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
… are you convinced yet?This situation is barely worthy of a press release, right?
Funny thing is, they made it cool &compelling – and turned it into a way to influence their customers’ thinking– maybe even their actions.
How?Idon'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:
- DoesBars &Toneseem 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 theSlash Barshinger blog, "the shortest distance from b to b", for making me aware of this story.
