 WAR,
FRENCH FRIES SPUR PR PLOY By
Jenny Fujita and Joy K. Miura, Fujita & Miura Public Relations
"Freedom fries to go please." That's what customers of Cubbie's in Beaufort,
North Carolina are ordering these days. According to CNN.com's February 19 news,
at Cubbie's "You can get fries with your burger…but just don't ask for
French fries. Neal Rowland, the owner of Cubbie's, now only sells his fried potato
strips as 'freedom fries' -- a decision that comes as Americans watch French officials
back away from support for possible war in Iraq." This
was a brilliant PR strategy especially given that "Rowland said his intent
is not to slight the French people…'It's our way of showing our patriotic
pride,' noting that his business has a lot of local military troops as customers." This
is an example of taking a current event relevant to your customers and making
it work for you. In this time when businesses have heightened anxieties about
the looming war, Rowland framed a negative situation creatively and got more exposure
out of it than a costly advertising campaign. Obviously,
this tactic would have been a bad move if his customer base was comprised of war
opponents. To apply this tactic in your own business, consider what your customers
are concerned about or interested in today. Do your products or services relate
to these interests or concerns? If so, great! If not, get creative. After all,
Rowland linked fried potatoes to patriotism. You can do it too. Once
you've figured out the link, communicate it to your customers. They'll know you
understand them and acknowledge the things they care about. Customers will feel
your products or services were made specifically for them and will recommend your
business to their friends with similar interests. What
is your freedom fry? |
