exposure

Going The Extra Mile (or 23.5 Miles!)

There are customers that come into a store, buy a product, and leave… no questions asked. Then there are those kooky characters who make some of the most bizarre requests you’re likely to hear. But sometimes, the most amazing thing about a customer request isn’t the request itself, but a company’s response.

“GOING THE EXTRA MILE… LITERALLY”

Take this business consultant in the United States, who before departing on the last leg of a particularly tiresome series of work trips, tweeted at his favourite steakhouse “Hey @Morton’s – can you meet me at Newark airport with a porterhouse when I land in two hours? K, thanks. :-)” Whether he was being serious or not is beside the point.

Going The Extra Mile

The point is that Morton’s turned this tweet into a PR extravaganza. When the tired businessman reached the arrivals terminal, imagine his face when a tuxedoed Morton’s waiter greeted him with a 24-ounce Porterhouse, shrimp, potatoes, bread, napkins and silverware. This extraordinary response to a mere social media post demonstrates a few things about Morton’s, and paints a picture of a business that thrives on going the extra mile, or speaking literally, the extra 23.5 miles!

“THE SITUATION STARTED TRENDING WITHIN HOURS”

A team member was monitoring social media – that’s a given. Up the chain, superiors were willing to approve the idea, then a cook had to make the food and time it for the traveller’s arrival, someone needed to track down flight information to ensure the waiter was at the right location, and the food had to be driven, you guessed it, 23.5 miles. Needless to say, the situation started trending within hours, giving Morton’s a huge amount of exposure for relatively little expenditure.

Next time a customer asks you something strange, don’t fall back on policies or common sense. See if you can take advantage, surprise someone and see where it takes you. Never be afraid of going the extra mile!

– Magnus

Expose Yourself

The more exposure you get through the media, the more familiar your company becomes to the punter. And the more familiar you are to your audience, the greater the chance of securing their business.

The sporting world has long known the power of getting their sponsors’ logos in the media. Take F1 motor racing. Companies pay millions to have their logo associated with F1 teams, both on the cars and the drivers.

Take this shot of a post-race press conference for example. Look closely and you’ll notice the logos on the arms of the driver on the right are clearly visible, it’s as if someone has stuck a piece of board down the suit to square up the logos to the camera.

So vital is that international exposure that media savvy teams have a PR person intercept the driver and help him dress for the waiting media. The driver unzips his suit and drops the top, tying it around around his waist. The PR person then helps the driver into a race jacket in the same design as the suit. The thing about this jacket is that it has stiff panels sewn down on both the upper arms and sometimes in the chest panel, all designed to present sponsor logos flat and square to the camera. You’ll note also that almost all of them wear a watch at the press conference, once again, presented to them by the PR person.

When a company is paying a minimum of 6 figures (right up to 8 figures even!), TV exposure of this magnitude is crucial. If the big boys leave nothing to chance, neither should you. Plan for media exposure and make sure your logo is presented in the best possible light.