Are
you thinking what I'm thinking? Turkey Twizzlers?
There
are two very cost effective ways to market any product or service.
One is to use PR and the other is to jump on board a bandwagon
or piggy back on some-one else’s promotional budget.
Look
at any newspaper at the moment and two topics recur again and
again. Politics and turkey twizzlers. Agreed, it’s not
a very attractive combination. But use either or both of them
as a topic in your next press release and you’re almost
certain to get free coverage in at least your local paper,
if not nationally.
The
Lake District has been quick off the mark - or sensible by
planning the promotion well ahead since we all knew the election
was pending – and already declared itself an election
free zone. It’s innovative and witty website www.electionfreezone.co.uk has gained national press coverage, encouraging visitors to “think
outside the ballot box”.
The
website includes polls that (unsurprisingly) show that the
Lake District is wonderful,
and pledges such as “we pledge to allow you to relax
and discover your inner self”. A simple angle, used
very effectively and capitalizing on current affairs to generate
free publicity.
As
for turkey twizzlers… well, you can either add them to
your menu since Bernard Matthews claim that their sales are
escalating thanks to the additional publicity (you see – no
such thing as bad publicity!) or ban them.
Turkey
twizzlers are a hot topic it’s easy to grab the headlines
by simply using the angle of healthy eating, or give prizes
for green-vegetable-eating children in your restaurant.
Susan
Briggs
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