In the constantly changing world of public relations, promos for the most successful product launches and events frequently take advantage of unexpected—and sometimes a bit outrageous—promotional tactics to generate publicity. Of course, different approaches yield different results, and some are far more successful than others. We checked in with several PR pros from across the state to gain insight into what works—and what doesn't—when it comes to effectively promoting new products and events. A common theme? It's all about the experience, especially with product launches. And never underestimate the power of thinking (and acting) creatively.To promote the Orlando International Fringe Festival, Push, an integrated marketing and public relations firm based in Orlando, produced a quirky "Signs for Fringe" campaign that had people visit statewide events, such as the Florida State Fair, holding signs that promoted "their commitment to 100 percent uninjured, uncensored theater," according to Lori Cuonze, Push's director of public relations. In another creative move, the agency installed more than 100 mannequins on the side of a busy road to promote sales at an Atlanta condominium development. Next, they took the mannequins to several high-profile locations throughout the city, which caused quite a sensation as people stopped and got out of their cars to investigate and take pictures. "We achieved 50 percent of our annual goal in 60 days," Cuonze says.
Tara Solomon, head of TARA Ink. in Miami Beach, a firm that often works with luxury brands, reports that one of the most creative product introductions they pulled off was the Miami launch of the Cadillac CTS. In that particular case, the new car was suspended from a crane at the prominent intersection of Fifth Street and West Avenue in South Beach. "You could see it a mile away," Solomon says. And speaking of exposure, it's no secret that many of the more high-profile events and product launches demand highly creative, customized invitations, which can cost anywhere between $4 and $11 apiece. If the client's willing to pay, nothing makes a better first impression than a custom-made invitation, according to Solomon. "I say, always go for the glamour."
For the U.S. launch of Germany's Caviar Creator, total indulgence was the mantra of the evening, according to Coral Gables-based Zakarin Public Relations' Amy Zakarin. To up the ante a notch, guests were served osetra caviar worth $100 a serving in the "most classic and indulgent manner—licked straight from the back of their hands," says Zakarin, who adds that the stunt garnered coverage in a variety of publications, including The Miami Herald, Robb Report, and Ocean Drive.
So what doesn't work when it comes to promoting events and introducing new products? The list of faux pas is, of course, endless. Many in the industry say timing is everything, as well as knowing the "right" people to invite. No surprises there. Another consideration is having too many partners involved, which can diminish the overall marketing message, Zakarin says: "If there are too many logos, too many messages, guests leave confused and the impact is lost."
Tara Solomon, head of TARA Ink. in Miami Beach, a firm that often works with luxury brands, reports that one of the most creative product introductions they pulled off was the Miami launch of the Cadillac CTS. In that particular case, the new car was suspended from a crane at the prominent intersection of Fifth Street and West Avenue in South Beach. "You could see it a mile away," Solomon says. And speaking of exposure, it's no secret that many of the more high-profile events and product launches demand highly creative, customized invitations, which can cost anywhere between $4 and $11 apiece. If the client's willing to pay, nothing makes a better first impression than a custom-made invitation, according to Solomon. "I say, always go for the glamour."
For the U.S. launch of Germany's Caviar Creator, total indulgence was the mantra of the evening, according to Coral Gables-based Zakarin Public Relations' Amy Zakarin. To up the ante a notch, guests were served osetra caviar worth $100 a serving in the "most classic and indulgent manner—licked straight from the back of their hands," says Zakarin, who adds that the stunt garnered coverage in a variety of publications, including The Miami Herald, Robb Report, and Ocean Drive.
So what doesn't work when it comes to promoting events and introducing new products? The list of faux pas is, of course, endless. Many in the industry say timing is everything, as well as knowing the "right" people to invite. No surprises there. Another consideration is having too many partners involved, which can diminish the overall marketing message, Zakarin says: "If there are too many logos, too many messages, guests leave confused and the impact is lost."
To launch the new Cadillac CTS, TARA Ink. had the car suspended from a
crane at one of the most prominent locations in Miami: the southern entrance to South Beach at the intersection of Fifth Street and West Avenue.
crane at one of the most prominent locations in Miami: the southern entrance to South Beach at the intersection of Fifth Street and West Avenue.
Courtesy of Automotive News
Push installed a series of mannequins in key areas to publicize an Atlanta-area condo development.
Courtesy of Push
To launch the new Cadillac CTS, TARA Ink. had the car suspended from a crane at one of the most prominent locations in Miami: the southern entrance to South Beach at the intersection of Fifth Street and West Avenue.
Courtesy of Automotive News
Guests were encouraged to 'lick' a complimentary portion of caviar at a launch for Caviar Creator. Amy Zakarin of Zakarin Public Relations planned the stunt.
Courtesy of Zakarin Public Relations
People bearing quirky signage promoting the Orlando Fringe Festival was the basis of Push's campaign.
Courtesy of Push
Lori Cuonze, director of public relations at Push in Orlando
Courtesy of Push
Tara Solomon, principal of TARA Ink. in Miami
Courtesy of Navid
