SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

A PRESENTATION BY

SEVENTYSEVEN

PR

WHAT WE’LL COVER (PROBABLY)

CELEBRITY: HOW TO PICK THEM,WAYS TO USE THEM AND SOME THINGS TO WATCH FOR

EVENTS: FROM STUNTS TO BRAND EXPERIENCES

SPOOFING IT: THE JOYS OF “PILOTS”, “RESEARCHING” AND “TRIALLING”

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

THE USES FOR CELEBRITY: “WHAT’S MY MOTIVATION HERE?”

SEVENTYSEVEN

PR

CELEBRITY “JUST BEING THEMSELVES”

CELEBRITY AS BRAND AMBASSADOR

CELEBRITY

CELEBRITY EXPERTISE

CELEBRITY AS ROLE MODEL

CELEBRITY CAST AGAINST TYPE

CELEBRITY REVELATION

CELEBRITY ”EMPLOYEES”

GETTING TO PLACES THAT THE BRAND JUST DOESN’T REACH

SEVENTYSEVEN

PR

EXPLOITING THEM: BEYOND THE “PHOTOSHOOT AND MEDIA DAY”CELEBRITY AS BUSINESS OWNERMATT PINSENT & TAUT

SPONSORSHIPGIRLS ALOUD & SUNSILK

“INVOLVED” IN THE BUSINESSJCN & STANLEY CASINOS

AMBASSADOR AND BEYONDHOWARD GOODALL & SING UP

A DEEPER ASSOCIATIONELIZABETH KILBY & KINDER KIDS

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

THE PITFALLS: THINGS TO WATCH FORQUESTIONS TO ASK THEM …- COMMITMENT TO TIME OR ACTIVITY?- WHAT ELSE ARE THEY PROMOTING?- ANY SKELETONS IN THE CLOSET?- ANY TITLES THEY WON’T GO INTO?- WHO HAS THE RIGHTS TO WHAT?

QUESTIONS TO ASK YOURSELF …- STUFF THE CELEB, WHAT’S THE AGENT LIKE?- WILL THE BRAND CARRY?- WHY ARE THEY DOING IT?- COST VS COVERAGE VS ENGAGEMENT

AND FINALLY …CELEBS IN ADS: GET INTO THE CONTRACT

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

PR AND EVENTS: “IS THIS A STUNT OR IS IT EXPERIENCE?”

BE CLEAR ABOUT WHICH YOU’RE DOING FROM THE OUTSET …

STUNTS … GENERALLY NEED MEDIA COVERAGE TO JUSTIFY THE SPEND IN TERMS OF REACH

EXPERIENTIAL … IS JUSTIFIED ON THE BASIS OF THE NUMBERS REACHED FACE-TO-FACE, MEDIA IS A BONUS

… AND DOES YOUR CAMPAIGN LAUNCH WITH AN EVENT … OR COULD EVENTS PLAY A DIFFERENT ROLE? SEVENTY

SEVENPR

SEVENTYSEVEN

PR

THE MAIN QUESTION TO ASK …

IS THE CLIENT’S EXPECTATION IN THE RIGHT PLACE?

SEVENTYSEVEN

PR

STUNTS: “THE QUESTIONS TO ASK …”

THE RISKS INVOLVED …WHAT IF NO ONE COVERS THE DAMN THING?

LEGAL, HONEST, DECENT? …WILL THERE BE A BACKLASH? DO YOU WANT ONE?

TIMING: WHEN TO GET THE MEDIA

AVOID CLICHES …… BUT KNOW WHICH TO PLAY ON

SOME TRENDS … BIGGER, BOLDER …INSTALLATIONS AND ARTISTS … LIMITED EDITION PRODUCTS … IMPROVISATION AND SPECTACLE …CONSUMER “EXPERIENCE” … NEW TECHNOLOGY

SEVENTYSEVEN

PR

“LOOKS LIKE THE AUSSIES HAD THEIR VEGEMITE TODAY”

SEVENTYSEVEN

PR

EXPERIENTIAL ACTIVITY: “THE QUESTIONS TO ASK …”

CAN THE TOPIC BE MADE INTERESTING ENOUGH TO “STOP A SHOPPER”? … DAIRYLEAP

COST … HAS THIS CLIENT REALLY GOT THE MONEY TO DO IT PROPERLY? … CAPITAL ONE ROADSHOW, CAMELOT?

ARE YOU GOING TO REACH THE PEOPLE YOU WANT TO HIT … LOCATION LOCATION LOCATION

WHAT’S THE PACKAGE AROUND THE EVENT?

SOME TRENDS … SIMPLY SAMPLE, OR MAKE ITTHEATRE, OR DON’T DO IT … EXPERIENCE AS CULMINATION, RATHER THAN KICK-OFF …EXCLUSIVITY OF EXPERIENCE … AD-FUNDED TV

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

CLAIMED JENNY LIND WAS THE 160 YEAR OLD NURSE OF GEORGE WASHINGTON (CF. “BUSTER”) … PAID A MAN TO LAY BRICKS THROUGH HIS MUSEUM (CF. IMPROV EVERYWHERE) … SOUGHT TO BUY SHAKESPEARE’S BIRTH HOME (CF. VIRGIN AND BA) … CREATED THE FIRST WAX FIGURE MUSEUM … AS WELL AS THE WORLD’S FIRST DOG, FLOWER AND “CUTEST BABY” SHOWS

“I DON’T BELIEVE IN DUPING THE PUBLIC, BUT I BELIEVE IN FIRST ATTRACTING AND THEN PLEASING THEM”P.T. BARNUM

SEVENTYSEVEN

PR

SPOOFING IT: “GREAT IDEA … COULD NEVER BE DONE”

MASTERS OF THE ART …ASDA … AND PARKING FOR LEWIS HAMILTON … AND THE SARAH FERGUSON DIET RANGE… AND THE 12 PENCE VALENTINE’S CARD

TRAVELODGE … AND THE INVENTION OF THE SLEEPSUIT … AND THE £60,000 “CHIEF BED-TESTER”

SOME CLOSER-TO-HOME EXPERIENCE …BRITISH EGG COUNCIL, MOTOR SHOW

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SEVENTYSEVEN

PR

SPOOFING IT: GETTING IT RIGHT

ALL ABOUT CONFIDENCE …- “YOU CAN’T BE A LITTLE BIT PREGNANT”- BRAVADO IN THE SELL- A SPOKESPERSON WHO CAN DELIVER

KEEP IT LOW-COST …- LITTLE TO VENTURE, LOTS TO GAIN- THE EXCLUSIVE ROUTE?

NEVER LIE TO THE MEDIA …BUT REMEMBER: “ARE DEVELOPING”, “WANT TO NEGOTIATE”, “BELIEVED TO HAVE …”, “HAVE PILOTTED” … AND “PROTOTYPE” SEVENTY

SEVENPR

SEVENTYSEVEN

PR

TO BECONTINUED …

SEVENTYSEVEN

PR

VERY MUCH