I’ve always wondered what the success rate of a sign spinner is. Have you ever stopped to check out something because a sign spinner directed you there? I know I always notice them, but the question is, does anyone ever stop?
That leads me to the same question about balloons. I’ve recently noticed a new trend in real estate signs being accompanied by big colorful balloons. I notice them everywhere now. But, just because I notice them doesn’t mean they are actually getting people to redirect into the real estate office.
In the world of PR, especially as it relates to technology, getting the attention of the media on a new product or service is tough. Is it about who you know? Is it about the level of innovation or being first to market? Is it about PR people who stand on the corner and spin their signs? These are questions we are frequently asked by potential clients interested in learning more about what PR can do, and more specifically how Eye-To-Eye Communications approaches that age old question: How will you get my company or product noticed?
In the Sign Spinner approach, there’s a definite science that takes place to bring about success. When I Googled the success rates of sign spinners, I landed on a website that suggested sign spinning brings in 25% more foot traffic into a store location. Wow! The site continued to suggest things to consider including spinner uniforms, sign color, message, graphic requirements, training and technique. There is more to this than meets the eye.
PR is also a science. Those that have been in the industry for decades know that many things need to align in order to get noticed. Crafting a strong competitive message, providing easy access to photos and videos on the product, researching past articles of the journalists/bloggers you want to reach to ensure you are targeting the right person, accessibility and polish of the company spokesperson, and tenacity all play into the success of getting noticed. It’s not a matter of just casting out your nets. You have to have the right type of bait and you have to get in front of the right fish.
Unlike the balloon approach which adds a little color to an old sign, PR engages influencers to tell your company story because it is worthy to be told. Successful PR is not about spin and trying to grab attention for the short term. Its more about helping influencers see how you are positively changing the world or more specifically your market. If you want us to wear a funny costume and do a dance… we’d consider it after we finish our business of positioning and pitching your story the way it needs to be told.
