Today at Anant we’re focused on PR, and digital publicity: shock and awe through advertising. We’ll go over some tools and readings which will help you think about your online PR strategy, and direct you to some resources you can implement for your business to make a positive impact on the coverage you’re getting immediately.
1. Ubiquitous ‘tiny belly’ ad part of online scheme, Government says, from Paul Farhi of the Washington Post
The take so far: at least $1 billion and counting.
The “1 Tip” ads are the work of armies of “affiliates,” independent promoters who place them on behalf of small diet-product sellers with names such as HCG Ultra Lean Plus. The promoters profit each time someone clicks through to the product seller’s site and orders a free sample. The sample, however, isn’t always so free.
How does this ad relate to your business? Can you be using “armies of affiliates” to promote your product or service through pay per click online advertising? If you’ve never thought about using affiliate promotions for your product or service, you might want to check out E-Junkie and Commission Junction, two of the most popular affiliate platforms online.
2. The 5 Top Performing American Apparel Ads, and How they Get PR For Free, by Ryan Holiday at the 4HWW Blog
Getting press on those outlets is no longer a buyer’s market. It’s a seller’s market. And there are a lot of blogs out there willing to buy your story. That means your product, your book, or your start-up has more than a fighting chance of getting press. If you properly utilize the below three tactics for generating attention, you can create a million dollar press campaign… that costs you nothing.
Ryan Holiday goes over three tactics to manipulate the media, and “trade stories up the chain,” which he also writes about extensively in his excellent book Trust Me, I’m Lying: Confessions of a Media Manipulator. The basic premise of the article is that you get your story (more controversial is better) covered in a small, inexpensive outlet and use fake email accounts and anonymous news tips to push the story in front of bigger outlets, who are starved for content and have tight deadlines to meet. When they see your story several times, they take it as truthful, re-publish it, and through similar patterns and efforts you can “trade up the chain” to eventually become featured in major national news outlets.
3. 100 Most Controversial Ads of All Time, at the Huffington Post
Some truly stunning advertisements which have successfully been picked up (whether through media manipulation or no), by one of the biggest blogs of the present age: The Huffington Post. These ads are controversial because they deal with sex, religion, abuse, food, insects, or race. Some of the ads are quite dated, but that doesn’t mean that you can’t learn something by thinking about them as you flip through in sequential order, and trying to apply the principles you observe to your own campaign.
Question of the Day:
What’s the most controversial ad you’ve ever seen, or deployed upon the world yourself?