I hope everyone had a nice Thanksgiving Day weekend.
Last week I received a phone call from Joel Russell, a Los Angeles reporter for The Los Angeles Business Journal, looking for my professional opinion on Natural Balance’s latest publicity idea for the Rose Parade.
“The success of the event depends on Natural Balance’s objectives. For people who thinks dogs are cute and find it neat that they can skateboard, this will definitely get their attention. However, the publicity stunt doesn’t promote Natural Balance’s unique selling proposition which is natural, healthy food for both dogs and cats respectively.”
Although I haven’t spoken with Co-founder, Dick van Patten, my surmise is that Natural Balance wants to gain as much attention as possible. This publicity stunt is tied with a contest calling for customers to post videos of their canine buddy in action for a “Most Amazing Dog Contest”. The prize? The contest winner will ride on the float together New Year’s Day with Natural Balance Co-Founder Dick van Patten and his son Jimmy van Patten.
What are your objectives when using publicity in your marketing tool box?
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
