-concert-incentive-rocks/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/16/no-doubt%e2%80%99s-concert-incentive-rocks/#comments Sun, 15 Mar 2009 21:46:34 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=527 It seems like every week someone is announcing some unique/never-before special promotion that is only made possible by the global financial crisis.  (Companies like JetBlue and Hyundai have been the most visible but lots are doing it.)  This week’s example comes from rock legends No Doubt.  The band just announced a very special incentive to motivate fans to buy full-priced ($42.50 US) ticket to their upcoming summer concert tour.  If you buy the full priced ticket you get a free digital download of their entire catalog, all 80 songs of it, including a new track that is making its debut on Gossip Girl later this season (score).

Besides the corporate offers there have been some other unique music marketing programs that may have inspired Gwen Stefani and the band.  Lots of music artists have been trying out new distribution channels, giving exclusives to different retailers as a way to score some bigger marketing dollars to drive purchase.  And one of the most talked about music marketing offer was a few years ago when Prince giveaway millions of free CD’s in a UK newspaper to stir up concert ticket sales which ended up selling out within an hour (and indie act the Mongrel just did something similar with the Independent newspaper in the UK).  And Prince is at it again with plans to perform on Jay Leno every night for a week – like U2 recently did with Letterman – as the music industry continues to trial new ways to entertain music fans.

Watching this all happening it’s obvious that the music industry is trying to figure out how to keep people buying music (versus free downloading).  No Doubt’s move seems to be a smart one – give the people what they want, remind them why they love you with some music from the past, and have them ready to sing-along at the concert after listening to the free music you just gave them.

Not all of us have free music downloads to give away as part of a campaign but with some creative thinking most brands probably do have some content that could be packaged up for a free element to a promotion.  Can you offer some behind-the-scenes footage from an event, special video with “how to” tips from a spokesperson, unique pictures from a photoshoot, Q&A interview with a celebrity, etc.?  If you are always on the look-out for content that can be packaged up for some added consumer entertainment you’ll be surprised at what you can find.  Remember, one man’s “junk” is another man’s treasure.

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