Part of course:
Unconventional PR: Publicity stunts & Customer Appreciation
- Publicity stunts
- Customer appreciation
- Case Studies: Grasshopper.com and Chargify
- Where to start
Companies rarely use unconventional PR as their core channel, but when done well, it can yield amazing results.
There are two types of unconventional PR:
Unconventional PR is mainly used to build a strong, positive brand image.
Publicity stunts are events or actions that are designed to get people talking.
There are many success cases:
Customer appreciation refers to small gestures that make customers happy and generate good PR.
Some success cases:
Holding contests is another way to show appreciation to customers:
Besides the more gimmicky options, really good customer support is also a great way to show customer appreciation. Since good customer support is rare, this often impresses customers and increases your brand image.
Unconventional PR can be cheap, yet yield a very high return.
When Grasshopper.com changed to their current name, they sent an inspiring video to 5,000 entrepreneurs along with a chocolate-covered grasshopper! This generated lots of buzz and made them a well-known name.
Grasshopper.com also made a parody video of a popular song and mentioned top tech publications in the lyrics. They forwarded it to the publications, who were compelled to share the song to show that they were “cool.”
Chargify hired a stuntman to run around the SXSW conference. It cost them a fraction of the entry fee for a regular booth, but easily captured the attention of attendees.
Do something big, cheap, fun, and original.
Do good things for your customers.
Know that some stunts may fail, but that’s okay.