Many brands fail to take advantage building effective public relations into their marketing plans. If they do, a majority fail to execute.
Take for example press kits to tell your unique story to the media. For as many years as I’ve been in the marketing profession, I’m still amazed at how many brands don’t take the time to tell a good story and package it in a way that excites the media who can then effectively excite the brand’s customers.
Here’s a great example of how to use an ‘old school’ press kit to gain media attention and coverage and win an award along the way.
For several years, we’ve been working with a super brand – Idlewild & SoakZone – the oldest amusement park in Pennsylvania and the third oldest in America.
In our certainly biased opinion, it’s one of the best park’s in the world for kids and families and it’s a grand testament to their hard work that now others feel the same way.
After a few years of being ranked ‘Second Best Kid’s Park in the World’ by the readers of Amusement Today Magazine – second to LEGOLAND – the Park finally burst to the top of the rankings and we wanted to shout from the rooftops its accomplishment in a unique way.
NOTE: In Public Relations and marketing in general, if you don’t make a big ‘to do’ about your brand’s news, how do you expect the media or your customers and staff to get excited and amplify your message?
So, recognizing that most media communiques are sent electronically these days, we decided to send an ‘old school’ press kit by mail. And, we packaged the press kit in a way that guarantees it will get opened and demands immediate interest and attention. In addition, because we needed to send the press kit to quite a few media contacts, cost effectiveness was key for our limited budget.
Take a look at the center of the picture above and see the colorful box with balloons on it? Well, we got that box from the good old U.S. Post Office for about $5.00 and it was big enough to carry a typical folder/press kit, an opening day ticket for our media day invitation, several cool items from the seven themed areas of the Park, our #1 foam finger/hand that was used in broadcast media and a FIJI water bottle that we used to promote the Park’s new Wowabunga Family Wave Pool (we stripped off FIJI’s advertising and relabled the bottle with the Wave Pool’s news).
The total cost for the box, chotchkes and mailing was about $25 per media rep and we got tremendous coverage for a Park that’s about a 90 minute drive from Pittsburgh – its closest major market. And, we won recognition from the Pittsburgh Chapter of the Public Relations Society of America.
Don’t take for granted the good news and stories that people would love to hear about regarding your company, brand, people and more. And, make sure you package it in such a way to overcome the noise that the media and people get drowned in every day.
Lastly, to paraphrase/quote Seth Godin – if you want people to make ‘REMARK’ about you do REMARKable things!
And, we’re blessed to have such a remarkable client in Idlewild & SoakZone.
