Rachel Mielke of New York, New York writes:
“I have a high-end designer jewelry company, Hillberg & Berk, that wholesales across Canada. We have just broken into the U.S. market by being invited down to do a trunk show with Bloomingdale’s in New York City.
“This is an unheard of opportunity for our company and could really change our business forever if the show goes well. Only problem is that no one in NYC has ever heard of my company. I want to do something to generate publicity and get some radio or news press the day of my trunk show but I have no idea what to do.
“I know it needs to be something huge and crazy to get the attention of the New York media. Can your Hounds help?”
How about approaching the morning news programs and offering to outfit the female broadcasters for the week? Maybe you could also offer also give each of them a pair of earrings to keep? Let them know that jewelry is brand new to the US market and the trunk show is a unique opportunity for shoppers.
Since you have so little time to do something special, I strongly suggest that you contact someone who has the right connections and a proven track record of making a big splash. My suggestion is to contact Peter Shankman (www.shankman.com). He’s a NYC based PR guru. If anyone can put you on the map fast, he can.
As a former PR Director for Bloomingdale’s/Short Hills, Bloomie’s PR Dept. should be giving you plenty of publicity. Since you are at the eleventh hour for huge self-promotion, go through Bloomie’s to see if they can schedule a personal appearance for you on one of the major TV network morning shows.
My favorite way to get quick publicity in a new area is to share articles. Can you find several similar – but not competitive – businesses who serve the East Coast Tri-state area? Offer to write an article for their newsletter or blog. Write about something that shows off your expertise, and then invite readers to meet you in person at the show. If you find the right JV partners and you offer a content-rich, valuable article, you could get your event in front of tens of thousands of ideal prospects.