• Laura Bennett

Have You Ever?

Not long ago an advertising agency owner revealed that he really didn’t know what a public relations professional did all day. “You write press releases right? And send to the media? What else?”

There doesn’t seem to be an easy way to describe what we do everyday as publicists and marketers, sometimes it’s just easier to say “we manage the brand” and “we do whatever it takes to impact sales and make an organization succeed”.

And sometimes — it is about the list below – the “other” category of accomplishments of this agency (and so many other marketing professionals) that truly make a difference for our clients. We believe in the power of advertising, but know it only becomes cost effective when integrated with other ways to reach the consumer.

have you ever? bought an ad on a movie screen placed a product in a movie built a whole ad campaign around church bulletins developed an app for a brand sent a journalist a gimmick broken a Guinness World Record sent a letter to the editor bought radio time for advertorial partnered with a media giant to do an event hired a celebrity to send a message hidden an Easter egg held a shareholder meeting for a public company had a client booked on the Today Show or Jay Leno used only photographs to send a message did a presentation without saying a word conducted an event backward done sidewalk moments started a trend tied billboard to mobile combined two totally different products for a new use conducted a survey for the resulting news value created an event with a series of 3 invitations to assure maximum response chose a distinct phone number for a campaign used a costume character as an ambassador lobbied Congress achieved DOT signage on an interstate highway – and it wasn’t a billboard tied to a local artist for an entire ad and collateral campaign brought in an interior designer to redo an office to tie to the brand done a fashion shoot on site partnered with a national brand for a client, at no cost used a grassroots tactic to blast a message simultaneously established a nationally recognized day based an entire campaign on events after midnight built a campaign from the perspective of a historical figure written a weekly column sponsored a nationally televised game show put a gift in the Academy Awards bags built a photo backdrop full of logos and client images sent a postcard with scented ink created a media kit with sound created a blog to promote a product and used personalities to link friends won an award by asking for online votes produced a Superbowl commercial to take a company public closed down parts of EPCOT to produce those 5 Superbowl commercials

I’ve been thinking about sending this list to the ad guy. “Here is a list of all the things we have done for our clients that rarely included one cent of paid advertising.” Instead I am sharing it here with you. We call it marketing, our clients call it powerful and we’re just glad they are the kind of clients who understand there is a very big world beyond paid advertising.

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