On The Heart of Marketing, John Gregory Olson and I often speak about things ‘coming full circle.’ That means, what’s old is new again, and this time we’re talking about public relations, or PR for short.
Back in the day in my Chicago agency days, our clients were often medical centers and hospitals. We put on media tours with physicians and book tours with medical experts. We did ‘Fight Cancer Month’ and then extended it because it was so successful with consumers.
In this episode, we’re talking about a full-circle experience, too, and it has to do with a colon.
Nolan The Colon
In the Wall Street Journal one day (musta been a slow news day for realz), there was a huge image of an inflatable colon wending its way around a venue so people could walk through and get the gist of what polyps look like and perhaps other things?
To help people get educated about colon health, Nolan The Colon is a non-obtrusive way to discuss colon cancer screening and scheduling a colonoscopy.
Traditional PR Is About Relationships
Traditional public relations, PR, has always worked, but it got put aside during the onset of digital marketing. Now that we’re in the post-social media era (where social media is no longer new and it’s become integrated into the rest of the marketing world), marketers and public relations professionals need to be creative again and use the media tour, the event strategies, and the unique to entice consumers to pay attention.
Event strategists have always been a creative lot, so hats off to those who came up with the idea to product an inflatable colon to help with a customer awareness campaign. Apparently, campaign data show that the strategy worked, too.
Perhaps this episode will get you thinking about creative ideas for your business, whether or not it’s health oriented, because consumers like a walk through a polyp-littered colon, right?