THE BLOG
11/05/2012 12:10 EST | Updated 01/05/2013 05:12 EST

Two Promotional Campaign Fails

In the world of PR there is a lot of borrowing. Best though to steal concepts that work. Here are two ideas that you don't want to sneak out of my blue bin.

Saying something loudly doesn't make it true. Doubly so when it is the printed word doing all the yelling.

I was given a card (pictured top) to keep so that I wouldn't forget the show I had just paid to see. Since then the card has been pinned to my corkboard wall. It has been up there for a while. It edges have started to curl. It has taken a couple of Starbuck splashes over time.

I took it down yesterday when I realized the card's message -- Please Keep This Card As Your Memory Of The Show -- hadn't worked. I have no memory of getting that 3" by 4" piece of cardboard. I can't tell you what show I was at when I received the card. An art show? A play? A dance performance?

Hmm. Probably something that was given out at a Toronto Harbourfront performance, since they are the only arts institution these days that has money to print this sort of thing.

I won't ever know now, the card has been moved into my blue bin.

The second written promo that claims I will remember something for life, has a better back story.

Two years ago I was on assignment in the Yucatan. Cave diving. One of the caves came to the surface near the beach community of Tulum. I had been underwater, in the dark, claustrophobic confines of a freshwater cave.

I stripped out of my wetsuit and drove to the coast to enjoy the warm sun, the wide open space and the blue sea (all the opposite of what I had been scuba diving through). Walking the beach I took the above picture of a bench in the white sand.

The chair's signature -- The Only Chair You Will Remember For the Rest of Your Life -- is a big fat lie.

Today I was warehousing photos onto a backup hard drive (my digital blue bin) when I looked at the picture once again. Had to check my notes to see where I had taken the picture. I had forgotten the chair, the beach and even the country I was in when I took the photo.

In the world of PR there is a lot of borrowing. Best though to steal concepts that work. Here are two ideas that you don't want to sneak out of my blue bin.