There is a saying to ‘never say never’. I find this statement resonates true when talking about taking publicity risks, whether or not you decide to create an advertising campaign or creating an event when you don’t know what the outcome is going to be.
Obviously, there are some huge no-no’s. I remember very distinctly that every time we would brainstorm at my PR meetings at my former agency, one guy would inevitably say we should park an unidentified object in front of one our client’s stores in hopes we could call in a bomb scare to trump up some good media. My typical response – Not cool! BUT there is something to be said about taking some risks in order to trump up some great PR. When it comes to adding personality and flare into a campaign…that is when it gets noticed.
Case and point, I remember one particular advertisement for Quizno’s back in the day. I am not sure if it was Utah-only, but it included some hideous hamster-men creatures with hand-mouths voicing over the original words of a song with Quizno’s lyrics. It was dumb…but the tune and the imagery were catchy, not because it caught my attention in a good way, but in a bad way. BUT hey, I have never forgotten the commercial. Then you have commercials like the one where a grocery cart is heading for a Toyota and a guy tackles it before it hits his vehicle…also one that was pretty memorable and hilarious. My point is….when it comes to advertising, sometimes it is worth the risk or adding a little personality and flare in order to be remembered.
My other point is when you don’t know how an event is going to go, never say never. There are always ways to bridge the gap between an idea and the execution of the idea. If you don’t know how many people will attend your fundraising event, create the possibility of it going well. Pour your heart and soul into making sure everyone knows about how you feel about it. Your infectious attitude will spread…and you never know what could happen.
This week, I would like to dedicate my blog to one person who took a good risk and created the possibility of throwing the event of a lifetime in her community. I heard that after she posted this video on Youtube, the event sold out within one hour! Props to one of Signing Time’s biggest fans. Way to go!! You get it girl!