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Case Study: Free Publicity from High Gas Prices
Here's
an example of a business that is getting free publicity because of high
gas prices.
As we
know, gas prices are shooting upward. As a result, people are finding
new ways to cut their costs and stretch their budgets.
Cedar
Point Amusement Park in Sandusky Ohio is feeling the pinch of high gas
prices. Tourists usually flock to Cedar Point at this time of year, but
recently they're not. Research had shown that gas prices may be a
reason.
To
bring in more tourists, Cedar Point is running a program: they're
lowering their prices to compensate for gas prices. So adults, seniors,
and kids can all get in for a reduced price through September.
Message Tied in to a Current Event
Cedar Point is promoting it, and they sent press releases to the major
media outlets. Since this was tied in to a current event, the media went
for it: CBS News is doing a "road trip" to see the impact of high gas
prices on Americans, and
Cedar
Point Amusement Park was one of their stops. Cedar Point got nationwide
free publicity because of their response to high gas prices.
Here's
a link to the story:
Cedar Point's Free Publicity from High Gas Prices
How
You Can Do This
Look for ways to tie your business into current events. What is
happening in your city/state that you can either change your offering
for (like Cedar Point) or offer a solution to? Gas prices are only one
item. There are a lot more current events that can be tapped in to. For
example:
- The
heat wave
-
Home prices
- The
upcoming elections
Just
to name three. If there's any way that your business can address these
in a unique manner, that's ripe for free publicity.
Constantly be watching the news to see if there's a story that you can
address with your business. Then submit a news release to the media. You
never know....you just might hear from CBS News.
For
more ideas on how to get media coverage
quickly and easily,
click here.
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