Louise Epic of Calgary, Alberta, Canada writes:
I’m looking for some ideas to incorporate in an awareness and product publicity program for our company, SOLE, which makes custom insoles or foot beds.
This product is unique in two ways: it uses a special technology where, after heating the soles in the oven and imprinting your foot, provide a custom fitting. There’s also a competitive price point. The company has asked for one or two creative guerilla PR initiatives and I was hoping your readers might have some suggestions.
To date, the company has an impressive list of high-profile testimonials (well-known athletes, celebrity chefs, etc), success stories, excellent retail distribution, online sales and athlete/sport event sponsorships. Work/military represents about half of sales. Sports/medicine represents the other half. The owner really likes the idea of including an education component and using a long-standing debate between foot experts on “what orthotic products are best” to raise the profile of this product.
Do your Hounds have any other ideas?