When it comes to all things advertising, marketing and public relations, immersing yourself in your brand, or your client’s brand, is as automatic as getting in your car and turning on the ignition. (Unless you’re still driving a Chevy Citation hatchback or an ’87 Cutlass Ciera, but I digress). It’s second nature. You know every detail about the competition, subscribe to updates, browse relevant twitter feeds and scour just about every site known to man. That’s a given.
But what about looking more at the world outside of your brand or delving deeper into some of its “unknown” facets no matter how “out there” or seemingly insignificant (even irrelevant) a particular aspect about it may seem? Or if you’re already doing it, consider doing it more often. We’re all suckers for those “did you know” tidbits, those product and people backstories that tell the world something new.
Take pumpkins. They’re for carving, yes. But they may also be a very timely “in” for your brand. Suppose you own a line of beauty products, one of which boasts radiant skin benefits thanks to its use of ultra-hydrating pumpkin enzymes. With the autumn season on everyone’s minds, from pumpkin picking to pumpkin painting, now is the perfect time to capitalize on the moment. In this case, strike while the season’s hot!
While everyone’s reading about the best local pumpkin patches (and likely getting tired of the same ‘ole fall stories) why not give your audience and the media a fresh twist on the season? Enter: your product. The fall is all about pumpkin pies, pumpkin patches and. . . your product’s pumpkin enzymes. It makes for intriguing reading that people will want to learn more about, a welcome break in the endless stories about cider-making day trips.
Also consider looking into the future. These days, there’s a date with a designation for just about anything. From International Cookie Dough Day to Lost Dryer Sock Day, there’s bound to be one that’s an ideal match, and therefore a prime opportunity, to tout your brand. Check out the United Nations’ list of world observances by day for ideas.
For example, November 14 is World Diabetes Day. What’s that have to do with your client’s dental instruments? Plenty, given the increase in oral-systemic findings which link improper oral health (and often, subsequent gum disease) to an exacerbation, or even creation, of certain complications including diabetes (all thanks to bacteria giving the circulatory system a tough time). Perhaps this is a great opportunity for an announcement that a percentage of dental instrument sales during the week of November 14th will be given to The International Diabetes Foundation. It’s a win-win. It’s for a great cause and positions your brand positively.
So go ahead . . . check out other dates to see if there’s a potential opportunity to showcase your brand and then get the word out to the masses! Of course, make sure the day is aligned with your brand’s message. If your brand consists of quirky packaging and more atypical product names, why not have fun with it and select one of the more unique awareness days out there (National Bologna Day or National Kazoo Day), then build messaging around (or taking a stance against) it?
So, while you’re busy reading up on the latest, don’t overlook some of the sometimes not-so-obvious approaches that can help generate increased awareness. We’ve all done it; in the daily mix of LinkedIn this and trade pubs that, it’s easy to overlook some “buried” brand element that has a truly remarkable, creative place in the world.
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
Jennifer Lilley is a creative writing professional with 15+ years of advertising and public relations experience. She also enjoys photography, fitness, coffee and great puns. She lives in New Jersey with her cat Mango and admits to only washing her hands twice so far today, Global Hand Washing Day (Oct. 15).
© Jennifer Lilley and Jen Lilley’s Thought Buffet, 2012. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Jennifer Lilley and Jen Lilley’s Thought Buffet with appropriate and specific direction to the original content.