Admit it. We’ve all said it: “No one will care about this. It’s mundane and boring.”
Well, here’s a real sleeper: a company moved their offices. How could that POSSIBLY be interesting?
Let's take it even further down that path:
- same staff
- same equipment
- same software
- same skills
- same email addresses
- same twitter account
- same website
- same phone numbers
- same coffee maker
Funny thing is, they made it cool & compelling – and turned it into a way to influence their customers’ thinking - maybe even their actions.
How? I don't know the details, but it clearly involved a cadre of individuals that feels responsible for enhancing its company's brand and image. The project was clearly crafted by people who are pretty cool - and who want to be known as such. These professionals are obviously enthusiastic about their craft - and they applied creativity to tell their target audience of their news.
Ask yourself these questions:
- Does Bars & Tone seem to be energized?
- Could they make YOUR next press release reverberate throughout your industry?
- Would your customers listen when they help you speak?
- Do you recall their competitions' last project?
Bottom line: don't talk yourself out of a potentially influential BtoB Marcom project by thinking that your news is boring. Instead, find yourself some committed, enthusiastic, creative, raving lunatics and ask them to impress you. They're out there - and you deserve it.
Props to the Slash Barshinger blog, "the shortest distance from b to b", for making me aware of this story.