Recently, a client asked how they could promote an excellent video that explains in detail how to choose the right jeans for your size and body shape.
Even though it’s interesting to offer videos, the major media outlets will seldom share them on their platforms. That’s why PR professionals are reluctant to promote them. Even if we explain it to our clients, they secretly hope we’ll be able to get their video in circulation, and they’ll be disappointed in the results.
Keep in mind that for major media outlets, sharing any video like this means:
- giving you a prominent place,
- letting you have ad space,
- and possibly offending advertisers – especially if they’ve paid a high price for their space.
But times are changing, and we don’t hesitate to show these videos with our press releases.
With influencers especially, it’s easier to get confirmation of views. If they choose to share your video without being compensated, it’s probably because they already know about you, they like your products and your brand, and they want to support you.
That’s the work we do all the time here at NATA PR – offering influencers products to get them to discover our clients.
When I talk about the importance of the “time” factor in public relations, this is the perfect example. You already have connections with influencers and media. They’ll be receptive to your next press releases and much more inclined to talk about you.
So, to present this video, we chose to go with the “demarketing” trend, which in this case means promoting reduced consumption.
The title of our press release: Don’t buy jeans until you watch this video.
Since our title is an attention-grabber, many media outlets viewed the video and congratulated our client for this initiative. We know very well that many of them won’t be able to share it, but I like these initiatives for setting up what I call the PR Compound effect.
And our client’s video was developed for this very reason – to reduce the number of returns. It’s a huge problem, as you can imagine, and one we don’t talk enough about. What could be better than demarketing for making customers aware of this problem: consume less, consume better?
PATAGONIA used this strategy in a Black Friday ad that appeared in the New York Times: Its title was “Don’t Buy This Jacket.”
And indeed, there’s no better way to explain this ad than with public relations. The explanation is included in the blog section of their website. Clearly, the company knows a thing or two about SEO.
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