This week, our cool clients at Alice.com had their big launch. Alice is probably best described as a cross between Netflix and Target: it’s a subscription shopping service offering great prices and free delivery on non-perishable items like toilet paper, shampoo, etc.
Yesterday I spent a fair bit of time flogging for Alice on Twitter. We have over 70 clients, and yet you have rarely seen me throw out more than a single tweet or two about them.
What made Alice.com different? They let me use it.
Alice execs insisted that I sign up for the service as a beta user; asked me to enjoin my bride to take part in building the shopping list; followed-up to see how the sign-up process worked out for us — and then sent along the neatly-packed goodies. Yea, it was just shampoo and such, but what I saw in my mind? A professional and friendly service that promised fewer trips to the local Target store.
In my 17+ years in PR, I can count on one hand how many times a client made sure that the agency PR team personally used and enjoyed their product. Granted, we do plenty of PR for enterprise software companies and other less-appropriate products, but the overall concept holds true:
When you are asking your PR agency to wow the mediasphere about your offering, wouldn’t it be better if that advocacy came from a genuine feeling of delight?
Posted on: June 24, 2009 at 8:12 am By Todd Defren