CASE
STUDY: COLORED KETCHUP
By Jenny Fujita and Joy K. Miura, Fujita & Miura Public Relations,
LLC. Last
June, according to the July 9, 2001 issue of PR Week, "Heinz announced it
would disclose the new (ketchup) color in 'a few weeks.'" Notice that the
real news, Heinz's next ketchup color, hadn't been communicated. Still, this pre-announcement
release resulted in more than 100 media placements all over the nation leaving
the public waiting in baited breath until the new color was made known. And when
it was, the PR frenzy began all over again. This
tactic gave Heinz double exposure for a hot new product. Does your business have
a twist on an old product, or a brand new item, coming out soon? If so, keep it
a secret for a short while, revealing the details only to your inner circle. Then
let a little information out - but only a little - and have fun with the results.
Next,
prepare for the unveiling of your new product. Finally, make the big announcement
with all the pomp and circumstance that you can muster. If history holds true,
you'll not only get the word out in an entertaining, positive way, you'll also
see your sales numbers and public approval rating rise. The public loves a guessing
game. Use the elements of suspense and surprise to your business advantage. |
