The Fall of Advertising and the Rise of PR by Al Ries

Author:Al Ries
Language: eng
Format: epub
ISBN: 9780061742736
Publisher: HarperCollins

The Starbucks Story

One of the best ways to establish your leadership credentials is by being the first brand in a new category. Starbucks was the first European-style coffee bar. Furthermore, the Starbucks stores attracted the young, urban, hip crowd. Naturally the media fawned over both the concept and the customers.

“It is now difficult to launch a product through consumer advertising because customers don’t really pay attention as they did in the past, nor do they believe the message,” said Howard Schultz, Starbucks’ chairman and founder. “I look at the money spent on advertising, and it surprises me that people still believe they are getting returns on their investments.”

We’re not Starbucks, some clients have told us, we don’t have cappuccino, latte, or any exciting products to talk about. That’s a common problem today.

(Back in the days when automobiles had expensive modular radios, some car owners tried to stop break-ins by posting No Radio signs on the inside of their windshields. One owner returned to find someone had broken his window and scribbled “Get one” on the sign.)

No exciting product to talk about? Get one. This is the job of the PR strategist today. Find an idea that will generate publicity. And not any kind of publicity either. Publicity that will build a brand.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.