Zenzi

At a loss for news? Stuck in a rut on the next major campaign to incite interest in your brand? Very rarely is there “nothing” to talk about. The following is a quick data download from our collective team of innovators on proven tactics and ideas that, when done right, can generate interest.

• Get your brand in their hands— Who does not love the word “free”? Or “food” for that matter? Put them together, and with the right publicity, you can have a double whammy. Kashi is notorious for this tactic, offering viewers of their TV ads the opportunity to visit their web site to sign up for a free frozen dinner or other yummy products. Starbucks offers free iTunes downloads with its “Pick of the Week”. Whether you are a food company, restaurant, or major tire brand, invite consumers, and/or bloggers and other members of the media, to try your products (even if it is just a small aspect of them) free for themselves. Extend invitations for tastings, free samples and/or special events.
• Give back—a little philanthropy can go a long way. Edy’s Scoop Day, for instance, is a great example of a food/consumer products company event that we love to get behind. Every year the brand gains positive sentiment for donating proceeds from its ice cream to the Jimmy Fund and other causes to fight childhood cancer. And it gets a lot of people talking about its ice cream, and latest flavors, on the radio at the same time…
• Toot your own horn—announce major milestones, 332 billion miles routed, in the case of this infographic from MapQuest, your new snack-sized confection that offers just the right amount of sweet without breaking consumers’ diets. Welcome aboard your new chef, executive creativity officer, or celebrity ice cream taster. Make it fun and memorable along the way.
• Give away just the right amount of the secret sauce—If you are promoting a restaurant chain, offer up seasonal recipes for food editors to consider for print that might also get you a nice little promo for your renowned “Valentines” fare. Give a sneak peek on what you do best; as Morton’s did brilliantly with their Million Dollar Hamburger Recipe. Show them why you are better; give them a sneak peek on how your product is made.
• Go out on a limb to showcase something newsworthy and different—what do you excel at? Show the media, and the world, no one can do it better. Victoria’s Secret goes out of its way annually to claim the female undergarments industry. This past year it announced its “Victoria’s Secret Fantasy Treasure Bra“ made of 3,400 gems and aquamarines and weighing in at 142 carats, worth $2.5 Million.
• Put pen to paper—sustainable cooking, subbing out fat without sacrificing flavor, updates on the latest tax codes and what will be required of consumers, how moms can make the perfect first birthday cake—what are your specialties? Show your expertise with an article from your expert on what makes you the best.
• Great deals—partner with others to highlight an exceptional deal, like Restaurant Week, buy one, get one and others. What is the “peanut butter” to your “jelly”? How can you help consumers to get a great combined deal that will also generate excitement for your brand(s)?
• Offer up tips—The Butterball Hotline has helped to brand this consumer products company, and you can do the same for your restaurant by offering to serve as a resource on your area of specialty. Help otherwise hopeless aspiring chefs to frost a birthday cake that no one will ever forget, show how your ingredients can make them look like a Betty Crocker superstar or bake up the best after school snack ever. Or offer tips on how people can throw the perfect party, using some of your ingredients.
• Show them you are a winner—Scope out “best of” awards; restaurant profiles, food reviews from national, local and regional publications. And make sure you are part of them!

Looking for tips 10 and beyond on how you can generate excitement? For even more great ideas on how to get in front of the media, drop us a line: info@zenzi.com