Only at a company like Odor-Eaters does success smell like an old sneaker.
Odor-Eaters, a company specializing in products to curb unpleasant smells, launched a rotten sneaker contest. Contestants from around the country competed to prove to judges that they had the smelliest, most foul sneakers.
I don’t know about you, but I’m sure glad I wasn’t the judge.
Katharine Tuck, a 13-year-old from Utah, took home the first place prize of $ 2,500 and a life supply of Odor-Eaters.
Luckily for the people at Odor-Eaters the rotten sneaker contest did more than just bring a foul smell to town. The event generated tons of media coverage. The Chicago Tribune, CNN.com, and CBS Newsall printed stories about the contest. After all, the event had everything it needed to be a strategic media relations tactic: great visuals and uniqueness.
Events can be a great way for PR people to get their client or company’s name in the news. However, not all events work. Events must be fresh and fit the company. The press will not cover an event unless it will catch the attention of its readers – media relations 101.
I know event planning can be tough, especially when its goal is to generate media coverage. Keep searching for the right event, and you may be able to smell the sweet (or foul) smell of success.
Erika,
You shared an interesting event idea. Keep in mind, events can be planned to accomplish a range of communications objectives. For example, a company might host an event to enhance relationships with customers. If news coverage is an objective, you make an important point about understanding the needs and interests of the audience.