May 17th, 2010 → 3:52 pm @ Jim Kukral // 0 Comments
Want a job? Well then, maybe you should do what this guy did. Buy $6.00 worth of Google advertisements targeting some top executives in his industry. Watch this video. Source.
In the book I write about a similar story where a woman uses Facebook ads to get a job with a major NY publisher.
So why does this stuff work and get attention? Because it’s different and creative. People notice different. People ignore “the same”.
What are you doing different to get a job? The same old stuff isn’t working, right? It’s time to think creatively like this person. What, you don’t have $6 bucks? C’mon.
March 16th, 2010 → 4:42 pm @ Jim Kukral // 0 Comments
In the book I write quite a bit about this debate. It’s quite obvious that from a sales and marketing perspective, the Snuggie won. As you’ll read when the book comes out, the reason why comes down to marketing and attention.
Mo Rocca recently profiled both companies, sitting down the founders of each. It’s Snuggie Vs. Slanket: The Great Sleeved Blanket Debate.
August 24th, 2009 → 3:10 pm @ Jim Kukral // 0 Comments
John from Duct Tape Marketing sent out a tweet today that featured this clever story.
A six year old wrote a letter to the National Rail Museum applying for one of their board posts. A relatively gutsy move for a wee fella. In a move which I can only describe as brilliant and inspired, Museum management decided to grant him a board position. He is now “Director of Fun”.
Brilliant on many levels:
>> Clever PR (which alone makes the move worthwhile for the Museum)
>> Excellent differentiation in an era when not-for-profits are finding it hard to get attention
>> A brilliant example of understanding your buyer personas (see David Meerman Scott on this subject) and arguably the most important ones for the museum – is there anyone more important to a rail museum than a six year old train enthusiast?
>> Most importantly, imagine how that little chap (and his parents and friends) feel? Possibly the highlight of his life so far.
I agree. I used to work with a guy who had a title of “Sales Weasel”. It poked fun at his sales weasel-ness and lightened the conversation with prospects. I also knew a person that had “Rocket Scientist” on his business card. But that one was real, he worked for NASA. 
What can you rename to get attention? Think about it.
One last thing I love about this story is the vision of the museum board to have some fun and give this a try. It really does start at the top with the people in charge.
July 29th, 2009 → 12:20 am @ Jim Kukral // 0 Comments
I agree with Copyblogger. There is such a thing as bad publicity. Case in point, read his latest post about a company called Horizon who is, in Brian’s words…
Horizon Realty might be the most loveable, fair, decent and true company in the world. Right now, their name recognition has about as much appeal as Saddam Hussein. With mold.
But in my opinion, and this isn’t to argue with anyone, it’s just to give my thoughts, I see a clear difference between “attention” and “publicity”.
You cannot have bad attention, but you can have bad publicity. They are two different things. I’ll go into more detail in the book. Which, by the way, should be published by winter 2010.
