Press Release Tip 26
Take a survey
Taking a survey, then writing about the results, is a fabulous way to generate publicity and attention for your product, service, cause or issue.
Publicist Judy Kalvin, a former member of The Publicity Hound Mentor Program, wrote the release below for her client, Dragon Rouge, a brand design firm, after it surveyed consumers in the U.S. and Europe about whether they prefer water, spirits and beer in aluminum, glass or plastic containers.
Graphs showing survey results accompanied the release. You’ll learn more about how to use photos and graphics in Module 9.
Judy paid $200 to PRWeb distribute the release. It was accessed more than 97,000 times. It appeared in Beverage Business Digest, Shelf Impact, Packaging World and other trade publications. Notice the background and methodology at the end of the release.
Here’s the release:
For Immediate Release
Contact: Judy Kalvin
Kalvin Public Relations
Dragon Rouge Fields First Beverage Package Survey
U.S. and European Consumers Polled on Preference for Aluminum, Glass or Plastic for Water, Spirits and Beer
New York, NY – July 12, 2006 – Results from Dragon Rouge’s Beverage Package Survey revealed that consumers in both the U.S. and Europe prefer glass bottles for spirits and beer, plastic bottles for (still) water, and are evenly divided between aluminum cans, plastic bottles and glass bottles for soda.
Here are the highlights from the survey. In the U.S:
• 98% prefer glass for liquor
• 96% prefer glass for beer
• 89% prefer plastic for water
• 42% prefer plastic for soda, 36% prefer aluminum and 22% prefer glass
While 46% of respondents said they have consumed beer in a plastic bottle (mostly at sporting events), 86% said that consuming it in plastic is less desirable than glass. Of these respondents, a full 40% believe that beer tastes better in glass bottles, while 37% perceive that it isn’t as cold.
Of those who said that plastic was better (10%), the main reasons cited were its shatterproof and lightweight qualities.
According to Jonathan Asher, President, Dragon Rouge, USA, “Despite attempts to market spirits and beer in plastic bottles, it is yet to catch on. Even with advantages of being shatterproof and lightweight, plastic cannot overcome negative perceptions of taste and not staying cold.” In Europe, recycling concerns were also cited.
There was little difference noted by age or sex and the results were largely consistent between Americans and Europeans with few exceptions. Soda is consumed in plastic bottles more in the U.S., and glass more in Europe, while about equally in aluminum. And, while they are not keen to consume beer in plastic bottles in either locale, nearly half of the U.S. respondents have done so, while only about one in ten Europeans have.
Background and Methodology of the Survey
Dragon Rouge, the world’s leading independent global brand design firm, surveyed 100 consumers in the U.S. and Europe. The survey was conducted electronically during the month of May 2006.
Graphs for the U.S., Europe, and overall are attached. A full survey report is available from Dragon Rouge at email.
Dragon Rouge, LLC, is a privately owned brand design firm with offices in New York, Paris, London, Warsaw and Hamburg.
“Special Report #19: How to Use Polls and Surveys That Brand You as an Expert” shows you how to tie new products and services to your poll or survey, how to use a survey to draw traffic to your website, other uses for surveys besides publicity, when to take a survey that ties into a holiday, and where to find hot topics for surveys.
Opportunity #26 to write a press release: Free demonstration
If you’re rolling out a new product, offer to do a free demonstration either in your store, or create a video and upload it to YouTube. Use it at your website.
Next: Highlight the local angle to a national story.