Uses the news, that is.
We’ve talked about this here at BIP in the past. When things occur in the news, USE THEM.
Take advantage of events in the news, whether they are ironic/funny as Quincy’s is or not.
The CPSIA thing is a good example (again). Once your testing is complete and you have all of your GCCs in order, why not announce to your local press that you are CPSIA compliant. If nothing else, it raises awareness of the law AND sends a message that everyone else may not be.
Worst case, it puts the question into the minds of consumers – exactly where you want it.
In the case of Quincy Bioscience, they are clearly paying attention. It’s an easy connection to make, but they could have done nothing. Instead, they took advantage of the situation, the connection in the news to their business and took action.
The press release provides you with a valuable lesson on getting viral PR for *nothing*, see below.
Excerpted from the Madison Wisconsin Journal-Sentinel:
Quincy Bioscience will provide free bottles of its flagship brain-enhancing supplement, Prevagen, to any member of Congress or the Obama administration who has forgotten to pay taxes during the last 10 years, the company said Tuesday.
“We’re confident that after 30 to 60 days of taking the supplement, most legislators and government officials will recall, without being reminded by aides or reporters, all tax periods for which they have forgotten to pay state or federal income taxes,” Quincy Bioscience President Mark Underwood said in a news release.
Prevagen is so effective it also should help most government officials recall when they failed to make Social Security and Medicare contributions for undocumented household workers, Underwood said.