April 3, 2009 at 13:16Offline experience of one Internet project
What. The first article in "Not a Startup". In this article I will talk about how we conducted an offline campaign for our target audience. It is interesting that the action attracted new participants, was widely covered in the media, improved the loyalty of the current audience, and attracted the attention of citizens. Moreover, the cost per share is minimal.
The action was held in Nizhny Novgorod. The site is wedding. Inside the details :)
The action is called "Brides in the Big City". The forum brought together participants who had already married, who already had wedding dresses. To all the participants (there were 20 of them), we did bouquets, makeup, etc. - everything was free. Free - because flower salons, beauty salons, limousines and much much more - it was at the expense of our customers who provided all these services. In fact, it was their PR.
A press release was compiled, which was helped by professional journalists. In fact, it is very important to write competently, clearly, with all the details, but at the same time briefly. As it turned out, the most important thing was to get into the news feeds of two local news agencies. After that, our press release was perceived by other media very well, many came to us themselves. Some have already come themselves, without warning, to the action itself.
The action consisted of two stages. The first - brides and escorts (media, photographers, videographers, husbands, friends, site participants who are not directly involved in the action and others) rode 5 limousines in the central places of the city, walked along the main street of the city, which created great interest around us. At the same time, leaflets were distributed to passers-by about the project. Almost everyone opened their mouths :) and they took leaflets with pleasure. We handed out advertisements to those who were suitable for the target audience: couples in love, girls aged 20-30 years.
The second - after a walk around the city, everyone came to the cafe, and there was a show program, a demonstration of the various achievements of the wedding business, and of course they fed everyone (for free - the cafe also provides its services for weddings). Also in the cafe were invited girls who are just ahead of the wedding.
As a result, there was information about this action (this, in addition to the interest of the action itself, a press release worked) on 3 local television channels, about 5-8 newspapers wrote, almost all local online publications received information, was actively discussed on local sites, the participants wrote on their personal blogs, the participants themselves created a group about the vkontakte campaign, many professionals added to their portfolio work from this campaign (each of its own: photographers - photos, videographers - videos, etc.). Those. The PR turned out to be very powerful, with sufficiently large time investments (that is, they spent their time) and small financial ones.
This action was held in the summer of 2008. Now they have already begun to prepare this action again, there will be “Brides in the Big City II”.
Detailed report on the stock
And what stocks did you carry out?
The action was held in Nizhny Novgorod. The site is wedding. Inside the details :)
The action is called "Brides in the Big City". The forum brought together participants who had already married, who already had wedding dresses. To all the participants (there were 20 of them), we did bouquets, makeup, etc. - everything was free. Free - because flower salons, beauty salons, limousines and much much more - it was at the expense of our customers who provided all these services. In fact, it was their PR.
A press release was compiled, which was helped by professional journalists. In fact, it is very important to write competently, clearly, with all the details, but at the same time briefly. As it turned out, the most important thing was to get into the news feeds of two local news agencies. After that, our press release was perceived by other media very well, many came to us themselves. Some have already come themselves, without warning, to the action itself.
The action consisted of two stages. The first - brides and escorts (media, photographers, videographers, husbands, friends, site participants who are not directly involved in the action and others) rode 5 limousines in the central places of the city, walked along the main street of the city, which created great interest around us. At the same time, leaflets were distributed to passers-by about the project. Almost everyone opened their mouths :) and they took leaflets with pleasure. We handed out advertisements to those who were suitable for the target audience: couples in love, girls aged 20-30 years.
The second - after a walk around the city, everyone came to the cafe, and there was a show program, a demonstration of the various achievements of the wedding business, and of course they fed everyone (for free - the cafe also provides its services for weddings). Also in the cafe were invited girls who are just ahead of the wedding.
As a result, there was information about this action (this, in addition to the interest of the action itself, a press release worked) on 3 local television channels, about 5-8 newspapers wrote, almost all local online publications received information, was actively discussed on local sites, the participants wrote on their personal blogs, the participants themselves created a group about the vkontakte campaign, many professionals added to their portfolio work from this campaign (each of its own: photographers - photos, videographers - videos, etc.). Those. The PR turned out to be very powerful, with sufficiently large time investments (that is, they spent their time) and small financial ones.
This action was held in the summer of 2008. Now they have already begun to prepare this action again, there will be “Brides in the Big City II”.
Detailed report on the stock
And what stocks did you carry out?