How Marketing Creativity Garners Media Attention [Marketing Update]

This week on the Marketing Update, Mike, Karen, and Laura Fitton (@Pistachio) discussed a couple of interesting approaches to garnering attention for your business. 

1. Be Different

This week HubSpot acquired social media marketing company oneforty and took a different approach to the tranditional press release to announce the acquisition. Instead of writing and distributing a traditional press release, HubSpot published a blog post with 12 pre-created tweets about the news Next to each lazy tweet was a link for readers to easily tweet it themselves. During the Marketing Update, Mike reported that there were 1,700 tweets with the #Hub140 hashtag, and the http://bit.ly/Hub140 short URL that was used in tweets generated over 1,800 clicks. In addition, the normal volume of mentions of oneforty on Twitter went from about 100 per day to over 3,000. Now that's effective public relations!

Marketing Takeaway: HubSpot's creative news release was so successful because it interesting and different. Think of ways to differentiate yourself from the crowd by doing something unique in your marketing. 

2. Be Controversial 

On Tuesday, Abercrombie and Fitch offered to pay MTV "Jersey Shore" star Michael “The Situation” Sorrentino to NOT wear its clothing brand. In a recent episode of "Jersey Shore," Sorrentino was seen sporting some Abercrombie and Fitch clothing. The clothing company released a public statement on Tuesday "in which it stated a 'deep concern' over the association between Mr. Sorrentino and the brand. A&F offered up a 'substantial payment' to Mr. Sorrentino 'to wear an alternate brand.'" 

Marketing Takeaway: What a brilliant move on Abercrombie's part! By using the popularity of the MTV show, they were able to leverage it to attract attention to its brand. Always be looking for unique opportunities to get creative in your marketing in ways that will generate conversations about your company.

What are you doing to make your marketing stand out? What out-of-the-box ideas can you use to attract media attention?

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Comments

Posted by Karen Rubin on Mon, Aug 22, 2011 @ 07:00 PM