A l’image du lancement de Google Chrome, j’ai utilisé une BD pour le lancement d’une solution de gestion des voyages et des notes de frais.
Le concept à été un succès. Sur les salons les BD sont rapidement parties. Les brochures produits, elles, non… Les gens lisent et comprennent ce que fait l’outil. Avez-vous jamais vu quelqu’un lire une plaquette marketing ? Par la suite nous avons décliné l’idée sur un stand parapluie. Là encore pour les salons c’est parfait. Une vignette par idée…
I heard a great Podcast on Choice from my favorite Radio show: Radiolab on WNYC
They refer to a study from Tim Wilson basically when people are forced to make decision they aren’t choosing what they really prefer… The study goes on to say that in a Focus Group situation people’s ability to actually say and act on they own is impaired. Some of the best U.S. TV shows had scored very low in Focus Group…
I used that recipe recently to generate coverage on how KDS helps its clients cut costs in today’s turbulent economical time. I quickly drafted a survey using my favourite online pooling system, Surveymonkey and sent it to our customers.
I had designed an open text field for people to leave comments. These came handy to bring flesh to the story and to make it more human.
After two days I closed the survey (you will notice the either people answer at once or they don’t). I asked KDS client Airbus for a quote and dispatched the press release to our media mailing list.
Results were instantaneous and above expectation:
Surveys are always a winner. Last summer, I worked on an international study on how people cheat on their expense reports. There the topic was not so much timely but it had a human element in it, everyone hates filling expenses… The study compared how different countries scored in term of cheating. I had pulled a few anecdotes from respondent’s comments to make the study more interesting and to tell the story of office worker doing overtime to fill-in their expenses. These snap-bits made it to many publications. They helped bring the story home.
Again I got coverage in national financial press (Les Echos), business publication, dailies (Le Parisien); national radios, etc.
The study generated directly hundreds of leads as people filled forms to download it from our website. These were automatically tracked on associated to a Campaign on Salesforce.com (another of my favourite online marketing toy) enabling me to measuring ROI).
So my PR advices are: use figures, credentials, stick to the news, tell a story and be timely.
